# Sales for Engineers

> A practical guide to building world-class sales engineering skills.

Author: Sri Rang

## Book

- [Sales for Engineers — Table of Contents](https://salesforengineers.com/book/): Full chapter listing with summaries

## Chapters
- [Ch. 1 — Why Engineers Make the Best and Worst Salespeople](https://salesforengineers.com/book/01-why-engineers-make-the-best-salespeople/): The same traits that make you credible can also make you lose deals.
- [Ch. 2 — What Sales Engineering Actually Is](https://salesforengineers.com/book/02-what-sales-engineering-actually-is/): The role that sits at the intersection of technical depth and commercial impact.
- [Ch. 3 — The Transition — From Engineer to SE](https://salesforengineers.com/book/03-the-transition/): The mindset shift, the practical steps, and what to expect when you cross over.
- [Ch. 4 — The AE–SE Partnership](https://salesforengineers.com/book/04-the-ae-se-partnership/): How to build a working relationship that wins deals.
- [Ch. 5 — Why Discovery is Your Most Important Skill](https://salesforengineers.com/book/05-why-discovery-is-your-most-important-skill/): The conversation before the conversation that determines everything.
- [Ch. 6 — The Questions That Unlock a Deal](https://salesforengineers.com/book/06-the-questions-that-unlock-a-deal/): What to ask, how to ask it, and what to do with the answers.
- [Ch. 7 — The Demo — Preparation and Execution](https://salesforengineers.com/book/07-the-demo/): How to prepare the right demo and run it in a way that actually lands.
- [Ch. 8 — Handling Tough Questions Live](https://salesforengineers.com/book/08-handling-tough-questions-live/): How to stay credible when you don't have the answer.
- [Ch. 9 — When to Run a PoC (and When to Push Back)](https://salesforengineers.com/book/09-when-to-run-a-poc/): Not every deal needs a PoC. Knowing the difference is half the battle.
- [Ch. 10 — Scoping a PoC to Win](https://salesforengineers.com/book/10-scoping-a-poc-to-win/): The scope document is not admin work — it's a sales tool.
- [Ch. 11 — Executing and Closing the PoC](https://salesforengineers.com/book/11-executing-and-closing-the-poc/): How to run a PoC that ends with a decision, not a delay.
- [Ch. 12 — When Deals Go Sideways](https://salesforengineers.com/book/12-when-deals-go-sideways/): How to recover, reframe, and sometimes walk away.
- [Ch. 13 — The Resilient SE — Riding the Highs, Surviving the Lows](https://salesforengineers.com/book/13-the-resilient-se/): How to stay grounded through bad quarters, sharp in good ones, and always investing in yourself.
- [Ch. 14 — The SE's New Moat — Trust, Judgment, and Presence](https://salesforengineers.com/book/14-the-ses-new-moat/): What makes a great SE irreplaceable in a world of capable AI.
- [Ch. 15 — Growing from SE to Senior SE](https://salesforengineers.com/book/15-growing-from-se-to-senior-se/): The shift from doing the work to owning the outcome.
- [Ch. 16 — Beyond SE — The Paths Forward](https://salesforengineers.com/book/16-beyond-se-the-paths-forward/): SE → Solutions Architect → Product → Founder. The roads available to you.
- [Ch. 17 — About the Author](https://salesforengineers.com/book/99-about-author/): Background and work of the author.
- [Ch. 18 — Also by the Author](https://salesforengineers.com/book/99-also-by-the-author/): Other books by Sri Rang.