As an engineer, you are in the best position to sell your product or service to your clients: after all, you designed it, built it, and are familiar with its applications inside and out. You are confident in your ability to explain it, advocate for it, and defend it from critics. But perhaps you've already learned that selling is not as easy as you thought. Perhaps you've experienced the disappointment of deals being put on hold, falling through, or never even getting off the ground. And perhaps, no matter how knowledgeable you are, you may simply lack the personality to influence others.

The process of selling is not based on luck or magic - although it may seem that way, when watching the pros in action. Salesmanship is actually a process that involves skills in research, organization, and interpersonal communication. It's a process based on building trust, reciprocity and long-term relationships. Not everyone can be a master salesperson, but we all can, at the very least, learn to acquire some of the skills necessary to make drastic improvements in our ability to sell.

This course is concerned with selling technical products and services only. It has been created for engineers and technical professionals who have sales responsibilities or would like to become more involved in the sales process. This course is a companion module to Marketing Technical Products and Communicating to Non-Technical Audiences (also in the ASME Professional Practice Curriculum). Many of the ideas discussed here relate to marketing and communications. When studied together, they provide a well-rounded approach to the technical sales process.

The technical sales field is very different from other types of sales, such as sales of general consumer goods and services, luxuries, or commodities. The technical sales process is often consultative and customized to highly specific requirements. It is more complex in nature and sometimes requires the consensus of multiple decision-makers. There is usually a major educational component involved in the technical sale, in that either the client must have the knowledge to evaluate your product, or you must be prepared to provide them with that knowledge.

Throughout this course, you will learn a variety of tools and techniques that will make you a better salesperson. As you read through each section, keep in mind that making sales requires a great deal of determination and a willingness to cope with refusals. Even the best salespeople face rejection every day. It's part of the turf. Not everyone is going to want your product or service. In some cases, they may have no current need for it. In other cases, they may lack the financial resources to purchase it. And still other times, they may simply refuse to see the advantages of your product, no matter how sound your proposition.

The sales field is entrepreneurial. For many engineers, it represents a means to greater compensation: higher salaries, bonuses, commissions, and other financial incentives offered through your organization. Sales work can expand your horizons on many different levels, leading you to rewarding new avenues of growth and recognition.

With this in mind, let's get started.

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