How to Sell Tech

If you are an SDR/BDR preparing to become an AE, or a first-time seller trying to figure out how to succeed in your new role, this audiobook was written for you.

Selling technology to businesses can be one of the most rewarding careers, but getting started can be hard. Most knowledge is gained through word of mouth, and it can take years to learn how to perform well and consistently hit your target. In this how-to guide, you'll be introduced to the "sales flywheel", where Charlie Cowan will share his 20 years of technology sales experience and walk you through the external and internal tasks that combine to deliver a successful sales process.

Through this audiobook, you will learn how to:

• Understand how customers buy
• Prospect to keep your pipeline full
• Qualify, so you only work on winnable deals
• Pick the right communication channels
• Manage meetings like a pro
• Present to large groups without nerves
• Navigate the customer organization
• Negotiate successfully, so you both get what you want
• Work with partners to increase and accelerate your deals
• Deal with competition by empathizing with their point of view
• Inject urgency to keep your deals moving
• Close deals on time avoiding end of month stress
• Lose gracefully to set up boomerang deals
• Create territory and account planning canvases
• Forecast accurately, so you and your manager are aligned
• Manage your money to build choices in future

How to Sell Tech also includes seven templates to help you manage your work:

1. Account canvas—research and plan your account strategy
2. Qualification canvas—decide whether to qualify a lead in or out
3. Opportunity canvas—map out who you know, timescales, decision processes for your opportunities
4. Negotiation canvas—plan your strategy, bargaining chips and possible solutions
5. Forecasting canvas—weekly forecasting sheets to take control of your call
6. Prospecting calendar—quarterly plans to map out your lead generation strategy
7. Launch plan template—key tasks to reframe the close plan from the customer's perspective

This audiobook will be ideal for anyone starting their first tech sales job, including:

• Account executives
• Sales executives
• SDRs/MDRs/BDRs
• ECS sales representatives
• Sales managers onboarding new team members
• Sales enablement managers

How to Sell Tech is suitable for anyone selling cloud platforms, SaaS, hardware, software, networking, security, or professional services.