Sales Engineering Books

This book shares 36 humorous stories and lessons from Peter Cohan’s career, helping presales and sales professionals avoid common mistakes and improve client interactions. A practical and entertaining guide for better demos and sales success.

This 200-page book offers practical exercises on seven key behaviors: Be Authentic, Listen Actively, Show Empathy, Have a Conversation, Practice Humility, Tell a Story, and Leave an Impression. It helps Sales Engineers improve their communication and relationships, making their interactions more genuine and effective at any career stage.

This book shows how to analyze wins and losses without blame, helping organizations learn from mistakes. It encourages systematic review to improve performance and success. A valuable read for anyone wanting to turn setbacks into growth opportunities—making it a real “win.”

This handbook highlights the importance of human connection in remote sales. It offers practical tips, stories, and techniques to improve demos, RFPs, and presentations. Ideal for new and experienced Sales Engineers, it also shows how Presales can better support Product, Marketing, and R&D teams.

This book is the first to guide Sales Engineers on becoming true Trusted Advisors. It explains the complexity behind the role, helping you build trust, credibility, and stronger client relationships—an essential skill for success in technical sales.

A practical guide to building the mental resilience and habits required for sustained success in sales. Introduces a “success cycle” mindset and daily routines to maintain confidence and proactivity through the ups and downs of long sales cycles. Helps sales engineers stay consistent and motivated, especially when facing rejection or quarter-end pressures.