The Trusted Advisor Sales Engineer

John Care
Managing Director, Mastering Technical Sales

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Sales and Pre Sales Engineering leaders across the world have used the Trusted Advisor label thousands of times over the past twenty-five years. Yet it really doesn’t mean that much without a lot of explanation. You may be thinking about some of these questions right now. Becoming a Trusted Advisor is not as simple as it sounds, which is why so many organizations either never try, or make a half-hearted effort. Trusted Advisor – two words, five syllables and fifteen letters hide a massive complexity. So how exactly does a Sales Engineer become a Trusted Advisor to a Client? Can you measure the degree of that Trust? Does it make a difference in the Sales Process?

You’ll be introduced to the Trust Equation and the five essential factors which create trust – Credibility, Reliability, Intimacy, Self-Orientation and Positivity. You will learn how to create your own Trust Scale and then measure your individual clients against that scale to create both a Trust Score and a plan to improve that score.

About the Presenter

John is the author of the highly successful book, “Mastering Technical Sales: The Sales Engineers Handbook.” The book has been described as “the ultimate how-to manual for presales engineers and their leaders,” and is now an integral part of new hire development at many technology companies. To date, over 35,000 students have been trained in his Professional Skills Curriculum.