If you are reading this book, you are probably either directly responsible for selling high-tech products or are in a supporting group such as training or marketing. In any case, congratulations, the techniques detailed in this book have contributed to the success of many technical sales professionals and we are confident they will improve your sales results as well. This book was specifically written to help decode the "black art" of selling complex, high-value products. These types of products are unique in their need to have a technical professional a sales consultant involved in the sales. Our systematic approaches can enable any level of sales or marketing person to improve his or her capability to deliver service to the customer and improve sales as a result.

The trade book press is glutted with books on how to sell, so why do we think another one is necessary? Most books today focus on "old school selling," an approach that is more than 100 years old and is pretty well documented. Those books are great for the Willy Lomans of the world who are focused on turning a quick buck with high-pressure sales. There are also some excellent books that describe sales methodologies, or processes to follow to improve your sales. These books are generally focused on establishing and cultivating relationships with key executives.

What's missing is an equal focus on improving the methods and skills of those who engage in the technology side of the sales equation. This is a new aspect...