Sales Engineering Course

Lesson 1 • Understanding the Buying Process

Maps typical B2B buying stages and decision-maker roles. Provides context for where SE activities fit within each stage.

Lesson 2 • The SE Value Proposition

Examines how SEs create measurable value for buyers and sellers. Connects technical credibility to revenue outcomes.

Lesson 3 • Defining the Sales Engineer Role

Clarifies how SEs differ from account executives and support engineers. Sets the professional identity framework used throughout the course.

Lesson 1 • Questioning Frameworks for SEs

Introduces structured questioning models adapted for technical contexts. Teaches SEs to uncover both surface requirements and deeper business drivers.

Lesson 2 • Discovery Documentation and Handoff

Establishes standards for capturing and sharing discovery insights across teams. Ensures continuity from discovery through proposal and delivery.

Lesson 3 • Discovery Call Planning

Covers pre-call research, agenda setting, and hypothesis formation. Ensures SEs enter every discovery conversation prepared and credible.

Lesson 4 • Qualifying Opportunities Technically

Applies technical qualification criteria to assess deal viability. Prevents wasted SE effort on unwinnable or misaligned opportunities.

Lesson 1 • Solution Validation with Stakeholders

Validates proposed designs with technical and business stakeholders before formal presentation. Reduces late-stage objections and rework.

Lesson 2 • Handling Gaps and Trade-offs

Equips SEs to address product gaps honestly while maintaining deal momentum. Builds trust through transparent trade-off communication.

Lesson 3 • Translating Requirements into Solutions

Converts documented requirements into candidate solution designs. Establishes the logical bridge between buyer needs and product capabilities.

Lesson 4 • Solution Architecture Principles

Introduces architectural thinking relevant to SE solution design. Teaches scalability, integration, and security considerations buyers expect.

Lesson 1 • Audience Analysis and Message Design

Identifies audience personas and tailors message depth accordingly. Prevents information overload and ensures relevance for each stakeholder group.

Lesson 2 • Visual Design for Technical Content

Teaches principles for creating clear, professional technical visuals. Reduces cognitive load and reinforces key messages through effective design.

Lesson 3 • Virtual Presentation Excellence

Adapts SE presentation skills to remote and hybrid environments. Addresses unique challenges of screen sharing, engagement, and technical setup.

Lesson 4 • Live Delivery and Presence

Develops vocal, physical, and pacing skills for live SE presentations. Builds confidence and authority in front of mixed technical and executive audiences.

Lesson 1 • Demo Strategy and Planning

Establishes a strategic approach to demo design before any build begins. Aligns demo scope to discovery findings and deal stage.

Lesson 2 • Handling Demo Objections Live

Prepares SEs to respond to objections and unexpected questions during demos. Maintains deal momentum without losing technical credibility.

Lesson 3 • Building a Demo Environment

Covers technical setup, data preparation, and environment stability for live demos. Prevents technical failures that undermine buyer confidence.

Lesson 4 • Demo Debrief and Follow-Up

Establishes a structured post-demo process to capture feedback and advance the deal. Converts demo momentum into concrete next steps.

Lesson 1 • Competitive Evaluation Tactics

Prepares SEs to win in bake-offs and competitive evaluations. Teaches ethical influence strategies that highlight differentiated strengths.

Lesson 2 • POC Strategy and Scoping

Defines when a POC is warranted and how to scope it for maximum impact. Prevents open-ended evaluations that drain SE resources without advancing deals.

Lesson 3 • Executing and Managing the POC

Covers day-to-day POC management, stakeholder communication, and issue resolution. Keeps evaluations on track and buyer confidence high.

Lesson 4 • Structuring the POC Plan

Builds a formal POC plan document agreed upon by both parties. Creates accountability and a shared definition of success.

Lesson 1 • SE Role in Commercial Negotiation

Defines the SE's contribution during pricing and contract negotiations. Teaches SEs to protect technical scope without undermining commercial flexibility.

Lesson 2 • Negotiating Custom Requirements

Guides SEs through requests for custom development or non-standard configurations. Balances buyer satisfaction with product and delivery feasibility.

Lesson 3 • Anatomy of a Technical Objection

Deconstructs objection types and their underlying causes. Enables SEs to diagnose and respond to objections accurately rather than reactively.

Lesson 4 • Objection Response Frameworks

Provides structured response models for common SE objections. Builds consistent, credible responses that advance rather than stall deals.

Lesson 1 • Building Long-Term Customer Relationships

Extends SE engagement beyond the initial sale into expansion and renewal cycles. Positions SEs as trusted advisors who drive lifetime customer value.

Lesson 2 • Enterprise Deal Strategy

Applies strategic frameworks to complex, long-cycle enterprise deals. Teaches SEs to think beyond individual tasks and shape overall deal direction.

Lesson 3 • Managing SE Resources and Capacity

Covers prioritisation and allocation of SE time across a deal portfolio. Prevents burnout and ensures high-value opportunities receive appropriate coverage.

Lesson 4 • Cross-Functional Collaboration

Builds skills for working effectively with product, delivery, legal, and finance teams. Ensures SE-driven commitments are feasible and organisationally supported.