The Trusted Advisor Sales Engineer

** Note this Paperback version is an edited and reformatted version of the original eBook with updated 2025 data and an extra chapter about Trust and AI. **

Sales and Sales Engineering leaders worldwide have used the Trusted Advisor label hundreds of times over the past twenty years. Yet it doesn’t really mean much without much 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. For the first time, there is now a book specifically designed to help the individual Sales Engineer start the journey to becoming a Trusted Advisor.

Section One covers how to define and actually measure trust with your clients. Section Two examines the practical aspects involved in building trust through Discovery, Presentations, Demos, and other standard activities of an SE. Section Three discusses how to get started and put it all into practice - both for individuals and for SE teams. This is not one of those tiny 40-page eBooks. It's over 150 pages of thoughts, ideas, best practices, and real-life examples based on dozens of clients and thousands of students who have already taken the workshop.