Modern Sales Engineers Need More Than Technical Mastery
They Need the Skills to Influence, Inspire, and Win
Tech Sales Mastery helps Sales Engineers elevate discovery, storytelling, and executive communication to drive real revenue impact.
You're Not Just Looking for a Training Program
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You’re trying to turn Sales Engineers into strategic partners who influence deals and drive growth. But professional development is harder than ever, and traditional training doesn’t address the real challenges that teams face in modern presales:
AEs & SEs Struggle to Collaborate Effectively
AEs & SEs are wired differently - they think, speak, & act differently, creating trust issues, communication gaps, and deal friction.
SEs ask questions, but don't uncover insight
Without a disciplined discovery approach, teams miss the business drivers, risks, and priorities that shape buying decisions.
They explain product, but don't demonstrate value
Features are shown clearly, yet value fails to resonate because the story isn’t anchored in outcomes the buyer cares about.
Soft Skills are under- developed, overlooked
Communication, presence, listening, and influence are not developed - or coached - despite being decisive in complex sales.
These aren’t training gaps. They’re habit gaps.
And habits determine how teams perform when it matters most.
(Looking for training for yourself?  Explore individual training & Six Habits certification.)
Choosing the wrong training is worse than doing nothing at all.
Many SE Leaders know something isn’t working - but they’re not always sure why.
The same symptoms can point to very different root causes: discovery gaps, storytelling breakdowns, misaligned roles, or unclear expectations.
That’s why we don’t lead with programs. We lead with diagnosis.
Before recommending anything, we work to understand how your Sales Engineers engage buyers, partner internally, and create momentum in deals. Only then do we suggest an approach that fits your team, your context, and your goals.
Let’s assess where the real opportunity isThe Six Habits of Highly Effective Sales Engineers
The most effective Sales Engineers don’t rely on talent, experience, or personality alone. They develop habits - techniques that guide how they think, communicate, and behave to guide customers and influence deals.
The Six Habits framework defines what high-impact Sales Engineers do differently in real customer interactions. It’s not a methodology to memorize or a script to follow. It’s a practical model for how SEs partner with sales, lead discovery, prepare intentionally, and perform with clarity when it matters most.
At its core, the Six Habits shift SEs from being technical experts to trusted partners who shape outcomes.
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#1 Partner - Sales is a Team Sport. SEs work as trusted partners with their sales counterparts.
#2 Probe -Â They ask thoughtful, curiosity-led questions that uncover real business drivers, risks, and priorities.
#3 Prepare - They prepare for conversations and demos with intention, focusing on stories and outcomes over content and slides.
#4 Practice -Â They rehearse critical moments to eliminate avoidable mistakes and show up with confidence.
#5 Perform - They communicate clearly, tell compelling stories, and engage executives with presence and perspective.
#6 Perfect -Â They reflect, refine, and continuously improve, making every interaction an opportunity to learn and grow.
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Why This Matters
The Six Habits give teams a shared language for what “good” looks like, a repeatable way to elevate discovery, demos, and collaboration, and a foundation for coaching and reinforcement over time.
Most importantly, the framework connects behavior change to business impact.
The Six Habits framework is the foundation behind every Tech Sales Mastery program.
A Word from Chris White
Welcome - thanks for visiting. If you're interested in training for your sales engineers, we welcome you to take a listen to this overview from our Co-Founder & Managing Director Chris White.
Book A Meeting with ChrisWhat Makes Tech Sales Mastery Different
Most sales and presales training focuses on content. We focus on how Sales Engineers and GTM teams show up in real conversations.  Here’s what that looks like in practice.
Built Specifically for Tech Sales
Our work is designed from the ground up for technical sales professionals — not adapted from traditional sales training or demo enablement.
Partnership-Centered by Design
We treat sales as a team sport, focusing on how Sales Engineers and Account Executives collaborate, align, and lead together in complex deals.
Grounded in Real Deal Work
Training is anchored in the discovery conversations, demos, and stakeholder interactions teams are actually having, not theoretical scenarios.
Experiential, Not Passive
Workshops are interactive, practical, and designed to model the behaviors teams need to apply with customers, not just understand intellectually.
Built for Reinforcement/Coaching
The Six Habits framework gives leaders a shared language and structure for reinforcing skills, coaching effectively, and sustaining change over time.
Thoughtful Use of AI
We use AI to support practice, reflection, and feedback, enhancing human judgment rather than attempting to replace it.
This isn’t about changing who your teams are.
It’s about helping them show up at their best when it matters most.
What Changes When You Work With Us
Conversations become intentional, not reactive
Sales Engineers stop defaulting to answering questions in isolation. Instead, they guide discovery with purpose, helping buyers think more clearly about their challenges, priorities, and decisions.
Demos shift from explanation to influence
Product walkthroughs give way to compelling stories anchored in business outcomes. Features still matter, but they’re framed in ways that resonate with executives and move deals forward.
AE–SE partnerships strengthen under pressure
Roles become clearer. Trust improves. Tension drops. Account Executives and Sales Engineers operate as true partners, especially in complex, high-stakes moments.
Soft skills show up when it matters most
Listening improves. Presence increases. Teams communicate with greater confidence and empathy, even in difficult conversations where influence matters more than information.
Managers coach behaviors, not anecdotes
Leaders gain a shared language for what “good” looks like. Coaching becomes more consistent, more actionable, and more focused on reinforcing habits that drive performance.
Change sticks beyond the workshop
Skills don’t fade once the training ends. Habits are reinforced through practice, reflection, and coaching, creating consistency across teams, regions, and quarters
This isn’t a short-term lift. It’s a fundamental shift in how technical sales teams show up. Deal after deal.
Who We Serve
We partner with revenue teams where technical expertise and human skills must work together to win complex deals.
Sales Engineering & Presales Teams
We work with Sales Engineers, Presales teams, and Solution Consultants who are expected to do far more than demo the product. Our programs help technical professionals lead discovery, tell compelling stories, and show up with confidence in high-stakes customer conversations.
Sales & Go-To-Market Teams
We support sales and go-to-market teams where Account Executives and Sales Engineers must operate as true partners. Our work helps align roles, improve collaboration, and create shared ownership of opportunities from first conversation through close. This also includes post-sales and customer success teams.
Revenue, Enablement & Leadership
We partner with sales leaders, enablement teams, and revenue leadership who are responsible for improving performance at scale. Whether the goal is onboarding, skill development, or sustained behavior change, we help leaders turn enablement investments into real-world impact.
Solutions that Help Revenue Teams Win
We partner with presales and sales teams through a range of engagement models designed to build real capability, not just deliver training. Each solution is grounded in the Six Habits framework and tailored to your team’s goals, maturity, and sales motion.
Team Training
Instructor-led engagements designed to elevate how Sales Engineers and GTM teams collaborate, discover, and communicate value in real deals. These programs are often used to introduce or reinforce the Six Habits framework, improve AE–SE partnership, and strengthen effectiveness across the team.
Ongoing Enablement
Structured, long-term engagements for organizations that want sustained behavior change, not one-time training. Delivered through a consistent cadence, this solution supports teams over time with sequenced skill development, reinforcement between sessions, and coaching support aligned to the Six Habits.
Explore Ongoing Enablement
Manager Training
Focused support for presales leaders, sales managers, and enablement leaders who are responsible for developing others. These engagements help leaders coach more effectively, reinforce the right behaviors in live deals, and create consistency across the team without becoming the hero seller.
Keynotes, SKOs & Custom Projects
High-impact sessions for sales kickoffs, leadership meetings, and strategic events. These engagements align teams around a clear point of view on modern technical selling, establish shared language, and create momentum for broader enablement initiatives.
Individual Training & Certification
Self-paced training and certification for individuals who want to level up their skills or those seeking to break into presales. This program provides you with a practical foundation in working with sales, discovery, storytelling, and other skills you can apply immediately.
Explore Individual Training
Program Delivery Options to Suit Your Needs
In-Person/Onsite
Immersive training led by facilitators with decades of sales/presales experience. Delivered onsite, every session is high-energy and built for real-world application.
Virtual
The same powerful content delivered in digestible virtual sessions. Not webinars, but true interactive workshops with breakouts, role plays, and real-time coaching.
Train the Trainer
We certify your internal trainers to deliver our programs, giving you complete ownership and sustainability - our content & material, your training experts.Â
Our Process - Built for the Change You're Looking For
A simple, flexible approach designed to change behavior in the field.
Based on YOUR team. NOT a one-size-fits-all program.
Align on the Real Challenges
We start with deep conversation to understand your sales process - what you sell, to whom you sell, and where deals tend to fail.
This isn’t "standard intake". It’s finding what will move the needle.
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Design the Right Engagement
Based on your goals, we tailor an engagement with a mix of skills workshops, coaching sessions, and AI reinforcement.
Everything is customized to align with how your team actually sells.
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Deliver Practical Training
Sessions are highly interactive and grounded in scenarios your team faces every day. Your team will leave with tools they can use right away.
No lectures. Full interaction. And no theory without application.
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Reinforce/Coach What Matters
Skills don’t stick without being reinforced. We support leaders with coaching guides and AI-enabled tools to help sustain change.
That’s how improvement becomes consistency - which drives habits.
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Trusted by Sales Engineering Leaders Worldwide
Sales Engineering teams across SaaS and enterprise software rely on Tech Sales Mastery to elevate how their teams discover, communicate, and influence in complex deals.
"Even our most skeptical Sales Engineers were fully engaged, and by the end, they were the ones asking for more. Chris has a rare ability to connect with experienced, high-performing teams and make the work immediately relevant.”
— Sales Engineering Leader, Global Enterprise Accounts
The Thinking That Shapes Our Programs
The Six Habits of Highly Effective Sales Engineers distills decades of real-world presales experience into a practical framework used by Sales Engineering teams around the world. Developed by Chris White, a former software developer, Sales Engineer, and sales leader, it forms the foundation of every Tech Sales Mastery program.
The book is the foundation behind every program we deliver, shaping how Sales Engineers approach discovery, demos, collaboration, and executive conversations.
It’s not theory. It’s a shared language and set of behaviors that help technical sellers show up with clarity, confidence, and credibility in real deals.
FAQ
The Six Habits sounds simple. Is this really for experienced Sales Engineers?
How does this fit with our existing sales methodology (MEDDPICC, Challenger, Command of the Message, etc.)?
How much of your work is customized to our team?
What do you do to make sure this actually sticks?
Should sales be included in the training?
Ready to Elevate Your Sales Engineering Team?
Let’s have a conversation about your goals, your challenges, and whether our approach is the right fit.
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Schedule a Conversation