Sales Fundamentals for Technical Specialists

Sales Fundamentals for Technical Specialists is now available in English at

World Economic Forum’s 2016 research The Future of Jobs found out that emerging job category of specialized sales representatives is expected to become critically important by the year 2020.

“.. as practically every industry will need to become skilled in commercializing and explaining their offerings to business or government clients and consumers, whether due to the innovative technical nature of the products themselves, due to their being targeted at new client types with which the company is not yet familiar, or both.”

As an example in IT industry automation and cloud services are cutting down the need for manual system administration. At the same time big share of large development projects and R&D can be outsourced to low cost countries. What is left for western IT workforce is agile co-creation, identifying and solving customers’ business issues in close collaboration with the customer.

This requires sales skills. However technical specialists are not traditionally trained in sales skills, while traditional communications training is missing commercial side, how technical features are turned into customer benefit and communicated in a way that makes the sale.

Sales Fundamentals for Technical Specialist fills the gap. It explains how technical specialists can provide value in the sales process and in general how learn the basic sales and influencing skills. These skills are crucial whether you are selling yourself or your ideas in inside your own organisation or to the customer.

The book includes interviews from the world leading sales engineer trainer John Care, top 100 social selling influencer Sani Leino, leadership communications expert, TED/TEDx speaker trainer John Bates, presentation consultant and coach Timo Sorri and negotiation trainer Taina Närhi.

Janne V. Korhonen has been working in technical sales roles within multiple organisation in IT industry for over last 10 years. He has found Sales Engineering Finland, world’s first and largest meetup group focusing on technical sales and marketing. In Sales Fundamentals for Technical Specialists he has been able to summarise sales fundamental in a easily consumable way for technical specialists.

Get your copy now from Amazon!


Marketing Technology Evening, 1st of September

Image from Flickr (CC BY-SA 2.0) by Groman123

The agenda


Build The Engine – How to Automate your Marketing and Sales? 

Jouni Koistinen, CEO of Idealmarkkinointi

Jouni is sales and marketing, especially inbound marketing and marketing automation specialist and the CEO of Idealmarkkinointi.


Lessons learnt of gaining traction in the global market on a bootstrap budget and doing agile sales and marketing experiments

Sami Suni, Founder and CEO of Showell (Twitter)

Sami has worked in sales, marketing and project management positions for almost 15 years. His passion is to innovate and turn those innovations into sellable products and services.


How to make a product demo that stands out

Oscar Santolalla, Host and Producer of the public speaking podcast Time to Shine (Twitter)

Oscar has spent more than three years as a Product Manager in the software industry. Either onstage or on blogs he advocates making technical presentations and product demos that engage and inspire.


We are planning to have professional streaming of the event by Jarmo Lahti from Infocrea Oy (Twitter).

Infocrea Oy offers streaming and recorded video based journalistic multimedia content services. Infocrea´s Jarmo Lahti has long experience in leading Finnish trade publishing companies beginning from the end of 1970´s.


Please check the details and register here.