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The Sales Engineer Manager's Handbook: Mastering Technical Sales
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** This is the revised 2026 version. We've added three new chapters about The Technical Win, Leaders Leading Leaders, and The Colour Of Money. Plus we updated and refreshed some of the other content ***
John Care and Chris Daly lay out the 3+1 rules of SE Leadership. A simple framework designed for everyone - from SEs thinking about moving into management to the newest of new SE Managers to a Global SE Vice President. This is a fascinating blend of tactical and strategic advice based on 30+ years of experience and many years of running SE-specific workshops. All designed to allow you to follow the 3+1 Rules: Develop And Serve Your People, Run Pre-Sales As A Business, and Serve Your Customers, matched up with Rule #0: Manage Yourself.
It's a familiar, often-repeated story. You take a rock star Sales Engineer who is highly valued for their sales and business skills, and make them a manager because they are a great SE with no regard for their possible leadership skills whatsoever. Perhaps they are pointed to a few online HR resources and take a mandatory "Managing Within The Law" session. Then they are released into the wild and asked to manage, lead, and motivate a team of Sales Engineers - each of whom performs the job differently from how the newly minted manager used to do it.
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