Book excerpt: 'Technical Selling Skills: A Sales Engineers Master Guide to Selling Successfully' is a Comprehensive & Powerful Practical Guide designed for Sales Engineers seeking to excel as Champions in the complex world of technical selling. It covers a Unique 8 Step Champion Sales Model: P.A.N.O.R.A.M.A. to equip you- enabling you to have a panoramic view of the entire sales process: the customer, market, industry, and competition, so you as the technical sales professional will be able to effectively tailor your approach, address customer needs, leverage market trends, offer value, differentiate your products & close successfully while empowering you to engage customers in meaningful conversations, provide valuable insights, and position your offering as the optimal solution, ultimately enhancing your ability to build trust, win business, and achieve sales success. Whether you are a seasoned professional or just starting your career, this master-book will provide you with valuable insights, practical strategies, and real-world examples to stand out as a Champion.