How to Sell Technical Equipment and Services

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The objective of this book is to show how a salesperson can gain the enviable position of being the customer’s sincere preference for doing business.

Much has been written about perfecting sales techniques, in this informative book author James R. Hutton shares his decades of experience in the petroleum industry to help readers master the challenge of industrial sales. In How to Sell Technical Equipment and Services, Hutton covers the many aspects involved in B2B sales, with product knowledge being the key to success. Hutton breaks down the process into separate chapters covering more than 60 different topics ranging from identifying the decision makers and gathering intelligence, to handling unpleasant customers and introducing new products. Sales professionals, sales manager, and senior executives in all industries will find the information found in this book to be invaluable.

Learn how to:

  • Respond to tough situations
  • Manage time
  • Close the sale
  • Impress customers
  • Prospect for new business
  • Strike responsive chords
  • Send the right signals out so the right signals come back


  • Sales professionals
  • Sales managers
  • Senior executives
  • Energy lending and finance professionals
  • Anyone who seeks to understand how, or relies upon, energy markets
  • Students

About the Author

James R. Hutton’s career as a sales engineer with Dresser Industries covered nearly four decades, starting as an application engineer and working in various sales and management levels before retiring as president of Dresser Machinery International Division in 1986. He currently is vice president of sales for CECO Compressor Engineering Corp., a company that builds custom-made automation equipment and spare parts for gas compressors.


Type: Softcover
Size: 7x10 inches
Pages: 517
Published: 2005
ISBN: 9781593700669

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James R. Hutton
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