The Art of Selling Rocket Science: Book 1. Building a Sales Program for Technical Services

The Art of Selling Rocket Science is a rare series of books written specifically for sales and marketing of technical services, including engineering, architecture, construction, applied science, information technology, and management consulting. These books support our main theme that the marketing and sales of complex, technical services are distinctly different from simpler consumer services. The professionals who provide these services earn their livings by developing solutions to complex problems, yet are also asked to participate in selling their services to customers. Because of the human factors in how customers make buying choices, we contend there is art combined with the selling and buying of science. Selling technical professional services consists of two different components, both of which are critical. The first part is the technical content, familiar territory to engineers and applied scientists, based on their schooling, experience, and personality. However, the second component is the emotional side, relating to values, feelings, and human psychology. To many practitioners, this can be foreign and uncomfortable because they received almost no education in the topic. Because of these human factors in making buying choices, we contend there is art combined with the selling of science. Charles McIntyre and Harold Glaser are working professionals who have built their careers in the technical services industry. They titled the series The Art of Selling Rocket Science because they are fascinated with the marriage of science and creativity to connect highly technical professional services and the human side of how people make choices.

Charles McIntyre is Director of Marketing for an electrical/technology construction firm. He has worked in the technical services industry for more than 20 years. As a non-technical professional in a highly technical world, he bridges the gap between the art of persuasion and the science of technical solutions. Harold Glaser is Director of Client Excellence with an engineering and environmental science firm. He has worked with some of the largest utilities and agencies in the world. With over 35 years of experience as a civil engineer, the emphasis of his career has been on business development. He is a Registered Professional Engineer and a Member of the American Society of Civil Engineers.