TSL S3E24 - "What is Technical Sales" - Michael Payne, Winston Watercooler

About this episode

Michael Payne discusses the concept of Technical Sales and its competencies with Dr. Willy Bolander.

Michael Payne joins Dr. Willy Bolander in The Sales Lab to answer the question: "What is Technical Sales?" from the perspective of his company - Winston Watercooler. All episodes of Season 3 will address this important question. What do we mean by technical sales? What is so technical about it? Is it ever not technical? What competencies are needed for success? Join us!

People in this episode

Host: Willy Bolander

Guest: Michael Payne

Topics covered

• Technical Sales
• Sales Competencies
• Business Education
• Career Development
• Self Improvement

Keywords

• Technical Sales
• Sales Competencies
• Winston Watercooler
• Business
• Education

Mentioned in this episode

Organizations: Winston Watercooler

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• TSL S3E26 - "What is Technical Sales" - Tyler Courtney, Regal Rexnord · January 12, 2026 · 49 min
• TSL S3E25 - "What is Technical Sales" - Lucas Motycka, Johnson Controls · November 3, 2025 · 51 min
• TSL S3E23 - "What is Technical Sales" - Zach DeGroff, Rubber & Gasket Company of America · October 13, 2025 · 52 min
• TSL S3E22 - "What is Technical Sales" - Harvey Berman, ABI Research · October 9, 2025 · 50 min