Statistics and trends underscore the promising growth in demand for tech sales professionals. For instance, the IT and Software Services sector, now valued at a staggering $5 trillion, is a clear indicator of the industry’s upward trajectory.

In the USA security services market, for example, spending on emerging technologies is expected to reach $62 billion by 2030.  Additionally, a survey conducted by Gartner confirmed that 80% of technology executives report that their organizations have increased their technology budgets, which includes hiring skilled sales professionals.

The rise in SaaS has also pushed demand for more tech salespeople. However, the skills required by technology salespeople have changed due to emerging technologies like Web3 and digital transformation, where data-driven selling is a core focus.

A decade ago, sales were essentially a “gut-feel” game. Intuition got you the deal. Today, sales professionals have a more comprehensive personal tool set, starting with the ability to analyze data in CRM platforms (such as Salesforce), marketing automation tools, and engagement tools. But there is more to it than just analyzing data and acting on it to engage a buyer.

Key Takeaway

The market for technology sales professionals is strong and continues to expand. To succeed in this sector, a salesperson must be a hybrid of a technical analyst (with expertise in data, AI, and CRM) and a strategic consultant with business acumen, empathy, and the ability to communicate effectively.

Investing in technology sales training and other programs that enhance knowledge and selling skills is crucial.

Technology Sales Skills

Today’s tech sales professionals require skills and sales tools that were either non-existent or far less critical ten years ago. A fast way to upskill if you’re a proven salesperson to move into tech sales is to embark on sales training.

There is no age barrier in sales – if you’re good at it, then you’re in demand. However, experienced salespeople who started out a decade ago will need to undergo a paradigm shift from being a gatekeeper of information to becoming a trusted, strategic advisor.

The best tech sales program can be invaluable to sales professionals, as a way to quickly upskill from yesterday’s selling methods to those used today.  It’s also ideal for new entrants into the sector after completing their tertiary education.  Then there’s a case for starting to build your personal brand and reputation.

Build Your Brand

Sales professionals also need to build and hone their own brand. A strong presence on LinkedIn is vital. It is their resume, and it’s where prospective hirers go to find out everything about them.

Be A Trusted Advisor

Gone are the days of cold-calling. Today, buyers do their own pre-sales research. Tech salespeople must hold back from being pushy and instead focus on providing a consultative and supportive role. For example, the buyer is asked questions that reveal the challenges their business faces.

It’s a very much give-and-take scenario where the salesperson must add a lot of value before the buyer trusts them.

High Value Comms

Case studies and storytelling can help build up trust.  Additionally, sharing news and technology updates with prospective customers is a valuable approach.  For example, updates on regulations like GDPR for data privacy and management.  Or sharing news of cybersecurity alerts or tech product failures.  This action keeps you relevant and gives you a reason to communicate with customers and prospects.

Flexible Hours

The tech salesperson must also be adept at using the tools in remote settings and be contactable. For example, use video conferencing to answer calls and give presentations at short notice, outside of the usual work hours.

Advanced Technical Literacy

Cloud Computing, Cybersecurity, and AI/Machine Learning are areas where tech salespeople need to grasp the fundamentals of these complex topics to discuss integration and compatibility with a client’s existing technology stack.

Additionally, utilizing technology in the sales process is crucial to closing the sale.

AI and Automation Fluency

Showing you are comfortable using AI-powered tools for lead scoring, personalized outreach, and analyzing customer sentiment. In addition to using automation to handle the routine tasks of the sales cycle, you can focus on higher-value interactions.

Data-Driven Decision-Making

As mentioned earlier, there is a need to act on one’s gut feeling. Today, tech salespeople have moved beyond relying on their intuition to utilize data analytics from CRM and other sources to inform their strategy, identify high-value prospects, forecast accurately, and understand the customer journey.

Shift in Sales Approach

The role of tech sales has transitioned from a transaction-focused ‘pitcher’ to a value-driven ‘consultant’. This shift underscores the importance of thoroughly understanding the customer’s industry, business objectives, and organizational structure to position the product as a strategic advantage, rather than just a solution.

Consultancy

Technology salespeople must deeply understand the customer’s industry, business goals, and organizational structure to position their product as a strategic advantage (not just a solution).

Gone is the requirement of cold calling and pushy sales pitches. Today, the focus is on proving first that you are here to help. Simply explaining product features and price, with less emphasis on the customer’s overall profit and loss (P&L) or long-term strategy, won’t suffice.

Collaboration

Empathy and adaptability are key in tech sales. Sales professionals need to bring their high emotional intelligence and the ability to inspire trust. The focus is on building long-term relationships and maximizing customer lifetime value (CLV). Adaptability is crucial for navigating rapid technological changes and evolving customer purchasing processes.

The focus is on building long-term relationships and maximizing customer lifetime value (CLV). Adaptability is crucial for navigating rapid technological changes and evolving customer purchasing processes. Sales were often characterized by “pushy” sales tactics and high-pressure closing techniques.