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3 Outdated Tech Sales Myths You TOTALLY Shouldn't Believe

When it comes to tech sales, many myths and misconceptions circulate. Here are 3 tech sales myths you need to stop believing today!

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Uvaro

Sep 21, 2022

Tech sales myths run rampant in the form of poor advice, and even urban legends among reps. Some of them even prevent people from changing careers into tech even though the rewards are easy to see. Maybe a previous coworker shared something misinformed about cold calls, or maybe an industry influencer shared some unrealistic results and their audience ran with it. There are lots of reasons why these myths persist.

The truth is that tech sales is a great career, depending on your goals, and what's important to you. As far as sales jobs go, tech sales is one of the more lucrative fields with huge earning potential. More than that, the industry is so flexible, that you can really find your passion within it. But these myths can hinder your effectiveness and ultimately block you from achieving Career Success.

Here are 3 tech sales myths you need to stop believing, and what you can do to reach your full potential instead.


Myth #1: Cold calling won't make a difference

This is one of those tech sales myths that just won’t die. Cold calling is the practice of calling potential buyers in the hopes of pitching and selling a product or service. Many tech salespeople today feel that cold calling doesn’t work anymore and doesn’t matter. They couldn’t be more wrong.

This myth may have started due to the amount and kind of rejection cold calling may lead to. It can feel like every time you pick up the phone, you’re sisyphus pushing his rock up his hill only to watch it roll down again. It can be hard to keep your head up, but it’s important not to throw in the towel.

Research shows that cold calling remains one of the best ways to get leads and is an essential part of sales. Many tech buyers actually prefer to be contacted by phone, making cold calling more effective than emails. It’s easy to throw an email into the trash pile. It’s much harder to reject someone over the phone, especially if they have the skills to be persuasive.

Tech sales myth 1: Cold calling won't make a difference

The Truth: Finesse Your Cold Call Skills

You should research the prospective buyer before making the call. You want to make the client understand that you care about them and you want to help solve their problems. Figure out what goals they have and sell them on how your products can help them meet that goal. During the prospecting stage, uncover everything you can to see how your product is the right fit for them. Don’t make HUGE leaps — for example, a restaurant chain probably would not need software for dog-walkers — but take the time to finesse your pitch to suit the client.

Plan what you want to say ahead of time. Look up some successful cold calling scripts and adapt them for your own use. Take a cold-calling workshop to brush up your skills! Plenty of people before you have figured out what works best, you might as well take advantage of their knowledge.

The beginning of the cold call is the most important, so you’ll want to have a killer opening line. Don’t be too hard on yourself: Some calls will not be successful. It’s important to consider those as a learning experience, review and take notes, and then keep trying. Make sure to remain positive, both on the phone and off.

Myth #2: The More People you talk to, the More Sales you'll Make

It's understandable why this tech sales myth is so pervasive. It seems to make sense; just cast a wide net and you’ll catch more fish, right? The problem with this myth is it makes sales seem like it's all luck and chance, with no skills or technique required. 

Quality is incredibly important when it comes to prospective buyers. If you do your research, and contact prospects that are already interested, you’ll find the sales pipeline flows much better. But more importantly, a successful sale is based on maintaining a relationship with your clients. Speaking to any talented Customer Success Manager, you’ll quickly realize how important those first impressions can be in the longevity of a client relationship. 

Tech sales myth 2: The More People you talk to, the More Sales you'll Make

The Truth: Quality over quantity

Your sales performance matters much more than having a high volume of buyers. Instead of playing the numbers game, choose high-quality, relevant prospects to contact. Do your research and then when you’re done, do it again. Your pitch needs to seem more like a comfortable conversation. Make the prospect feel at ease, not rushed or pressured.

Understand the issues the buyer has, then push your products as solutions to those issues. Ask yourself, How does this technology solve the buyer’s problem?” Intellectual selling can be a powerful sales technique. You’re speaking to other human beings, so have real conversations with them. You’ll get a yes” far more often than if you rushed through a series of calls.

Myth #3: It’s all about the close

If you’ve ever watched a movie or show that was about any sales rep, you’ve probably heard the line It's all about the close.” Let’s be real: we’re not all Don Draper. And our lives on the sales floor look nothing like MadMen.

The close isn’t the most important part of selling anymore. Honestly, I’m not sure if it ever was. Research shows that the opening of your call is more important than any other part of the sales cycle! Why? Because sales is about the long game. If you’re able to keep them on the phone, you’ll be able to spend time guiding your prospect, giving them the information they need, and ultimately building up some trust with them in the process.

Tech sales myth 3: It’s all about the close

The Truth: Build relationships

A sales discovery call is usually the first call a sales rep will make to a potential buyer after the buyer has shown interest. This is where you ask the buyer questions so that you can figure out how to help them. Ask them what their goals are and what problems they have. Listen to any objections and determine the best way to navigate them. Use this time to lay the foundation for a longer relationship. As a sales rep, your job is to connect with them and build enough trust and rapport that even if they don’t make the sale now, they may circle back when they are looking for an upgrade.

Not only that, but if they are interested in buying, you’ll be able to set both parties up for success. Listen carefully for any buying signals during the call. Emphasize how your tech will not only save them money and make things more efficient, but also how your working relationship will be smooth and seamless. If you do your job well, you’ll often get a resounding yes, and you can pass them over to the Customer Success team!


There’s a lot of misinformation out there when it comes to tech sales. Some of it is misguided, and some of it is out of date. It can be tough to know where to turn for reliable information and current tips and tricks. That’s why Uvaro’s coaches and instructors are currently working in the industry today, to make sure our members always get access to modern sales tactics. 

Interested in a career change? Learn more about starting your tech sales career off on the right foot by disregarding these tech sales myths, and using sales methods that are more effective and efficient. Consider signing up for a sales foundation course with Uvaro now to jump-start your tech sales career. 

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