Tech Sales Careers
The Job Role, The Opportunity, and Your Steps to Success
WTF is Tech Sales?
At Uvaro, when we talk about tech sales, what we really mean is Business To Business (B2B), Software As A Service (SaaS) sales.
Subscription-Based Products
You’ll most likely be selling monthly or annual subscriptions to companies,for websites and apps that help prospects with their work. There are thousands of B2B SaaS companies out there that operate with this business model.
Selling to Business
Sure, you're selling to a person, but the client is actually their employer, a business. Each business relies on a complex tech stack of products and services that allows it to run at peak performance. Most of which will need to be bought and sold.
Inbound and Outbound Sales
Not all opportunities are created equal. You will be asked to potentially run a discovery on an educated prospect who is looking for more information and ready to buy. You will also need to be able to hunt down and land your own deals.
What Tech Sales is NOT
When we say “tech sales” in 2023, a lot of different thoughts might run through your mind. And we don’t want to leave you with the wrong impression. Allow us a few moments to clear the air and share what tech sales is not:
NOT selling "technology" like laptops or phones
Common Questions about Tech Sales
Just how it sounds, Tech Sales is the process of selling technology products and services. This can include software, hardware, cloud computing solutions, cybersecurity services, IT consulting, and more.
Tech sales professionals, often known as sales reps or account executives, play a crucial role in the technology industry. They are responsible for identifying potential customers, understanding their needs, and presenting technology solutions that can address those needs effectively.
In particular, the B2B (business-to-business) and SaaS (software-as-a-service) segments have are experiencing rapid growth and an acute shortage of qualified sales reps, and this trend is expected to continue for the next decade or more.
Success in B2B tech sales often involves building strong relationships with business clients, in-depth product knowledge, and the ability to communicate how technology can deliver specific benefits to their operations. It's a dynamic field with ample opportunities for growth, especially as businesses increasingly rely on technology to thrive in today's digital landscape.
Want to learn more? Check out these deep-dive articles:
Tech sales can be a fantastic career choice if it's the right fit for you. It offers great opportunities for personal and financial growth. The industry is dynamic and ever-evolving, which means there are always new products and solutions to sell. Tech salespeople often work with cutting-edge technologies, allowing them to stay at the forefront of innovation. Plus, tech sales roles often come with attractive compensation packages, including base salary and commissions.
However, it's important to note that success in tech sales requires strong communication and relationship-building skills. Sales professionals need to understand complex technology solutions and effectively communicate their value to potential customers (and employers!). It can be a competitive field, but for those who are motivated, skilled, and enjoy working in a fast-paced environment, tech sales can be a very rewarding career path.
Different approaches to selling require different sets of skills. The best reps are dynamic, choosing which strategies and methodologies fit best in a given set of circumstances.
Important skills can include product knowledge, communication, and perseverance. For a deeper dive into tech sales skills, scroll down to the Skills you need for a successfull career in tech sales section of this page.
Short for software-as-a-service but usually stylized SaaS and pronounced like sass, SaaS is a business model where software applications are hosted and provided to customers over the internet, typically on a subscription basis. Instead of installing and maintaining software on individual computers or servers, subscribers access and use the software (often through a web browser), and pay a monthly fee for the privilege.
For individual consumers, these types of subscriptions look a little bit like a streaming service, where you might pay $10/month for something like Netflix or Disney+. But for businesses, SaaS subscriptions can be hundreds, thousands, or millions of dollars per month, and capture all of the complex tools (like websites, financial tracking, and employee management systems) that let them operate smoothly.
Here's a 3-minute video primer from Uvaro CEO Joseph Fung, recorded in a live online Uvaro workshop:
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No. Tech sales jobs can be either remote or office-based, and the work setting depends on factors such as company policies, the type of sales role, company culture, geographic location, and the specific sales position.
While many companies are now 'remote-first' or 'remote-only', we increasingly see businesses choose to decide whether an employee will be in-office or remote based on the seniority of the role, the strength of the candidate, and the geographic availability of nearby offices.
If you want to access remote work opportunities, it's essential to research individual companies to understand their work policies and whether a particular tech sales job is remote, office-based, or a combination of both.
Tech sales can be quite lucrative. Sales professionals, especially those in the tech industry, often have the potential for high earnings. Many tech sales roles offer competitive base salaries, and a significant portion of the compensation is performance-based through commissions or bonuses.
This means that the more successful you are at selling, the more you can earn. Investing in your own success is critical. As you gain experience and build a strong sales track record, your earning potential tends to increase. But salaries and salary increases are not guaranteed.
It can be easy to get sucked in with the promise of a great job or huge commission checks, only to discover that your new employer has over-promised or set impossible targets. That's why it's critical to be careful about where you land!
Thinking about a career in tech sales? Come to our free 'Career Paths in SaaS' workshop to learn more
See WorkshopSkills you need for a successfull career in tech sales
Tech sales careers aren't just about your job execution today. The strategies, thought processes, and creative undertakings we help you develop are skills that will serve you for the rest of your career.
Sales skills—the ability to connect with someone and get them to agree to your terms—are valuable well beyond a career in sales.
Tech skills, meanwhile, are the future of the globalized economy. They're how you stay ahead of the ever-faster changes that cause huge disruptions for those who aren't prepared.
Combined, tech skills and sales skills help you to be successful in all career paths and in all aspects of life:
- Effective communication
- Business research
- Conversational acumen
- Problem solving
- Storytelling
- Active listening
- Confidence
- Perseverance
- Networking
Effective Communication — Effective communication is the lifeblood of success in the multifaceted world of tech sales. In a field where conveying value propositions, addressing objections, and negotiating deals are daily activities, effective communication is not just a skill; it's the cornerstone upon which tech sales professionals build prosperous careers and drive revenue growth.
Business research — Great research empowers tech sales professionals to understand market trends, competitive landscapes, and customer preferences, providing the critical insights needed to make data-driven decisions in their careers. When staying ahead of the competition is key, the skill of effective business research is a linchpin for innovation, adaptability, and maintaining a competitive edge.
Conversational acumen — Sometimes over-estimated, "the gift of gab" goes beyond mere dialogue; it's about actively listening, empathizing, and adapting your communication style to build interpersonal connections. Great conversation skills cultivate trust, foster collaboration, and drive impactful outcomes.
Problem solving— Problem-solving isn't just a skill; it's a strategy. The right approach to problems lets you dissect complex issues, come up with clever solutions, and adapt nimbly to challenging scenarios.
Storytelling — Great whether you're a Business Development Rep crafting narratives to engage leads, an Account Executive sharing success stories to hook clients, or a Sales Director giving anecdotes to motivate a team.
Active listening — Active listening helps you really hear what people are saying and understand their needs. It's not just about echoing their words, but also paying attention to the feelings and ideas behind them.
Confidence — Confidence helps you take calculated risks, make impactful choices, and inspire trust in others. It not only boosts your own self-assurance but also influences those around you.
Perseverance — There are a lot of "no" answers in sales. When you persevere, you keep going despite setbacks and failures. You learn from your mistakes and use them as stepping stones toward success.
Networking — It's true well beyond sales: Your community shapes your behavior. But it can also shape your outcomes. Like it or not, who you know is often at least as important as what you know. Building great relationships and having a strong community helps to build a better career.
The Different Tech Sales Roles
There are a huge variety of tech sales jobs. Which are the right roles for you today, tomorrow, and as you progress in your career?
Direct Entry Tech Sales Careers
Entry-level sales roles serve as the foundation for building a successful career in sales. These roles are often the starting point for individuals who are eager to gain experience and develop essential skills in sales and customer relationship management.
Business Development Rep
What is a BDR?
Business Development Representatives play a critical role in the sales process. Often shortened to "BDRs", and sometimes also called "Sales Development Reps", their primary responsibility is to generate and qualify leads. This involves identifying potential customers who have a genuine interest in the company's products or services.
One of the key functions of a BDR is to engage with potential clients through phone calls, emails, or social media outreach. They aim to establish a connection with prospects, understand their pain points and needs, and assess whether there is a potential fit between the prospect's requirements and the solutions offered by the company. BDRs also work on setting up appointments or introductory meetings between qualified leads and the sales team.
BDRs are often responsible for researching target markets and industries to identify prospects, creating and maintaining a database of leads, and using various outreach methods to make initial contact.
As a BDR, you'll create prospect lists, chase leads, screen calls, try to get commitments of interest, make introductions, and become the ultimate opener.
BDR: 'A Day in the Life' Videos
With Yu
See Other ExperiencesWith Tanpreet
See More on Our YouTube ChannelWhile compensation can vary based on factors like location, industry, and company size, we can make some general observations about BDR pay in North America:
Base Salary: BDRs typically receive a base salary as part of their compensation package. This base salary can vary widely depending on factors such as the region, the cost of living, and the industry. In North America, BDRs often start with a base salary ranging from $40,000 to $60,000 annually. Larger cities with a higher cost of living may offer slightly higher base salaries to compensate for the increased expenses.
Variable Compensation: A significant portion of a BDR's compensation comes from performance-based bonuses and commissions. BDRs are often rewarded for meeting or exceeding lead generation and conversion targets. These variable components can substantially increase their total compensation. The commission structure varies from company to company, but it can add an additional $10,000 to $30,000 or more to a BDR's annual income.
Career Progression: While entry-level BDR roles may not offer the highest starting salaries in the tech industry, they often serve as a stepping stone to more lucrative positions. As BDRs gain experience, develop their sales skills, and demonstrate their ability to contribute to revenue growth, they can progress to roles like Account Executive, Sales Development Manager, or Sales Engineer, where compensation typically increases significantly.
Comparison to Other Jobs: BDR pay in North America can be competitive when compared to other entry-level sales and marketing positions. While it may not match the compensation offered to software engineers or other highly specialized tech roles, BDRs have the opportunity to earn more as they advance in their careers and prove their value to the organization. The variability in compensation, with performance-based bonuses, can make BDR roles financially rewarding for those who excel in them, but can also make the role a challenge (or a dead-end) for those who lack the skills for success.
Location Considerations: In North America, BDR salaries can be influenced by the location of the job. Major tech hubs like Silicon Valley, Seattle, New York City, and Toronto tend to offer higher base salaries and more substantial commission structures to attract and retain talent. In contrast, smaller cities or regions with lower living costs may offer slightly lower compensation packages.
Account Executive
In the ever-evolving world of tech, Account Executives have an important and exciting role. These professionals are the driving force behind the adoption of cutting-edge tech solutions by businesses.
But what exactly does this career entail, and why is it a promising avenue for those seeking financial happiness, personal growth, and alignment with their goals? Let's dive into what a Tech Sales Account Executive is and how it relates to your career success.
What is an AE?
Account Executives typically work closely with clients to understand their needs and propose tailored solutions. They understand the intricacies of tech products and services, and they have the charisma and expertise to find a fit between a prospective client and the solution that's for sale—or to "disqualify" the client and move on to more promising opportunities.
AEs often manage the entire sales process from initial contact to signed contract, often with a focus on larger and more strategic accounts. Success in this role is often measured by revenue generated and client satisfaction.
If you're looking to learn new skills, change industries into tech, or simply find a career that aligns better with your goals, becoming a Tech Sales Account Executive might be your golden ticket. Here's why:
1. Skill Growth: This career demands continuous learning. You'll need to stay updated on the latest tech trends, which means you're always expanding your skill set.
2. Network Building: Account Executives thrive on building relationships. It's not just about selling; it's about creating a supportive community of clients and peers.
3. Earning Potential: Tech sales can be lucrative, especially if you're good at what you do. The more you sell, the more you can earn.
4. Personal Growth: Converting leads into happy clients is deeply fulfilling. The sense of achievement and the positive impact you have on businesses can bring a profound sense of fulfillment.
A career as a Tech Sales Account Executive offers the opportunity to learn, earn, and grow while being part of the tech revolution. As you progress in your career, you may find yourself transitioning into a Senior Account Executive or even a Sales Manager role, where you lead a team of Account Executives.
But first, you'll need to run product demos, manage stakeholders, negotiate contracts, and become the ultimate closer.
"Tech sales account executive" is a career path that aligns with Uvaro's vision of career success, and it's certainly worth considering as you navigate your professional journey. So, if you're intrigued, why not explore it further? Remember, we're here to help you every step of the way on your path to success.
Growing in Tech Sales
How to Get Management Roles, Promotions, and other Career Upgrade Pathways
Career progression in tech sales offers various pathways for professionals looking to advance their careers and take on more challenging roles with increased responsibilities. With deep experience, good credentials, and a great network, senior leadership is always a long-term option. But here are some common nearer-term career upgrade pathways in tech sales that can be open to you within just a few short years:
Customer Success
Customer Success Managers are the champions of client satisfaction in the tech industry. They work hand-in-hand with customers to ensure that the product continues to meet their needs, but also to maximize its value for the client business. In a nutshell, they build lasting relationships with clients, ensuring that both parties succeed.
What is a CSM?
Learn More on Our BlogHere's what you can expect from this career path:
Client-Centric Expertise: Your primary mission is to deeply understand the needs and goals of your clients. You become their trusted advisor, leveraging your extensive knowledge of the tech products or services your company offers. This means staying up-to-date with the latest industry trends, understanding the intricacies of your product, and foreseeing how it can align with your client's future.
Problem Solving and Proactive Support: The role requires you to be a proactive solution-finder. You anticipate potential issues and address them before they become roadblocks. This involves not only resolving problems but also fine-tuning processes to ensure a seamless experience for your clients.
Building Strong Relationships: Client relationships are at the core of your success. You'll be responsible for establishing trust, which leads to ongoing business and referrals. This can result in a thriving professional network that's beneficial not just for your current role but for future career opportunities as well.
Financial Growth Potential: Client satisfaction translates to financial growth. Happy clients are more likely to renew contracts, expand their services, or refer your company to others. This, in turn, can boost your earning potential as your book of business grows.
Emotional Fulfillment: Beyond the financial rewards, there's a profound sense of fulfillment that comes from seeing your clients succeed. Knowing that your efforts contribute to their achievements can be a powerful motivator.
Sales Engineering
Sales Engineers are the unsung heroes of the tech sales world. Sometimes called a Solutions Engineer, or one of countless other titles, they play a crucial role in bridging the gap between complex technology and the needs of potential clients. SEs are the technical experts who work in tandem with Account Executives and other members of a sales team to translate the intricacies of tech solutions into demonstrable benefits for customers.
The core of the Sales Engineering role revolves around understanding the specific challenges and requirements of each prospective client, and tailoring presentations of potential solutions that precisely fit those needs. This demands not only an in-depth understanding of the product or service being sold, but also a strong ability to empathize with a prospective customer's unique requirements.
Solutions Engineering: The Art of Technical Storytelling
Sales Engineers are essentially technical storytellers, illustrating how a particular technology can bring about transformation and streamline operations for a business. This requires strong communication skills and an ability to convey complex concepts in a way that is clear and relatable to non-technical decision-makers.
In terms of professional highlights, a Sales Engineer's path offers a unique blend of technical expertise and client interaction. They are constantly learning and adapting to the latest tech trends, ensuring they stay at the forefront of their field.
They're also mission-critical for the companies that employ them. They tend to have long "ramp" times to productivity, and deep knowledge about the company's products and sales processes. When there are layoffs on a sales team, good SEs are usually the last to go.
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Sales Management
Becoming a Sales Manager is like stepping into the captain's seat of a huge ship. And it's not just a job; it's a journey of growth, leadership, and impact.
As a Sales Manager, you'll find yourself navigating the exciting and dynamic waters of the tech world. Your career success is closely tied to your ability to lead, mentor, and inspire your team. It's not just about closing deals — it's about shaping the future of the individuals you manage and the overall success of your organization.
What is a Sales Manager?
Learn More on Our BlogYour journey into Sales Management necessarily begins with a deep understanding of the sales process. You'll need to be a master of the trade, knowing the ins and outs of not just one company's products or services, but the overall art of selling. And that's just the beginning.
Your role will require you to evolve into a leader, guiding your team to new heights and instilling a sense of purpose in their work. You'll be a mentor, coach, and confidant to your sales representatives. They'll lean on you within the confines of their role internally, and also as a source of credibility and executive support in the sales process for their individual deals.
Who approves discounting? You do. Who is held accountable for missed targets? You are. Who makes important decisions about hiring and firing? That's you too.
However, the role of a Sales Manager is not without its challenges. You'll need to strike a balance between managing your team's performance and nurturing their professional growth. You'll also face the responsibility of making tough decisions and providing constructive feedback. But in the grand scheme of your career success, these challenges are important opportunities for personal growth and development.
That said, Sales Management is not all stress and responsibility. There are perks too. Financial success often comes hand in hand with becoming a Sales Manager. Not only do you have the potential for a competitive salary, but your bonuses and incentives are tied to the performance of your team. Your ability to strategize, set targets, and motivate your salesforce can significantly impact your earning potential.
One of the most rewarding aspects of being a Sales Manager is the opportunity to witness the personal and professional growth of your team members. Your guidance will help them develop their skills, advance in their careers, and, in turn, contribute to the success of your organization. Just make sure you stay on top of your reporting obligations, and keep those deals flowing!
Sales Leadership
For 6 weeks, current Managers and Directors will work with you to identify your sales leadership style. You’ll learn the latest in leadership structures, skills, and techniques over 3+ hours of weekly guided independent study with cutting-edge tools.
Other Questions about Tech Sales Careers
Interviewers often look for candidates who not only understand the products but can also effectively communicate their value to potential clients. Here are some common tech sales interview questions you might encounter:
• How do you explain a complex technical concept to a non-technical person?
• Tell us about a challenging sales situation you've faced and how you overcame it.
• What tech tools or software do you like to use to manage your sales activities and pipeline?
• How do you build and maintain relationships with clients after the sale?
Read more: 40 Sales Interview Questions: Why Employers Ask Them, And How To Answer
A good tech sales bootcamp is a valuable resource for individuals looking to break into or advance their careers in tech sales. To be effective, such a program should possess several key qualities:
1. Relevant Curriculum: A strong bootcamp should offer a comprehensive curriculum that covers essential topics in tech sales, including product knowledge, sales techniques, objection handling, negotiation, and customer relationship management. The content should align with current industry trends and best practices.
2. Experienced Instructors: The instructors should have real-world experience in tech sales. They should be knowledgeable, approachable, and capable of providing practical insights and guidance to students.
3. Hands-on Learning: A good bootcamp goes beyond theory. It should incorporate hands-on learning experiences, such as role-playing, mock sales calls, and practical exercises that simulate real sales situations.
4. Industry Networking: The program should facilitate opportunities for students to connect with industry professionals, potential employers, and fellow students. This network can be invaluable for future job prospects and ongoing professional development.
5. Career Support: Effective career support is crucial. A good bootcamp should offer assistance with job placement, resume building, interview preparation, and career coaching. This support extends beyond the program's duration.
6. Flexible Learning Options: Recognizing that students have different schedules and learning preferences, a strong bootcamp may offer flexible options, including part-time, full-time, or asynchronous courses to accommodate a diverse range of learners.
7. Ongoing Resources: Post-graduation, a reputable bootcamp should provide access to resources like alumni networks, job boards, and updated course materials to keep graduates connected and informed.
8. Continuous Improvement: A reputable bootcamp should show a commitment to ongoing improvement by regularly updating its curriculum, incorporating feedback from students and employers, and adapting to changes in the industry.
9. Fair Pricing and Financial Options: A good bootcamp should be transparent about its pricing and offer various financial options to make education accessible to a wide range of students. Don't just look at the cost of the program—you should also consider the depth of the services and the impact they'll have on your future income potential.
10. Commitment to Inclusivity: An inclusive and diverse learning environment will prepare you for the real world. If everyone participating in your program looks the same and has the same background, you'll only learn to be effective when interacting with a narrow range of people.
Remember that the effectiveness of a tech sales bootcamp ultimately depends on how well it aligns with your personal goals and learning style. Researching and comparing different programs, analyzing reviews, and speaking with alumni or current students can help you make an informed decision about which bootcamp is the right fit for you.
The job market for tech sales can vary depending on factors such as location, industry, and economic conditions. However, here are a few overarching trends:
1. Growing Demand: Despite some setbacks, the tech industry continues to grow year-over-year, and this has created a strong demand for tech sales professionals. Businesses in various sectors rely on technology solutions to operate efficiently, and salespeople who can effectively communicate the value of these solutions are in high demand.
2. Diverse Opportunities: Tech sales is a broad field with a wide range of job opportunities. You can find positions in software, hardware, IT services, SaaS (Software as a Service), cloud computing, and more. This diversity allows you to choose a niche that aligns with your interests and strengths, or that matches current ebbs and flows in market demand.
3. Competitive Salaries: Tech sales roles usually offer competitive compensation, including base salaries, commissions, and bonuses. Successful tech sales professionals are consistently in the upper quartile of incomes when compared to the population as a whole.
4. Remote Work: The COVID-19 pandemic accelerated the adoption of remote work, and many tech sales roles can now be performed from anywhere. This flexibility in work arrangements has expanded the range of opportunities for tech sales professionals.
5. Continuous Learning: The tech industry evolves rapidly, and this requires salespeople to stay updated on the latest technologies and trends. Companies often provide training and resources to help their sales teams remain knowledgeable.
6. Competition: While there are endless opportunities, there is also significant competition in the tech sales job market. Despite having tens of thousands of open postings at any given time and a persistent company demand for more and better-qualified staff, the proliferation of automation tools and a perception that 'anyone can do it' creates situations where each job posting usually attracts hundreds or even thousands of applications.
7. Soft Skills Are Valued: In addition to sales process excellence and meaningful experience, soft skills like communication, negotiation, and relationship-building are highly valued in tech sales. Sales professionals who can effectively connect with clients (and recruiters!) and understand their needs tend to be successful.
8. Regional Variations: The demand for tech sales professionals varies by region. Tech hubs such as Silicon Valley, New York, Toronto, Seattle, and Austin often have more and higher-paying opportunities, but tech sales roles can be found almost anywhere.
9. Niche Specializations: Some tech sales positions require specific knowledge or expertise, such as cybersecurity, accounting, or healthcare IT. These niche specializations may have unique job market dynamics.
Uvaro recommends researching current job market trends, networking with professionals in the field, and exploring job listings deeply to get a more up-to-date understanding of the tech sales job market in your specific area, and the types of postings that are the best fit for you.
Yes, it is possible to get into tech sales without a degree. While having a degree can be an advantage in some cases, the tech sales industry often places a strong emphasis on skills, experience, and a demonstrated ability to perform.
It takes 4 years to get a degree, and most degrees don't focus on sales-specific skills. So if tech sales is the career path for you, focus on building skills, not credentials. This includes communication, negotiation, relationship-building, and problem-solving abilities. You can enhance these skills through self-study, online courses, workshops, or by gaining practical experience in sales-related roles.
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