The 12 Commandments of Tech Sales

A little while back, a SVP of Sales at a large software company said to me: "There should be a document of some kind outlining the unspoken truths of the industry. For people who currently in it or are thinking about going into technology sales, so know what they are getting into."

I thought I would come up something similar to that suggestion. For entertainment purposes I will title this post: "The 12 Commandments of Technology Sales". I am sure while you are reading this, that you can think of a few more examples that are not "on the tablet":

1. Thou shalt know that companies will come and go faster than a snow cone melts in Texas on the 4th of July. This is especially true if you work with any startup or early VC-funded ventures, however, big publicly traded companies are not immune to this, either. 

2. Comp plans will and do change often. Sometimes, without any advance notice. Companies are always tinkering with compensation plans to get "predictability" from an operational perspective of what they pay sales people. If you are in Tech Sales, your comp plan is going to resemble a chapter right out of "Who Moved My Cheese". Get used to it. 

3. Thou shalt not become too accustomed to familiarity. Territories and account assignments will change as often as you change your underwear. Well, maybe not that frequently, but you get the point. 

4. Thou shalt not get too hooked on your own Kool-Aid. Products will come and products will go. If you get comfortable selling a certain product or solution, it will pivot, become obsolete, or even disappear completely over a period of time; sometimes in a shorter time than you expect. 

5. Thou shalt know that the only constant is change. If you want to be in an industry that does not change much from year to year, take up an endeavor such as: lawn maintenance. Planting a tree in the 1930's is not much different than it is 2015, you dig a hole, put the sapling in the hole and care for it. Selling a solution in tech? It changes faster than a politician's opinion who is running for public office. 

6. Companies get bought and sold all the time. You could be taken out with M&A as easily as surviving the ordeal. Going to work for one of the "bigger fish", who are swallowing up other technology companies may be a useful career strategy, but then again, it may not. Please refer to commandments 1-7 above.  

7. Thou shalt be mindful of what you say, to whom you say it to and most importantly, when possible, leave every situation you are involved in better shape than when you started. I cannot tell you how many times I have witnessed a salesperson leave for "greener pastures" and then a year or two later, the company they just left, buys the new company they just joined. Remember, it's a small world out there.

8. Do not fret over criticism. People in other parts of your company will not always understand what you do and sometimes, they will under-appreciate your value. Welcome to technology sales! On the other hand, if you do land that big deal with two commas, your CFO and VP of Sales will love you. At least, until next quarter. 

9. At some point your career you are not going make your quota. Own it. This is the best time to hit the "reset button" and evaluate what you doing well, what you are missing and where you need to pick up new skills. Be open to candid assessments from people whom you trust, even if it's not what you want to hear. 

10. Thou shalt cease and desist with complaining and start prospecting. Tech sales can be BRUTAL. As a good friend said to me: "Tech Sales is one of those careers where we can be paid like doctors and lawyers, but at the end of day, nobody dies and we do not have to send anyone to jail". Kind of puts all of this in perspective, doesn't? 

11. Be cognizant that customers at times can and will be in pain in the backside. That is why we are in sales. To help guide them through their problems and find solutions for their business. If you are not up to this task, well, there is always lawn maintenance. 

12. Thou shalt always be reading, learning and preparing. Back in the days when industry was young (before the internet), it was easier to keep up with technology. Today, many of your customers know more about your products and the space you are selling in, than you do. The rule of thumb here, always ask thoughtful questions, be humble about what you do not know and it will take you a long way in your sales career.