Getting Started in Software Sales: Your 101 Guide

I believe embarking on a career in software sales has changed my life forever and provided me with opportunities that I am not sure I would've had if I had stuck with playing soccer. Software Sales is not for the weak, it means you are signing up for a job that you will win ~30% of the time and constantly pursuing sales targets. But for those who are motivated to be compensated for your hard work and leveraging the corporate world to achieve financial freedom, this might just be for you. You'll need persistence, grit and skills like communication, active listening & curiosity to succeed in this dynamic field.

To secure your first software sales job, it's crucial to not only learn from sales books, but also to be able to show interviewers that you've gone the extra mile and will continue doing that throughout your career. This guide will navigate you through starting a career in software sales, equipping you with understanding essential skills and qualifications hiring managers are looking for.

Understanding the Software Sales Landscape

Understanding the software sales landscape is important since each component plays a crucial role in achieving success. Here's a breakdown to simplify this landscape:

1. Sales Cycle Steps:Lead Generation: Initiating contact with potential clients, this can be done through various forms of Marketing or by having Sales Representatives self sourcing new opportunities.Needs Assessment: Understanding what the client needs, pain points and if you can help them.Solution Presentation: Demonstrating how your software addresses their main pain points.Closing Deals: This is where you should remove your sales hat & partner with your prospects to create a mutually agreed success plan that gets them using your platform and solving the challenges they initially came to you for.
2. Roles in Software Sales:The most common roles are Sales Development, Account Executive, Account Manager and Sales Engineers. Each role demands a unique set of skills but shares the common goal of solving client problems with technology.
3. Continuous Learning:The tech field evolves rapidly, I love the saying of an old friend that "in technology, 1 year is like 100 years" (S/O to my friend Doug Scott) - maybe exaggerated, but you get the idea. Staying updated on industry trends, new technologies, and software landscape changes is non-negotiable for those that are in this to be top performers & changing their lives.

By understanding these components, you're better equipped to thrive in the dynamic world of software sales.

Essential Skills and Qualifications for Success

To thrive in software sales, I'd say there are certain skills and qualifications that stand out as particularly crucial. Here’s a breakdown:

• Being Curious and a Good Listener: Often times people harp on the importance of being a good communicator as a top skill - but if it was my preference, being curious and a good active listener is what can truly take a tech sales professional to the next level. Active listening and curiosity in tech sales facilitate a thorough exploration of the client's needs, challenges, and objectives. This deep dive not only helps in identifying opportunities to provide valuable solutions but also showcases a genuine interest in the client's business, thereby building stronger and more enduring client relationships.

• Communication Skills: Well, I said people harp on this but I never said it wasn't super important - ha! The ability to articulate the value of technology solutions to prospective clients is fundamental. I believe there's a misconception of having to be an extrovert to be successful in sales and have seen many people who consider themselves introverts having lots of success, so if that's holding you back, don't let that stop you.
• Adaptability and Technical Proficiency: Familiarity with sales processes, tools, and technologies will naturally be part of your day to day if you want to embark on a Tech Sales journey. This includes CRM software and a variety of software tools that can help you increase productivity. No need to be overwhelmed as mostly anyone can learn this quickly, but being adaptable and tech-savvy helps in managing your day-to-day effectively and staying ahead in a rapidly changing tech landscape.

Additionally, while a college degree is often listed as a requirement and can be beneficial, it is not always necessary. Hiring managers often prioritize strong people skills, a history of collaboration, and the ability to adapt to an organization's sales processes over formal education.

Get Your Foot In The Door - How to Land Your First Software Sales Job

To land your first software sales job, consider these 5 actionable steps:

1. Go the Extra Mile: Arguably the most important step if you want to standout. Take the time to customize your applications by researching the company and its products. This is your chance to get creative & some ways to do that would be: personalized cover letter, making a video to the hiring manager & sending them a DM on LinkedIn, connecting with salespeople in the organization to understand more about the company (maybe if you hit it off they would be open to providing a referral? They can likely earn $$ if you get hired). I believe the secret sauce is in using videos to standout during the job search process & even wrote a little playbook that helped ~10 of my close friends land a job in tech sales - consider looking at video tools like Vidyard (free option available).
2. Less is more. The personalized approach can be overwhelming, so refrain from applying for 100s of positions. Leverage Repvue and apply for positions you are truly interested so you can follow step 1 and go the extra mile.
3. Networking and Mentorship: Who do you know? Start building a professional network on platforms like LinkedIn, and tap into your existing network to see if you know someone who is already working in software sales. This can help you determine if tech sales is for you and open doors to opportunities. Internal referrals could sometimes almost guarantee at least an initial interview.
4. Build a Strong Profile: Your LinkedIn profile is the quickest way for someone to get more information on why they should hire you. Make sure that by clicking on your profile, they can understand why you would be an asset to their team. Highlight previous achievements and skills that may translate well into consultative selling, emotional intelligence, and a drive for self-improvement. If you are feeling stuck, ChatGPT might help you with providing a good framework that can serve as a starting point to making it an A+ profile.
5. Education and Certification: In today's world, there are so many helpful online courses available (I've used Coursera before, but LinkedIn also has good options now). Taking a class, reading sales books (GAP Selling, The Challenger Sale, Asking Questions The Sandler Way [2]), getting certified (ie: MEDDPICC sales methodology), or even self-study in sales techniques and software products can be a good way to help show you are ready to go the extra mile and boost your qualifications. I'll say it again, while a college degree is often listed as a requirement and can be beneficial, I do not believe it is a hard requirement if you prove to be worth it during the interview process.
6. Helpful Platforms: If you want to break into Tech Sales, my top recommendations would be to familiarize with platforms like Repvue, LinkedIn, Vidyard & ChatGPT. They're all free :)

By following these steps and showcasing your ability to learn, adapt, and eagerness to drive results, you'll set yourself apart in the competitive field of software sales.

Navigating Your Career Path in Software Sales

In navigating your career path in software sales, understanding the various roles and potential earnings is crucial. Here’s a brief overview:

• Inside Sales/Sales Development Representative (SDR): This is typically where one would start their Tech Sales career. SDRs focus on lead generation and qualification, often through outbound & cold outreach, but also include inbound lead qualification. Median On Target Earnings is around $81,000 annually [1].
• Account Executive (AE): Responsible for closing deals and sometimes managing existing client relationships. Important to note there are various levels of Account Executive based on experience. Entry level AEs could expect Median On Target Earnings around $130,000 annually - while more experienced Strategic AEs could expect Median On Target Earnings around $280,000 annually [1]. In my opinion, this role is where the magic happens. When you have the right salesperson at the right organization - that's when you see reps making from $400,000 to +$1,000,000.
• Account Manager (AM): Responsible for nurturing existing client relationships. They act as a bridge between clients and internal teams, handle upselling, issue resolution and actively seek growth opportunities within existing accounts. AMs could expect Median On Target Earnings around $165,000 annually [1].
• Sales Engineer (SE): Provide technical support during the sales process. SEs could expect Median On Target Earnings around $190,000 annually [1].

After gaining experience, sales professionals have several avenues for advancement, including leadership roles within sales, transitioning to different departments, or focusing on new sales verticals. Networking and continuous learning play a significant role in career advancement.

This breakdown offers a roadmap for those aspiring to grow within the software sales industry, highlighting the importance of persistence, skill development, and strategic career moves.

Conclusion

Embarking on a career in software sales opens a realm of opportunities but demands a blend of persistence, skills, and constantly adapting to the ever-evolving tech landscape. The essential skills and qualifications outlined in this article serve as a foundational blueprint for those aspiring to make their mark in this dynamic field, but be ready to bring your creativity to write your own path.

Navigating your career path in software sales is a journey marked by constant learning, growth, and building strategic partnerships with your customers. Whether you are seeking an entry level or more senior role, each choice will offer their unique opportunities and challenges. I hope the guide provided offers concise steps towards understanding if software sales is for you and landing your first software sales job, laying the groundwork for a promising career in the tech industry.

I hope you found this helpful and let me know if you think it would be of assistance if I went into more detail on landing your first interview.

FAQs

Q: Is it possible to start a career in software sales without any prior experience? A: Yes, you can begin a career in software sales even if you don't have experience in the field. Key skills that are essential for success include effective communication & listening, problem-solving, and the ability to build relationships. While having previous sales experience can always be beneficial, do not let that stop you as it is not a mandatory requirement for entry-level positions.

Q: What are the steps to getting started in a tech sales career? A: To break into tech sales, consider the following three tips:

1. Expand your network by connecting with current tech sales professionals to gain industry insights and potential referrals.
2. Demonstrate your listening and communication abilities by treating the hiring process as a sales opportunity with the company and manager as your prospects.
3. Utilize creative methods like video to share your personal story and highlight your unique skills to prospective hiring managers.

Q: What qualifications are needed to work in software sales? A: While sales roles can require at least a bachelor's degree in a relevant field such as business or marketing - it is not always necessary. Hiring managers often prioritize strong people skills, a history of collaboration, and the ability to adapt to an organization's sales processes over formal education. To boost your qualifications, consider taking an online course (ie: Coursera), reading sales books (GAP Selling, The Challenger Sale, Asking Questions The Sandler Way [2]), getting certified (ie: MEDDPICC sales methodology), or even self-study in sales techniques and software products can be a good way to help show you are ready to go the extra mile.

Q: How can I begin a sales career if I have no experience? A: Here are four tips for launching a sales career without prior experience:

1. Take the initiative to conduct thorough research on the company you are applying for (consider using Repvue).
2. Refrain from overwhelming yourself and applying for 100s of positions. Leverage Repvue and apply for positions you are truly interested in and make direct connections with hiring managers.
3. Less is more. Show them you are ready to step into sales by going the extra mile with your application. Some ways to show this would be: personalized cover letter, making a video to the hiring manager & sending them a DM on LinkedIn, connecting with salespeople in the organization to understand more about the company (maybe if you hit it off they would be open to providing a referral? They can likely earn $$ if you get hired so give it a shot at asking the question)
4. Use your LinkedIn profile to effectively market yourself and the unique attributes you bring to the table.
5. Be prompt on your follow up after interviews to maintain engagement with potential employers.

References & Links

[1] - https://www.repvue.com/salaries

[2] - Full disclosure: The following links are Amazon affiliate links: GAP Selling, The Challenger Sale, Asking Questions The Sandler Way