How To Get Into Tech Sales: A Step-By-Step Guide

How To Get Into Tech Sales: A Step-By-Step Guide

I started my tech sales career at Yelp in 2017 banging out 80-100 cold calls on the daily.

Then I became the fastest promotion from AE to Sales Manager in company history.

Then I 10x’d revenue as Head of Sales at a startup.

Then I joined another startup as sales hire #1 and did it again.

I've booked millions in sales revenue, closed deals with Fortune 500 companies, managed sales teams, and built sales departments from scratch.

Now, I run Break Into Tech Sales and help people start their careers in tech sales.

Not only have I been through the tech sales job search 3x myself and interviewed, hired, and managed SDRs and AEs, I've been running a company for the past few years that has helped thousands of people start and grow their careers in tech sales, so I think I can safely say I know a thing or two about how to get into tech sales.

What I’ve realized is there are only two reasons why someone fails to break into tech sales:

  1. They don’t know what to do.
  2. They don’t have the drive to do what they need to do.

I can’t help you with #2. Tech sales is a competitive industry. You have to put in the work.

But this guide will definitely help with #1.

If you follow all 28 steps in this guide, I would be shocked if you don’t get at least one tech sales job offer.

Without further ado, here's the ultimate step-by-step guide on how to get into tech sales:

  1. Ask yourself, is tech sales right for me?
  2. Learn the basics
  3. Read these tech sales books
  4. Subscribe to these tech sales blogs
  5. Listen to these tech sales podcasts
  6. Join these tech sales communities
  7. Follow these tech sales influencers
  8. Determine your target job title
  9. Optimize your resume
  10. Optimize your LinkedIn profile
  11. Network with people you know
  12. Network with alumni
  13. Make a list of target tech companies
  14. Network with contacts at target tech companies
  15. Use Google Sheets to track your networking
  16. Apply to your target companies
  17. Apply on LinkedIn
  18. Apply on VC job boards
  19. Apply on other tech sales job boards
  20. Use Google Sheets to track your applications
  21. Message recruiters and hiring managers after you apply
  22. Do your research before each interview
  23. Practice your answers for common tech sales interview questions
  24. Make a list of questions to ask your interviewer
  25. Prepare for a sales role-play
  26. Negotiate for a higher offer
  27. Accept an offer
  28. What to do if you're not getting offers

1. Ask yourself, is tech sales right for me?

It’s better to realize you’re not a fit for tech sales now, before you invest time and energy into the job search.

Here are some signs you might not be a fit for tech sales:

  • You’re afraid of rejection.
  • You take things personally.
  • You’re exhausted by social situations.
  • You’re an introvert.
  • You prefer to text rather than call.
  • You don’t like competition.
  • You don’t work well under pressure.
  • You’re not self-motivated.
  • You’re not driven by financial incentives.
  • You’re a thinker not a doer.

Tech sales is not an easy job.

And that’s part of the reason why tech salespeople are paid so well.

Not everyone can do it.

Not everyone can face the constant rejection and still keep going.

On the other hand, some people thrive on it.

It’s why former athletes and former military are so good at tech sales.

They love the competition.

If that’s not you, that’s okay. There are plenty of other jobs out there.

2. Learn the basics

Just the basics.

You don't need to be a tech sales pro to land an entry-level role.

There are a lot of tech sales certifications and training programs out there.

But what I’ve seen happen time and time again is this:

  1. Someone wants to get into tech sales.
  2. They invest time and money into a training program.
  3. They gain a bunch of in-depth tech sales knowledge.
  4. They still don’t have a job.

In fact, I ran a poll on LinkedIn to ask tech sales recruiters if they're more likely to hire someone if they have a course or certificate on their resume.

79% said no.

So don’t waste all your time and money on certifications and training programs.

Because here's the thing ...

You can't learn sales in a classroom.

It's like a sport. You have to practice.

And tech sales hiring managers know that.

They know they're going to have to teach you how to sell.

That being said, you still need to know the basics.

You need to be able to talk the talk in interviews.

All the information you need to learn about tech sales is out there for free in the form of books, blogs, podcasts, communities, and influencers.

These are the best tech sales learning resources I recommend …

3. Read these tech sales books

4. Subscribe to these tech sales blogs

5. Listen to these tech sales podcasts

6. Join these tech sales communities

7. Follow these tech sales influencers

Here's an even longer list with more tech sales influencers:

8. Determine your target job title

This is a common mistake I see people make when they’re trying to get into tech sales …

They apply for the wrong jobs because they don’t know what job title to search for.

Either they search for something too general like “tech sales” or “software sales.”

Or they apply for more senior roles (like Account Executive or Account Manager) and then wonder why they’re not getting interviews.

Sales Development Representative (SDR) is the #1 job title you should be searching for, assuming you’re looking for?entry level?tech sales jobs.

Now, here’s where it get’s confusing: there are multiple entry level tech sales job titles.

SDR is most common. You’ve probably heard of that one already.

You might also know about BDR.

But do you know about ADR, MDR, and DGR?

Here’s a full breakdown of all the entry level tech sales jobs you should be applying for:

9. Optimize your resume

Instead of building your resume from scratch, you can use our template. Everything is done for you. You just need to replace the placeholder text with your name, contact info, education, experience, skills, etc.

Even if you already have a resume, I'd still recommend using our template because it's specifically optimized for tech sales. You can just copy and paste the information from your old resume into the template.

Download the tech sales resume template here.

When you're editing the bullet points in the Experience section of the template, follow these guidelines:

  • First bullet point: most impressive quantifiable sales achievement, e.g., amount of revenue sold, percentage of quota attainment, number of leads generated, value of opportunities created, number/size of clients managed
  • Second, third, fourth bullet points: other quantifiable sales achievements or projects/systems you created/managed
  • Final bullet points: sales recognition awards (e.g., President’s Club) or career advancement (e.g., promotions)
  • Follow this format for each bullet point: action verb + quantifiable result + how you did it (give specific details)

10. Optimize your LinkedIn profile

Other than your resume, your LinkedIn profile is the main thing recruiters and hiring managers will look at when they’re deciding whether to invite you to interview.

Nowadays, your LinkedIn profile might even be more important than your resume.

Here are brief written instructions from LinkedIn on how to create a good LinkedIn profile: https://www.dhirubhai.net/help/linkedin/answer/a554351

Here's a longer video course on how to create a great LinkedIn profile: https://www.dhirubhai.net/learning/learning-linkedin-19899255/create-a-great-profile

11. Network with people you know

Okay, you know what job title you're targeting and you've optimized your resume and LinkedIn profile so that you look good "on paper."

Now, it's time to network.

I recommend starting with people you know because they'll be more willing to help you and it’s a less intimidating way to get some practice with networking before you start reaching out to people who don’t know you.

They don't need to work in tech sales specifically. They just need to work for a tech company. Once you network with them, you can ask them to connect you to someone on the sales team at their company.

You probably know more people who work in tech than you think.

Here are some ideas for people you might know who work in tech:

  • Family and friends
  • People in your community
  • Current and former colleagues and bosses

If you don’t know anyone who works in tech, ask people you know to introduce you to people they know who work in tech. These are called second-degree connections.

12. Network with alumni

Did you go to college?

If so, you can leverage your alumni network.

If you didn’t go to college, you might be able to leverage your high school alumni network.

There’s a sense of camaraderie among alumni who graduated from the same school, even if you didn't graduate the same year. This feeling of kinship compels fellow alumni to help you more than they would a complete stranger.

Two ways to find alumni who work in tech:

  1. Alumni database
  2. LinkedIn

How to find alumni who work in tech using an alumni database:

  • Most colleges and universities maintain an alumni database.
  • If you don’t already have access, email the Career Center or Career Services to request access. Just let them know you’re a former student.
  • If you’re lucky, the database is up to date, has filtering options, and includes contact information.
  • Some alumni databases are better than others.
  • If your alumni database has filter options, filter by alumni who work in tech.
  • If your alumni database does NOT have filters, you’ll have to manually scroll through the list to find alumni who work at tech companies.
  • Again, they don’t have to be in sales. They just need to work at a tech company. They can intro you to someone on the sales team at their company. If they work in sales, even better.

How to find alumni who work in tech using LinkedIn:

  • Type in the name of your school in the search bar at the top of the LinkedIn home page.
  • Select your school from the search results.
  • On your school’s LinkedIn page, click on “Alumni” at the top of the page.
  • Use filters to narrow down the list of alumni (e.g., where they live, where they work, what they do). Narrow your search even further by adding keywords like job title to the search bar.

13. Make a list of target tech companies

Okay, you've networked with people you know and alumni.

Now, it's time to network with people you don't know.

But who should you network with?

The key is to be very targeted. You should only be networking with people who can help get you to your goal. In this case, your goal is to get a job in tech sales.

So, we'll take a two-step approach:

  1. Make a list of target tech companies where you want to work
  2. Find contacts at those companies who can help you land a sales role

To help with making your list of target tech companies, here are two resources that rank the best companies for tech sales specifically:

How many companies should you add to your target list? At least 100.

14. Network with contacts at target tech companies

For each target company, find at least 5 networking contacts.

There are three types of people you should be networking with:

  1. They make the hiring decisions.
  2. They can refer you or connect you to the people who make the hiring decisions.
  3. They aren’t involved in hiring, but they can teach you what you need to know to increase your chances of getting the job.

For #1, you're trying to find the recruiter and the hiring manager.

  • The recruiter decides whether you advance through the early stages of the hiring process.
  • The hiring manager decides whether you advance through the later stages of the hiring process.

  • Overall, hiring managers are the most important people you can network with. This is the person you’ll be working for if you get the job (i.e., your future boss).
  • Even if the recruiter declines your application, the hiring manager can overturn that decision.
  • But if the hiring manager doesn’t like you, there’s probably nothing the recruiter can do to move you forward in the hiring process.

The recruiter's job title might not be "Recruiter." Here are some other job titles to look for to find the recruiter:

  • "Recruiter" or "Recruiting"
  • "People"
  • "Talent" or “Talent Acquisition”
  • "HR" or "Human Resources"

The hiring manager's job title will definitely not be "Hiring Manager." Who the hiring manager is depends on the job title you're going for.

Here are the most likely hiring managers for various tech sales jobs (these won't be 100% accurate because some companies do their job titles differently):

For #2 and #3, you'll want to network with peers and sales leaders.

  • Peers are people with the same job title you're trying to get. For example, if you're trying to get an SDR job, your peers are SDRs.
  • Sales leaders are people in the sales org who rank above the hiring manager. For example, if you're trying to get an SDR job, sales leaders could include: Sales Manager, Head of Sales, Director of Sales, VP of Sales, Chief Revenue Officer (CRO), Chief Executive Officer (CEO), Founder, etc.

15. Use Google Sheets to track your networking

If you have 100+ target companies on your list and 5+ contacts per company, that's at least 500 networking contacts total. It will be nearly impossible to keep track of your networking, unless you use a spreadsheet.

I recommend Google Sheets because it's free and online, but Excel works fine too.

Here is a Google Sheets template you can use to track your tech sales networking.

16. Apply to your target companies

Ideally, you won't even have to apply to your target companies because your networking efforts have allowed you to bypass the application stage and jump straight to the interview stage. Either because you were able to network directly with the recruiter or hiring manager, or you networked with someone else at the company who introduced you to the recruiter or hiring manager.

For some of your target companies, you'll still have to apply, but one of your networking contacts will give you their referral link. Make sure you submit your application through the referral link. This gives your application "priority" status. It's a slight edge over the other applicants who submitted "cold" applications without a referral link.

For all the remaining companies on your target list, if none of your contacts at the company responded to your networking outreach, you should still apply. If you've been reaching out to the recruiter and hiring manager, they are more likely to recognize your name when your application comes in. They'll think, "Hmm, do I know this person? Their name looks familiar." This increases your chances of getting invited for an interview.

17. Apply on LinkedIn

LinkedIn is the #1 job board for tech sales jobs. You will find more tech sales jobs on LinkedIn, compared to any other job board.

In terms of how to find jobs and apply on LinkedIn, it's pretty straightforward. Just type in a job title and location in the search bar.

You already know what to type in for the job title because we covered that earlier.

Remember to apply to ALL the entry level tech sales jobs:

  • Sales Development Representative (SDR)
  • Business Development Representative (BDR)
  • Account Development Representative (ADR)
  • Market Development Representative (MDR)
  • Demand Generation Representative (DGR)

For each job title, search for both the fully spelled out title and the acronym.

Also, make sure to use these three features when applying for jobs on LinkedIn:

  • Enable the?Open to Job Opportunities?feature (recruiters will reach out to you).
  • Use the?Easy Apply?button to send out applications (huge time-saver).
  • Before you apply, check if any connections or alumni work at the company (for referrals).

Before you start applying on LinkedIn, make sure your profile is updated. This is the first thing recruiters and hiring managers will check.

Here's the important thing to remember when applying on LinkedIn: it's a numbers game. Sending 20-30 applications isn't going to cut it. You need to send 200-300 applications.

That might sound like a lot, but LinkedIn makes it easy to scroll through the list of jobs and apply to each one quickly. It should only take you about 2 minutes per applications, so you should be able to send 300 applications in about 10 hours.

One more thing: not every job that pops up in the search results will be the type of "tech sales" job you're looking for. It's a bit hard to explain what I mean, so I made a video where I search for tech sales jobs on LinkedIn and talk through which ones to apply to and which ones to avoid. Here's the video ...

18. Apply on VC job boards

This is the best kept secret when it comes to applying for tech sales jobs.

Venture capital is the primary source of funding for tech startups.?

VC firms have “portfolios” of companies they’ve invested in.

Some VC firms also have job boards for jobs at their portfolio companies.

Two reasons why it's genius to apply to companies on VC job boards:

  1. VC firms spend a lot of time and money researching the companies they choose to invest in. If you work for a startup that’s backed by a top VC firm, it’s probably a startup that’s more likely to succeed.
  2. When the interviewer asks, “Why do you want to work here?”?You can say, “I found your company in the a16z portfolio, and I think a16z makes good investment decisions.”

Here are the job boards of the top venture capital firms:

19. Apply on other tech sales job boards

Here are some other top job boards specifically for tech sales jobs:

Remember: it's a numbers game. Send out as many applications as possible. More applications, more interviews, more offers.

20. Use Google Sheets to track your applications

You can use the same Google Sheet that you're using to track your networking. Just add a new tab for your applications.

You want to keep track of where you apply for three reasons:

  1. Calculate your total number of applications.
  2. Avoid applying to the same company multiple times.
  3. Message recruiters and hiring managers at the companies you've applied to.

Which leads me to my next point ...

21. Message recruiters and hiring managers after you apply

If you just send a "cold" application, your chances of getting an interview are low.

If you follow up on your application by sending a personalized message to both the recruiter and hiring manager, your chances go way up.

The message can be super simple. Something like this:

Hi [their first name], my name is [your full name] and I’m reaching out because I’ve just submitted my application for the Sales Development Representative position at [company name]. I’m super excited about this opportunity because [insert 1-2 reasons] and I think I'm a great fit for the role because [insert 1-2 reasons]. I'd really appreciate the chance to pitch you on my fit for the role. Do you have a few minutes to talk on the phone sometime this week? Thanks for your consideration, [your first name]

First, try to message the recruiter and hiring manager on LinkedIn.

If you can't do that, use Apollo.io to find their email address and send an email.

Here's a video that walks through how to use Apollo to find their email:

Now, if you really want to impress the recruiter and hiring manager, you can record a short video to introduce yourself.

The software tools available nowadays make this super easy.

Use Loom or Sendspark to record a short video of yourself. Here's what to say:

  • Your name
  • Why you're reaching out to them
  • What job you applied for
  • Why you think you're a good candidate for the job
  • End by saying you'd love the chance to interview

The video shouldn't be longer than 60-90 seconds.

After you record the video, you'll get a link that you can include in your message or email so that they can click on the link and watch the video.

22. Do your research before each interview

There are three things you need to research before every interview:

  1. The company you'll be working for
  2. The product you'll be selling
  3. The person who will be interviewing you

Company research:

  • What does the company do (in one sentence)?
  • History, company story
  • Mission statement, values, and culture
  • Clients and competitors
  • Products and services
  • Recent events, announcements, and news
  • Leadership

Product research:

  • One or multiple products?
  • Which product will you be selling?
  • What are the features of the product??
  • Who buys the product??
  • What problem does the product solve??
  • How much does it cost??
  • Any recent updates or changes?

Interviewer research:

  • What is their current title??
  • How long have they been at the company??
  • Where did they work before?
  • When did they graduate?
  • Where did they go to school??
  • Do you have anything in common with them?

23. Practice your answers for common tech sales interview questions

Wouldn’t it be awesome if you knew what questions were going to be asked before your upcoming interview?

You could prepare all your answers ahead of time.

Like having all the answers before a test.

Start by preparing for the most frequently asked questions:

  • Tell me about yourself.
  • Walk me through your resume.
  • Why do you want to work at this company?
  • Why do you want this job?
  • Why sales?
  • Why should we hire you?
  • Do you have any questions for us?

After you've practiced your answers for those questions, here's a longer list of tech sales interview questions to prepare for: https://breakintotechsales.com/software-sales-interview-questions/

24. Make a list of questions to ask your interviewer

In every interview, without fail, the interviewer will ask,?“Do you have any questions for me?”

If you don't have at least 3-5 intelligent questions to ask, you can forget about the next round interview.

Your questions should be hyper-personalized for the personal you're talking to.

Write down your list of questions before the interview.

Here are some questions to include in your list:

  • Can you tell me more about your career path?
  • Why did you decide to leave [previous company] and join [current company]?
  • What’s the biggest problem your team is currently working on?
  • How would this role contribute to solving that problem?
  • How does the company measure success for this role?
  • Could you walk me through a typical “day in the life” for someone in this position?
  • What are your top-performers doing to succeed in the role?
  • What are the bottom-performers doing wrong?
  • What do you see as the most challenging aspect of this job?
  • What percentage of your team is currently hitting quota?
  • Do you have any hesitations about my fit for this position that I can address?
  • What can I expect for next steps in the interview process?

25. Prepare for a sales role-play

It's one thing to talk about your sales skills. It's another thing to demonstrate them.

Almost every tech sales interview process will include a sales role-play to test your sales skills.

A sales role-play is when the interviewer will pretend to be a buyer, you'll pretend to be the salesperson, and you'll try to sell them something.

The most infamous example: "Sell me this pen."

The interviewer could ask you to sell them anything, but most often they'll ask you to sell them either:

  • A product you've sold before in your sales career
  • The product you would be selling at the company you're interviewing with

And it's not always a scenario where you're selling. It could also be a cold call scenario where you're just trying to set an appointment or a discovery call scenario where you're trying to get answers to discovery questions.

Here are a few different role-play scenarios:

  • Cold call (goal: set a pitch appointment)
  • Discovery call (goal: get answers to discovery questions)
  • Pitch/demo (goal: close the deal or schedule another meeting)

Here's a video that explains how to handle a sales role-play like a sales pro ...

26. Negotiate for a higher offer

First of all, don’t negotiate just to negotiate or because someone told you that you should always ask for a better offer.

In some cases, a job offer is already really good and you should feel confident accepting it as is.

That being said, it's not every day you get an opportunity to significantly increase your income just by doing a little negotiating.

Here's the best strategy to negotiate for a higher offer:

  1. Align your interview timelines so that you receive multiple offers at the same time.
  2. Use the highest offer as leverage to persuade the lower offers to go higher.

A few notes:

  • If you're already employed and your current salary is higher than the offers you receive, you can use your current salary as leverage.
  • Only use this strategy if you're prepared to accept the higher offer that you're using as leverage. Because the employer with the lower offer might call your bluff, or maybe they just can’t go higher on their offer. If that happens, and then you try to come back and accept the lower offer, it's not a good look for you (even worse, they might think you were lying about the higher offer).
  • Also, don't use this strategy if the highest offer is the best overall offer (when taking into account factors other than compensation). If it's the best overall offer, compared to your other offers, you should just accept the best offer.

Here's a script you can use when you negotiate (try to have this conversation over the phone as opposed to email):

“I really want to work for Company A. You're my number one choice, but Company B offered me X salary and Y equity and I’m having a hard time turning that down. Is there anything you can do to come higher on your offer?”

27. Accept an offer

Congrats! You did it! ??

You have an offer you're happy to accept.

Now, how do you actually accept the offer?

Here's an email template to accept an offer:

Hi <name>,

Thanks again for all your help throughout the process. After reviewing the offer, I’d like to officially accept the position of <job title> with a start date on <date>. I’m super excited to join the team!

Please let me know if there’s anything else I need to do.

Best,

<your name>

And how do you decline your other offers?

Here's an email template to decline your other offers:

Hi [name],

Thank you very much for sending the offer. It was a tough decision, however, I’ve decided to accept a position with another company.

I really appreciate all your help throughout the process. I know it requires time and effort from you and your team to advance me through the interview process, and I don’t take that for granted.

Wishing you all the best. I hope our paths will cross again in the future.

Sincerely,

<your name>

28. What to do if you're not getting offers

If you've completed every single step in this guide, I'm highly confident you'll have multiple companies wanting to hire you.

However, if for some reason you're still not getting offers, here's how to analyze your tech sales job search to identify the problem and fix it.

Think of your job search like a pipeline ...

If you're not getting offers, there’s a clog somewhere in your pipeline.

Here's how to figure out where the clog is:

  • If you're not getting interviews, you need to work on networking & applications.
  • If you're getting interviews but not getting offers, you need to work on your interviews.

It's that simple.

If you've done this analysis and you still can't figure it out, send me a DM on LinkedIn ( Cole Feldman ) and I'll try to help.

Conclusion

I genuinely enjoy helping people start and grow their careers in tech sales, so don't hesitate to reach out if you have any questions. Just shoot me a DM.

I'd also love to know if this guide helped you to land a tech sales job. Or, if there's something you think is missing from the guide, let me know!

Cole Feldman is the Founder & CEO of Break Into Tech Sales , an online learning platform that helps people get jobs in tech sales.

Phil M.

Helping MSPs Scale from $500K to $20M ARR with Predictable Lead Generation

6 个月

This looks interesting.

回复
Johnny Jorgensen

Sales Enablement @ CROP | Driving Revenue Growth Through Strategic Training & Content | GTM & Pipeline Optimization ??

6 个月

Thank you, Cole, for the incredible effort you put into crafting this strategy for breaking into tech sales. It's well thought out and organized. I genuinely believe it's a winning plan!

Arvind Natraj

IT Security Analyst specializing in D-PKI (Designated Public Key Infrastructure) | IT Infrastructure Operations | Client-Services |

6 个月

Love the deep dive into this, going to keep reviewing it over and soak in tech sales content more and more

回复
Matthew Gonzales

Go-to-Market Strategist & Operations Leader

6 个月

You guys, I can't tell you enough how learning sales from Cole Feldman was one of the most valuable unlocks in my career at tech startups. I had the opportunity to develop my sales skills and learn these insights live from Cole as a budding account executive -- highly recommend at least give this article a read before realizing you should just book time with him :)

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