Technology is predicted to be one of the fastest-growing industries over the next decade. As innovation drives technology to new heights, tech sales will continue to grow alongside it, opening up positions for individuals who have a passion for people and problem solving to work in this ever-changing industry. The GTM and enablement experts at Luster are breaking down the technology sales industry: what it is, what it entails, and advice for individuals looking to start their career in tech sales. If you’re looking for sales training software to help develop your tech sales skills, contact Luster today.
What Is Tech Sales?
Tech sales is the process of selling technology as a product or service. The technology being sold can come in many different forms, including software, hardware, and services. A number of different goods fall under the category of technology, from standard items like laptops and gaming systems, which are often sold directly to consumers, to more specialized solutions like customer relationship management (CRM) software or sales engagement tools, which are often sold through B2B (business-to-business) relationships.
IT Sales vs. Technology Sales
While some may use the terms IT sales and technology sales interchangeably, there is a difference between these two sales roles. IT sales focuses specifically on the sale of information technology services, mostly sold in a B2B capacity instead of directly to consumers. Information technology products include network security solutions, cloud software, and IT consulting services. Technology sales include a wider range of products, including hardware, software, services, and some aspects of IT sales. Tech sales can generally be directed at a wider range of customers, including B2B and B2C sales.
Hardware Sales vs. Software Sales
Hardware sales refer specifically to tangible items of technology, like televisions, computers, phones, or gaming systems. Hardware can be sold to any consumer, whether it’s an office purchasing computers for all of their employees through a B2B relationship or a consumer purchasing one phone for personal use through a B2C relationship. Software sales, sometimes referred to as SaaS, software as a service, are systems sold on a B2B basis that are designed to increase the efficiency of business tasks. Many businesses work with a number of different softwares each day, from internal communication systems to customer relationship management systems and scheduling tools.
What Does a Technology Salesperson Do?
Collectively, the Luster team brings a wealth of expertise to the world of tech sales, with a deep understanding of both the industry and its key players. A technology salesperson is responsible for understanding the problem they solve with the product they sell and finding clients who could benefit from the solutions they provide. A tech salesperson will work to prospect new clients through cold-calling, networking, marketing leads, and referrals and deliver these clients presentations and demos so they can understand the solutions provided by the tech product or service. Salespeople are responsible for managing the customer relationships they build, keeping in contact with clients through the avenues where they are ready to engage, whether that is email, social media, or industry events. Many tech salespeople are responsible for hitting specific sales goals throughout the quarter or the year, and they will use data to track their sales and progress towards meeting their goals. This data will also help sales teams adapt and optimize processes as needed.
Types of Tech Sales Roles
As with any industry, there are a number of roles that fall within the category of tech sales. Each role requires an understanding of the problem they solve and the solution they provide, as well as people skills, networking abilities, and salesmanship. Sales roles that are typical within tech sales include:
- Sales Development Representatives: Also known as business development representatives, or SDR and BDR, this entry-level position serves as one of the initial contacts a potential client will interact with as they begin their journey down the sales funnel. SDRs work to generate leads and book meetings or demos with potential clients. This role provides excellent exposure to the world of tech sales, preparing salespeople for the next position within their organization.
- Account Executive: Account executives main goal is to convert prospects to customers by closing new business deals. Working closely with clients, account executives will uncover pain points their clients are dealing with and provide detailed demos on how their product can be the solution.
- Account Manager: Once a client has become a customer, an account manager will serve as one of the primary points of contact, managing the relationship and ensuring satisfaction for the client after the initial sale has been made.
There are a number of other positions within a tech sales team, including more technical roles like sales engineers and sales enablement specialists, as well as team leaders, sales managers, and other client-facing roles like customer success managers. Many entry-level salespeople start out in the BDR position, gaining invaluable experience before moving to other positions within the sales team.
Essential Skills for Success in Tech Sales
As with all careers, there will be a certain amount of on-the-job learning that is done when starting a career in tech sales. Christina Brady, co-founder of Luster and a seasoned tech sales professional with 17+ years in SaaS sales and 10+ years in sales leadership, says, “I’ve learned that success in tech sales relies on adaptability, curiosity, and a people-focused coaching strategy. Leading teams across organizations has helped me identify key skills like active listening, problem-solving, and relationship building. Drawing from my background in art and performance, I value creativity and culture in empowering teams to grow, connect, and consistently deliver results."
You don’t need to start your role as a BDR with an understanding of every software solution on the market, but there are some essential skills that will make your work in tech sales come more naturally:
- Adaptability: The tech industry evolves rapidly, with new products, competitors, and customer needs constantly emerging. Successful tech sales professionals must quickly adapt to changes, learn new tools, and pivot their approach to align with shifting market conditions.
- Product Knowledge: In-depth understanding of the product or service being sold is crucial. This includes its features, benefits, use cases, and technical aspects. Being able to articulate how the product solves specific problems builds credibility and helps close deals.
- Relationship Building: Trust and rapport are the foundation of successful sales. Strong relationship-building skills allow salespeople to connect with customers, understand their unique challenges, and foster long-term partnerships rather than just transactional interactions.
Advantages and Disadvantages of Working in Tech Sales
Tech sales can be an extremely rewarding industry, but it can also be high-pressure. As with all jobs, the technology industry has benefits and disadvantages of working in sales.
Pros of a Career in Tech Sales
Technology is a fast-paced and innovative industry, and a career in tech sales will always be dynamic. There are endless opportunities to learn more and grow in your knowledge of the solutions your company provides, as well as solutions your competitors provide.
This learning and networking helps many successful tech salespeople develop an entrepreneurial mindset, allowing you to take control of your career and achieve goals that have a direct impact on your future. There is substantial earning potential within tech sales, with competitive pay, bonuses, and commissions being the standard among tech companies.
Cons of a Career in Tech Sales
A career in technology sales can be highly competitive, both externally with rivals in the industry and internally, as salespeople within your own team compete to meet quotas and secure clients. The lucrative nature of the sales process can be stressful for some, while it is extremely motivating for others. The large amount of information and industry knowledge necessary to speak to clients and make a sale can lead to a large learning curve when starting out in a tech sales career. There are high expectations and pressure in technology to make sales, to keep up with the latest industry news and competitor solutions, and to outsell others.
Close More Technology Sales Deals With Luster
The learning curve can feel steep and overwhelming in tech sales, but Luster can help. To be successful in this fast-paced environment, sales professionals need more than experience—they need data-driven tools to accelerate their growth.
Luster's cutting-edge AI sales role-play and Predictive Enablement Technology transform the way salespeople prepare for real-world interactions. Rather than relying on trial and error with prospects, Luster allows you to practice and refine your skills in a safe, high-fidelity environment. By simulating realistic sales scenarios, Luster helps you anticipate and overcome objections, fine-tune your pitch, and build confidence—all before engaging with a single prospect.
Whether you're making your first cold call or you're a seasoned pro managing complex product demos, Luster empowers you to perform at your best.
