How to Get into SaaS Sales

Ten to fifteen years ago, if you had asked us how to get into software sales without software sales experience, we would have told you that it’s close to impossible without starting at the bottom. The explosion in the number and size of software companies has changed this. For example, we recently helped an experienced sales professional with nursing home sales experience land a dream SaaS (Software as a Service) sales position. Not only did she not have to start at the bottom, but she also earned a nice increase in her compensation package.

Sales teams play a crucial role in executing sales strategies and managing client relationships, which are essential skills in software sales. After submitting a job application, it is important to proactively engage with the hiring manager by sending a LinkedIn message to express excitement about the role and highlight relevant skills.

Average salaries for software sales representatives vary widely based on role, experience, and industry, with commissions playing a significant role in boosting total compensation.

Getting into software sales is still difficult, but we’re going to share our insider knowledge and explain how to get into software sales.

Introduction to Software Sales

SaaS vs. Software Sales???

If you know the differences between SaaS and traditional software sales, skip to the next section. If not, it’s essential to understand the distinctions between the two. Traditional software solutions (think IBM, Microsoft, and Oracle) are also known as On-Premise Software. With On-Premise, the software is installed on their clients’ computers or servers. Once installed, it is maintained by the client’s staff or an outsourced team.

SaaS or Software as a Service (think Zoom, Hubspot, or Slack) is hosted in the cloud and is maintained by the SaaS provider. Removing the need to physically install the software program physically simplifies onboarding new clients and allows for a much faster growth rate than a typical On-Premise software company can achieve. Because of this, there has been an explosion in the number of SaaS companies. Although it’s difficult to pin down the exact number of SaaS companies, there are almost 7,000 SaaS companies in the marketing space alone. Read SaaS vs On-Premise to educate yourself further on the differences between SaaS and traditional software.

Having a basic understanding of technical concepts such as software development and cloud computing can significantly enhance your career prospects, even if you don’t have coding skills.

Although it’s important to know the difference between software sales and SaaS sales, we will use SaaS and software interchangeably throughout this blog as you will take the same steps to get into either.

Benefits of a Career in Software Sales

A career in software sales offers numerous benefits, making it an attractive option for many sales professionals. One of the most significant advantages is the high earning potential. Software sales professionals often enjoy lucrative compensation packages that include base salaries, commissions, and bonuses. This financial reward is a major draw for those looking to maximize their income. Additionally, you can earn significantly by selling SaaS, as even entry-level positions in this sector offer competitive salaries.

Additionally, the software sales industry is known for its opportunities for advancement and promotion. As the tech industry continues to grow, so do the career prospects for skilled sales professionals. With experience and a proven track record, you can move up the ranks from entry-level positions to more senior roles, such as account executive or sales manager.

Another benefit is the relatively low cost of education required to enter the field. While some employers may prefer candidates with a bachelor’s degree in sales, computer science, or a related field, many software sales jobs are accessible with a high school diploma or associate degree. However, having a bachelor’s degree can significantly enhance job prospects and earning potential, making it a valuable asset for both entry-level roles and advanced positions. This makes it easier for individuals to start their career in software sales without the burden of extensive educational expenses.

Skills Required for Software Sales

To succeed in software sales, you will need to possess a range of skills, including:

• Technical knowledge: A deep understanding of software and technology is essential for communicating the features and benefits of software products to clients.
• Business acumen: Software sales professionals need to understand the business needs of their clients and be able to provide solutions that meet those needs.
• Sales skills: The ability to communicate complex technical concepts in simpler language, build trust with clients, and establish credibility is critical in software sales.
• Relationship building: Developing and maintaining positive, trusting relationships with clients is an important part of establishing credibility and contributing to success in software sales.
• Organizational skills: Software sales professionals need to be able to prioritize tasks, manage their time effectively, and stay organized in order to effectively assist each client through different phases of the sales cycle.
• Problem-solving skills: The ability to anticipate problems and find creative solutions is key to successful sales.

Paths into Software or SaaS Sales.

Ten years ago, getting into software sales without industry experience was challenging. With the exponential rise in SaaS companies’ number and size, the demand for talented software sales professionals has outpaced supply. Software companies have been forced to look outside their industry to compensate. Gaining experience in sales is crucial as it enhances one’s qualifications for a software sales role by developing transferable skills and a deep understanding of client needs. Many sales reps come from diverse backgrounds and follow common career paths, such as starting as SDRs and advancing to account executives or management positions. Don’t hear that getting into software is easy, though. With that noted, let’s look at two paths that can get you into software sales.

The first path is to start in a sales role in another industry and then transition into software sales. This approach allows you to build a solid foundation in sales techniques and client management. Understanding the target market is crucial for effective lead identificationon and client management. The second path is to enter the tech industry in a non-sales role and then move into sales. Both paths offer significant career growth opportunities due to the rapidly expanding software industry, which presents numerous chances for advancement and high earning potential.

Path 1 – Start at the Bottom. 

Most SaaS companies have either BDR (Business Development Representative) or SDR (Sales Development Representative) roles as their entry-level sales position. Some companies have both. A BDR typically focuses on qualifying inbound leads for an inside sales team. SDRs are usually tasked with prospecting for new clients. Lead generation plays a critical role in the sales cycle for BDRs and SDRs, as it involves understanding prospects’ needs and cultivating relationships that lead to potential sales. Conducting cold calls to identify leads and schedule meetings is a crucial part of the SDR role, requiring resilience and persistence.

Depending on the company’s size and growth rate and your performance, you should expect to spend 6-24 months as a BDR or SDR before getting promoted to an inside sales position. Customer relationship management tools are essential in managing client relationships and processes, helping sales professionals stay organized and enhance their interpersonal skills. Utilizing new sales tools and technologies can provide a competitive advantage, ensuring that your skills remain relevant and effective in the evolving sales field.

Path 2 – Leverage your Existing Sales Experience.

If you already have a strong track record in sales, you might not want nor need to start at the bottom. Our team of software sales recruiters is increasingly finding SaaS companies open to interviewing stellar B2B sales professionals for higher-level SaaS sales roles. The key to getting into a higher-level software sales role without experience is finding a SaaS company that sells to the same clientele as you. Highlighting relevant experience in your resume and cover letter is crucial to making a strong application. Understanding what hiring managers are looking for and engaging with them proactively can significantly enhance your chances of landing a desirable position.

Let’s go back to the example we gave at the beginning of this blog. Our SaaS client had narrowed down their candidate pool to two finalists. One had experience selling a SaaS solution to nursing homes, and the other had a decade of experience selling wound care supplies to nursing homes. They were both impressive, but our candidate with wound care experience ultimately won out. She had a stronger track record and impressed the leadership team by going the extra mile with preparation before each interview. Sales professionals play a vital role in engaging prospective customers throughout the sales cycle, both in person and online, to build relationships and establish business connections. Career progression in the SaaS sales industry often involves moving up quickly through various roles, which can lead to significant financial rewards and job satisfaction.

If you want in and don’t have software sales experience, be prepared to stand out by going beyond expectations. This journey starts with your resume.

Types of Software Sales Jobs

The software sales industry offers a variety of roles, each with its own set of responsibilities and opportunities. Here are some common types of software sales jobs:

• Sales Development Representative (SDR): SDRs are responsible for generating leads and setting up meetings with potential customers. They play a crucial role in the early stages of the sales cycle by identifying and qualifying prospective clients.
• Account Executive: Account executives meet with clients to discuss their software and IT needs, develop sales strategies, and close deals. They often train and supervise junior account executives and work to build long-term relationships with clients.
• Sales Engineer: Sales engineers sell highly technical products to clients, provide technical support, and implement programs to streamline business processes. They combine technical knowledge with sales skills to effectively present complex software solutions.
• Account Manager: Account managers follow up on sales initiated by the sales rep, attempt to cross-sell new support and assistance, and provide continuous technical support. They ensure customer satisfaction and retention by addressing any issues that arise post-sale.
• Sales Operations: Sales operations professionals handle tasks that enable salespeople to accomplish their goals, such as managing sales data, creating sales reports, and optimizing sales processes. They play a vital role in ensuring the sales team operates efficiently and effectively.

A SaaS sales rep is part of an exciting and rapidly growing career in software sales, requiring specific skills and strategies for success in this field.

Software products play a significant role in business operations, emphasizing the importance of trust between clients and software providers for the success of organizational daily functions.

Specializing in an Industry or Type of Product

Developing specialized knowledge of an industry or type of product can give you an advantage in software sales. This can help you understand the types of problems potential clients might have and provide context for how your organization’s software is different. Specializing in an industry or type of product can also help you build a strong network of contacts and relationships, which is essential in software sales.

Some popular industries to specialize in include:

• Healthcare technology
• Financial technology
• E-commerce solutions
• Cybersecurity software

Some popular types of products to specialize in include:

• Customer relationship management (CRM) software
• Enterprise resource planning (ERP) software
• Cloud-based software solutions
• Artificial intelligence (AI) and machine learning (ML) software

By specializing in an industry or type of product, you can differentiate yourself from other sales professionals and establish yourself as a trusted expert in your field. This can help you build strong relationships with clients and increase your chances of success in software sales.

The Software Sales Resume.

Software sales roles attract applicants—lots of them. Without experience in this industry, you will face long odds unless you understand how companies process incoming resumes. Most software and SaaS companies use ATS (Applicant Tracking Systems) that are designed to filter out resumes that don’t match the job. We’ll dive deeper into this topic in future videos, but here’s a simplified overview.

It is crucial to keep your resume up to date with the latest industry trends and skills to improve your chances of getting noticed. Additionally, understanding the importance of base pay as the foundational salary from which commissions and bonuses can significantly enhance overall compensation is essential.

An ATS is a computer program (or bot) that scans and scores every resume received for a job opening. The resumes that score well are forwarded to the recruiter or HR professional responsible for working that position. Your resume will receive a match score determined by how many keywords the bot finds on your resume based on the key skills, traits, and experience listed in the company’s job description.

Earn a high enough match score, and your resume will make it past the bots. The way to do this is to optimize your resume for each position you apply to. Fortunately, there are tools to help you. We like skillsyncer.com. Yes, it’s a lot of work, but research shows that 75% of resumes are never read by a human.

If your resume is fortunate enough to make it past the bots, you will still face long odds. Research reveals that the average recruiter spends less than 7 seconds during their first scan of your resume. Staying informed about industry trends can significantly enhance your resume. Attending seminars for professional development and career advancement is also crucial. Here are some keys to making sure your resume gets noticed during that 7-second pass:

• Make your sales accomplishments stand out via bullet points.
• Use exact figures such as “107% of a $1M quota (2020)” vs. “exceeded quota.”
• Use clean, easy-to-read formatting.

In short, give overworked recruiters a reason to call you, or they won’t. Speaking of calling you, experienced recruiters will look at your Linkedin Profile before picking up the phone or emailing you for an interview. Again, they are usually massively overworked and anxious not to waste their time.

Optimize Your Linkedin Profile for SaaS Sales.

There are two big reasons why you need to optimize your Linkedin Profile.

1. Once you optimize your Linkedin Profile to align with software sales, recruiters will start finding and reaching out to you. Linkedin’s job matching algorithms will also begin sending software sales job postings to you.
2. Your Linkedin Profile gives employers their first virtual impression of you. Read Why Your Linkedin Profile Picture is Costing you Job Opportunities.

Leveraging LinkedIn for an effective job search in the SaaS sales sector is crucial. Networking with key industry figures and setting up job alerts can significantly enhance your visibility among hiring managers.

Online courses are an essential resource for acquiring the necessary skills for software sales. Many successful professionals utilize these courses, along with certifications and self-study, to gain the knowledge needed in this field.

The SaaS sales industry offers dynamic opportunities and growth potential, making it an exciting career choice for those equipped with relevant skills and knowledge.

Once you’re comfortable with your Profile Picture, the next step is to add the keywords that recruiters will be searching for to your “About” and “Experience” sections. For example, we note below that consultative selling is the sales approach that most SaaS companies use. “Consultative sales” or “consultative selling” should be on your Linkedin profile. You will find other common keywords as you optimize your sales resume with the SkillSyncer tool we recommended above. Be careful, and don’t list skills or experience that you don’t authentically possess.

Showcasing technical skills on your LinkedIn profile can enhance your qualifications, making you more appealing to potential employers, especially in roles that require an understanding of software tools and sales technologies.

If you would like help, you can work one-on-one with one of our experienced sales recruiters to optimize your Linkedin Profile or optimize your Sales Resume.

After you’ve secured an interview, do the necessary homework to ace it.

The Software Sales Interview.

Google “software sales interview tips,” and you will find a wide range of suggestions. Remember that interviewing with a larger company like Hubspot or Salesforce will be different from a small SaaS startup with 3 sales reps. With that noted, we have observed several skills and traits that almost all software companies look for. Presenting solutions to client needs during the interview is crucial to demonstrate your understanding of the sales process. Preparation and self-presentation during the interview process are essential. Research common interview questions, understand the company, and practice your personal pitch to effectively communicate your value.

Curiosity. This ties in with a question-based, consultative selling approach. One of the best ways to display curiosity during an interview is to come prepared with intelligent questions. Smart Questions to Ask at the End of the Interview is an excellent place to start. To clarify, you don’t have to wait until the end of the interview to ask these. A well-placed question can transform the interview from a canned question-and-answer session into a free-flowing conversation that ends with you as their top candidate. Inside sales roles often require cold calls, which are essential for scheduling appointments and generating leads. Frequent cold calling helps build resilience and improve communication skills.

Ethics. Beyond the obvious reason ethics matters, SaaS companies’ customers are usually sophisticated. Educated customers hate to be misled and won’t stand for sales games. 4

Resourcefulness. We define resourcefulness as the ability to go over, through, or around obstacles. If software sales were easy, there wouldn’t be much money in it. Since you don’t have experience in software sales, you will have a lot to figure out. Come to the interview prepared to share specific examples of how you successfully navigated difficult selling situations where you had to figure things out. Highlighting your ability in closing deals is a critical aspect of success in software sales.

Flexibility and Adaptability. Change might be the only constant in the software industry. Especially with smaller SaaS companies, the word “pivot” is commonplace. Can you demonstrate that you can be nimble and change direction when needed?

Preparation. Are you ready to ace the typical questions you’ll get asked in a sales interview? Review our list of top sales interview questions to ensure you’re ready.

Consultative Selling.

The consultative approach to selling is the gold standard in software sales because it works. If you don’t know what this means, start educating yourself before your interview. Understanding various sales methodologies, such as SPIN Selling and the Challenger Sales model, is crucial for navigating complex sales processes. A great place to start is The New Conceptual Selling by Miller Heiman. Trust us; Sales Managers will be impressed when they find out that you took your homework one step further by reading this or a similar book. Selling software involves providing solutions to a diverse range of organizations, including small businesses, large corporations, and various institutions.

Mastering sales techniques is also essential for success in software sales. Understanding each stage of the sales funnel and integrating effective strategies to enhance lead conversion rates throughout the pipeline is crucial.

Know What You’re Getting Into with the Software Industry.

There is a lot of money to be made in software sales. Before you jump in with both feet, understand that there are downsides to this choice of profession. Over the past 12 months, software companies’ value has dramatically increased because they are much easier to scale than most traditional companies (Amazon is a dramatic example of this). The downside of this massive inflow of money and the potential for rapid growth is enormous pressure. Although this doesn’t apply to every company, you most likely won’t find a work/life balance in software sales. To get ahead in this field, be prepared to work whatever hours the job requires. The high demand for tech sales roles due to industry growth provides professionals with strong job security and numerous opportunities for career advancement. Larger companies typically offer extensive training programs and structured career paths.

Good luck, and let us know if you have any other tips that helped you get into software sales. The importance of software plays in various industries cannot be overstated, as it enables organizations to solve problems, making careers in software sales both significant and promising in terms of growth and job security. Gaining sales experience at a different company or industry can enhance one’s ability to connect with clients and solve their problems effectively.

Common Questions About Software Sales

Q: What is the average salary for a software sales representative? A: The average salary for a software sales representative varies depending on the individual’s employer, job title, and seniority. However, sales engineers can make an average annual salary of $85,287 per year.

Q: What skills are required to work in software sales? A: Software sales professionals need to have deep technology and software product knowledge, a passion for learning and continued education, effective communication skills, relationship-building skills, organizational skills, and problem-solving skills.

Q: How do I get into software sales? A: To get into software sales, you can start by learning the fundamentals, networking with professionals, and applying for entry-level positions. Consider enrolling in a tech sales training program to gain the skills and confidence needed to succeed.

Q: What is the job outlook for software sales? A: The U.S. Bureau of Labor Statistics predicts that the employment of sales engineers who sell software products may increase by 6% from 2021 to 2031. This growth is slightly faster than the average growth for all occupations.

By understanding the various aspects of software sales, you can better prepare yourself for a long and successful software sales career. A career in software sales, particularly within the SaaS industry, is a good career choice due to its financial rewards and opportunities for growth.

Q: SaaS Sales FAQs
A: SaaS Sales FAQs provide answers to common questions related to careers in SaaS sales. This resource is valuable for individuals seeking information and guidance about the SaaS sales industry, including potential earnings, required skills, and career growth opportunities.