posted 31st October 2022
They say that at times of great change, we are never really aware of what is actually happening because if we were, we would have acted differently. The combination of technology, the pandemic, and a scarcity of resource (people) have led to a revolution within how the mechanics of IT sales roles work. One of the by-products of these new working practices has been how we find and develop entry-level staff into the IT sales world.
Historically, after computers became commoditised, both large and small resellers helped to populate the sector with new business sales people, often in their first job, but almost certainly in their first IT sales job.
These roles would normally be telephone-based and involve extensive product and sales training as these were people new to the sector. The role would be based on cold calling, opening new accounts, and then developing these accounts with success judged by monthly gross profit achievement. Sales people would look for points of entry to potential clients by offering new products, good pricing on existing hardware offerings, or aiming to be a secondary supplier when the main supplier failed.
These roles were a great start point for a career in IT sales for anybody with enthusiasm and the ability to work hard. Previous experience or education made little difference, it was all about performance. Elsewhere, it was also possible for graduates to find starting roles with larger software companies, normally as Internal Account Managers in areas such as accounting software, IT Security, or within the large US software companies. However, for a person looking for a start in IT sales, the reseller marketplace was a meritocracy which judged people on what they did, not who they were.
It is estimated 80% of the new jobs in the sector started that way. As time progressed, these roles became harder and harder to get as entry points to the IT sector due to a number of reasons including the rise of digital media and the difficulties in cold calling. Plus, the lack of switchboards and phones being answered on ring round systems, everybody having their own direct dial number, and the move towards not answering your phone but screening calls has led to this type of role becoming less common and harder to succeed in.
Often even people who were successful in these new business IT Account Manager roles would want to move on. The rule is generally that people like to spend a year gaining skills in a new role, a year doing it well, and then one more year before they want a promotion with new opportunities for skill growth.
So what roles are experienced IT sales seeking? As a specialist IT recruitment agency in this space, we commonly engage with candidates at this point. Generally we will get asked for:
- Vendor sales: Often seen as the promised land of IT sales professional jobs. Commonly candidates ask about companies such as Microsoft, Oracle, and HP. However, these companies are very competitive. Instead, many opportunities exist in smaller vendors though these are normally Software Account Managers for a new product which can be a very difficult role!
- Account Management roles: This is an easier life with no more cold calls, instead talking to people who already know you. The reality is many new business sales managers do not make good account managers though. Account Management roles in IT require attention to detail, have a lower commission, require being on call, and most employers are very careful in who they recruit for these roles. After all, the number one aim of an Account Manager is to not lose the account!
- Out of the industry: Some people do leave IT sales but many people that skilled in IT have very specialised skills that are specific to the IT industry. Plus, the salaries and opportunities out of the industry can be underwhelming.
So where do people end up? Often IT reseller professionals will go to bigger resellers, IT VARs, and system integrators for larger salaries, bigger commissions, and titles such as IT Account Director, IT Account Manager, and IT Client Director. These, in effect, are the same new business role as the initial jobs, but more strategic with more support pre and post sales, marketing, and bigger targets.
People can move into Managed Services, IT Security, and Cloud Computing as well, but these roles are still connected and the best paid roles with bigger commissions are always in new business. In the IT world, the IT New Business Sales Manager is still the main business and revenue generator - the centre forward or quarterback. Bringing on board a brand new, major client is the equivalent of a a goal or touchdown!
New clients build businesses and the sales people who can produce them consistently will always be number one in the draft!
If you are an IT sales professional looking for a new role or a potential client looking to recruit IT sales professionals, we can help you.
Get in touch by emailing us at contact@tsrltd.co.uk or calling us on 020 3837 9180. We look forward to talking with you!