When people think about tech sales, they often imagine someone rattling off specs, features, and product sheets. And yes, knowing your product inside and out is fundamental. But let’s be real — the top performers in tech sales aren’t just tech wizards. They’re masters of soft skills.
In today’s competitive landscape, soft skills are what differentiate top sales reps at companies like HubSpot, Salesforce, and LinkedIn.
What Are Soft Skills in Tech Sales? Why Should You Care?
Definition: Soft skills are the human skills that impact how you communicate, connect, and influence.
Unlike technical product knowledge or CRM mastery (like Pipedrive or Zoho CRM), soft skills make the difference when it's time to close a deal.
In tech sales, soft skills mean you can:
- Listen actively to your prospect’s pain points.
- Explain complex tech solutions in simple terms.
- Build trust and empathy, turning cold calls into meaningful conversations.
- Adapt to different buyer personas — from CTOs to procurement.
Top 5 Soft Skills Every Tech Sales Professional Needs (With Examples)
1. Active Listening
Active listening is a game-changer. Instead of preparing what to say next, top sellers focus entirely on the client.
Example: In a discovery call on Zoom, instead of pitching features, ask:
"What’s the biggest challenge you face with your current software?"
Recommended tool: Use Gong.io or Chorus.ai to analyse call recordings and improve listening.
2. Emotional Intelligence (EQ)
EQ lets you read the room — even virtually — and adapt to emotions. You’ll know when to push, when to hold back.
Example: During a negotiation, noticing a buyer’s hesitation and pausing to ask:
"I sense you’re unsure. What’s holding you back?"
Recommended read: MHA Emotional intelligence.
3. Storytelling
Stories sell. They make your pitch memorable and human.
Example: Instead of listing specs, share how a similar client used your software to cut costs by 20%.
Tool tip: Use Notion or Trello to organize customer success stories you can reuse.
4. Clear Communication
Your product is complex — but your pitch shouldn’t be. The best tech salespeople translate tech speak into business value.
Example: Instead of "our SaaS leverages AI for process automation," say:
"Our platform cuts admin work by 30%, giving your team more time for high-value tasks."
Further resource: Check LinkedIn Learning's communication courses.
5. Resilience and Adaptability
Tech sales means hearing no often. Staying motivated and adjusting strategies is key.
Example: After losing a deal, reaching out to ask for feedback instead of moving on in silence.
Advice: Read Sales Hacker’s guide to resilience in sales.
Why Soft Skills Matter More Than Ever in 2025
With AI tools like ChatGPT and Outreach.io, buyers are more informed than ever. But they still buy from humans they trust.
Remember: AI can draft emails, but only you can build real connections.
How to Build Soft Skills in Tech Sales (Step-by-Step)
- Ask for feedback after calls — from clients, managers, and colleagues.
- Record and analyse your calls with tools like Gong.io.
- Role-play sales calls focusing on objections and empathy.
- Join communities like Sales Hacker or RevGenius to learn from peers.
- Follow IT Sales Mentor for actionable tips!
Conclusion: People Buy from People
If you think tech sales is all about knowing specs, think again.
Your soft skills are your secret weapon.
Want to sharpen your soft skills and close more deals?
Join our community on Instagram / TikTok and follow IT Sales Mentor for weekly tips!
