Software Sales, SaaS Sales, and Tech Sales Masterclass | Patrick Dang | Skillshare

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Software Sales, SaaS Sales, and Tech Sales Masterclass

teacher avatar Patrick Dang, International Sales Trainer

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (37m)
    • 1. Software Sales, SaaS Sales, and Tech Sales Masterclass Intro

    • 2. Software Sales, SaaS Sales, and Tech Sales Masterclass

    • 3. Startup Sales vs. Enterprise Sales | SaaS Sales Comparison

    • 4. Day In The Life In Sales & Business Development (SDR & BDR)

    • 5. Day In a Life of An Account Executive

    • 6. Next Steps

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About This Class

Learn what software sales and SaaS sales is, and if it's a career you should be interested in.

What Is SaaS (Software-As-A-Service)

SaaS or Software-as-a-Service is a service software licensing and business model where customers pay a monthly or yearly subscription, and in return, they get to use the software. There are a few things that make SaaS sales different from traditional software sales. The main difference is for traditional software; you'll have to buy the software and host it yourself. And you'll also have to pay for upgrades. For SaaS, you pay a subscription, and the company that is selling the software does all the work when it comes to hosting and updating.

Examples of SaaS Businesses

Some examples of SaaS businesses include Netflix, SalesForce, HubSpot, Dropbox, and many more. Practically any company that offers software as a subscription could be considered a SaaS company.

Why does SaaS and Tech need B2B Sales?

The tech world will always need B2B sales. From SDRs to account executives, these roles are crucial for generating revenue for a business. For B2B software sales, the software price is relatively high for businesses so they prefer to talk to a representative to make sure their purchase will be the right fit for them.

Meet Your Teacher

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Patrick Dang

International Sales Trainer


Hey, it's Patrick here!

Now, I’m on a mission to help everyday people to generate more sales for their business using the most cutting-edge B2B sales strategies.

After a successful sales career in Silicon Valley, I packed two suitcases and booked a one-way ticket to Thailand and started my journey with the aspiration of creating world-class online B2B sales training all while living a digital nomadic lifestyle.

And since then, I’ve traveled to many countries while creating programs training over +30,000 students in over 150 countries.

And over time, it became clear that no matter what country you’re from, what your background is, or whether or not you think you have the talent to sell...I’ve found that sales is a skill anyone can learn... See full profile

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1. Software Sales, SaaS Sales, and Tech Sales Masterclass Intro: What's going to anybody, it's patchy sitting here. So in this course we're going to teach you everything you need to know about software sales. Software as a service, SAS, technology sales, you know, different names for the same thing. We're going to dive into it. I'm gonna show you exactly how that works. How you can start a career in sales and show you exactly if it's something you should be involved in, right? We're gonna go through a couple of breakdowns of different companies. How much you can get paid and whether or not you want to decide if this is a career for you and for a class project, but I want you to do is share the number one thing you learned in this course and share what the rest of the class. So if you are ready to learn everything about SaaS sales, make sure to enroll in this course now. 2. Software Sales, SaaS Sales, and Tech Sales Masterclass: In this video, you're gonna learn exactly what software sales is, also known as SaaS software as a service, we're going to show you what it is, how it works, and whether or not it's something you should be interested in. And you wanna make sure you watch this video until the end because I'm gonna share my personal experience selling software during my time at Oracle, as well as a Y Combinator backed start-up. So the first question we are going to cover is, what exactly is SaaS Software as a Service, right? Essentially it is a business model where a company will create a software and they will sell it to other people who will pay a subscription or some kind of recurring revenue to access and license that software. And now there's a few differences between Sass and traditional software which was sold, you know, long time ago, right? For traditional software, people would literally have to buy the software and they would have to host everything by themselves on their own servers, other computers somewhere in their office for SaaS, essentially what happens is like everything is in the cloud, right? So when you buys any type of software, you use any software product, you don't have to download it, you just log in and then you use it from your web browser or maybe they have an app and you just use it right away. And although that may sound very trivial and common using software in the cloud, but that actually was a huge deal and Salesforce is the one credited for actually leading that revolution, you know, way back when they started getting popular. So let's go ahead and give you some examples of SAS, right? So some companies top of my head might be a Salesforce, HubSpot, Dropbox, Google Drive, or even Netflix, right? So let's go ahead and use Netflix as an example. So Netflix isn't necessarily a B-to-B software, but it is SAS, right? It's like, you know, you sign up for Netflix, you pay 12 bucks a month and you can watch basically any movie in their library. You don't have to download anything. You use it all in the cloud. And every month they're going to charge you $12 or whatever it is a pay. Now Netflix would be B2C business to consumer, right? It's for regular everyday people who will pay for this. But it's still considered a SaaS product. So now that you understand that side, let's go ahead and go into the B2B SaaS psi where you typically would need salespeople, right? Because when you are, let's say buying Netflix, you don't need to talk to a salesperson and before you buy a monthly subscription because it's so cheap. But when it comes to B2B sales, you really need to talk to somebody because you might be spending hundreds or thousands of dollars per month on a specific software to help you run your business. And that's why SAS or technology software salespeople are always going to be needed in its environment. So let's go ahead and use Dropbox as an example. So for Dropbox they do have b to c, meaning a regular person can't pay like 20 bucks a month to use Dropbox and essentially store all their files in the cloud and access it whenever they want. Now for businesses who need complicated and a lot of storage and who want to use Dropbox from an enterprise perspective, they might be paying hundreds or thousands of dollars per month just to use these features. And you want to think about this. If you're a company and you have 1000 employees, right? And you want everyone to use Dropbox to store all their files. Maybe you're a media company. Well, you're going to be paying a lot of money to store that data. And that's why you're gonna pay so much money for, let's say a version of Dropbox, but the Enterprise Edition, some clients that are using Dropbox from an enterprise perspective include National Geographic, Sundance Film Festival, Ben and Jerry's the ice can company. So a lot of different companies are already using this version of Dropbox, right? And you are thinking about this for these companies, they're, they're quite big. They got a lot of people, they got a lot of media to store somewhere. And they're going to be paying a lot of money to do this. And if they're going to pay, let's just throw out a number. Let's say they're paying $5 thousand a month on Dropbox storage, right? If they're gonna pay that much, That's going to be $60 thousand a year. So they're not gonna do it by themselves. There's no option on drop boxes website to upgrade to that $60 thousand per month feature, you have to talk to a salesperson so they can make sure that you actually know what you're buying and that whatever your goals are by buying this product or service, you can actually achieve results. And that's why salespeople are absolutely required to do those big enterprise deals. Because if somebody spends, let's say, $60 thousand a year or a $100 thousand a year on the wrong product, they're going to be really angry, right? Nobody wants that. So that's why a salesperson has to be there to make sure people buy the right things. And it's not just Dropbox. Box also does the same thing. Zoom the video conferencing software also has an enterprise version for companies who use zoom as the main form of communications through video, Salesforce, the CRM, B-to-B sale software obviously, and even Shopify, right? If you're a Shopify, if you are, you have an e-commerce store and you're running Shopify, but you need like the enterprise version, which has a lot of different features. Well, that's also Software as a Service, right? So many different industries, basically every industry from retail, finance, hospitality, travel, sales, marketing, and you name it, there's going to be software that someone created to help you run your business. Now that you've got an understanding of B2B, SaaS and software sales and textiles. Why do these companies right, that create the software really need good sales people? And from my experience working in Silicon Valley, I've found that there's actually a lot of companies, startups that are funded in large companies who are always actively looking for salespeople to hire. And I mean, good salespeople, in my opinion, there's actually a lot of sales jobs available, but not much sales talent, right? And that's actually a problem for the entrepreneur, but it's a really good thing for a good salesperson because you can go to a company and you can say, hey, I could sell your product or service, whatever, but you gotta pay me a lot more than my other job for me to join your company. And a lot of times these companies already have money, they are successful or they're very well-funded with millions of dollars in the bank. They are willing to pay higher salaries for good sales people because at the end of the day, a salesperson basically sells a product or service, right? If that salesperson, let's say they cost $200 thousand a year to hire that person to sell your product or service. If they cost 200 thousand, but they're making your company 0.5 million. It's a no brainer, right? Because they are selling more than they cost. So as accompany, you're going to hire as many salespeople as you can't, who can get you a return on investment for your money. That's why, you know, if you are, let's say graduating from university or maybe you are doing a job that you're not really that passionate about and you're thinking about starting a sales career. Personally, I would actually recommend checking out technology sales, specifically, SaaS sales doesn't have to be sad. It can be different type of technology sales, right? Because not everything is software. Sometimes you're selling consulting services. Sometimes you're selling like infrastructure like Amazon Web Services, which technically is not a SaaS product. It's more of like a infrastructure technology product, right? But it's still in technology sales and they're all related. And so when you're looking at, you know, which sales job to take, I would actually go into textiles because and they pay really well. And there's high demand for it, low supply for good salespeople. So if you are actually good, you've got the ability to be coachable and learn. You got a lot of options to make a lot of money because there are people willing to spend a lot of money just to hire you. And not only that, but, you know, ten years, 20 years, 30 years from now, in my personal opinion, technology sales will always be a valuable profession. And that's because in the foreseeable future, I don't see how you can automate a salesperson who's closing multi-million dollar deals, right? If a company is going to spend, let's say you're doing enterprise sales and they're gonna spend hundreds of thousands of dollars a year or millions a year. They need to talk to another human being to make sure it's right for them, right? You cannot talk to a robot and make a $10 million decision, right? You have to talk to another person. So in that sense, you know, technology sales people are always going to be valuable. They're always going to be paid well, because they make a lot more money for the company, then the company pays them. So it's a win-win in both situations. And if you're really playing at the high levels, you might be making a few $100,000.5 million even more per year at a high level, if you are really a superstar when it comes to doing these enterprise software sales. And so with that said, That is pretty much what software sales is. And I am going to see you in the next one. 3. Startup Sales vs. Enterprise Sales | SaaS Sales Comparison: In this video, you're gonna learn the difference between startup's sales and enterprise sales. And I'm going to share with you my personal experience of working in Silicon Valley, working at Oracle as well as a Y Combinator backed startup. And you want to make sure you watch this video until the end. Because if you are someone who is considering a career in sales or maybe you're just starting out. It might be a little confusing to know which type of organization you should join with, like an enterprise or Startup. What's the difference between the two? So I'm gonna give you the inside scoop in this video. And let's go ahead and dive in. So the first thing we're gonna talk about is enterprise sales. And when I talk about enterprise, I mean, working at an enterprise company that's going to be someone like and Oracle and Microsoft Salesforce. So I myself, after I graduated from University of Southern California, I actually joined Oracle for their class of programs. So that basically hired a 180 of us first college graduates. And basically they trained us for five weeks and then we started on the job. And for me I started as an account executive right off the bat, doing enterprise sales for human capital management, selling into hospitals with thousands of employees. Now from my personal experience working at Oracle and you know, talking to my friends, working at Oracle's kinda similar to working at Salesforce and Microsoft. Similar and different cultures, different company but similar structure and how they run their sales team. So when you are working at Oracle, you don't really have a say on what product or service you're going to sell, what territory you're in. Someone else kinda decide that for you, whether it's a high level salesperson like a sales director, VP of sales. Or it could be the Sales Operations team who tries to figure out who should go where. So in a way, you know, not in a negative way, but you're kinda like a gear in this machine. And you basically have to play your specific role to generate sales in that specific territory. And not always you get to pick your territory is right. You can, you can try to request it and get people to put in Favorites and things like that. But in reality, you don't always get to control these things because you working at a larger company and when it comes to selling, I would say that 50% of the time you are selling to your customers and the other 50% of the time you are selling internally, right? So when you're working at Oracle or Salesforce or whatever, there's gonna be a lot of internal processes to actually get a deal done. For example, if you're selling to another company before you can even give them a price, you might have to get approval internally and you say, hey, you know, I'm talking this company, I want to give them a 30% discount, but just in case that they don't accept 30%, I wanted to also get approval for 40% as backup. And then there's this whole process internally of how that actually happens and to get that approval before you can even sell anything. And of course, what comes with that is a lot of administrative work, a lot of paperwork, just so that, you know, basically every action that you take is recorded in some kind of database. So that high-level decision makers within your company, like the VP of sales and things like that can get us, can see what's going on in the territory. So there's definitely more structure. But if you are able to navigate it like internal politics and internal administrative work. You know, it's all right. And the good side of enterprise sales is that you really get to focus on whatever it is your job is. So if you are, let's say an account executive, you're focused on closely or if you are a sales development read, all you're doing is focusing on generating meetings. So you don't have to think about improving the product or talking to HR, talking to this team and that team, or talking to marketing. Really, you're just focused on selling your product and everybody has their own individual roles. And because everybody has their own specific role, you get to learn how to work as a team, right? So as an account executive, When I was working at Oracle, you know, it was my job to basically build a relationship with the customer and basically sell them, right? But when it comes to you and say that technicality of whatever product I'm selling, I don't know everything about the technical. So there's a technical guy that would bring other car sales consultant bring him on the car, right. So I don't have to do everything all by myself. I got to focus on what I'm good at, which is building a relationship and closing deals. And I'll bring different people depending on what we need for that specific situation. So it's very clear on what you should be doing on a day-to-day basis. Which for a lot of people, that's maybe what they want because they don't want to think about all these different parts of the business. Maybe they only want to focus on one specific thing and be good at that. And another really good thing about enterprise sales is that once you work at a large brand name and you do well there like an Oracle sales versus Microsoft, It's very easy to jump and go to another company with another big name, right? So if you worked at Oracle, you know, it's not that hard to get a job at Google or Facebook or whatever it is, right? Because at the end of the day it's really just enterprise sales. And if you understand how to do that in one place, going anywhere else is pretty much the same thing. And also if you want to, let's say, work at a medium-size business later or startup later. It's very easy for you to go from like an oracle to a small start-up because they want that kind of experience. They want that brand name in a salesperson. So it's a lot more easier to start at the top then, you know, pretty much go anywhere you want once you get the brand name. But I will say if you do well in enterprise sales, it doesn't always mean you're gonna do well in startup sales because it's kinda different even though you're selling the velocity of startups as a lot more faster and you have to do so many different things which we're gonna talk about right now. Okay, so let's go ahead and talk about startup sales. So when I say start-ups, you know, for this video I'm talking about companies with, let's say 50 employees or less and maybe their sales team has i, less than ten people. Okay? But obviously, you know, working in a company with 50 people versus five people is going to be a completely different experience, but I'm kinda going to bucket them together just to simplify this video. So in general, if you are working at a startup, it's a lot more faster paced because people don't know who you are. You don't have a brand name, right? So essentially you're a, nobody, maybe have funding, but nobody knows who you are. And you're basically reaching out to all these people are doing marketing and you're trying to convince someone who doesn't know who you are to buy your products and services. So what comes with that is, is it's a little more difficult to do because there's not that immediate trust. And so during the sales call, you have to really build rapport with the person and get them to see why you bring so much value and why they should actually pay you for your products and services. And sometimes when you're working at a startup, it's kinda like a building of playing while you're flying it, right? So, so when enterprise tech world. When you're doing sales, the plane is already built, so you're like a gear in a machine and you just have to keep it going, right? But when you're at a startup, you're like building all the systems within the sales process. Wow, you are selling, so everything is going to be broken, right? The way people send emails is gonna be broken. Nobody is going to be using the CRM and everyone's going to be using Excel sheets and that's broken. So there's gonna be a lot of broken parts that don't really work in the sales process, which might be frustrating for a lot of salespeople. But if you're someone that thrives and that kind of environment and you're someone that wants to learn how to build systems so other people can use them. Syrup sales is going to be very beneficial for you to have an opportunity to be a leader if you put in extra time. And as you can kinda tell, when you're doing startup sales, you have to literally wear many hats. Whereas an enterprise sales you just focusing on selling. Or if you're working at a startup, you might have to, you know, get customer feedback and tell Marketing and be like, hey, you know, this guy said this, you need to change your marketing so we can get more leads. Or you might hear somebody from the customer and they are asking for a feature. You might go to the engineering team. You say, hey guys, these guys are asking for this feature. Can we build it? Right? And if we're startup sales, if you're able to find those insights when you have conversations with your clients, bring them to the rest of your team to improve the company. Well, that's where you're going to bring a lot of value. But as you can see, doing that is a lot of work outside of just selling. It's actually improving the company. So that's a really rewarding experience when you work at a startup because you're not only learning how to sell and getting that experience, but you're also doing all these things and it's very entrepreneurial in a sense because you're also helping build a company, especially at the early stages. So now that we covered enterprise sales, we recovered startup sales. What about in the middle, right? What about medium-sized companies? And so, you know, I'm talking about companies that have 50 or more employees and a couple of hundreds. So they may have a 100 employees, 200 employees, 500 employees, right? I would consider that medium size even though it's pretty large. So from, you know, I never worked at a medium-sized company. I only worked at the enterprise level and I went to the startup level. But from my experience talking to my friends and things like that, I find that it's kind of a mix between the two. Like when you have a sales team that's like 50 people, you definitely have some kind of product market fit already. People kind of know who you are. They are ready systems in place for you to follow so you don't have to invent everything and build a plane while you're flying. But at the same time it's not so big and like vastly a 100 thousand person company where you're just this little gear and the machine, you can actually have more impact in a medium-sized company. So from people telling me their experience, what they found is that they like the structure that you get from a medium-sized company, but also it's not too big where there's still a strong culture and people still really care about the product and things like that. It's definitely a balance of in-between. And also because you are working at a medium-sized company, you're also getting more of a higher velocity because they still need to do a lot of outbound prospecting because black people don't know who they are. But the good part is, you know, they got product market fit. So it's a lot more easier to send a cold email and more people will respond versus if you worked at a total start-up, not many people are gonna respond because you may not even have product market fit and you may not understand why people buy your product. But if you're like a 500 person company, people clearly understand the value that you bring, right? It's very obvious. And so that is pretty much the different experiences that I had and what my friends I've told me from working at a startup, Medium Size and enterprise companies doing sales, because I'm gonna be dropping videos every single week. And I'm gonna see you guys in the next one. 4. Day In The Life In Sales & Business Development (SDR & BDR): In this video, you're going to learn what the day to day life is like as a sales development rep. And you wanna make sure you watch this video into the yam because I'm gonna give you the inside scoop on how this all goes down, using my experience as a salesperson in Silicon Valley. And let's go ahead and get started. So the first question that we have to ask is, what exactly is a sales development rep and what is it that they actually do? Well, it's the definition we're going to use is that ASL development rep is somebody who focuses on prospecting and generating leads. Now let's go ahead and unpack this a little bit more so you get a better understanding of what this is. So a sales development read, also known as an SDR, It's going to be the same thing as a business development rep BY DR. okay. So there are different acronyms depending on which company you're talking to are working. But essentially, the job is pretty much the same thing. And what the job entails is that sales have unwrap is somebody who reaches out to a customer or a client that maybe has no idea who they are and they are trying to generate a meeting, right? And the reason why they want to generate a meeting as because that's when selling happens and you talk to the person over the phone, take them through your sales process. But before any cell and actually happens, somebody has to first generate interests, generate that relationship, and generate that first meeting to just have a relationship, to even start a conversation. So as an SCR, if your job is really solely to generate meetings, you're going to be doing what? Cold calling, cold emailing, messaging people on LinkedIn. Those are going to be the primary responsibilities of a sales development RAB in reaching out to new clients. And once you do actually generate an appointment, either the sales development rep, well, talk to that person for maybe 1015 minutes for qualify them or they're just going to pass out meeting to an account executive who is more senior closer and that person will actually close the deal. So for a sales development rep, you're really just focused on generating that meeting and you also get paid based on how many qualified meetings you generate. So now that you have a better understanding of what is sales development REP actually is we're going to dive into the core responsibilities and the day-to-day activities of what you'll be doing on the job. So let's say you are a sales development rep working at, let's say, a tech company or software company, and it's your job to generate leads. Well, you might be coming to the office maybe a or 09:00 AM or maybe you're working remotely and you're logging onto your computer her on eternity him. So as a sales development wrap, the first step is actually to have some creativity, right? So you may spend the morning thinking about different prospects. You can actually reach out to. For example, you know, one day you might say, okay, today I'm going to reach out to the top advertising companies in New York. So how exactly with this work? Well, you can just go on Google and you type in top advertising companies in New York, okay? So as an SCR, you're kind of building a list, right? And you go on Google and maybe you find Alyssa, someone else put together on a blog or something like that. So now, you know this is tough for the advertising agencies in New York. And yes, smart sites, you got. More burst. Basically there's a big list. And essentially as an SCR, you would take every company you see on this list and you have to have some type of qualification. And here the qualification is that they have, that's a ten to 50 employees or maybe you have thousands of employees, right? So depending on what qualifications you want, you might say like, okay, I'm only going to be interested in companies that have 50 or more employees. So every accompany you see on this list has 50 or more employees. Well, you're going to put them on your list. First. You're kind of just building the company list and that's all you're doing. Are they just going on Google, finding these companies building less, let's say going back on Google and you're like, okay, let's go, I'll top lending companies in the United States, okay? So, you know, as a SDR, you have to come up with these ideas, right? And so now we got the ten best mortgage lenders, 20-20. And boom, you got Quicken Loans sulfide on depot. And if you're going after these finance companies while you put all these people on your list. And that's actually a lot of what an SCR does. They're doing the research, finding these companies and building out a list from there. After you do build the list, well, you have to find individual decision-makers you want to talk to. So we can do is you want to go on LinkedIn, you find like the CEO of VPM, Marketing Director of Marketing do really depends on what you're selling and you know, that's going to influence who these key decision makers are for you. And then you maybe have like one to four different decision-makers for each company that you've found. And then you would write a cold email or cold call them or add them on LinkedIn and send them a message, whatever works best in your industry. And you're basically writing them, asking to see if they wouldn't be interested in learning more about your company and taking in meeting with you. And then once someone does agree, well, you're going to book a meeting and then the job is pretty much done from there. So now that you booked the meeting, the next step of the sales development process is that sometimes you actually might be taking on meetings as an SDR. So again, your primary role is to generate their meeting. But sometimes the company you're working, I might say, Okay, you have to talk to that person over the phone for 15 minutes. Make sure that they are qualified to buy. And once they are, you can pass the lead to a closer or an account executive, Right? So the sales of element might get on the first call and just have a short conversation, ten minutes, 15 minutes, ask a couple questions to see if they have the budget, to see if they're actually interested in this product and then see if they really want to move into the next step. If you want to move to the next step, great. You pass it on to the accounts editor. If they do not want and make it to the next step, or maybe they don't want to do it right now. Well, you just make a note about that and you say, okay, well, I follow up with you maybe three months from now, six months from now, and maybe then it might make sense to work together. So as SSL development rep, after you build that relationship, you're still going to have to keep in contact with that person over time. And once they're ready to buy or they're ready to have some meetings than you would have those meetings appropriately. So as a sales development rep. You're not only just reaching out to new companies, but you're nurturing and you are keeping in contact with companies that you already talked to you in hopes that one day they may want to buy. So now we're gonna talk about what are the opportunities for advancement as a sales development rep, right? Because when you are ACLs development Rep, It's not like you're going to be a sales development of rep for the rest of your life, right? There's different routes that you can go. And what makes a, you know, an SDR so great as entry-level job is, you get to get so much exposure to different parts of the sale cycle. You get to learn lead generation. You get to learn a little bit about marketing and how to get people to respond. You learned about closing because you see account executives close. And so because you have all this exposure, you can kinda go in any direction. So as the SDR, you can, you know, generate meetings, right? But then the next stage is maybe you want to be a closer and you want to be an account executive or maybe you don't want to close, but you want to be an account manager who only works on deals from clients are already paying and you're just going to renew them or Southern more stuff. Or maybe you don't wanna do other those. And you want to do something completely left field and you want to go into marketing, right? So as a sales development rep, there's many directions you can go. And the reason why this works for many companies is because they know that you understand the process of selling, you understand the customer. And when you have that basic fundamental knowledge, it allows you to branch out to any department, essentially related to sales marketing and even sales operations. So if you are thinking about starting a seals career and you're not really sure where to start or how to break in. Well, I'll tell you this, a lot of companies are always looking for SDRs who are effective and can actually do the job of generating meanings. Because if you can generate a meaning, then that helps the company generate money and suddenly you have a lot more value once you get your foot in the door at a company, especially if it's a good one. Well, you're going to have a lot of opportunities for advancement because you've got that fundamental skill. And so if you're starting out and sales or you don't know what to do. I would actually start out as an SDR and then started learning about the business and then work your way up. And so that's going to be what the day to day life is like as an SDR that said my name is Pat, you're doing an amnesty. You guys in the next one. 5. Day In a Life of An Account Executive: In this video, you're going to learn what the day to day life is like as an account executive from someone who has an account executive myself working at Oracle and a Y Combinator backed start-up. And you wanna make sure you watch this video until the end because we're going to really dive into the inside scoop on what the job actually is like from someone who has done it before. And let's go ahead and get started. So the first question we gotta ask is, what exactly is an account executive? And account executive is basically some type of representative of a company in it's their primary row to close deals. So when I was an account executive working at Oracle and also, which is a Y Combinator backed start-up. Essentially, it was my job to close deals, like I just said. And how would typically works whether you're, you know, a lot of my experiences actually in selling in Silicon Valley. But in general, you know, many different companies follow the same structure where an account executive write their role is to close deals and to actually make these deals happen, there has to be some type of lead generation process, whether it's, let's say someone sent in cold emails for you or maybe the company you're working. Does can some type of marketing, whether it's running ads or blogging or YouTube videos, right? Somehow they're going to generate interest in someone's gonna raise their hand and say, hey, I want to talk to your company to see if I want to buy your products and services. So in that situation, that's where an account executive comes in. They're going to be that person that comes in, talks to the customer either over the phone or via Zoom meeting or maybe even meet them in person. And their job is to eventually turn that prospects someone who might be interested into a paying customer. Now that step from a to B, although it sounds very simple, there's actually a lot of intricacies to actually make that happen. Now, diving into the core responsibilities of what their day to day is like. So let's say you're coming into the office at eight or 09:00 AM, right? Essentially, all you're really doing is you're looking at your calendar and you're saying, OK, how many meetings do I have today? And again, these meetings are booked by other people, whether it's a sales of Elmo replica junior salesperson, or they have some kind of marketing to book meetings on your calendar. So you want to look at your calendar and say, OK, who am I going to talk to today? And a lot of times you're going to be talking to new potential customers. From there, you do a little research on who these guys actually are. What company are they from? You know, who is that person you're going to talk to? Our they'd Director of Marketing, the VP of marketing, or are you talking to the CEO, right? And you want to do your research on LinkedIn or whatever method you want to use to get an understanding of who they are and guests like what are they trying to accomplish, right? Why are they even reaching out to your company to begin with? So you can start framing the conversation and writing it down the questions you have ahead of time in preparation for that meeting. Now, you've done some research at the beginning of a day and preparing for your cause. Next up is actually to get in the cost. Now in this day and age, a lot of times account executives don't actually have to always go out and meet the customer face to face. You can actually close big deals either over the phone or let's say over a video conference call and essentially do the whole process remotely. And that's just a natural progression of how sales is going in today's market, in today's time. And typically on that call, what you're going to be doing is you're going to be qualifying the customer to see what are their problems and to see whether or not they're actually a good fit to buy your products and services, right? And so how the car actually goes is just go, hey, John has a going, this is patriot from Oracle. John's gonna say, Oh, I'm doing great. And then you can just set the expectations for the call. And then, you know, walking through your sales process in terms of asking questions, understanding their pains, get them talking and to see what their goals are. So the whole point of an account executive, you know, at this stage is actually not really selling. It's to understand the customer and have empathy for what they actually want to do. Only when you understand that, hey, they are actually a good fit and qualified to buy your product and service. Then you do any type of selling, whether it's like a pitching or demonstration or anything that shows off your product. You're going to do that towards the end of the meeting or on another call. But on the first call, you know, the day-to-day is really just asking questions and understanding the prospects and getting them to the next process of your sales cycle, which is to pitch. Now a lot of people aren't even going to be qualified. So as an account executive, you have to decide whether or not someone is even worth your time because if they don't have the money or they don't qualified or you know that even if they buy you'd, they're not gonna get results. While you have to say, hey, look, you know, it doesn't seem like very fit totally okay, but if anything changes, you know, feel free to reach back out. And that's just the process of selling, right? You actually have to disqualify a lot of people before you even get to the selling portion. And now let's talk about actually selling. So when I was working at Oracle and lab, essentially I would only really be doing a pitch when I asked all these questions. I understand that, hey, this guy could potentially buy my products and services. And for a pitch, usually what's going to happen is you're going to have some type of template, right? And how he usually goes is like you have some time typing on whether it's a PowerPoint or maybe it's a certain seal script that you go through. And for each specific person, you want to tailor your template for that specific person and for their pain points that they have. So generally your pitch is going to be maybe like 70% the same for every single person that you talk to you because you're selling the same product, right? However, you gotta change that 30% to tweak it specifically for those pain points. And the feeling you want to create when you are preparing for these presentations is like you want the person with a here your pitch to feel like, oh, wow, Patrick really understands me. That's exactly what we're looking for, right? And when you create that feeling and you create that sense of like, Oh, we really tried hard to customize a solution for you, even though it's really not that customized, but it's just presented in a way that's customized for them. People are a lot more likely to make a purchasing decision and buying your products and services because they feel like it's for that, right? And so as an account executive, you know, you not only have to have the skills to do those have presentations and two, get people to get emotionally invested. But you also have to do that research in crafting that pitch. So the positioning of how you position your product and service actually make sense for the customer. And of course, everyone's favorite part after you do the pit is actually going to be closing. What else? Right. And as an account executive, you know, you're the one that has to ask for the business because you have that relationship. If the customer says no, let's say, you know, you asked for the clothes and they say are, you know, we're not really interested. Well, as an account executive, you're going to be the one that has to handle that. Objection. Why aren't they closely, what is the obstacle and how can you overcome that obstacle and help change their perspective so that they actually want to buy your products and services, right. It's a lot of objection. Handling and having the guts to actually ask for the business because, you know, you don't want to be an account executive that says, oh, you know, feel free to reach back out when you want to buy and then never really going to respond to that. And you know, you're gonna hear from them again. So you have to have different closes prepared for your client. For example, you might say something like, hey John, you know, is everything looks good so far and I'm just curious to know. Is there anything else you need to see before moving forward? Right. That's just one of my soft causes that I like to use. But there are many different type of clauses that work for different people. But the main point is that you gotta find the closest I work for you as an account executive and you cannot be afraid to ask for the business. Now beyond selling and doing this whole sales process that I'm talking to you about. Account active also has more responsibilities. If they wanted to become a senior account executive, or maybe they want to get a promotion to become a sales manager or a sales director or head of sales, we have to do some type of sales enablement activities. Okay, so what is sales enablement? And that's essentially just helping other people generate revenue, helping them to sell, right? So if you're an account executive and you're doing extremely well, you just killing it, a crushing it. You're closing deals left and right. Well, it's good that you're doing it in your generating revenue for the company. But you want to, you know, take those skills and take that knowledge and teach it to the rest of the sales team, right? So if you see another account executive, maybe they are a junior account executive and maybe they're having a tough time selling. Well, you wanna take everything that you know and pass it on to them and teach them what you know so that they start having success in their career. And the reason why you wanna do that is because if you want to be a team leader and you want to be someone senior, you can't just hoard all the knowledge yourself. You have to share it with the rest of your team and help them become more successful. Because the more you make other people successful, the more people will consider you when they're looking for a sales manager or a sales director because essentially you are panic coaching and teaching other people through that process that you already figured out. Not only that, but as an account executive, you're the one that actually has a relationship with the customer. So you have the pulse on what's hot and what's working in the market. And you have to communicate what's working in the market to the rest of your team, whether it's other salespeople, the product team, the marketing team rates. So for example, let's say you're on a car with a customer. And they say something that really caught your attention, right? And you're thinking, oh, we can actually use that in the way we market our products and change our website and change the headline of a website, right? You go back to the marketing team. He's, uh, hey guys, I talked to this customer. They really want this feature or they really want this. Can we change our product? Can we change our messaging so that we can align what we have for what that person once. And as account active, you're the person that has to relay that because you have your post on the market, you are in the trenches and you are talking to the customer. And by doing activities that aren't just focus on yourself in hitting your quarter, but actually helping the company grow and helping other people grow. Well, that's how you're going to advance into the more senior roles in sales. So with that said, that's typically what the day to day life is like as an account executive. So with that said, my name is Pat herding and I am going to see you guys in the next one. 6. Next Steps: Now, if you're getting any value out of these courses, make sure to leave a positive review, sharing your experiences. I read every single review and I really do appreciate your feedback. And if you wanna see more videos like this, make sure to follow me on skill shares so you can notified on when I released my latest courses.