TFT: It Is Not all about the Technical
What Non-Technical Sales People Do Better
As a technical founder, you’ve likely spent most of your time focusing on the features and problems your solution is designed to solve. And that’s great—without that focus, you wouldn’t be where you are today. But there’s another side to the sales process that non-technical salespeople tend to excel at. Today, I want to focus on what I’ve learned from working alongside non-technical sales professionals and why they can be so successful in technical sales roles.
They Listen More than They Speak
We’ve all encountered that salesperson who just won’t stop talking, trying desperately to close the sale. This can sometimes be the downside of commission-based roles. But non-technical salespeople who excel know the importance of listening—truly listening. They ask open-ended questions and then stay quiet, letting the customer feel heard. They don’t pretend to know every technical detail. Instead, they’ll seek answers from the right sources, making sure they provide accurate information.
In fact, research by RAIN Group shows that salespeople who focus on listening and understanding their customers’ needs are 32% more likely to meet their sales targets. This skill isn’t about selling features; it’s about understanding the customer’s experience and making sure they feel heard. So, take a lesson from non-technical salespeople: ask thoughtful questions and let the customer do the talking.
They Know Their Limits
One of the best things non-technical salespeople do is recognize their limits. They know they aren’t technical experts, and they don’t pretend to be. Instead, they prepare thoroughly for conversations, understanding just enough to ask intelligent questions while bringing the right technical resources into meetings when needed. This allows them to focus on relationship-building while leaving the technical details to the experts.
Knowing your limits is crucial as a founder, too. How many sales calls can you manage? How well do you follow up with customers? Non-technical salespeople often excel at identifying when they need backup or when a different approach is required. It’s something worth emulating—understanding your limitations helps you figure out where to invest in additional resources, whether that’s more sales staff or more time spent refining your process.
They are Customer Advocates
Non-technical salespeople are the voice of the customer inside the organization. They are relentless about bringing up customer pain points and ensuring that customer feedback is heard. Sometimes this can be frustrating for technical teams, especially when you’re focused on solving bigger problems for the next product launch. You might feel like telling them, “That customer is just being difficult!” or “Let’s focus on getting better customers.” But if they are pushing back, it’s because their customers are pushing them, and they care about keeping those relationships strong.
Successful non-technical salespeople push for small improvements that can make a big difference for the customer. Setting up regular check-ins with them can help you identify patterns in customer feedback and address issues early. You can even apply this to your own sales approach: regularly ask your customers for feedback on small challenges, and don’t shy away from difficult conversations. The more you engage with them, the more likely you are to find ways to improve both your product and your customer relationships.
Action Step
Review your last three sales calls. Identify what you’re already good at and find one area—perhaps inspired by non-technical salespeople—that you can incorporate into your next three calls. It might be listening more, knowing your limits, or advocating for your customers. Test these strategies and see how your results improve.
Recommended Reading
“Why Active Listening is the Key to Closing Sales” – Harvard Business Review
“Customer-Centric Selling: The Key to Successful Sales” – Forbes
“The Art of Asking Good Sales Questions” – Sales Hacker
Are you looking to improve your sales process or hire your first sales professional?
Are you a technical expert ready to transition into sales and need guidance?
If so, we’re here to help! Reach out to us with your specific challenges, and we’ll schedule a time to discuss how we can develop a customized plan to meet your goals.