EMPATHY AND SIMPLICITY: THE KEYS TO TECH SALES SUCCESS
We had the pleasure of speaking with Michael Ferguson, aka Fergo, as part of our tech sales series. With a career spanning over a decade in tech sales and a role as Director of Security Transformation, Michael shared unique insights into what separates good sales professionals from the top 1%.
Michael’s approach to tech sales is refreshingly simple: solve problems, not just sell products.
"I’ve never cared about proving one company is the best. What matters is whether it solves the problem my client is facing."
Michael’s journey into the tech world started with a love for technology. He emphasises that successful tech sales isn’t about overwhelming prospects with jargon or showing off your expertise—it’s about listening and asking the right questions.
"Being curious and empathetic allows you to truly understand what’s going on in your client’s business. The only way to solve their problems is to care about what they’re trying to achieve."
Empathy, he says, is what turns a good salesperson into a trusted advisor. It’s about putting yourself in your client’s shoes and understanding the bigger picture, from their business challenges to their organisational goals.
One of the standout lessons from our conversation was the importance of simplifying the pitch.
"Nobody’s buying acronyms or buzzwords—they’re buying outcomes. If you can’t explain your solution in a way that anyone could understand, you’re missing the point."
Michael’s advice? Break it down. Focus on what your product does to help the client’s business grow or save money. This clarity not only builds trust but also sets you apart from competitors.
In the tech industry, closing a deal often involves multiple steps. Michael stressed the importance of getting to proof of value before aiming for the sale.
"Clients don’t just want a tick box on a checklist—they want to know how your solution will work in their specific environment and deliver real results."
By prioritising proof of value, you position yourself as a partner in their success, not just another salesperson pushing a product.
Michael also highlighted the importance of follow-up in building long-term relationships. Even if you don’t close the deal today, staying connected ensures you’re top of mind when the client is ready to move forward.
"Being active on platforms like LinkedIn and keeping in touch ensures those relationships don’t dissolve. It’s not about being pushy; it’s about being there when they need you."
Key Takeaways from Michael Ferguson
Be Curious and Empathetic: Understand your client’s challenges and goals on a deeper level.
Simplify Your Pitch: Focus on outcomes, not jargon or buzzwords.
Prioritize Proof of Value: Show how your solution works in their world before aiming for the sale.
Build Long-Term Relationships: Stay connected, even when the timing isn’t right.
Don’t Fear the Quota: Focus on meaningful activities and trust the results will follow.
Michael’s insights remind us that tech sales is about more than products—it’s about solving problems and building trust. His approach, rooted in empathy, simplicity, and long-term thinking, is a powerful reminder that success comes from being genuine and client-focused.
Click HERE to catch the full episode and learn more about what sets top-performing tech sales professionals apart!