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Introduction
Like almost everything these days, sales has been transformed by technology, and fortunately, it’s mostly for the better. In fact, the U.S. Chamber of Commerce found that 84% of small business “power adopters” (those using six or more technology platforms) saw an increase in profits, while 82% reported higher sales and 74% expanded their workforce. In contrast, businesses that adopted little to no technology were far less likely to see this kind of growth.
Clearly, leveraging the right tools isn’t just helpful but essential for boosting efficiency and performance. To dive deeper into this, we sat down with Charles IT Business Development Manager, Jay Santos, to discuss how technology has shaped his sales journey and how his team uses it to achieve success.
The Journey to Sales Leadership
While technology plays a huge role in sales, the real driving force behind success is the people using it. That’s why it’s important to start with how Jay got his foot in the door and, interestingly enough, it wasn’t his first career choice.
“I went to grad school for microbiology and found it boring,” Jay admitted. But that realization turned out to be a blessing in disguise. “Over time, I realized I wanted to lead a team rather than be a sole contributor,” he explained.
His pivot into sales led him to Xerox, where he landed his first role and was sent to Virginia for a training program. But while he was eager to dive in, the transition wasn’t exactly smooth. Unlike many of his peers, who had previous sales experience, Jay came from a completely different background. “I was an intern at a lab before that,” he pointed out.
And while Xerox trained him extensively on the product, there was one key thing missing—how to actually sell it. That became painfully clear when he had to go door to door, facing skeptical business owners who often pointed to their "No Soliciting" signs before he could even get a word in.
Fortunately, technology would soon step in and change the game for Jay, helping him, and sales professionals everywhere, approach the process in a whole new way...
Evolution of Technology in Sales
Jay hasn’t been in sales for decades and decades (he’s not that old!), but he’s definitely seen the field evolve over the years. When he first started, managing customer information looked a lot different.
“When I first started, we used locally based CRMs or, honestly, just Rolodexes and stacks of business cards kept in a desk drawer or even in the car,” Jay recalled. And while that system made sense at the time, it also led to a lot of lost information. It wasn’t a huge issue back then, though, since much of sales was still done the old-school way, which was going door to door, dropping off pamphlets, and trying to spark conversations in person.
Fast forward to today, and things couldn’t be more different. Modern Customer Relationship Management (CRM) systems have completely transformed how sales teams track and manage customer data. Now, leads can be organized and contacted seamlessly, without the lag of outdated systems or the risk of losing a crucial business card between the seats of a car.
And it’s not just CRMs that have changed the game. Video conferencing tools like Teams and Zoom made popular during the pandemic have made it easier than ever to connect with prospects, whether for an initial meeting or a follow-up. “It’s more efficient,” Jay explained. “Plus, it allows us to bring in different team members to add context or insight to the conversation.”
The biggest shift, though? The move to virtual data storage. Instead of relying on stacks of business cards, salespeople can now input and access key information directly from their phones, keeping everything organized and easily searchable. For Jay, that change alone has been a game changer —no more lost cards, no more scrambling to remember a lead’s details, just everything he needs at his fingertips.
Challenges in Implementing Sales Technology
Of course, even with all the advancements, implementing sales technology isn’t always smooth sailing. As Jay puts it, “The biggest challenge is maintaining the CRM database.”
What does he mean by that? Well, with so many data fields, it’s easy to feel overwhelmed, or as Jay describes “almost like a case of paralysis by analysis.” He continued to explain, “You don’t always know what to enter, where to put it, or why it even matters.” And if data ends up in the wrong place, it can throw off reporting and analytics, which ultimately impacts the entire team. “If you don’t analyze it correctly, it hurts you. You end up doing double the work if the information isn’t entered properly,” he admitted. Worse yet, if notes are misplaced, there’s no easy way to track which client you were working with or what was discussed.
That’s a real problem because, let’s be honest, sales reps aren’t going to remember every conversation they have. Many are talking to hundreds of people a day, so details can easily get lost in the shuffle. And if a CRM isn’t used properly then it’s no better than having an old-school Rolodex.
So how do you avoid these challenges? According to Jay, it all comes down to proper training. “You need to train your team on how to input data correctly and why it’s important,” he emphasized. Beyond that, he warns against relying too much on automation since it’s all about balance in terms of combining technology with human interaction. Jay added, “If you implement things the right way, your team can actually use the data correctly and get the insights they need.”
The Role of AI in Sales
It’s not just about CRMs these days since you can’t talk about technology without bringing up the hottest buzzword: artificial intelligence. And for Jay and his team, AI is already playing a key role in their sales strategy.
One example? Microsoft CoPilot. Jay’s team has integrated this AI tool into Microsoft Teams, making meetings more efficient. “It allows sales reps to stay focused and fully present in meetings while CoPilot takes notes and packages everything up neatly afterward,” he explained. In fact, Jay even prefers using AI-powered summaries over reviewing full meeting recordings. Why? Because it provides clearer context while saving valuable time. And by eliminating the distraction of note-taking, sales reps can focus more on building genuine connections with prospects, while still getting the critical details they need later in an easy-to-digest format.
But what about the future? Will AI replace sales jobs? Jay doesn’t think so, though he does see it taking on more responsibilities. “There are AI tools that can set appointments and even make cold calls, but buyers are savvy,” he pointed out. From his experience, people still prefer interactions with a live person when making purchasing decisions. However, AI can be a game-changer for handling administrative tasks, like notetaking and meeting summaries, that often pull sales reps away from customer engagement.
And that’s the real opportunity Jay feels since less admin work means more selling. If sales teams aren’t bogged down with paperwork, they can spend more time doing what they do best — building relationships and closing deals. And in the end, that’s better for both the reps and the business.
Building a High-Performing Sales Team
AI and technology can be powerful tools, but at the end of the day, success in sales comes down to people. And for Jay, building a high-performing sales team starts with three essential traits: resilience, motivation, and a goal-driven mindset.
“It all depends on what motivates them,” Jay shared. “The biggest factor is that they need to want to do it. Sales is a tough job. You start out in the pit of despair, so you have to be relentless and have a clear goal to be successful.”
That drive is non-negotiable. Without it, sales reps won’t last. Jay doesn’t believe you can just stumble your way into sales success, it requires commitment, persistence, and a deep understanding of why you’re in the game.
Even with the right mindset, though, there are skills every salesperson needs to master. One of the biggest? Organization.
“Organization of your time, notes, and CRM is super important,” Jay emphasized. “When you’re talking to hundreds of people a day, it’s impossible to remember every conversation, voicemail, or follow-up just by memory.”
That leads to the next critical skill: a strong follow-up cadence.
“People fail when they don’t have a good follow-up cadence,” Jay explained. “You have to consistently put information in front of your prospects, because as soon as something slips through the cracks, you lose it.” And missed follow-ups mean missed opportunities.
Overall, Jay believes success in sales boils down to two key things: organization and pleasant persistence. Unlike motivation, which can’t be taught, those skills can be developed. And as a leader, Jay makes sure his team learns them well.
The Future of Sales and Technology
As technology continues to evolve, the value of sales professionals is clearly increasing, not diminishing.
“If we can eliminate admin and busy work, sales reps will become more productive,” Jay explained. “They’ll have more time to sell and be able to hit higher quotas.” That, in turn, leads to higher earnings for sales professionals, making the field even more attractive for those looking to build a career in sales.
Of course, at Charles IT, we can’t talk about the future of sales without mentioning the Managed Service Provider (MSP) space. Jay sees the industry shifting beyond just cybersecurity to a broader focus on efficiency in the workplace.
“How can technology help clients make better use of their time, not just security,” Jay said. That question will continue to drive innovation in the MSP world, making technology not just a tool for security, but a key to greater productivity and success.
With the right balance of tech-driven efficiency and human connection, the future of sales is looking brighter than ever.
