In tech sales, there is a perception problem that deters many candidates from pursuing careers in sales, especially women and minorities. The traditional alpha-male persona is often emphasized over soft skills, which can lead to a culture of success for some but not others. However, substance over charisma is key, with skills such as discipline, intellectual curiosity, empathy, ability to navigate complexity, creativity, and problem-solving being more important than personality traits. The role of sales has shifted from pushing products to enabling customers to make informed decisions through enablement, which includes access to resources, volume discounts, and navigating security. Companies need to create a culture of success for all salespeople regardless of background, and the best sales teams are those that focus on making customer projects successful, rather than just selling. The shift to product-led growth has also changed the buying process, with customers wanting to experience technology in small doses and pay only for what they consume. Sales leaders need to demystify the sales process by automating it with technology, creating enablement plans, and hiring salespeople who care about the product and can execute against a GTM plan.