Software Sales Rep Career Guide

Software sales is a dynamic and lucrative career path for professionals who combine technical knowledge with persuasive communication and relationship-building skills. Whether you’re just starting out or looking to advance your career, understanding what Software Sales Reps do, how to break into the field, and what skills matter most can set you on the path to success in one of tech’s fastest-growing sectors.

What Does a Software Sales Rep Do?

Software Sales Representatives are the bridge between innovative software solutions and the businesses that need them. They identify potential clients, understand their unique business challenges, and present software products that can transform their operations. The role combines technical product knowledge with sophisticated sales strategy and genuine customer empathy.

Core Responsibilities

As a Software Sales Rep, your daily responsibilities span the entire sales cycle. You’ll identify and target potential customers through research, networking, and strategic outreach. You’ll conduct product demonstrations and presentations that showcase how your software solves real business problems. You’ll negotiate contracts, navigate objections, and close deals while building relationships that extend beyond the initial sale.

Beyond closing deals, Software Sales Reps collaborate with technical teams to relay customer feedback, stay abreast of industry trends and competitor offerings, and maintain a deep knowledge of product updates and features. You’ll attend trade shows and industry events to network and promote products, while also working with customer support teams to ensure post-sale satisfaction and identify opportunities for renewal or expansion.

Day-to-Day Activities by Career Stage

Entry-Level Software Sales Reps focus on building foundational knowledge and mastering sales processes. You’ll generate and qualify leads through cold calling and inbound marketing responses, participate in software demonstrations under supervision, update CRM systems with client interactions, and actively participate in sales training and product workshops.

Mid-Level Software Sales Reps take on greater autonomy and responsibility. You’ll manage a portfolio of existing customer accounts, develop tailored sales strategies for individual clients, conduct in-depth product demonstrations independently, negotiate contracts, collaborate with cross-functional teams, and attend industry events to generate new business opportunities.

Senior Software Sales Reps become strategic architects of growth. You’ll develop and execute comprehensive sales plans to achieve ambitious targets, build and maintain relationships with key decision-makers in large enterprises, lead negotiations for high-value contracts, provide input on product development based on market feedback, identify new market opportunities, and mentor junior representatives.

Types of Software Sales Roles

Software sales encompasses several specializations, each with distinct skill sets and focus areas:

• Inside Sales Representatives conduct remote sales via phone, email, and web conferencing, typically focusing on small to medium-sized businesses with high-volume lead management.
• Field Sales Representatives build long-term relationships through in-person meetings, ideal for high-value deals and territory-based sales requiring hands-on relationship building.
• Enterprise Sales Representatives specialize in complex solutions for large organizations, navigating extended sales cycles with multiple stakeholders.
• SaaS Sales Representatives focus on subscription-based software, emphasizing ongoing value and customer retention to reduce churn.
• Channel Sales Representatives leverage partnerships with resellers and vendors to expand market reach and scale efficiently.
• Solution Consultants/Sales Engineers blend technical expertise with sales acumen, providing in-depth product demonstrations and answering complex technical questions.

How to Become a Software Sales Rep

Breaking into software sales doesn’t require a single predetermined path. The field is increasingly open to professionals from diverse backgrounds who can demonstrate the right combination of skills, knowledge, and drive. However, there are strategic steps you can take to position yourself for success.

Educational Pathways

While no specific degree is strictly required, a bachelor’s degree in business, marketing, information technology, or communications provides a strong foundation. Relevant coursework in sales techniques, customer relationship management (CRM), and basic programming or software development can give you a competitive edge.

Many successful Software Sales Reps hold degrees in:

• Business Administration or Sales Management — covers sales techniques, CRM, and business strategy
• Computer Science or Information Systems — provides technical depth and product understanding
• Marketing — emphasizes market analysis, consumer behavior, and branding
• Communications — develops persuasive verbal and written communication skills
• Psychology — offers insights into human behavior and decision-making that inform sales strategy

Beyond formal degrees, consider pursuing certifications in popular sales methodologies, CRM platforms (like Salesforce or HubSpot), or software sales-specific training. An MBA with a focus on technology or sales can accelerate advancement for those seeking senior roles.

Gaining Practical Sales Experience

Direct experience is invaluable. Start in entry-level sales positions or customer service roles within tech companies to learn the fundamentals. Sales Development Representative (SDR) roles, account coordinator positions, or inside sales roles provide hands-on training in lead generation, objection handling, and sales processes.

Internships or volunteer sales projects offer excellent entry points. Real-world experience reveals how customers think, how objections surface, and what competitive dynamics actually look like — knowledge you can’t fully gain in a classroom.

Building Technical Product Knowledge

A successful Software Sales Rep must understand the software they’re selling inside and out. Invest time in learning technical aspects, features, benefits, and use cases. Understand how your product integrates with other technologies and solves specific business problems. This knowledge allows you to address customer questions confidently and tailor your pitch to their needs.

Familiarize yourself with industry-specific technical language and trends. Stay current with new software developments and product updates by reading whitepapers, attending webinars, and participating in vendor training programs.

Developing Sales and Interpersonal Skills

Master the fundamentals of sales: prospecting, qualifying, presenting, handling objections, negotiating, and closing. Develop strong communication skills — both written and verbal — to explain complex features in accessible terms. Hone active listening skills to truly understand what prospects need rather than just pushing your product.

Negotiation and relationship-building skills are equally critical. Sales is fundamentally about connecting with people, understanding their challenges, and positioning yourself as a trusted advisor rather than just a vendor.

Building Your Professional Network

Networking opens doors in sales. Connect with experienced Software Sales Reps, attend tech industry events and conferences, participate in webinars and workshops, and join online forums focused on software sales and technology. Engage on LinkedIn, where many sales professionals share insights and opportunities.

A strong network leads to mentorship, partnerships, valuable industry insights, and often, direct job leads. Many sales positions are filled through referrals from professionals already in the field.

Timeline and Feasibility Without a Degree

The timeline to break into software sales ranges from a few months to 2-4 years, depending on your background. If you have prior sales experience or a strong technical background, you may transition within 6-12 months. Those new to both sales and tech might take 2-4 years to develop the necessary knowledge and acumen.

The good news: A college degree is not mandatory. Demonstrating the ability to connect with customers, understand their needs, and effectively communicate software value through a proven track record can be as compelling as formal credentials. Self-education through online courses, strategic networking, gaining entry-level experience, and building a portfolio of achievements can substitute for traditional education.

Software Sales Rep Skills

Success in software sales requires a blend of technical knowledge, sales expertise, relationship-building ability, and personal resilience. The most effective Software Sales Reps cultivate a diverse skill set that evolves as their career progresses.

Technical and Product Skills

Sales and Persuasion Skills

Mastery of the sales process is non-negotiable. This includes prospecting, lead qualification, consultative discovery, product demonstration, objection handling, negotiation, and closing techniques. Modern sales increasingly emphasizes a consultative approach — acting as an advisor to clients, helping them identify issues and offering solutions through your software.

Effective persuasion requires understanding what motivates your audience. Different stakeholders (CFO, CTO, end users) have different priorities. The ability to tailor your message and positioning for each decision-maker demonstrates maturity and increases close rates.

Communication and Interpersonal Skills

Clear, compelling communication is fundamental. You must explain complex technical features in language that resonates with business executives who may lack technical depth. Active listening — genuinely understanding what prospects say and the problems underlying their words — is often underestimated but incredibly powerful.

Strong negotiation skills ensure you can navigate contract discussions, pricing objections, and deal terms while maintaining positive relationships. Relationship-building and empathy allow you to connect with prospects on a human level, transforming a vendor into a trusted advisor.

Market and Business Acumen

Understanding the competitive landscape, industry trends, and your customers’ business challenges elevates your effectiveness. Sales reps with business acumen can engage in meaningful conversations with C-suite executives, identify new market opportunities, and position their solutions strategically.

Staying informed requires subscribing to industry publications, following thought leaders, attending conferences, and maintaining awareness of macroeconomic factors that influence purchasing decisions.

Critical Soft Skills

Skills Development by Career Stage

Entry-Level Priorities: Master product knowledge, learn the sales cycle, develop communication fundamentals, and build CRM proficiency. Focus on consistently executing the sales process and beginning to understand customer motivations.

Mid-Level Priorities: Refine consultative selling approach, develop advanced negotiation skills, learn to analyze sales data, build strategic relationship management capabilities, and begin mentoring peers.

Senior-Level Priorities: Develop market strategy expertise, cultivate executive-level relationship and influence skills, master complex deal structure and forecasting, and build leadership and coaching capabilities.

Staying Competitive in 2024

The software sales landscape continues to evolve. In 2024, top performers are distinguished by:

• Consultative selling mastery — moving beyond product features to true business advisory
• Technological proficiency — understanding cloud, AI, data analytics, and modern software architectures
• CRM and sales enablement tool expertise — using these platforms to optimize sales processes
• Emotional intelligence — connecting authentically with prospects and managing complex negotiations
• Strategic prospecting — identifying high-probability opportunities efficiently
• Continuous learning mindset — staying current with products, methodologies, and market trends

Software Sales Rep Tools & Software

Modern Software Sales Reps leverage a robust toolkit to streamline processes, maintain organization, and drive results. Proficiency with these tools is increasingly expected by employers.

Essential CRM and Sales Management Platforms

Salesforce remains the industry standard, offering comprehensive sales tracking, customer engagement, and analytics capabilities. HubSpot CRM provides a user-friendly alternative with strong integration capabilities and marketing automation features. Zoho CRM offers customization and affordability for growing teams, while Pipedrive focuses on visual pipeline management and simplicity.

These platforms allow you to track leads through the sales cycle, document customer interactions, forecast revenue, and generate reports that demonstrate your performance and guide strategy.

Sales Engagement and Automation Tools

Outreach and Yesware automate personalized customer touchpoints and track engagement metrics, helping you optimize outreach efforts. LinkedIn Sales Navigator leverages social selling to find and connect with the right prospects using advanced search and personalized insights. These tools multiply your reach and help you focus on high-probability opportunities.

Data and Prospecting Intelligence

ZoomInfo and DiscoverOrg provide detailed company and contact information, helping you identify and target the right decision-makers. These B2B databases are invaluable for account research and qualifying opportunities before outreach.

Proposal and Contract Management

PandaDoc, DocuSign, and Proposify streamline the creation, customization, and execution of proposals, quotes, and contracts. E-signature capabilities accelerate deal closure by eliminating delays in contract turnaround time.

Analytics and Reporting

Tableau and Power BI enable sophisticated data visualization and business intelligence, helping you analyze complex datasets and create actionable insights. Salesforce Einstein Analytics provides AI-powered predictive insights within Salesforce to improve forecasting accuracy and sales productivity.

Mastering Your Tools

Effective tool usage requires more than feature familiarity. Start with official vendor training materials, explore tools through hands-on practice and mock scenarios, and engage with user communities and forums. For mission-critical tools, consider specialized certifications. Commit to continuous learning as platforms evolve and new capabilities emerge.

Software Sales Rep Job Titles & Career Progression

The software sales career path offers numerous opportunities for advancement, with each level bringing increased responsibility, complexity, and compensation.

Entry-Level Positions

Sales Development Representative (SDR) — The classic entry point, focused on lead generation, prospecting, and qualifying opportunities for senior Account Executives. This role teaches the fundamentals of sales and allows you to build a foundation of product knowledge and process discipline.

Account Coordinator — Supports the sales team with administrative tasks, customer follow-ups, and account management. This role provides exposure to the full sales cycle while developing organizational and communication skills.

Inside Sales Representative — Manages the full sales cycle remotely via phone and digital channels, typically for smaller accounts or regions. This role offers comprehensive sales experience and faster deal closure cycles than enterprise sales.

Junior Account Executive — Manages smaller accounts or supports senior reps with larger clients, learning to negotiate, close deals, and develop account strategies.

Technical Sales Associate — Combines product knowledge with sales skills to address technical questions, playing a vital role in explaining complex features to prospects.

Mid-Level Positions

Account Executive — Owns the full sales cycle for assigned accounts, from prospecting to closing. This is a core position in most software sales organizations, requiring strong negotiation, relationship management, and closing skills.

Sales Engineer — Provides technical depth alongside sales team members, conducting detailed product demonstrations and answering complex technical questions from prospects. This role bridges sales and engineering teams.

Channel Sales Manager — Develops and manages relationships with partners and resellers, creating strategies to increase sales through indirect channels.

Business Development Manager — Focuses on identifying new market opportunities, initiating new customer relationships, and developing proposals that showcase software value.

Customer Success Manager — Ensures clients achieve desired outcomes and realize ROI from their software investment, identifying opportunities for renewal, expansion, and referrals.

Senior-Level Positions

Senior Account Executive — Manages high-value customer accounts with greater autonomy and responsibility, often handling the most strategic or challenging relationships.

Enterprise Sales Manager — Specializes in selling complex solutions to large organizations with multiple stakeholders and extended sales cycles.

Regional Sales Manager — Oversees sales activities within a geographic region, setting targets, leading teams, and ensuring alignment with company strategy.

Strategic Account Manager — Focuses on building and maintaining long-term relationships with strategically important clients, positioning themselves as trusted business advisors.

Solutions Architect - Sales — Combines deep technical expertise with sales skills to design customized solutions aligned with client requirements.

Director and Executive Positions

Director of Sales — Leads the sales team, develops sales strategies, and ensures achievement of organizational sales targets. Works closely with marketing, product, and other departments to align on go-to-market strategies.

Director of Business Development — Identifies new business opportunities, cultivates partnerships, and explores new markets to expand the company’s growth.

Director of Sales Operations — Optimizes sales processes, tools, and infrastructure; analyzes sales data; and implements best practices to drive efficiency.

Vice President of Sales — An executive role responsible for overall sales performance, strategic planning, team development, and alignment with company objectives.

Chief Revenue Officer (CRO) — The highest revenue-focused role, responsible for all revenue generation, aligning sales, marketing, and customer success teams to drive sustainable growth.

Advancement Strategies

To progress from Software Sales Rep to higher titles:

• Master consultative, solution-based selling — Demonstrate the ability to move beyond transactional sales to strategic advisory
• Build a robust professional network — Cultivate relationships within and outside your organization that create opportunities
• Enhance technical expertise — Deepen your product knowledge and understanding of the industry landscape
• Develop sales analytics skills — Use data to inform strategy and demonstrate your business impact
• Exhibit leadership — Take initiative on projects, mentor peers, and show strategic thinking about business growth

Software Sales Rep Salary & Work-Life Balance

Compensation Structure

Software Sales Rep compensation typically combines base salary with performance-based incentives. The exact mix varies by company, role level, and market, but many companies offer 50/50 or 60/40 base-to-commission splits. This structure rewards high performers while providing income stability.

Salary ranges vary significantly based on experience level, geography, company size, and the specific software segment (SaaS, enterprise, etc.). Entry-level SDRs typically earn in the lower range, while senior reps and those in enterprise sales or high-growth SaaS companies command significantly higher total compensation. Sales awards, bonuses, and equity (in startup settings) can substantially increase earning potential.

The most lucrative compensation comes from closing high-value deals, consistently exceeding quota, and moving into leadership or enterprise-focused roles.

Understanding Work-Life Balance

Software sales is a demanding field. Sales Reps face pressure to meet quotas, navigate irregular hours due to client time zones, and often spend personal time on networking and professional development. However, work-life balance is increasingly achievable through thoughtful strategies.

Factors that strain balance:

• Aggressive sales quotas and the pressure to hit targets
• Client availability across multiple time zones requiring flexibility
• Product launches and market shifts demanding extra effort
• Networking and relationship-building expectations outside standard hours
• Technology’s expectation of constant availability

Strategies to maintain balance:

• Set realistic, achievable sales goals that align with personal capabilities
• Define clear availability boundaries with clients and communicate them upfront
• Leverage CRM and automation tools to handle routine tasks, freeing time for strategic selling
• Regularly disconnect from work technology during personal time
• Invest in self-care — exercise, meditation, hobbies — to recharge and maintain focus
• Seek support and collaboration with team members; don’t try to do everything alone
• Use tools like flexible scheduling and remote work options to reduce commute time and accommodate personal responsibilities

The reality: With intentional effort, Software Sales Reps can achieve a sustainable balance. Companies increasingly recognize that employee well-being drives sustained performance, making work-life balance a competitive advantage in recruiting and retaining talent.

Software Sales Rep Professional Development Goals

Setting clear career goals is essential for progression and maintaining motivation in software sales. Your objectives should span multiple dimensions of professional growth.

Types of Goals to Pursue

Product Knowledge and Expertise Goals — Become an expert in specific software niches or earn industry certifications. This expertise elevates your credibility and equips you to handle complex sales scenarios.

Customer Relationship and Network Expansion Goals — Develop a robust client network, master CRM platforms, and nurture long-term partnerships that generate repeat business and referrals.

Sales Performance and Achievement Goals — Set targets for exceeding quotas, achieving revenue milestones, and winning sales awards. These tangible achievements signal your value and drive advancement opportunities.

Strategic Business Development Goals — Identify new market opportunities, contribute to product strategy discussions based on customer feedback, and lead go-to-market initiatives. These goals showcase broader business acumen.

Personal Branding and Thought Leadership Goals — Build credibility by publishing articles on industry trends, speaking at conferences, or becoming active in professional communities. Strong personal branding opens doors to opportunities.

Goal-Setting by Career Stage

Entry-Level Goals: Master product knowledge, understand the sales cycle, develop strong communication skills, and execute the sales process consistently. Focus on building a foundation of competence and earning early wins.

Mid-Level Goals: Exceed sales targets consistently, develop consultative selling expertise, refine negotiation skills, analyze sales data to inform strategy, and begin mentoring peers. Aim to demonstrate business acumen and strategic thinking.

Senior-Level Goals: Drive business growth and market expansion, mentor junior reps and lead teams, develop market strategy and identify opportunities, and contribute to product and company strategy. Position yourself as a strategic leader and valuable advisor to senior leadership.

Using Feedback to Refine Goals

Leverage constructive feedback from managers, peers, and customers to refine your goals. Performance reviews offer structured opportunities to assess progress, identify skill gaps, and set ambitious but achievable objectives. Regular feedback loops ensure your goals remain aligned with both organizational priorities and personal aspirations.

Software Sales Rep LinkedIn Profile Tips

Your LinkedIn profile is your digital business card and a critical tool for building credibility, attracting opportunities, and showcasing your expertise to potential employers and clients.

Crafting a Compelling Headline

Your headline appears in search results and should immediately communicate your expertise and value. Move beyond the basic “Software Sales Rep” title to include your specialization, achievement, or unique value proposition.

Strong examples:

• “Enterprise Cloud Solutions | SaaS Sales Leader | $3M+ in Deals Closed”
• “SaaS Sales Expert | Scaling Software Revenue for Startups & Mid-Market”
• “Cybersecurity Software Sales | Fortune 500 Relationships | Digital Safety Advocate”
• “Sales Leader | B2B SaaS | Driving Growth for Innovation-Focused Startups”

What makes these effective:

• Clear specialization and market focus
• Quantifiable achievement or impact
• Alignment with high-demand areas (cloud, cybersecurity, enterprise)
• Professional tone that appeals to decision-makers

Writing Your Summary

Use your summary to tell your story, not just list responsibilities. Share your sales philosophy, key achievements, and unique approach to software sales. Highlight industry expertise, quantified accomplishments, and your commitment to professional development.

Your summary should:

• Articulate your sales approach (consultative, relationship-focused, results-driven, etc.)
• Highlight areas of specialization and market expertise
• Share quantifiable achievements (quotas exceeded, revenue generated, accounts managed)
• Reflect your personal drive and commitment to the field
• Demonstrate understanding of the software industry and customer challenges

Building Your Experience Section

Go beyond job titles and duties. Highlight the sales cycles you’ve managed, customer strategies you’ve implemented, specific software products you’ve sold, and the markets you’ve targeted. Use metrics to quantify success: percentage growth in customer acquisition, revenue generated, quota performance, or deals closed.

Include specific projects where you’ve introduced new products to market, penetrated new industries, or led strategic account expansions. These details demonstrate impact and ambition.

Skills, Endorsements, and Recommendations

List both technical skills (CRM platforms, sales methodologies, specific software products) and soft skills (negotiation, relationship building, active listening, resilience). Endorsements from clients, managers, and colleagues validate your expertise and lend credibility.

Request recommendations that speak to your ability to understand client needs, your technical knowledge, and your success in closing deals. Strong recommendations from senior leaders or satisfied clients carry substantial weight.

Maintaining an Active, Current Profile

Update your profile at least quarterly or after major achievements. Add new certifications, wins, or expanded responsibilities. Actively engage with content — share insights about industry trends, comment thoughtfully on posts from thought leaders, and participate in relevant discussions.

Use LinkedIn’s multimedia features to showcase presentation skills or customer testimonials. Engage with industry content and join relevant groups to stay visible and demonstrate continuous learning.

Software Sales Rep Certifications

Professional certifications validate your expertise and commitment to excellence in software sales. They signal to employers and clients that you possess verified knowledge in sales methodologies, CRM platforms, and industry practices.

Why Certifications Matter

Certifications provide professional validation, enhance your competitive positioning in the job market, ensure you stay current with evolving sales techniques and tools, often correlate with increased earning potential, provide access to professional networks and communities, and instill confidence in your ability to execute sales strategies effectively.

Popular Certification Paths

Certifications worth pursuing include vendor-specific options (Salesforce Certified Sales Cloud Consultant, HubSpot Sales Professional Certification), sales methodology certifications (Sandler Training, Challenger Sale certification), and industry-specific credentials related to the software you sell (cloud computing, cybersecurity, SaaS platforms).

Selecting the right certification depends on your specialization, target market, and career goals. Choose certifications that align with the specific software industry you’re in and the skills you need to develop.

For a comprehensive guide to certifications for Software Sales Reps, including preparation strategies and specific programs to consider, see our full certifications guide.

Software Sales Rep Interview Prep

Interviews for Software Sales Rep positions assess your sales skills, product knowledge, customer understanding, and ability to think strategically about sales challenges. Preparation is critical.

Interview Question Categories

Industry and Product Knowledge Questions — Expect to discuss software industry trends, the specific products you’ll be selling, key market players, and emerging technologies. Be prepared to articulate product value propositions, features, and differentiators.

Behavioral Questions — You’ll be asked about past situations: How did you handle a sales setback? Tell us about a difficult client relationship. Describe your most complex sale. These questions reveal resilience, customer service orientation, and problem-solving approach.

Sales Process and Strategy Questions — How do you prospect? How do you qualify leads? How do you handle objections and close deals? These questions assess your sales methodology and results orientation.

Communication and Interpersonal Skills Questions — How do you build rapport with clients? How do you explain technical concepts to non-technical stakeholders? These questions evaluate your ability to connect and persuade.

Scenario-Based and Role-Play Questions — You might conduct a mock sales call or respond to a customer objection. These exercises assess practical sales skills and quick thinking.

Preparation Steps

Research the company thoroughly — understand its products, market position, customer base, and go-to-market strategy. Familiarize yourself with the sales cycle for their software, including typical deal size, sales duration, and customer profile.

Practice role-playing sales scenarios, particularly handling objections and closing techniques. Prepare specific examples demonstrating your sales success, customer relationship management, and ability to navigate complex negotiations.

Develop insightful questions that show strategic thinking about sales strategy, company direction, and the competitive landscape. Practice articulating your personal value proposition and how your skills align with the role’s requirements.

For detailed interview questions, sample answers, and comprehensive preparation strategies, see our full interview prep guide.

Related Career Paths

Software sales experience opens doors to numerous adjacent career paths that leverage similar skills and industry knowledge:

Account Manager — Nurture long-term client relationships, ensure customer satisfaction, and identify expansion opportunities. This path emphasizes relationship continuity over new business development.

Sales Engineer — Combine technical expertise with sales skills to provide detailed product demonstrations and technical validation for prospects. Ideal if you have strong technical background.

Customer Success Manager — Ensure clients achieve desired outcomes and realize ROI from their software investment, with focus on retention and expansion.

Channel Sales Manager — Develop and manage partner and reseller relationships, scaling reach through indirect channels.

Business Development Manager — Identify new market opportunities and forge strategic partnerships to drive company growth.

Sales Operations Manager — Optimize sales processes, tools, and infrastructure, working on the strategic side of sales rather than frontline selling.

Product Manager — Leverage your deep customer understanding to guide product strategy, feature prioritization, and go-to-market decisions.

Marketing Manager — Apply your market and customer insights to demand generation, positioning, and go-to-market strategy.

Each of these paths builds on the skills and knowledge you develop as a Software Sales Rep, offering opportunities to specialize, move into leadership, or transition into complementary functions within the tech industry.

Ready to launch or advance your software sales career? Start by building a compelling resume that showcases your achievements, skills, and potential. Use Teal’s free resume builder to create a professional, ATS-optimized resume that captures the attention of hiring managers in the tech industry. Your resume is often the first impression you make — make it count.