From Network Engineer to Tech Sales: Michael Masal on Building Trust, Embracing Failure and Never Stopping Learning

There is no single route into technology sales.

Some people begin their careers in sales. Others discover it after years spent building technical expertise, solving complex problems and seeing technology from the customer's side.

Michael Masal is firmly in the second camp.

Now an Account Executive at Archer Integrated Risk Management, Michael has built a career across IT support, telecommunications, network engineering, cybersecurity and governance, risk and compliance. Every step has added another layer to his understanding of technology and, ultimately, what it means to be a successful salesperson.

Joining Till Heinimann on The Route to Networking podcast, Michael shared how his technical background shaped his approach to sales, why resilience has become his greatest career asset and why the best salespeople are focused on solving problems, not simply selling products.

A passion that started early

Technology has fascinated Michael for as long as he can remember.

"I've always been a bit of a tech nerd at heart," he laughs, explaining how his fascination with gaming consoles and computers eventually led him into IT.

Growing up surrounded by gaming consoles and computers, he was always interested in how technology worked. That curiosity naturally led him to study Information Technology at university, giving him exposure to programming and a broad range of technical disciplines.

After graduating, he entered the industry through technical support roles before discovering a real passion for telecommunications and network engineering.

Cisco certifications followed, along with increasingly technical positions that eventually opened doors into telecommunications providers, government projects and cybersecurity.

As Michael puts it, "Life is about learning and always challenging yourself." It's a mindset that has shaped every stage of his career.

Earning the first opportunity

Like many graduates, Michael discovered that landing the first role was often the hardest part.

Rather than waiting for opportunities to appear, he created them. He gained experience through unpaid work, spoke to people across the industry, built relationships and focused on learning as much as possible.

His advice for anyone trying to enter the technology industry is refreshingly straightforward.

The first opportunity rarely arrives by accident, but persistence has a way of opening doors.

• Be proactive. 
• Build your network.
• Show enthusiasm. 
• Keep improving. 

Seeing both sides of the industry

One of Michael’s biggest advantages is that he has experienced technology from both sides of the table.

Before moving into sales, he spent years as the customer, responsible for delivering projects, selecting technology and working with countless vendors.

That experience gave him a unique perspective on what separates an average salesperson from one who becomes genuinely valuable.

It also challenged one of the biggest misconceptions about sales.

From the outside, tech sales often looks like:

• Meeting customers 
• Closing deals 
• Earning commission 

The reality, however, is very different.

Sales professionals operate in highly target-driven environments where forecasting, quarterly performance and customer expectations create constant pressure. The rewards can be substantial, but so are the expectations.

Great salespeople solve problems

For Michael, every customer conversation starts with a few simple questions:

• What challenges are they facing? 
• What are they trying to achieve? 
• How can I genuinely help? 

Those questions matter far more than delivering the perfect sales pitch.

When customers feel listened to and supported, trust develops naturally. Commercial conversations become easier because the relationship has already been built on value rather than pressure.

"The best salespeople aren't focused on selling. They're focused on solving customer problems."

Becoming a trusted advisor

Having spent years on the customer side, Michael knew exactly what good salespeople looked like.

They were the people he could rely on. If they did not have the answer immediately, they found someone who did. If a project encountered a challenge, they stayed involved until it was resolved.

That consistency created trust.

It is the same philosophy Michael now brings to his own customers.

Being a trusted advisor is not about knowing everything.

It is about listening carefully, understanding the customer’s priorities and doing everything possible to help them succeed.

Customers recognise authenticity remarkably quickly.

As Michael explains, "People still want to deal with humans." Technology continues to evolve, but trust is still built through genuine relationships. 

Standing out in a crowded technology market

That customer-first approach has become increasingly important as the technology market continues to grow.

Whether it’s networking, cybersecurity, cloud, SaaS or AI, customers are faced with more choice than ever before.

Many vendors offer similar capabilities, making genuine differentiation increasingly difficult.

Artificial intelligence has only accelerated that challenge.

Almost every technology company now has an AI story to tell.

The question is no longer whether a solution includes AI.

It is whether that solution genuinely solves the customer’s problem.

Michael believes preparation is key.

• Research the organisation. 
• Understand its priorities. 
• Know what matters most to that customer today.

Customers have limited budgets, limited resources and limited time.

Helping them solve today’s challenge creates the opportunity to solve tomorrow’s.

The skills that matter most

Technology changes constantly, but Michael believes the qualities that make someone successful remain surprisingly consistent.

He highlights three qualities above all else:

• Listening – Understanding the customer is impossible if you're simply waiting for your turn to speak. 
• Research – Great salespeople invest time learning about the organisations they work with before the first conversation even begins. 
• Resilience – Rejection is inevitable. Emails go unanswered, deals fall through and projects get delayed, but the people who succeed are the ones who keep going regardless. 

For Michael, those three qualities matter far more than having the perfect sales pitch.

Working alongside AI

Artificial intelligence continues to dominate conversations across the technology industry.

While Michael accepts that automation will inevitably change many roles, he sees AI as an opportunity rather than a threat.

Technology has never stood still.

Each major shift has created new opportunities for people willing to adapt.

AI is no different.

Rather than competing against it, professionals should focus on understanding how to work alongside it.

The human element remains incredibly valuable.

Customers still want trusted relationships, sound judgement and someone who genuinely understands their challenges.

Technology can enhance those conversations.

It cannot replace them.

Quick Fire with Michael Masal

Before we wrapped up, we put Michael through our quick-fire round, covering:

• His biggest career lesson
• The importance of resilience
• His proudest achievements
• The best advice he’s ever received
• What he’d tell his younger self

You’ll have to listen to the episode to hear his answers, but if there’s one takeaway that shines through, it’s that success comes from staying curious, embracing failure and never stopping learning.

Never stop learning

Michael's career is proof that there is no single route into technology.

Whether you begin in technical support, network engineering or straight into sales, long-term success comes from staying curious, embracing new challenges and refusing to let setbacks define you.

As the technology industry continues to evolve, technical knowledge will always matter. But curiosity, resilience and a genuine desire to help others will continue to set the very best professionals apart.

🎙️ Listen to the full episode of The Route to Networking to hear Michael Masal's complete career journey, his quick-fire answers and more insights into building a successful career in tech sales.

🔗 Connect with Michael on LinkedIn