Sales Manager

Introduction

Sales managers plan and organise the work of a team of salespeople, within an agreed budget. They set sales targets for the team, and monitor the achievements of sales representatives. Sales managers often work longer hours than other sales staff.

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Work Activities

Sales managers are responsible for the sales team and/or sales assistants of companies with products or services to sell. They divide the work by region or type, allocating it to sales representatives. They set sales targets for individuals or groups to meet and monitor their performance.

Supervision of the sales reps' work may be done mainly through telephone conversations, email and occasional meetings, and by analysis of their written weekly or monthly sales returns. Liaison with the reps includes discussions about whether the company can make changes to meet customers' requirements or offer special discounts. The manager may be able to decide on some of these or may have to have discussions with product managers, factory or suppliers.

The manager provides quotations, processes orders (checking that the most important ones are on schedule) and ensures that the reps have supplies of sales literature, product samples and sales/merchandising aids. They produce sales reports for discussion by company management, and organise sales briefings, conferences and the company's stands at trade fairs and exhibitions.

For major orders, the manager may draw up a tender document, estimate or sales brochure and agree a final contract. After delivery of products, they may have to handle any problems, complaints or queries. With the personnel manager, they may recruit and train sales staff.

Depending on the level of their responsibility, sales managers may travel locally, nationally and internationally, and spend short periods away from home.

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Personal Qualities and Skills

An understanding of the selling process may be more important than actual selling ability. The key skill is the ability to manage a team of sales reps. Therefore, leadership qualities, the ability to motivate, enthusiasm, initiative and drive are all important. Administrative abilities are needed to deal with sales reports, enquiries, orders and guarantees.

Communication skills are essential for dealing with product managers, suppliers, reps, customers, marketing executives and other managerial staff, both inside and outside the company. Numeracy is essential for the figurework involved. IT skills are also important.

You need problem-solving skills, as well as tact, diplomacy and negotiating skills. Organisational skills and the ability to handle a variety of people and activities at one time are also required.

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Pay and Opportunities

The pay rates given below are approximate.

Sales managers earn in the range of £22,000 - £35,000 a year, rising to £40,000 - £60,000. Higher earners can make around £85,000 a year.

Sales managers usually work a basic 40-hour week. However, they may work long hours, including evenings and weekends, as the job demands.

Employers throughout the UK are firms in every field of industry and commerce. In some sectors, eg replacement windows, some sales managers are self-employed.

There may also be opportunities to work in other countries.

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Adult Opportunities

It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Success as a sales representative is usually required. Occasionally, employers might recruit people with experience in senior marketing posts or product/technical management.

If you don't have the qualifications needed to enter your chosen degree or HND course, a college or university Access course (eg, Access to Business) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

Distance learning is available from:
• the Institute of Sales and Marketing Management (Certificate, Advanced Certificate and Diploma in Sales and Marketing)
• International Correspondence Schools (Selling and Sales Management)
• the National Extension College (relevant management and marketing courses).

• 6% of marketing and sales managers are self-employed.
• 5% work part-time.
• 7% have flexible hours.

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New Developments

Some people working in this occupation may be involved in the green jobs sector in areas such as renewable energy.