Sales manager

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.

Work activities

Sales managers are responsible for the sales teams 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 (reps) or other sales staff, for example, telesales operators. They set sales targets for individuals or groups to meet, and plan how the work is going to be done. Supervision of the sales reps’ work can be done through telephone conversations, email and occasional meetings, and by analysis of their written weekly or monthly sales returns. Sales managers sometimes need to take into consideration whether or not the company can make changes to meet customers’ requirements or can offer special discounts. The manager might be able to decide on some of these or may instead need to have discussions with product managers or suppliers. They produce and present sales strategies, long-term plans for sales growth and reports for discussion by company management, and they organise sales briefings. They might sometimes attend conferences and oversee sales staff at the company’s stands at trade fairs and exhibitions.

Sales managers set up and maintain good communications with existing customers, and they identify new business opportunities. Managers sometimes provide quotations and process larger orders themselves (checking that the most important ones are on schedule). For major orders, the sales manager might need to draw up a tender document (a competitive bid for the supply of goods or services) and agree a final contract if the bid is successful. Some sales managers have a full list of customers to sell to, in addition to their managerial duties. After the delivery of products or services, they might have to handle any problems, complaints or queries. Again, they might need to discuss these with production staff or suppliers. Some sales managers recruit and train their sales staff. They set standards and make sure that the reps and other sales staff have good product knowledge, together with supplies of up-to-date sales literature and product samples. Sales managers have to keep within an agreed budget for the running of their department. Depending on the level of their responsibility, sales managers can travel locally, nationally and even internationally, and might have to spend time away from home.

Personal qualities and skills

As a sales manager, you should have:

The ability to manage, coach and motivate a team of sales staff.
An understanding of the selling process; this is as important as actual selling ability.
Leadership qualities, enthusiasm and initiative.
Verbal and written communication skills, and interpersonal skills.
The confidence to speak in front of groups of people.
Problem-solving skills.
Tact and diplomacy.
Negotiating skills.
Organisational and planning skills.
Administrative abilities to deal with sales reports, enquiries, orders and guarantees.
The ability to use IT.
Number skills for setting and monitoring budgets and sales targets.
The ability to deal with a variety of people and activities at one time.

Sales managers often need a driving licence. Foreign language skills could be needed in companies that export their products or services.

Pay and opportunities

The pay rates given below are approximate. Sales managers start on around £22,000 per year, with higher earners making up to £70,000. Profit-related bonuses are common.

Sales managers usually work 38-40 hours per week. However, they might work long hours, including evenings and weekends, as the job demands.

Employers are firms in every type of industry and business. Opportunities for sales managers occur in towns and cities throughout the UK.

Self-employment opportunities occur in some sectors for sales managers to work independently on a self-employed basis, for example, managing a regional sales force.

Where are vacancies advertised?

Vacancies are advertised in local/national newspapers and professional journals, on job boards and employers’ websites, and on the Government’s Find a Job or Find an Apprenticeship services.

Entry routes and training

Entry is usually after working in a sales position, for example, as a sales assistant or sales representative. Some large companies offer graduate training schemes. The degree subject is not always important except, for example, in specialist technical areas. Many entrants have a degree or HND in business studies or marketing. Full-time and part-time foundation degrees are available in business, management and marketing subjects. You can also begin a higher apprenticeship in the role of retail manager.

Training is normally on-the-job, involving close supervision by an existing sales manager. This might be supplemented with short courses in sales management skills, either in-house or at a sales training centre. There could be opportunities to study for professional qualifications with the Institute of Sales and Marketing Management. The Chartered Institute of Marketing also offers professional qualifications and a number of sales training courses.

Sales managers can progress to senior management and director posts.

Qualifications

For entry to a degree course in any subject, the usual minimum requirement is:

Two to three A-levels.
GCSEs at grades 9-4 in two to three other subjects.

Alternatives to A levels include:

Edexcel (BTEC) level 3 National qualifications
International Baccalaureate (IB) diploma.

You will usually need GCSEs (including English and maths) plus two A-levels to take a higher apprenticeship.

Some companies ask for qualifications which are specific to their particular industry/business sector.

Adult opportunities

Age limits: 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 (for example, 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.

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