Sales Manager

Sales managers direct sales teams of organizations. They set sales goals, analyze data, and develop training programs for the sales representatives of the organization.

Sales managers typically do the following:

Resolve customer complaints regarding sales and service
Prepare budgets and approve expenditures
Monitor customer preferences to determine the focus of sales efforts
Analyze sales statistics
Project sales and determine the profitability of products and services
Determine discount rates or special pricing plans
Develop plans to acquire new customers or clients, through direct sales techniques, cold calling, and business-to-business marketing visits
Assign sales territories and set sales quotas
Plan and coordinate training programs for sales staff

Sales managers’ responsibilities vary with the size of the organization they work for. However, most sales managers direct the distribution of goods and services by assigning sales territories, setting sales goals, and establishing training programs for the organization’s sales representatives.

Some sales managers recruit, hire, and train new members of the sales staff. For more information about salesworkers, see the profiles on retail sales workers and wholesale and manufacturing sales representatives.

Sales managers advise sales representatives on ways to improve their sales performance. In large multiproduct organizations, they oversee regional and local sales managers and their staffs.

Sales managers also stay in contact with dealers and distributors. They analyze sales statistics that their staff gathers, both to determine the sales potential and inventory requirements of products and stores and to monitor customers' preferences.

Sales managers work closely with managers from other departments. For example, the marketing department identifies new customers that the sales department can target. The relationship between these two departments is critical to helping an organization expand its client base. Because sales managers monitor customers’ preferences and stores’ and organizations’ inventory needs, they work closely with research and design departments and warehousing departments.

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Sales managers typically have an interest in the Persuader interest area, according to the Holland Code framework. The Persuading interest area indicates a focus on influencing, motivating, and selling to other people.

If you are not sure whether you have a Persuader interest which might fit with a career as a sales manager, you can take a career test to measure your interests.

Sales managers should also possess the following specific qualities:

Analytical skills. Sales managers must collect and interpret complex data to target the most promising geographic areas and/or demographic groups, and determine the most effective sales strategies.

Communication skills. Sales managers need to work with people in other departments and with customers, so they must be able to communicate clearly.

Customer-service skills. When helping to make a sale, sales managers must listen and respond to the customer’s needs.

Leadership skills. Sales managers must be able to evaluate how their sales staff performs and must develop strategies for meeting sales goals.

Advertising, promotions, and marketing managers plan programs to generate interest in a product or service. They work with art directors, sales agents, and financial staff members.

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Editors plan, review, and revise content for publication.

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Lawyers advise and represent individuals, businesses, and government agencies on legal issues and disputes.

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Market research analysts study market conditions to examine potential sales of a product or service. They help companies understand what products people want, who will buy them, and at what price.

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Political scientists study the origin, development, and operation of political systems. They research political ideas and analyze governments, policies, political trends, and related issues.

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Psychologists study cognitive, emotional, and social processes and human behavior by observing, interpreting, and recording how people relate to one another and their environments.

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Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.

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Reporters, correspondents, and broadcast news analysts inform the public about news and events happening internationally, nationally, and locally. They report the news for newspapers, magazines, websites, television, and radio.

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Sales engineers sell complex scientific and technological products or services to businesses. They must have extensive knowledge of the products’ parts and functions and must understand the scientific processes that make these products work.

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Sociologists study society and social behavior by examining the groups, cultures, organizations, social institutions, and processes that people develop.

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Writers and authors develop original written content for advertisements, books, magazines, movie and television scripts, songs, and online publications.

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