Sales managers organise and lead teams of sales representatives. They set sales targets for individual sales people and the team as a whole, often according to guidelines and targets set by head office. They may be responsible for sales in a specific geographical area (area sales managers), or for a particular type of product or customer.

Their work usually includes:

• recruiting and training sales staff
• allocating areas to sales representatives
• developing sales strategies and setting sales targets
• monitoring the team’s performance and motivating them to reach targets
• compiling and analysing sales figures
• dealing with some major customer accounts themselves
• collecting customer feedback and market research
• reporting back to senior managers
• keeping up to date with products and competitors.

Some sales managers are also involved with marketing activities.

Hours and Environment

As a sales manager, your standard working hours are usually 9am to 5pm, Monday to Friday, although you may sometimes have to work longer hours if necessary.

You will be office-based, but will usually spend some of your time visiting customers, head office, and your sales team in the field. You may also need to travel to attend conferences, trade fairs or exhibitions. Your travel could involve overnight stays away from home.

If your company sells overseas, you may need to travel abroad.

Skills and Interests

To be a sales manager, you will need:  

• excellent sales and negotiation skills
• good business sense
• the ability to motivate and lead a team 
• initiative and enthusiasm
• excellent communication and 'people skills'
• good planning and organisational skills
• the ability to work calmly under pressure
• good IT, budget and report writing skills.

A driving licence is often essential. Foreign language skills can be useful in some jobs.

Entry

To become a sales manager you will usually need three or four years' experience in sales, with a good record of achieving targets. Some companies may prefer you to have a business-related HND or degree, but your experience and track record in sales are usually considered more important than academic qualifications.

You may find it useful to have NVQs/SVQs in Sales, or sales qualifications from professional bodies such as:

• Chartered Institute of Marketing
• Institute of Sales and Marketing Management (ISMM)
• Managing and Marketing Sales Association (MAMSA).

For technical sales (selling hi-tech and specialised products to the IT or engineering industries, for example), it can be helpful to have a degree or HND in a relevant subject. Alternatively, your expert market knowledge could come from having technical experience in product design or manufacture.

Training

Your employer will usually provide in-house training in their products and sales administration systems.

As a sales manager, you could work towards NVQ Level 4 in Sales Management, or other advanced qualifications such as:

• Chartered Institute of Marketing (CIM) Advanced Certificate in Professional Sales Management, and Diploma in Professional Sales
• Institute of Sales and Marketing Management (ISMM) Level 5 Diploma in Strategic Sales (Sales Management or Key Account Management)
• Managing and Marketing Sales Association (MAMSA) Advanced Diploma in Sales Management.

See each professional body’s website for more information (details in Further Information section below).

You could also choose to take general management qualifications.

Opportunities

As a sales manager you could work all over the UK for all kinds of industries and markets, including manufacturing, wholesale distribution and consumer goods.

Jobs may be advertised with specialist sales recrutiment websites and agencies, in the local and national press, and trade publications for your particular industry.

With experience and a good track record, you could take on larger sales areas and be promoted to higher-paid and more responsible jobs like regional or national sales manager or director. Progression usually depends on sales results, and competition for senior jobs can be fierce.

Annual Income

Figures are intended as a guideline only.

Most companies offer a basic salary with a bonus or commission scheme, which can vary widely depending on experience and the industry or market sector. A car or petrol allowance and expenses are usually included in the salary package.

Starting salaries can range from £17,000 to £25,000 a year.
Experienced sales managers can earn between £25,000 and £55,000.
Top salaries can be over £70,000 a year.

Further information

Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427500 Harrier Court
Lower Woodside
LU1 4DQ
Tel: 01582 840001 PO Box 11
Sandbach
Cheshire
CW11 3GE
Tel: 01270 526339