Sales Managers

Career summary

#No alternate titles

Sales managers oversee the activities of their sales staff. They:

• Set up training programs
• Assign salespeople territories
• Set their sales goals
• Monitor salespeople's sales statistics

Managers evaluate salespeople's performance and suggest ways to increase their sales. Some sales managers oversee other sales managers and their staffs at the local or regional level.

Sales managers review sales records, expenses, and projected sales. They often determine the initial price of products and services. They may oversee the budgeting, bookkeeping, and shipping departments.

Managers may increase the amount of advertising if sales are low. They talk to department heads to plan advertising campaigns. They also set discount rates.

Some sales managers work with customers. They talk to customers about their product needs and advise them about what to buy. They resolve customer complaints about products or services. Some represent their companies at trade shows. They talk to customers and promote their products.

Sales managers may be in charge of setting up franchises. They talk to business people who are interested in running franchises. Managers advise business people of the policies and procedures they must follow. They analyze the marketing potential of the new stores. They inspect new stores to make sure they are similar to the parent business. They make sure the new stores meet safety codes.

Some sales managers are in charge of the research and development of new products. If they import products from other countries, managers make sure they meet American product standards. They make sure items sold to other countries meet the product standards of those countries. They oversee stores established in other countries.

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

• Advertising Managers
• Agents and Business Managers
• General and Operations Managers
• Marketing Managers
• Public Relations and Fundraising Managers
• Retail Salespeople
• Sales Representatives
• Sales Worker Supervisors

Job duties

Task list

The following list of tasks is specific to sales managers.

• Resolve customer complaints regarding sales and service.
• Evaluate the work of salespeople and suggest ways to improve sales.
• Monitor customer preferences.
• Train salespeople and assign them sales territories.
• Visit people who are interested in setting up franchises of their businesses.
• Set prices and discount rates.
• Talk to customers about their product needs.
• Oversee other sales managers and their staffs.
• Direct, coordinate, and review activities of salespeople and clerical staff.
• Review records and reports to determine profits. Prepare budgets.
• Confer with marketing managers about advertising campaigns.
• Advise franchise owners about the rules they must follow.
• Prepare company budgets.
• Represent company at meetings to promote products.
• Analyze marketing potential of new store locations.
• Direct product research and development.
• Make sure products meet the standards of the countries that will buy them.
• Inspect stores for compliance with safety and security codes.

Common work activities

Sales managers perform the following tasks. These tasks are common to many careers.

• Convince others to buy goods or change their minds or actions
• Think creatively
• Communicate with supervisors, peers, or subordinates
• Establish and maintain relationships
• Organize, plan, and prioritize work
• Coach others
• Use computers
• Develop and build teams
• Teach others
• Communicate with people outside the organization
• Guide, direct, and motivate others
• Coordinate the work and activities of others
• Resolve conflicts and negotiate with others
• Develop goals and strategies
• Make decisions and solve problems
• Provide advice and consultation to others
• Get information needed to do the job
• Analyze data or information
• Update and use job-related knowledge
• Schedule work and activities
• Perform for or work with the public
• Process information
• Monitor and control resources
• Explain the meaning of information to others
• Recruit, interview, or hire others
• Identify objects, actions, and events
• Judge the value of objects, services, or people
• Document and record information
• Estimate sizes, quantities, time, cost, or materials needed
• Perform administrative tasks

Work requirements

Working conditions

In a typical work setting, sales managers:

Interpersonal relationships

• Have a high level of social interaction. They constantly talk to customers, salespeople, and clerical staff.
• Are somewhat responsible for the outcome of others' work.
• Often are placed in conflict situations when customers are unhappy with their products.
• Sometimes deal with angry or unpleasant people.
• Communicate with salespeople and customers daily by telephone, e-mail, or in person.
• Write letters and memos on a weekly basis.

Physical work conditions

• Almost always work indoors. May work outdoors if managing outdoor dealerships or distributors.
• Work in a vehicle most of the time. Sales managers travel by vehicle when visiting local offices.
• Work somewhat close to salespeople, such as when sharing office space.

Work performance

• Must be exact in their work. Errors could result in serious financial losses for their company.
• Repeat the same tasks and physical activities.
• Make decisions on a daily basis that strongly impact the company. They rarely consult with a supervisor before making decisions.
• Rarely consult a supervisor before setting tasks and goals for the day.
• Are highly competitive with other companies that sell similar products.
• Must meet strict deadlines daily and weekly.

Hours/travel

• Generally have a set schedule each week.
• Usually work more than 40 hours a week.
• May travel to local, regional, and national offices.

Physical demands

Sales managers frequently:

• Sit for long periods of time.

It is important for sales managers to be able to:

• Understand the speech of another person.
• Speak clearly so listeners can understand.
• See details of objects that are less than a few feet away.

It is not as important, but still necessary, for sales managers to be able to:

• See details of objects that are more than a few feet away.
• Focus on one source of sound and ignore others.

Skills and abilities

Sales managers need to:

Communicate

• Listen to others and ask questions.
• Understand spoken information.
• Speak clearly so listeners can understand.
• Understand written information.
• Read and understand work-related materials.
• Write clearly so other people can understand.

Reason and problem solve

• Analyze ideas and use logic to determine their strengths and weaknesses.
• Use reasoning to discover answers to problems.
• Think of new ideas about a topic.
• Combine several pieces of information and draw conclusions.
• Recognize the nature of a problem.
• Judge the costs and benefits of a possible action.
• Notice when something is wrong or is likely to go wrong.
• Understand new information or materials by studying and working with them.
• Recognize when important changes happen or are likely to happen in a system.
• Think of original, unusual, or creative ways to solve problems.
• Identify what must be changed to reach goals.
• Follow guidelines to arrange objects or actions in a certain order.
• Develop rules that group items in various ways.
• Remember information such as words, numbers, pictures, and procedures.

Use math and science

• Choose a mathematical method or formula to solve problems.
• Add, subtract, multiply, and divide quickly and correctly.
• Use math skills to solve problems.

Manage oneself, people, time, and things

• Check how well one is learning or doing something.
• Motivate, develop, and direct people as they work.
• Manage the time of self and others.
• Decide how to spend money to get the work done and keep track of how the money was used.

Work with people

• Persuade others to approach things differently.
• Look for ways to help people.
• Change behavior in relation to others' actions.
• Be aware of others' reactions and understand the possible causes.
• Solve problems by bringing others together to discuss differences.
• Teach others how to do something.
• Use several methods to learn or teach new things.

Education and training

Educational programs

The programs of study listed below will help you prepare for the occupation or career cluster you are exploring.

Programs of study directly related to this occupation

• Business Management and Administration
• Family and Consumer Sciences, General
• Marketing

Other programs of study to consider

• Buying and Merchandising
• Electronic Commerce
• Entrepreneurial and Small Business Operations
• International Business, Trade, and Finance
• Marketing Research
• Public Relations
• Retail Management

Training

To work as a sales manager, you typically need to:

• have a high school diploma or equivalent;
• have a bachelor's degree; and
• have one to five years of experience in sales.

Education after high school

Many sales managers have a bachelor's or master's degree. Common areas of study are marketing, business administration, and management. Some sales managers need a bachelor's degree in science or engineering and a master's in business administration (MBA). These managers typically work for companies that sell technical products, such as pharmaceuticals.

Regardless of major, you should take courses in marketing, economics, and accounting. In addition, you should take finance, statistics, and market research. You should also take courses such as international and interactive marketing, information technology, and marketing communication.

Work experience

This is not an entry-level occupation. You must prove yourself as a sales representative or product specialist before you can move into it. Most sales managers work for several years in sales or as product specialists before becoming managers.

On-the-job training

You should consider participating in an internship while in college. An internship is usually part of a four-year degree program. It offers you a chance to apply what you have learned in the classroom to a work situation. It also allows you to build skills and make contacts with people in the field.

Some companies have in-house management training programs. They may also pay for college courses you take to improve your skills.

Helpful high school courses

In high school, take classes that prepare you for college. A college preparatory curriculum may be different from your state's graduation requirements.

You should also consider taking some advanced courses in high school. This includes Advanced Placement (AP) and International Baccalaureate (IB) courses if they are available in your school. If you do well in these courses, you may receive college credit for them. Advanced courses can also strengthen your college application.

Helpful electives to take in high school that prepare you for this career include:

• Accounting
• Banking and Finance
• Computer Applications
• Economics
• Introduction to Business
• Marketing
• Probability and Statistics

The courses listed above are meant to help you create your high school plan. If you have not already done so, talk to a school counselor or parent about the courses you are considering taking.

You should also check with a teacher or counselor to see if work-based learning opportunities are available in your school and community. These might include field trips, job shadowing, internships, and actual work experience. The goal of these activities is to help you connect your school experiences with real-life work.

Join some groups, try some hobbies, or volunteer with an organization that interests you. By participating in activities you can have fun, make new friends, and learn about yourself. Maybe one of them will help direct you to a future career. Here are examples of activities and groups that may be available in your high school or community.

Things to know

Most employers prefer applicants who have a bachelor's degree. They look for applicants who have taken courses in marketing and business administration. Employers also prefer applicants who have some experience in the occupation. Sales managers can get this experience through internships and entry-level jobs in sales.

Employers look for sales managers who have good communication skills. Some employers may also prefer applicants who can speak another language.

Costs to workers

Sales managers may be required to have business clothing. They also may want to join a professional association, which may have annual dues.

#Took over national content 1/23/17 as made reference to preference for workers comfortable with computers, cj.

Job listings

Listed below are links to job categories from the National Labor Exchange that relate to this career. Once you get a list of jobs, you can view information about individual jobs and find out how to apply. If your job search finds too many openings, or if you wish to search for jobs outside of Washington, you will need to refine your search.

• Sales Managers 

To get a listing of current jobs from the WorkSource system, go to the WorkSource website .

Wages

Wages vary by the manager's level of responsibility, experience, and education. The size and location of the firm as well as the product sold also affect wages. In addition, the size of the manager's territory affects wages. Managers who are successful may earn bonuses.

Full-time sales managers usually receive benefits. Typical benefits include sick leave, paid vacation, and health insurance. In large companies, managers may also receive a retirement package.

Employment and outlook

Washington outlook

The table below provides information about the number of workers in this career in various regions. It also provides information about the expected growth rate and future job openings.

National employment

Sales managers work in almost every industry.

Major employers:

• Retail trade companies
• Wholesale trade companies
• Manufacturers
• Finance and insurance agencies

National outlook

Demand for this occupation continues to grow steadily. As the economy improves, businesses will increase their focus on new sales. Growth is expected to be stronger for sales managers who sell to businesses instead of consumers. This is because the rise of online shopping has reduced the need for sales calls to consumers.

The outlook for sales managers varies by industry. The state of the economy also affects sales managers. When it is weak, people buy fewer goods and services. During these periods, the number of jobs for sales managers drops.

Strong competition is expected for jobs because other managers and highly experienced professionals often seek these jobs.

Other resources

AgCareers.com 
Western USA Office
866.519.7445

American Management Association 

National Retail Federation 
1101 New York Avenue NW
Washington, DC 20005
800.673.4692
202.783.7971

Sales and Marketing Executives International, Inc. 
PO Box 1390
Sumas, WA 98295-1390
312.893.0751

References

Career cluster

• Marketing

Career path

• Enterprising (Business Communications)

O*Net  occupation

• Sales Managers (11-2022.00) 

O*Net job zone 

• Job Zone 4 - Considerable preparation needed. A minimum of two to four years of work-related skill, knowledge, or experience is needed for these occupations.

DOT occupations

• Area Supervisor, Retail Chain Store (185.117-014) 
• Field Representative (163.267-010) 
• Manager, Advertising (163.167-010) 
• Manager, Customer Technical Services (189.117-018) 
• Manager, Export (163.117-014) 
• Manager, Professional Equipment Sales-and-service (185.167-042) 
• Manager, Sales (163.167-018) 
• Manager, Utility Sales and Service (163.167-022) 
• Manager, Vehicle Leasing and Rental (187.167-162) 

Strong Interest Inventory

• Sales Manager

Holland occupational cluster

• Enterprising/Conventional/Social

COPSystem

• Business Professional