How to become a Sales Manager

October 29, 2024
Understanding how to become a sales manager starts with a relevant degree and sales experience. Build leadership skills through training and aim for assistant management roles to advance your career.
Sales Manager Requirements

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How to become a Sales Manager

Understanding how to become a sales manager starts with a relevant degree and sales experience. Build leadership skills through training and aim for assistant management roles to advance your career. This guide will show you how to become a sales manager, the qualifications needed, and the essential skills for success.

What Are the Main Types of Sales Managers?

Sales management is diverse, depending on the industry, the structure of the team, and the sales objectives. Below are the main types of sales managers:

  • Regional Sales Manager: In charge of leading the sales team for a particular geographic region, this person oversees multiple teams in different locations. They are responsible for regional market trends, adjusting group strategies to local preferences, and ensuring each area achieves its targets.
  • National Sales Manager: Manages national sales operations, overseeing regional managers or sales teams responsible for national sales objectives. This sales manager develops national sales strategies and coordinates efforts to meet these goals.
  • B2B Sales Manager: These managers work in business-to-business (B2B) sectors and lead teams that sell products or services to other businesses. They typically work with larger accounts, maintain relationships with key stakeholders, and navigate complex sales processes.
  • B2C Sales Manager: Manages business-to-consumer (B2C) sales teams and collaborates with retail teams to maximise sales to individual consumers. This involves providing a positive customer experience, processing promotional offers, and creating effective in-store sales strategies to generate revenue.
  • Inside Sales Manager: Managers of inside sales teams oversee staff who sell through phone calls, emails, or video chats, emphasising processes, sales scripts, and digital tools to maximise remote sales.
  • Field Sales Manager: This manager oversees a group of field sales representatives who have face-to-face client interactions, for instance, in the real estate, pharmaceuticals, and industrial sales sectors. The field manager keeps the representatives’ schedules, sets meeting objectives, and ensures they have the right equipment for in-person interactions.
  • Product Sales Manager: Responsible for sales of a specific product or product line, they partner with marketing and product development teams to build strategies around the uniqueness of the product, including pricing, distribution, and market positioning strategies.

Whether you choose to become a new business development manager, account manager, business development manager, or sales director, each role carries distinct responsibilities and challenges. Your choice will depend on your interests, knowledge of your industry, and career aspirations.

What Does a Sales Manager Do?

A sales manager is responsible for directing and supervising the efforts of a sales team to achieve revenue targets. Below is a summary of the responsibilities of a sales manager:

what does a sales manager do

  • Team Leadership and Training: Sales managers recruit, hire, and train sales representatives. They provide team members with essential skills and tools through regular training sessions and workshops. This ongoing development ensures that each representative is well-prepared to meet sales targets. Effective leadership fosters a motivated and capable team.
  • Target Setting: Sales managers set sales targets that align with company objectives, historical performance, and market opportunities. These targets serve as benchmarks for the team’s performance and drive motivation among sales representatives. Clear goals help focus efforts and enhance accountability. Regular reviews ensure alignment with overall business strategies.
  • Sales Strategies: Sales managers collaborate to develop effective sales strategies that enable the team to achieve its goals. This involves planning promotional campaigns, establishing pricing strategies, and identifying key market segments. Creating robust processes for lead generation and deal closure is essential. A strategic approach enhances overall sales effectiveness.
  • Tracking and Analysing Sales Performance: Sales managers regularly monitor key performance indicators (KPIs) like revenue and conversion rates. This tracking allows them to assess team performance and identify areas for improvement. Adjusting strategies based on data insights ensures the team stays on track to meet objectives. Continuous analysis drives better decision-making.
  • Client Relationship Management: Sales managers actively manage client relationships, focusing particularly on key accounts that are vital to revenue. They ensure client satisfaction by addressing complaints and resolving issues promptly. Building strong relationships leads to trust and loyalty, which can open doors for upselling and cross-selling. This proactive engagement is crucial for long-term success.
  • Budgeting and Forecasting: Managing the sales budget involves overseeing team salaries and travel expenses. Sales managers also forecast future revenue, which is essential for effective resource allocation. Accurate forecasting helps set realistic financial expectations for the company. A well-managed budget supports strategic initiatives and growth.
  • Motivate and Inspire: Maintaining team morale is crucial, given the challenges of sales. Sales managers organise incentives and rewards to recognise and celebrate team achievements. Fostering a collaborative environment encourages teamwork and shared success. Motivated teams are more likely to exceed sales targets and contribute positively to the organisation.

A sales manager’s role is broad and varied; they must be both a leader and a strategist while adapting to new market conditions.

Average Sales Manager Salary

Sales managers’ salaries depend on experience, industry, and company size. Below is an infographic showing the typical salaries of a sales manager in the UK:

  • Entry-Level Sales Managers: Working with senior managers and sometimes small teams or segments, entry-level sales managers earn around £30,000 to £40,000 a year.
  • Mid-Level Sales Managers: Mid-level sales managers with several years of experience can expect to earn between £40,000 and £60,000. Many mid-level managers oversee larger teams or manage regional operations.
  • Senior and National Sales Managers: These managers oversee national teams or lead at a high-revenue level in industries such as pharmaceuticals or technology. They can earn between £60,000 and £90,000 or more. Sometimes, senior managers receive extra commissions or bonuses based on team performance.
  • Bonuses and Commission: For most sales managers, performance-based bonuses or commission structures are provided. These can significantly increase annual pay, with top-performing managers receiving bonuses ranging from £5,000 to £20,000 or more.
  • Industry Differences: Companies in IT, finance, and healthcare, whose products are more technically complex and generate more revenue, tend to pay more to sales managers.

Essential Skills of a Sales Manager 

The responsibilities of sales managers are diverse and require both leadership and analytical skills. The most important skills required for a sales manager are:

 Sales Manager Requirements

  • Leadership and Team Management: Sales managers must motivate and direct team members while holding them accountable. Strong leadership skills foster team morale and boost productivity. By inspiring their teams, they create a positive work environment. This is essential for achieving sales goals.
  • Strategic Planning to Achieve Sales Objectives: Strategic planning is crucial for reaching sales targets. Sales managers need to analyse market conditions and understand competitor strategies. Identifying client needs is key to developing an effective plan. This foresight helps guide the team’s efforts towards success.
  • Communication: Clear and effective communication is essential for motivating teams and pitching sales strategies. Sales managers must negotiate with clients and convey information to various audiences. Strong communication skills facilitate collaboration and understanding. This is vital for maintaining relationships and achieving objectives.
  • Analytical Thinking: Sales managers leverage data to identify trends and track team performance. Analytical skills enable them to make informed, data-driven decisions. By interpreting metrics, they can refine sales approaches. This leads to improved outcomes and increased sales effectiveness.
  • Customer Relationship Management: Sales managers engage with key clients and resolve escalated issues. Building strong client relationships is crucial for long-term success. They focus on fostering customer loyalty and satisfaction. This commitment enhances the company’s reputation and stability.
  • Problem-Solving: Sales managers tackle challenges like underperforming teams and changing market dynamics. Their ability to quickly assess situations is invaluable. They must develop and implement new strategies to address issues. This adaptability is essential for sustaining performance.
  • Budgeting and Forecasting: Sales managers must grasp financial metrics and manage budgets effectively. They ensure sufficient revenue is generated to cover expenses, which can fluctuate. Monitoring financial health is vital for strategic planning. This focus helps maintain the organisation’s profitability.

Sales Manager Tips

Here are some essential tips to help you become an effective sales manager:

  • Lead by Example: The best sales managers lead by example. They model the behaviour and attitude they want to see from their team, demonstrating a strong work ethic, commitment, and positivity.
  • Emphasise Lifelong Learning: Sales is an industry that evolves rapidly, so it’s essential to stay updated with the latest tools, techniques, and market trends. Attend training, read industry magazines, and encourage everyone on your team to do the same.
  • Have a Clear, Actionable Sales Strategy: Develop a clear, actionable sales strategy for your team. Ensure you allocate time for selling, define the goals you’re trying to achieve, and set up a sales process that accurately reflects your team’s abilities.
  • Give Regular Feedback: Feedback is crucial for helping your team improve. Hold regular one-on-one meetings with team members to discuss their strengths, opportunities for improvement, and goals.
  • Use CRM Tools to Your Advantage: Investing in a Customer Relationship Management (CRM) tool can help you track leads, sales funnels, and team performance. If your team is on a personalised network (e.g., DuPont), it will facilitate organisation and collaboration.
  • Adapt to Different Team Members’ Needs: Not every team member is the same; they may respond differently to various management styles. Some thrive with autonomy, while others may need clear guidance to stay on track. Adjust your approach to suit each person’s skills and style.
  • Foster Cooperation: A cooperative team culture promotes collaboration and idea-sharing. Encourage your team to work together, share insights, and celebrate achievements together.

Sales Manager Requirements

To become a sales manager, you usually need a certain level of education, experience, and/or skills. Here are a few key requirements for being a good sales manager:

 Sales Manager Requirements

  • Education: Qualifications can significantly impact pay. Most sales managers hold a bachelor’s degree in business, marketing, communications, or a related field. Some industries may require specialised knowledge, so a degree in technology, pharmaceuticals, or engineering can enhance your career prospects.
  • Sales Experience: Your sales experience is crucial. Most sales managers have several years of experience as salespeople and have learned to manage the selling process, client relationships, and target attainment.
  • Management Experience: While sales experience is valuable, direct management experience—regardless of whether it’s in a sales role—is even more important. Employers often seek candidates with prior leadership experience, such as at the supervisor or assistant manager level.
  • Postgraduate Training and Qualifications: The Chartered Institute of Marketing (CIM) and the Association of Professional Sales (APS) offer sales management qualifications that can enhance your credentials.
  • Specialised or Industry Knowledge: Having in-depth knowledge of your industry can be a significant advantage. Sales managers in sectors like pharmaceuticals or IT benefit from understanding product details, licensing regulations, and sales terms.
  • Soft Skills: Strong interpersonal skills, problem-solving abilities, and resilience are critical for managing a team and navigating challenges. Employers look for candidates who can handle pressure and motivate their team.

How to Become a Sales Manager

Here’s a step-by-step guide to starting and advancing a career as a sales manager:

How to become a Sales Manager

  • Get a Relevant Degree: Begin with a degree in business, marketing, or a similar field. For specialised sales roles, consider majors like engineering, technology, or healthcare. This educational foundation is essential for understanding core concepts. It will help you stand out in the competitive sales landscape.
  • Build Sales Experience: Start as a sales representative or account executive to gain experience. Whether selling clothing, semiconductors, or software, focus on building a solid sales record. Learn about your products and observe effective sales techniques. This hands-on experience is crucial for your growth.
  • Hone Your Leadership Skills: Take initiative by volunteering to lead projects or mentor colleagues. This not only builds your management experience but also showcases your capabilities. Leadership skills are vital for future sales management roles. Demonstrating these skills early can set you apart.
  • Take Sales Training a Step Further:Enrol in sales management courses or pursue relevant certifications. Programmes offered by the Chartered Institute of Marketing provide valuable strategies. These courses enhance your understanding of leadership and team management. They prepare you for advanced roles in sales.
  • Apply for Assistant or Junior Sales Management Roles: Begin your management journey in assistant manager or team lead positions. These roles offer insights into team management and strategy execution. Learning the basics here is crucial for your development. It prepares you for more comprehensive sales management responsibilities.
  • Network and Seek Mentorship: Build connections with experienced sales managers for guidance and opportunities. Attend industry events and join professional organisations to expand your network. A mentor can provide invaluable insights and support your career advancement. Networking opens doors to new possibilities.
  • Improve Your Strategic Thinking: Sales management involves strategic planning as much as selling. Develop your skills in data analysis and market trend interpretation. Crafting long-term strategies is essential for success. Strong strategic thinking sets effective sales managers apart.
  • Keep Learning About Your Industry: Stay informed about industry trends, competitor activities, and new sales tactics. Continuous learning allows you to adapt and remain competitive. Regularly updating your knowledge keeps you agile in a changing environment. This commitment to learning is vital for long-term success.

Get Qualified as a Sales Manager

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Frequently Asked Questions

Why Should You Be a Sales Manager?

Being a sales manager is a pathway for current salespeople to move into leadership roles, leveraging their sales savvy and experience to guide a team toward success. This role is very satisfying for those who love setting targets, achieving results, and developing others. It combines people’s work, strategic thinking, and personal growth.

Is Sales Manager a Good Career Choice for You?

If you have a sales background, possess natural leadership qualities, or are a goals-driven individual, this career could be a good fit. It is ideal for those with strong interpersonal skills, analytical abilities, and a desire to see their teams succeed. If you want to make a measurable difference, this role is particularly rewarding.

What Are Typical Sales Manager Salaries?

Salaries for sales managers vary based on experience and industry. Entry-level managers typically start on £30,000 to £40,000, while mid-level managers earn between £40,000 and £60,000. Senior managers and those in high-revenue sectors can earn £90,000 or more, along with bonuses and commissions.

Which Qualifications Can Help with a Career in Sales?

While formal qualifications are not always required, a degree in business, marketing, or a relevant industry can be beneficial. Various certifications in sales management, such as those from the Chartered Institute of Marketing (CIM) or the Association of Professional Sales (APS), can further enhance your skills and increase employability.

Do I Need to Be Experienced to Get Started?

Yes, working your way up in sales is generally a prerequisite for sales management. A strong grounding in sales principles and the ability to develop relationships with clients is essential for meeting their needs while achieving your targets. Additionally, having some management experience, even at a supervisory level, is helpful.

What Is the Sales Manager Career Outlook?

The prospects for sales managers are promising, especially as the focus on revenue growth and customer relationship management continues. There are opportunities to climb the corporate ladder, with sales managers moving up to senior management, regional leadership, or executive positions based on performance and experience.

Sales Manager Hierarchy and Progressing Within the Role

Sales managers can advance to more senior roles, such as senior sales manager, regional manager, or even head of sales. With experience, some individuals may progress into director-level positions, overseeing large sales operations or multiple teams.

Sales Manager Exit Options and Opportunities

Sales managers often transition to roles in business development, marketing, or general management, leveraging their experience in strategy, client management, and leadership. These paths offer flexibility and can lead to diverse opportunities outside the sales sector.

Sales Management Fundamentals

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Management of Sales Systems

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