Understanding how to become a sales executive begins with obtaining relevant qualifications, like GCSEs or A-levels, and gaining entry-level experience in sales or customer service. Familiarise yourself with the industry and products you’ll be selling to build your expertise. This guide will show you how to become a sales executive, the qualifications needed, and the essential skills for success.

What Are the Main Types of Sales Executives?

Sales executives are among the most important employees in the business world, serving as the driving force behind the sales of products and services in any industry. Below are the main types of sales executives:

• B2B (Business-to-Business) Sales Executives: This title accurately describes their role: directly selling products and services to other businesses. Top B2B sales careers demand a deep understanding of sector-specific needs, the ability to cultivate relationships with business partners, and an aptitude for closing large and often complex deals.
• B2C (Business-to-Consumer) Sales Executives: Geared toward direct-to-consumer sales, B2C sales executives work in retail, insurance, and real estate industries, often interfacing with customers personally to understand their needs and assist in purchasing decisions.
• In-House Sales Executives: In-house sales executives generally work from an office, using the phone, email, and digital tools to contact leads and close sales. Key skills include communication, time management, and mastery of digital sales techniques.
• Field Sales Executives: These executives work out of their cars, visiting clients in person. Typically found in pharma, FMCG (fast-moving consumer goods), and heavy industrial equipment sectors, they specialise in persuasive selling, whether for large or small deals.
• Account Executives: Account executives manage existing clients, ensuring their satisfaction and identifying upsell and cross-sell opportunities. They balance customer retention with expanding sales, often working with B2B clients over extended periods.
• Technical Sales Executives: Technical sales executives work within the technology, engineering, and healthcare industries, requiring in-depth knowledge of the products they sell. A strong technical understanding is essential, as they often deal with technical clients who expect detailed explanations.
• Real Estate Sales Executives: Real estate sales executives assist clients in buying, selling, or leasing property. They need expertise in local markets, property laws, and excellent interpersonal skills.

Different types of sales executive roles require various skills and approaches. Your interests, strengths, and industry preferences will help guide you.

What Does a Sales Executive Do?

A sales executive works to generate revenue for a company or organisation by selling products or services to customers or clients. They carry out a range of tasks to help acquire and manage new business and support a company’s continued growth. Below is an overview of the main responsibilities of a sales executive:

• Lead Generation and Prospecting: Sales executives spend a significant amount of time learning about customers, gathering information about the market, networking, attending business events, and using referrals to find and contact new customers. They build pipelines of potential customers to ensure a steady stream of prospects.
• Pitching and Presentations: Sales executives need to create accurate pitches and presentations about products and services while understanding what they can offer a client. They must also gather valuable information about prospective clients to tailor pitches that meet their requirements.
• Relationship Building: Sales is fundamentally an interpersonal process, making it essential for sales executives to cultivate strong relationships with clients. They establish rapport and build trust through effective communication. Regular interactions ensure that clients feel valued and understood. This focus on relationship management is key to ensuring client satisfaction and retention.
• Negotiation: The sales executive’s role encompasses negotiating terms, prices, and contracts with buyers. A solid understanding of the company’s profit margins is crucial for these negotiations. Executives must work to secure agreements that are mutually beneficial. This skill set not only helps close deals but also fosters long-term partnerships.
• Market Analysis: Sales executives need to evaluate and understand market trends, competitor activities, and customer behaviour. This analytical approach allows them to identify opportunities for sales growth. By staying informed, they can adapt their strategies effectively. This knowledge positions them to sell their products more effectively in a competitive landscape.
• Customer Support: After closing a sale, many sales executives provide essential follow-up support to address any issues that may arise. They assist customers in using the product and answer questions to ensure satisfaction. This proactive approach helps foster loyalty and encourages repeat business. Providing excellent customer support can also generate future sales opportunities.
• Reporting: Sales executives regularly review their activities and record key metrics such as conversion rates and revenue generated. This data is crucial for assessing performance and identifying areas for improvement. Sharing this information with management helps refine sales strategies. It also aids in setting new targets to drive future success.

A sales executive’s job is challenging and varied. They must be proactive in their sales efforts, manage relationships, and plan for the future to achieve targets and grow the business.

Average Sales Executive Salary

The salary of a sales executive differs widely depending on the industry, experience, and performance. In the UK, sales executives earn an average of around £27,000 per annum, with those aged between 30 and 40 typically earning much more. Overall, there are more men than women working as sales executives. The highest-paid sales executives are in the chemical industry, earning over £34,000 per annum, while those in finance and insurance earn around £30,000 per year. In contrast, sales executives in distribution, hotels, and restaurants earn the least, averaging about £23,000 per year.

• Divisional Sales Managers: Divisional sales managers typically earn a basic salary between £30,000 and £35,000, which can include additional incentives or commission structures, allowing earnings to increase as sales are made.
• Entry-Level Sales Executives: Starting salaries for entry-level sales executives usually range from £20,000 to £25,000. This is often accompanied by additional incentives or a commission structure that can boost earnings as sales are achieved.
• Mid-Level Sales Executives: In the first few years, mid-level sales executives can earn between £30,000 and £45,000, plus bonuses, which are common in sales roles.
• Experienced/Senior Sales Executives: Those with a few years of experience and a strong track record can earn between £50,000 and £70,000, with top performers in niche industries, such as technology or pharmaceuticals, earning even more.
• Commission and Bonuses: Almost all sales executive positions include commission based on performance. Commissions vary but can significantly enhance pay for high achievers, sometimes doubling or even tripling base salary.
• Regional and Industrial Differences: The IT, pharmaceutical, and finance sectors are higher-paying industries due to the complexity and value of their products. Sales agents in major cities, such as London, also tend to earn more.

Essential Skills of a Sales Executive 

A sales executive must possess certain technical and interpersonal skills to succeed. The key skills required for a sales executive include:

• Communication Skills: The sales executive’s role requires effective communication with clients, customers, colleagues, and managers. They must articulate their position clearly, listen attentively, and respond constructively to others. Additionally, they represent the organisation’s message to both lay audiences and industry experts. A sales executive should tailor their pitch to meet the specific needs and interests of different individuals.
• Persuasion and Negotiation: These skills are vital for closing sales successfully. A sales executive must effectively persuade potential customers of the product’s unique value. Additionally, they should negotiate deals that create win-win situations for both the client and the company. Mastering these skills can significantly enhance closing rates and client satisfaction.
• Resilience and Determination: Sales can be challenging, and rejection is a common experience. Successful sales executives possess resilience, enabling them to bounce back from setbacks and continue pursuing their goals. Their determination drives them to maintain focus and motivation, even in tough situations. This tenacity often leads to long-term success in their sales careers.
• Market Knowledge: A sales executive should have a deep understanding of customer needs and competitor offerings. This knowledge allows them to develop effective sales strategies tailored to the market. By staying informed about industry trends, they can quickly identify new opportunities for growth. A proactive approach to market research enhances their effectiveness in sales.
• Time Management and Organisation: Sales executives juggle multiple clients, leads, and follow-ups, making effective time management essential. They must prioritise tasks to meet deadlines while maintaining high levels of service. Strong organisational skills help them track interactions and ensure no opportunity is missed. CRM (Customer Relationship Management) systems can streamline this process significantly.
• Analytical Skills: Sales executives need to analyse data efficiently to drive informed decisions. This includes evaluating sales trends, performance metrics, and customer feedback. By refining their approach based on this analysis, they can improve their sales techniques and strategies. Strong analytical skills can lead to better understanding and forecasting of market behaviours.

• Flexibility: A sales executive’s day can vary significantly, with unexpected changes in client needs or market conditions. They must remain adaptable and responsive to maintain effectiveness in a fast-paced environment. This flexibility helps them pivot quickly and tailor their approach to meet evolving demands. Embracing change is crucial for ongoing success in sales.

Sales Executive Tips

Build Product Knowledge: Spend time learning everything about your product or service. Knowing the ins and outs gives you an advantage in answering your clients’ questions confidently and allows you to customise your pitch around the benefits most relevant to them.

• Create a Strong Sales Pitch: Develop a concise and compelling sales pitch. Rehearse it repeatedly to ensure you can deliver a presentation that addresses your clients’ pain points and clearly explains how your product solves them.
• Pay Attention to Relationships: The best sales are based on relationships. Engage with your clients to understand their needs, be genuine, and build rapport to foster trust and client loyalty.
• Use CRM Tools: CRM tools help track your leads and client communications, showing your progress toward sales goals. Make the best use of these tools to organise your work, stay on top of follow-ups, and ensure no lead gets overlooked.
• Embrace Rejection as Part of Growth: Not every prospect will convert into a sale. Learn from each rejection, adapt your approach, and use these experiences as opportunities to improve your sales techniques.
• Polish Your Negotiating Skills: Negotiating is a crucial part of closing deals. Know the value of your product, understand your bottom line, and seek a win-win solution that satisfies both your company’s and your client’s needs.
• Set Personal Goals: Sales is a goal-oriented industry, so establish your goals beyond company expectations. This could include a revenue target or a specific number of closed deals.

Sales Executive Requirements

The sales executive is an integral part of any business. This role requires a combination of formal qualifications, experience, and personal qualities. Here are some general requirements to become a sales executive:

• Education: GCSEs can lead to an entry-level sales role, providing foundational knowledge. However, A-levels or a relevant diploma will help you stand out in a competitive field. If you’re aiming to specialise—such as in pharmaceuticals or technology—a degree in a related subject may be necessary to gain deeper insights. This educational background can significantly enhance your credibility with clients.
• Sales Experience: Employers generally favour candidates with sales or customer service experience, as it demonstrates familiarity with client interaction. If you are new to sales, any position that involves customer-facing roles, hospitality, or retail experience will be beneficial. These roles help develop essential skills, such as communication and problem-solving. Such experience can set you apart, showing your ability to engage with diverse customers.
• Training and Certifications: If your industry offers sales training or certifications, pursuing these can bolster your credentials. Courses from the Chartered Institute of Marketing (CIM) or the Association of Professional Sales (APS) can be particularly valuable. These programmes provide practical skills and knowledge tailored to specific industries. Investing in training demonstrates a commitment to your professional development.
• Product Knowledge: In technical or niche sales roles, having in-depth knowledge of your product or industry is essential. For example, pharmaceutical, IT, or engineering sales executives need to understand their products in detail to communicate effectively. This expertise enables you to answer client questions and build trust. Being well-informed allows you to position your product as the best solution for their needs.
• Soft Skills: Sales executives must relate well to colleagues, customers, and managers to foster a positive working environment. Essential qualities include resilience, allowing you to bounce back from setbacks, and the ability to work under pressure. An outgoing personality helps in building rapport with clients, enhancing the sales experience. These capabilities can be assessed during an interview and through references to the applicant’s record.
• Technical Skills: Proficiency in CRM software, sales analytics tools, and digital communication platforms is crucial for modern sales executives. These tools help manage leads, track performance, and enhance communication efficiency. Effective sales teams rely heavily on technology to streamline processes and improve outcomes. Being tech-savvy allows you to adapt to the evolving landscape of sales.

How to Become a Sales Executive

If you want to start a career as a sales executive, follow these steps:

• Gain Relevant Education: Aim to achieve at least five GCSEs (or equivalent), ideally including English and Maths. If you wish to pursue a sales career in a specialist area, consider taking a relevant subject (such as business or marketing) or a subject appropriate to the industry (e.g., IT, pharmaceuticals, etc.).
• Start with sales or customer service experience: Entry-level jobs can be found in retail, customer service, or sales support. These roles help build essential skills such as communication, persuasion, and customer relationship management.
• Develop product knowledge: Study the industry and the products relevant to the sales executive position you’re targeting. This preparation is particularly beneficial for technical sales roles and will provide you with valuable talking points for interviews.
• Apply for sales executive jobs: Look for sales executive positions that match your experience level and the industries you want to enter. Many companies offer entry-level roles and provide training as part of the job.
• Concentrate on learning: Sales is an ever-evolving field, so take advantage of training opportunities to stay up to date with advances in sales techniques, market trends, and any CRM software you may be using.
• Improve networking skills: Attend industry events, trade shows, and online networking opportunities to connect with professionals in your field and expand your network. You never know who could become your next client or connection to your dream job.
• Set and track personal sales goals: Even in an entry-level position, start setting sales targets for your performance and track your progress. This practice will enhance your abilities, demonstrate your motivation to employers, and show them that you have an excellent growth trajectory.

Get Qualified as a Sales Executive

Strategic Sales Growth: Optimizing Channels for Expansion, Customer Service Masterclass – An Unforgettable Support Experience, Surging Sales: Strategic Growth Workshop, Unveiling Sales Mastery: The Persuasion Continuum

Frequently Asked Questions

Why Should You Be a Sales Executive?

Being a sales executive is a satisfying career with significant growth potential and a clear impact on a company’s success. For those who thrive in a fast-paced, goal-oriented environment, with opportunities for career progression and performance-related pay, the role of a sales executive is exciting and appealing, particularly for individuals who enjoy working with customers and closing deals.

Is Sales Executive a Good Career Choice for You?

If you are a people person, a problem solver, and motivated by targets, a career as a sales executive might suit you well. A successful sales executive is persuasive, resilient, and comfortable in a competitive environment.

What Are Typical Sales Executive Salaries?

Staff with less than two years of experience can earn between £20,000 and £25,000, while professionals with extensive experience can earn £50,000 or more. High performers can significantly boost their income to over six figures with commissions, particularly in industries where sales executives are well-remunerated, such as finance and insurance, pharmaceuticals, or the automotive industry.

Which Qualifications Can Help with a Career in Sales?

Although formal qualifications are not always necessary, a business degree, marketing diploma, or qualification in a relevant technical discipline will enhance your prospects, especially for technical sales roles. Certifications from professional bodies, such as the Chartered Institute of Marketing, will also boost your credibility.

Do I Need to Be Experienced to Get Started?

We have entry-level sales executive positions available. While previous sales or customer service experience is a plus, retail or customer service roles are good places to start if you’re new to sales.

What Is the Sales Executive Career Outlook?

The outlook for sales executives is generally very positive. Companies are consistently seeking revenue growth, so the revenue-focused role of sales executives will remain in demand across various industries. There are also opportunities for promotion to senior sales, account management, or regional sales management positions.

Sales Executive Hierarchy and Progressing Within the Role

Sales executives can advance to more senior roles in account management or team leadership. Successful sales executives can progress up the corporate ladder, with potential next steps including regional or national sales management, where they would oversee larger teams and revenue goals.

Sales Executive Exit Options and Opportunities

Those working in sales often transition into account management roles, business development positions, or marketing roles. They can also leverage their skills in other areas, such as customer success management or product management. This flexibility makes sales a versatile career path.