Sales Manager: Types, Responsibilities, and How to Become One

Key takeaways

Working in sales management can be a rewarding career.

• Being a sales manager requires leadership skills, sales experience, business knowledge, and strategic thinking.

• You can work in diverse industries.

• Sales managers often build experience as sales representatives before advancing.

Learn more about what sales managers do and how to get started. Afterward, build your sales abilities with the Salesforce Sales Operations Professional Certificate.

What is a sales manager?

A sales manager leads a team of sales representatives, setting targets and expectations that align with larger business objectives. They are vital to a company's success because their efforts directly impact a company's revenue.

Types of sales managers

Sales management is a diverse career field, with roles tailored to the needs of different industries. Let's explore a few examples:

• Regional sales manager: oversees sales operations in a specific geographical region.

• Inside sales manager: oversees a sales team that connects with customers remotely (via phone calls, email, or web communication).

• Enterprise sales manager: oversees a team's efforts to serve large corporate clients.

• E-commerce sales manager: oversees a team's online and digital sales efforts.

What does a sales manager do?

As a sales manager, you'll balance strategy with performance. This can include:

• Setting sales targets

• Coaching sales representatives to meet sales targets

• Developing and implementing sales strategies

• Managing customer relationships

• Overseeing the sales process from start to finish

• Hiring, training, and motivating the sales team

• Developing and implementing promotional campaigns to boost sales

• Monitoring sales performance and motivating and incentivizing staff to meet targets

• Analyzing market trends and identifying new business opportunities

• Negotiating contracts with customers and suppliers

Where do sales managers work?

Your work environment as a sales manager depends on what you’re selling, the industry and company you work for, whether you’re selling business-to-business (B2B) or business-to-consumer (B2C), and how your team is structured.

In today's business landscape, with some companies going fully remote or adopting a hybrid setup, you may find a variety of settings. Here are some industry-specific examples:

• In retail, sales managers and teams may operate on store premises to assist customers, manage inventory, and close sales.

• In health care and pharmaceuticals, sales managers may oversee sales teams from a central or remote office, while sales reps may visit medical facilities in person.

• In technology, you may find that sales managers oversee sales teams remotely using different sales software and digital communication tools.

How much do sales managers make?

The salary you can earn as a sales manager will depend on factors like experience, location, and even industry. Sales managers earn a median salary of $138,060, according to the US Bureau of Labor Statistics (BLS) [1].

The job outlook for sales managers is positive, with an expected average growth rate of five percent between 2024 and 2034 [1]. BLS predicts that this growth will be driven by economic growth, increasing online sales, and emphasis on customer service in brick-and-mortar stores.

How to become a sales manager

To become a sales manager, you typically need several years of experience in sales and strong leadership and management skills. Various courses and certifications can also help you develop the skills to help you succeed in sales management. To begin your sales manager career journey, follow these steps:

1. Consider a degree.

You won’t find one definitive educational path to becoming a sales manager, but many employers prefer sales applicants to hold at least a bachelor’s degree. Sixty-three percent of sales managers hold a bachelor’s degree, according to Zippia [2]. Common areas of study for sales managers include business, marketing, communications, and management.

In addition to formal education, many sales managers receive training through on-the-job or professional development courses.

2. Gain work experience.

Sales managers need, on average, five years of professional experience [3]. It’ll be especially important to gain experience in sales and leadership to be effective in this role. You can look for entry-level sales jobs to build your relationship-building and product knowledge skills.

3. Hone your skills.

The sales manager role is multifaceted, so you'll need a strong blend of different sales skills to be successful. To improve your performance and better meet the needs of customers, consider honing these skills:

Technical skills

• Using sales software and CRMs

• Understanding sales data and analytics

• Understanding your company's unique sales process

• Improving your ability to give sales presentations

• Creating effective sales plans and tracking progress

• Leading and mentoring teams through the execution

Sales managers are also knowledgeable about the products or services their company sells and can answer potential customers' questions.

Workplace skills

• Excellent communication, both verbally and in writing

• Interpersonal skills

• Leadership

• The ability to encourage and motivate others, including during periods of uncertainty

• Listening carefully, with empathy, and understanding what customers want and need

• Building relationships with your sales teams and customers.

• Providing sales staff with the training, materials, and resources they need to succeed

• Have strong organizational skills to keep track of customer orders and manage your sales team

• Multitasking

4. Consider getting certified or taking a course.

While you don't need a sales certification to be a sales manager, earning one can give you an edge by verifying your knowledge and adding a valuable credential to your resume. You’ll discover many certifications available, including:

• Certified Manager Certification

• Certified Sales Leader

• Certified Professional Sales Person (CPSP)

• Certified Inside Sales Professional (CISP)

You can also consider courses, specializations, and Professional Certificates to give your resume more depth. These can demonstrate your commitment to your career and that you have proactively pursued opportunities to expand your skill set.

Build your sales skills on Coursera

Stay up-to-date on sales industry trends and discover career tips by subscribing to Career Chat, our weekly LinkedIn newsletter. The following resources can also guide you as you consider your career options:

• Watch on YouTube: Highest Paying Sales Jobs – Where Big Earnings Meet Big Deals!

• Get interview ready: How to Prepare for an Interview: 4 Tips to Know

• Take a quiz: Career Test: What Career Is Right for Me? Quiz

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