Sales Manager Career Guide: Duties, Skills, and How to Become One

Key takeaways

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

• You can work in diverse industries.

• Starting as a sales representative and developing your leadership skills can be an excellent way to advance toward a sales management role.

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.

Sales manager: salary + job outlook

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 six percent between 2023 and 2033 [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.

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 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, and 16 percent have an associate 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 management 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 technical skills, workplace skills, and core personal attributes. To improve your performance and better meet the needs of customers, consider honing these skills:

Technical sales 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 certifications are unnecessary to apply for most sales management jobs, they could give you an edge. You’ll discover many certifications available, including:

• Certified Manager Certification

• Certified Sales Leader

• Certified Professional Sales Person (CPSP)

• Certified Inside Sales Professional (CISP)

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

Accelerate your career growth with a Coursera Plus subscription. When you enroll in either the monthly or annual option, you’ll get access to in-demand programs from Google, Microsoft, IBM, and more.

Build job-ready skills with Coursera Plus

Start 7-day free trial

• 
• 
• 
• 

Start 7-day free trial