The work

A sales manager is responsible for organising the sales strategies across a wide geographical area.

They:

• recruit and train a team of sales reps
• allocate the sub-territories to be covered
• devise a marketing plan and set sales targets for the team
• regularly monitor the work of the sales reps to encourage them to meet their sales targets; advise them on problems and motivate them through incentive or bonus schemes
• compile and analyse sales figures using a computer
• collect feedback from customers and compile market research information
• write reports on findings for head office or give presentation talks about them to groups of colleagues
• organise sales conferences to introduce new products to sales reps and other colleagues.

Hours and Environment

Working hours will be more regular than those of salespeople; mostly 9-5 Monday-Friday, with some late evenings.

Skills and Interests

A sales manager needs to be:

• an excellent communicator, able to speak fluently to groups as well as one-to-one
• good at organising their own work and that of others
• able to work on their own initiative
• enthusiastic, ambitious and self-motivated
• able to transmit their enthusiasm to others
• firm and assertive
• a shrewd judge of character
• able to work calmly under pressure and to meet deadlines
• knowledgeable about their products and those of competitors
• good at accounts, with an eye for detail
• skilled in IT and, if overseas work is involved, languages
• in possession of a full, clean driving licence

Entry

Most entrants have considerable experience in sales before moving into sales management. It is possible to become a sales manager at any age from mid-twenties on.

Training

Most marketing training consists of on-the-job training, in-house training or short external courses. Some employers may want employees to gain recognised professional qualifications.

CIM offers several certificates and diplomas in Marketing. Most can be studied with attendance or through distance learning. Check with Institute for entry requirements of each qualification.

The Communication, Advertising & Marketing Foundation (CAM) offers a qualification, approved by CIM, which is made up of five modules. It covers marketing and consumer behavior, public relations, direct marketing and sales promotion, advertising, and integrated media. These can be studies part-time, intensively, or through distance learning. Sucessful candidates can achieve a Diploma in Marketing Communications.

It is also possible to study for the Institute of Direct Marketing (IDM) Diploma in Direct and Interactive Marketing. Check with IDM for entry requirements and course centres.

See Further Information for the contact details of CIM, CAM and IDM.

Opportunities

Opportunities exist in the consumer sector with both manufacturers and retail chains, as well as the service and public sectors. Marketing executives could also work for marketing consultancies specialising in communications, advertising or market research. It is possible for them to become freelance or set up their own consultancies with some years experience.

Promotion is linked to performance and involves taking on more responsibility and managing a larger and larger team. Marketing executives can become marketing managers and then perhaps marketing directors.

Graduates tend to enter the market initially until they have sufficient experience and then may move into international or export marketing

Annual Income

Further information

Institute of Direct Marketing (IDM)
www.think-direct.com
http://www.theidm.co.uk

Chartered Institute of Marketing (CIM)
http://www.cim.co.uk