Sales Manager: 8 Vital Skills & Salary Insights

Every organization needs someone to oversee the operations and performance of the team members and manage things whenever necessary. In the field of sales, this is usually the responsibility of the sales manager.

A good sales manager can make or break a sales team. Literally.

Imagine if you are a sales representative and your boss, i.e., the sales manager, is an amalgamation of honesty, reliability, trustworthiness, and practical wisdom. You’d be inspired to learn and improve constantly. A good sales manager would be involved in the work you do and create an environment where you can grow. Such a manager would be someone who you can trust and go to with problems, knowing they’ll help you do better but will also call you out on your BS.

Now if you’re a sales manager reading this, you know how your sales team will view you. Whether you've got the traits and skills to become a great sales manager, you’ll find out soon.

Remember, your team is always watching you. Maybe even more than you’re watching them. After all, you are what they aspire to be.

Who is a sales manager?

A sales manager is the driving force behind a company’s sales engine, tasked with forging strong customer relationships, negotiating best deals, optimising sales strategies, and driving sales teams to meet their targets.

What are the key responsibilities of a sales manager?

• Setting targets and monitoring performance
• Motivating sales reps to meet and exceed their targets
• Implementing sales strategies
• Training and leading the sales team
• Hiring and lay offs
• Overseeing the sales process
• Report generation
• Maintaining customer relationships
• Analysing market trends and identifying new opportunities 
• Collaborating with other departments
• Budgeting and resource allocation

How to become a sales manager?

• Educational requirements: Having a bachelor’s degree in a relevant field makes it easier for you to kickstart your career in sales. Additionally, obtaining a master’s degree like an MBA is useful, as this will help you stand out even in a highly competitive environment.
  
  Pursuing other professional certifications will also help you in your career.
  
  However, there’s no hard and fast rule when it comes to sales. Someone who has ample interest and experience in sales can also reach great heights even without a degree in sales-related fields.

• Gain relevant experience: Once you have gained the necessary educational qualifications, you can join entry-level roles to gain experience.
• Upskilling: In a world that is constantly developing with the advancement of AI and technology, it’s necessary to keep upskilling. One extra skill can help you be a better candidate than your competitors. So, learn, learn, learn. Make that your motto.
• Networking: Constant networking with sales professionals will help you discover opportunities for advancement and growth.‍
• Applying for sales manager roles: Your journey in sales may start off small, but as you gain experience and advance forward, you will progress career-wise. Finally, when the time is right for you, make sure you apply and get that sales manager job.

How much does a sales manager get paid?

Sales management is a great career path with great opportunities for growth and advancement. The salary depends on the location and experience.

In India, the average base salary of a sales manager is approximately 5 lakhs per year. These figures increase with greater experience.The average base salary of a senior sales manager is around 10 lakhs per year.

In the UK, sales managers make an average base salary of £34,324 per year. The range is £22k -£52k based on location and seniority of the sales manager. (Source)

Note: Salary figures are for reference purposes only and are subject to change depending on various factors.

What skills should a good sales manager possess?

• Leadership
• Excellent communication
• Active listening
• Critical thinking
• Problem solving 
• Analytical skills
• Delegation
• Time and resource management
• Product knowledge
• Sales forecasting 
• Sales CRM knowledge and experience
• Team management

Career progression for a sales manager:

• Junior sales manager
• Senior sales manager
• Sales director
• Chief sales officer

Who are the different types of sales managers?

• B2B sales manager: A B2B sales manager oversees sales from one business to another.
• B2C sales manager: A B2C sales manager oversees teams who sell goods and services directly to the customer.
• Field sales manager: A field sales manager oversees and manages a team of sales reps who work in the field, thereby ensuring that they attain sales targets and achieve business goals.
• Branch sales manager: A branch sales manager manages a specific branch’s sales activities and performance, ensuring that they meet the targets and guiding them whenever necessary.
• Regional sales manager: A regional sales manager handles sales operations and teams within a specific geographic region to ensure that targets are achieved and business blooms.
• E-commerce sales manager: Their main priority is to drive sales through online platforms. They oversee digital marketing, product listings, and online advertising and ensure that customers receive an effortless online shopping experience.
• Inside sales manager: Inside sales managers are responsible for overseeing sales teams that engage with customers primarily through phone calls, emails, and other forms of online communication. They ensure that product information is conveyed accurately by inside sales reps and queries are addressed well to create smooth closes.

• Enterprise sales manager: They target large corporate clients and manage complex sales cycles. Their main goal is to build long-lasting relationships with key decision-makers, address needs, and negotiate big deals.
• Retail sales manager: They oversee sales operations in a retail environment by managing store sales teams, implementing effective sales strategies, and ensuring that the customer receives a satisfactory experience.
• National sales manager: A national sales manager oversees sales activities and strategies throughout the nation. They are responsible for achieving nationwide sales targets and ensuring that a unified sales approach is followed across all regions.
• Key account manager: Key account managers focus on nurturing and maintaining long-lasting relationships with high-value customers or accounts by working closely with them in order to understand their needs and offer customized solutions.

What qualities differentiate a great sales manager from an average one?

• Being open to change in any form: As business consultant Peter Drucker rightly says, “Every organisation has to prepare for the abandonment of everything it does.”,
  
  A great sales manager should be prepared to adapt to the ever changing marketplace. They set the bar high and lead in change management.

• Building and maintaining trust with sales reps: Sales teams will often judge the actions of their sales managers and not words. A great sales manager must stay true to their words and lead by example. This will help build trust among sales teams.
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• Being and staying involved: As Dave Anderson, author of ‘Selling Above the Crowd and No Nonsense Leadership’, rightly says – “Poor managers hide in their offices. Good managers are visible and accessible. They are down in the trenches showing their people how to get the job done.”
  
  A great manager is involved in the work their team does by providing consistent feedback and coaching them on how to do better each step of the way.

• Giving consistent feedback to sales teams: It is important to reward a sales rep when they are performing well and it’s equally important that they face consequences when they don’t. Consistent feedback ensures that sales reps know when they are doing well and when they aren’t and can take measures to improve accordingly.
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• Training and developing sales reps: A great sales manager is skilled in the art of balancing and knows how to get the job done for the company while also advocating individual growth for each sales rep. It’s important to ensure that sales reps achieve quotas but it’s also equally important that they are simultaneously growing in other aspects for a financially secure and hopeful future.

What’s the difference between doing and managing?

Good managers prioritize managing over doing to ensure that their teams grow, perform effectively, and achieve organizational goals.

What are the merits and drawbacks of the sales manager role?

Just like any other job, this role comes with its advantages and challenges.

What are some tips you can follow to be a better sales manager?

• Setting priorities for yourselves and your team
• Being organized while accomplishing various tasks
• Being honest and transparent
• Being strategic