Sales Manager Roles and Responsibilities Across Major Companies

Sales managers have to guide a team, but also ensure sales targets are met. If you aspire to become one, know the main roles and responsibilities.

Sales managers are crucial for improving and sustaining long-term revenue for a company. In any industry, they are responsible for developing effective sales strategies, tracking sales goals, leading a team, and much more. 

This managerial role is beyond just numbers. And it’s complicated because the professional has to guide and lead a team of sales reps, manage their success, and improve revenue, at the same time. However, the right mindset and training are key to success in this role. 

Let’s explore the sales manager roles and responsibilities so you know if you are up for this career in sales. 

Who is a Sales Manager?

A sales manager leads a team of salespeople in a company. Their main goal is to drive company sales by planning and implementing sales strategies that bring revenue. 

They also oversee the entire sales process, manage and resolve any bottleneck in the sales team, and make data-driven decisions. 

There are a few types of sales managers that you should know too. 

Types of Sales Managers

• Field Sales Manager: Oversees and manages a team of sales representatives who operate in the field, ensuring they meet sales targets and achieve business objectives.
• Branch Sales Manager: Manages a specific branch’s sales activities and performance, ensuring targets are met and providing guidance to the sales team.
• Regional Sales Manager: Handles sales operations and teams within a specific geographic region, ensuring sales targets are achieved and driving business growth.

Main Objectives in a Sales Manager’s Career

Being a sales manager means hiring and coaching sales personnel, building client relationships, and making the organisation successful. 

They must fulfil these important objectives. 

• Achieve sales targets
• Leading and training the sales team
• Implement sales strategies
• Nurture client relationships
• Collaborating with cross-functional teams
• Forecasting and planning
• Ensuring compliance

Sales Manager Roles and Responsibilities

These are some of the main roles and responsibilities of a sales manager in any industry. 

• Develop and implement sales strategies to meet revenue targets.
• Manage and lead a team of sales representatives.
• Set sales targets and track performance against goals.
• Identify new business opportunities and market trends.
• Acquire new clients.
• Build and maintain relationships with key clients.
• Provide sales training, coaching, and mentoring to new hires and the team.
• Analyse sales data and generate reports for management.
• Collaborate with marketing and product teams for effective sales campaigns.
• Monitor competitor activities and adjust strategies accordingly.
• Ensure adherence to sales policies and procedures.
• Forecast sales projections and develop budget plans.
• Resolve customer issues and address sales-related concerns promptly.
• Attend industry events and conferences to network and generate leads.
• Stay updated on industry trends and best practices in sales.
• Drive customer satisfaction and enhance client retention through exceptional service.

What is Required to be a Sales Manager?

A graduate degree in any subject is acceptable to become a sales manager. But this role is more experience-based, where the professional must have worked at least five years in a sales role. Professionals with sales certifications are also preferable. 

Let’s explore some of the top skills as well. 

While problem-solving, analytical, data-driven, and adaptability are skills for every salesperson, the ones below are unique to sales managers.  

Leadership

Leading a sales team involves training and mentoring them to be accountable for their targets. They must create an environment where the team members constantly focus on proving their best. 

The sales manager must hire the right talent, so the team has no underperformers. This is because a sales job is always target driven. 

All in all, the sales manager’s role is to strategise a sales strategy that outranks the competitors. They should know which sales model to use, which brings more revenue to the company. 

Communications

Firstly, the sales manager needs to be a subject-matter expert to communicate the value proposition to clients who want to move further with the business.  

They should understand the customers’ body language, actively listen, and be specific about the product benefits and how they resolve the customer’s pain point. 

A good sales manager always avoids assumptions, nor do they show that they know everything. Every customer’s problem is unique and should be addressed in their unique way. 

Even while mentoring the team, the sales manager must be able to communicate the dos and don’ts of selling so that they do not underperform. 

Sales Acumen

Prospecting, handling objections, building relationships, articulating value, and solving problems are the most important sales skills. But a sales manager must constantly work on refining them based on the changes in the market. 

Parting Thoughts

These are the main roles and responsibilities, along with a sales manager’s educational and skill requirements. And if you seriously think this role is for you, consider the following courses. 

• Certified Sales Manager on Vskills
• Becoming an Effective Sales Manager from IIM Calcutta
• Sales Management Training: Certification for Developing a Successful Modern Sales Team on HubSpot Academy

Further Reads:

• Relationship Manager Roles and Responsibilities
• Business Development Executive Roles and Responsibilities