What does a sales manager do? Tasks, definition, and professions

Are you thinking about pursuing a career as a sales manager and are wondering what your tasks and responsibilities will be? This is an important question. When you pursue any career, you should carefully consider what the job entails and how your career will advance - not to mention possible salary levels.

This article will provide the information you need about what sales managers do, and how the sales career path works. You will get to know the profession of sales manager, including in-depth information about their duties. And we will look at what opportunities the profession offers to move up or to further your education. By the end of the article, you should know whether sales manager jobs are right for you, or whether sales is a pathway to avoid.

Sales manager definition: What does a sales manager do?

As the name suggests, the sales manager is an employee who works in sales. They have the task of selling a product or service, are responsible for acquiring new customers, and must maintain contact with existing customers. The work of a sales manager is strongly measured by their success. A strong track record can also have a significant impact on the sales manager salary, because sales professionals usually earn commission and bonuses for good work.

But that's not all. The sales manager is also responsible for carrying out market analyses. They can be directly involved in marketing, providing directions and suggesting measures to acquire new customers. Managing sales is a very important activity and there is great demand for sales skills on the market. Contrary to conventional wisdom, a sales manager is not a management position, but a simple job title. You will usually start in a junior position, and then become a senior sales manager after three to five years. You will only make a leap into management positions when you become a Sales Director. After that, you could even make the leap into executive management as Chief Sales Officer.

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What are the tasks of a sales manager? What does a sales manager do?

So what does the sales manager actually do? Sales managers are primarily responsible for selling and distributing products and services. Depending on the size of the company and the sales department, the sales manager can either focus on a single product or service, or take responsibility for a selection of products or services. In some companies, they are even responsible for managing an entire range of products and services.

The sales manager must take care of selling and marketing their product or service and deal professionally with existing customers. But they must also attract new customers to the company and achieve good figures when selling products or brokering services. If they succeed, sales professionals qualify for performance-related commissions and bonuses. This means that the sales manager has a varied task, and sometimes assumes great responsibility. Of course, they are active in sales. But they also handle distribution at the same time. They must be familiar with marketing, and be involved in creating the right campaigns to achieve corporate success. As part of this task, sales professionals are also involved in market analyses, where they work closely with other departments such as marketing and sales.

To summarise: Sales managers are responsible for selling, distributing and marketing their product or service. They must serve existing customers and acquire new customers, but at the same time carry out market analyses and look for opportunities to resell and distribute their product or service. This requires close cooperation with sales, marketing and PR as well as other departments.

What skills does a sales manager need?

A sales manager needs the soft skills to work closely with people, and the ability to negotiate intelligently. Empathy with other people is absolutely essential. They must understand the needs of others, and how to harness their expertise. This means that some competencies are very important for the sales manager. In addition to experience in the market and knowledge of their product or service, the sales manager must be open and friendly. They must be able to approach people, show empathy and be a good listener.

At the same time, sales professionals must also be able to represent their product or service. They must also be able to react to problems and diffuse difficult situations with customers. This requires strong mediation skills, as well as a lot of charisma and a good knowledge of character. Given those requirements, it's no surprise to find that sales manager jobs are associated with high expectations, a lot of responsibility and, potentially, a great deal of stress. The sales manager must therefore also be stress-resistant and must not have a problem with high workloads.

In many cases, a sales manager is also often on the go. They must therefore be mobile and available to travel. Cooperation with other departments and marketing activities mean that sales professionals must be competent coordinators. They must be able to present their ideas and, if necessary, implement their strategies. The more experience the sales manager accumulates and the further they rise, the greater the responsibility becomes. As a sales manager resume develops, they must also manage teams of employees, oversee projects, etc. Sales is therefore a varied and complex profession that requires many skills.

How do you become a sales manager?

There is no required training or qualification for Sales Management. However, access to the profession usually requires a relevant degree on your sales manager resume. Courses such as business administration, business psychology or general management courses are particularly popular and represent good access routes.

There are therefore numerous access options, and there should be something suitable for every taste. And remember: Without a degree, you normally have very little chance of finding a job as a sales manager. That shouldn't be surprising. We've already answered the question of what sales managers do, including a diverse range of tasks and taking great responsibility. Employers need skilled professionals who can handle the pressure. By the way, at CBS, we offer various courses of study that provide the perfect preparation for a career as a sales manager.

Relevant courses

CBS offers the following courses of study that are relevant for a career as a sales manager. Further information on the various courses of study and the required requirements and content can be found on the respective study pages.

• Dual Bachelor in General Management — Specialisation in Sales Management
• Dual Bachelor in Industrial Engineering
• Dual Bachelor in Retail Management
• Full-time Bachelor in Business Administration
• Full-time Bachelor in International Business
• Part-time Master in Sales Management and Sales Psychology
• Full-time Master in International Business & Management

How much does a sales manager earn?

Now that we've looked at what sales managers do, you're probably wondering if there is good money to be made. The good news is that the sales manager salary is generally good. But like all jobs, the salary depends on many factors. The exact salary will depend on factors such as your degree, your experience, the size of the company, and the location of the company. Generally speaking, new entrants can expect an annual salary of around 36,000 to 40,000 euros.

If you stay in the sector and make a career there, you can even earn up to 140,000 euros a year and more. In addition to the basic salary, there are often performance-related commissions and bonuses, which can significantly increase income depending on sales success. This makes the job not only varied, but also financially attractive.

What jobs are there for sales managers?

As a sales manager, you have the opportunity to work in various positions and hierarchical levels. The term sales manager is an umbrella term for anyone working in sales, but within this career there are numerous specialisations and opportunities for advancement.

• Junior Sales Manager — The entry point into sales management. You work in a team under the leadership of the Senior Sales Management and learn the basics of selling, customer care, and new customer acquisition.
• (Senior) Sales Manager — After three to five years, you take on more responsibility, possibly leading your own team of juniors and driving sales success directly.
• Sales Director — With sufficient experience, you lead the entire sales department, developing strategies, overseeing long-term customer relationships, and collaborating with marketing and product development.
• Chief Sales Officer — The highest level in sales management. As CSO, you are part of the executive team with full responsibility for the company's entire sales and distribution strategy.

Conclusion and summary

In this article, we have answered the question: what does a sales manager do? The job is extremely varied, offering diverse tasks, attractive earning potential, and plenty of room for personal development and responsible decision-making.

Entry into this career generally requires a completed degree. As a sales manager, you are responsible not only for selling and marketing products or services, but also for managing existing customers and acquiring new ones. Market analyses and creative marketing campaigns are also part of your day-to-day work.

Yes, the work can be challenging and stressful — but that is exactly what makes it so exciting! If you are looking for a dynamic career that offers both challenges and fulfilment, sales management could be exactly the right path for you.

Looking for the right degree in Sales?

Has this article sparked your interest in a career in sales? CBS offers a range of degree programmes in the fields of sales and distribution. Further information on available courses and entry requirements can be found here.