How To Become a Sales Manager

The role of sales managers is crucial for the financial success of any business. They are the driving force behind a high-performing sales team, overseeing and guiding the sales process to achieve outstanding results.

This guide offers helpful information for those considering a career in sales management. It provides insights into the requirements for excelling in this dynamic profession and helps determine if a management role suits you.

What Does a Sales Manager Do?

A sales manager is a key figure within a sales team. They are responsible for leading and motivating a group of professionals to meet and exceed their targets. Unlike other positions within the sales team, sales managers have a broader scope of responsibilities that involve both strategic planning and team management.

Duties and Responsibilities

Before becoming a sales manager, you should understand the essential duties and responsibilities of the role.

  • Delegation: Sales managers effectively distribute tasks among team members based on their strengths and skill sets. They balance the workload, allowing each team member to contribute their best efforts.
  • Goal setting: They must set clear and achievable sales goals. The managers work closely with their team to establish targets that align with the overall business objectives, fostering a sense of purpose and direction.
  • Training new hires: Sales managers are crucial in onboarding new team members. They provide training and guidance to ensure new hires understand the products or services offered, sales techniques, and the company’s sales process.
  • Creating strategies: They analyze market trends, competitor activities, and customer preferences to design comprehensive plans that drive sales growth and maintain a competitive edge.
  • Analyzing trends: Sales managers are skilled at analyzing sales data and trends to identify opportunities for improvement. They use this information to optimize sales processes, refine strategies, and make informed decisions that enhance the team’s performance.
  • Managing budgets: The managers oversee the allocation and management of sales budgets. They supervise the use of resources and optimize the return on investment for marketing campaigns, sales initiatives, and other sales-related activities.

Understanding these duties and responsibilities can enhance your comprehension of the profession and enable you to acquire the essential abilities required for success.

Education Requirements

Most employers require a combination of education and experience for their sales manager applicants. While there is no fixed educational path, acquiring the following qualifications can significantly improve your chances of securing a managerial role:

  • Relevant degrees: Pursuing a Bachelor’s degree in a field such as sales, marketing, or a related discipline provides a solid foundation. A Bachelor’s in Management can also be advantageous, particularly for more senior positions.
  • Sales experience: Gaining practical experience in sales is invaluable when aspiring to become a sales manager. Prior sales roles allow you to develop a deep understanding of the process, customer dynamics, and the challenges sales professionals face.
  • Continuous learning: Sales is a dynamic field, constantly evolving with new technologies and market trends. Successful sales managers have a thirst for knowledge and stay up-to-date with industry developments through workshops, professional sales certificates, and networking.

Combining the education above and experience will help you become a successful sales manager.

Top Skills for Sales Managers

To excel as a sales manager, you should possess several critical skills and qualities. These skills will not only help you navigate the challenges of sales management but also enable you to drive your team toward outstanding performance. Sales managers should possess the following abilities:

  • Communication: To lead your sales team effectively, communicate your expectations, offer helpful feedback, and motivate them to reach their goals. Strong communication skills also facilitate collaboration with other departments and build relationships with clients.
  • Teamwork: The ability to foster cooperation and create a positive team culture is vital in this position. By encouraging collaboration, sharing best practices, and leveraging the strengths of each team member, you can create a cohesive and high-performing sales force.
  • Problem-solving: Sales managers encounter challenges — from addressing customer concerns to resolving internal conflicts. A strong problem-solving ability allows you to think creatively, identify solutions, and guide your team through obstacles. Being resourceful and adaptable in the face of adversity is essential for effective sales management.
  • Leadership: Leadership skills are fundamental for sales managers. You must inspire and motivate your team, set a positive example, and provide guidance when needed. You can instill confidence in your group, foster loyalty, and drive exceptional performance by exhibiting strong leadership qualities.
  • Negotiation: Sales managers often negotiate with clients, suppliers, and other stakeholders. Strong negotiation skills enable you to secure beneficial deals, resolve conflicts, and strengthen relationships.
  • Customer service: Sales managers must prioritize excellent customer service. To increase customer loyalty and inspire repeat business, you should focus on understanding their needs, delivering outstanding experiences, and fostering lasting relationships.

To excel as a sales manager, it’s crucial to understand the job requirements clearly and possess the required skills.

Gaining Experience as a Sales Manager

If you want to be successful as a sales manager, you must gain practical experience beforehand. Here are some tips to help you gain knowledge in the field:

  • Internships: Seek out internships with companies that offer sales training programs. These opportunities allow you to work with experienced professionals, learn industry-specific techniques, and gain practical insights into the sales world.
  • Entry-level positions: Starting in entry-level sales provides hands-on experience in customer interaction, lead generation, and closing deals. Embrace these opportunities to sharpen your skills and develop a solid foundation.
  • Shadowing sales managers: If possible, shadowing a sales manager or seeking mentorship from an experienced sales leader can provide valuable insights into the day-to-day responsibilities of the role. Observing their strategies and decision-making processes will give you a firsthand understanding of the expectations and challenges of sales management.

To have a thriving career in sales management, you must have a thorough understanding of its practices and principles. Take advantage of available opportunities, hone your skills, and continuously challenge yourself to develop as a sales manager.

Sales Manager Salary and Job Outlook

The job outlook for sales managers remains promising. According to the U.S. Bureau of Labor Statistics (BLS), the average salary for sales managers was reported to be $127,490 per year or $61.30 per hour in 2021. They also project a 5% job growth rate from 2021 to 2031, demonstrating the continued demand for sales managers.

When starting a new position as a sales manager, negotiating a competitive salary and benefits package is also essential. So, research the market rate in your area and be prepared to discuss the value you bring to the company.

Sources:, “Challenges of Sales Management”

U.S Bureau of Labor Statistics (BLS), “Sales Managers”