Sales Manager

What is a Sales Manager?
Types of Sales Managers
Key Responsibilities of a Sales Manager
Key Skills
Demand for the Profession
How to Become a Sales Manager?

What is a Sales Manager?

A sales manager, or sales specialist, is a professional who is responsible for selling a company's goods or services. The main goal of a sales manager is to attract customers and convince them of the need to make a purchase. The profession of sales manager began to form in the late 19th century in insurance companies in the United States, where specialists were sent on business trips to find clients and close deals. Over time, to reduce the burden on managers, their duties were divided into "hunters," who actively sought clients, and "farmers," who dealt with servicing existing clients. This model of work remains in place today.

Modern sales managers not only seek new clients but also develop their skills, including market analysis, strategic planning, and team management. They also study the specifics of their clients' industries to offer the most suitable solutions. Unlike the stereotypical image of a pushy consultant, B2B sales managers engage in analysis, conduct business meetings, and close deals for significant amounts.

Types of Sales Managers

Sales managers are classified based on their responsibilities. The main types include:

Active Sales Manager: independently attracts new clients, identifies their needs, and closes deals. Often participates in exhibitions and conferences to find new clients.
Passive Sales Manager: works with incoming leads, advising clients who are already interested in the product.
Sales Development Manager: responsible for entering new markets and directions, increasing sales volume and the number of clients.
Key Account Manager: manages relationships with key and most profitable clients, coordinating logistics and strategic planning.
Pre-sales Specialist: a specialist with technical knowledge to offer necessary services to clients, often working in IT companies.
Wholesale Sales Manager: develops dealers and distributors, offering solutions for their businesses.

Sales managers can also be divided by stages in the sales funnel: hunters (attract new clients), closers (close deals), and farmers (work with existing clients).

Key Responsibilities of a Sales Manager

The main tasks facing a sales manager include:

Finding New Clients: done both actively and passively. Active search involves participating in exhibitions and conferences, while passive work involves handling incoming inquiries.
Guiding Clients through the Sales Funnel: the manager may specialize in a specific stage or guide the client from the first contact to becoming a regular buyer.
Developing the Client Base: the manager's task is to retain clients, increasing their purchase volume through maintaining contact and creating loyalty.
Participating in Negotiations: the sales manager negotiates favorable terms for the company while maintaining good relationships with clients.
Preparing Commercial Proposals: creating attractive offers that may interest potential clients.
Market Analysis and Business Development: an advanced sales manager tracks market trends and offers solutions to increase profitability.

Key Skills

To successfully perform their duties, a sales manager must possess both universal and professional skills:

Communication Skills: the ability to listen, engage in conversation, and personalize communication with different clients.
Stress Resistance: the ability to cope with criticism and aggression from clients.
Negotiation Skills: the ability to negotiate favorable deal terms.
Knowledge of Sales Technologies: mastery of techniques and methods for guiding a client from interest to purchase.
Product Knowledge: detailed understanding of the product and its features.
Understanding Marketing Basics: knowledge of the target audience and product positioning.

Demand for the Profession

Sales managers are needed in various fields, from IT to construction. The profession offers many opportunities for work both in the office and remotely. In 2023, the number of job openings for sales managers continues to grow, especially in large cities like Moscow and St. Petersburg. The average salary across the country is about 60,647 rubles, but it can vary significantly depending on the region and sector.

How to Become a Sales Manager