Sales manager: missions, skills, training, salary and career development

The sales manager is a key player in the commercial development of a company. Their role is to develop and manage an effective strategy for increasing sales and developing customer loyalty. They often supervise a team of sales representatives, manage key accounts and negotiate strategic contracts. As a true sales performance leader, they analyse market trends and constantly adapt their actions to respond to evolving customer demand. Their day-to-day work oscillates between strategy, management, prospecting and customer relations, making it a job that is as dynamic as it is challenging.

What does a sales manager do?

The role of the sales manager varies according to the size of the company and the sector in which it operates. They are both operational and strategic. They are involved in a several areas:

1. Developing and implementing the sales strategy

• Defining sales targets and implementing action plans to achieve them.
• Analysing the market, the competition and customer expectations to adjust the sales offer.
• Segmenting targets and developing specific actions for each segment.
• Working with marketing to optimise communication and the positioning of offers.

2. Prospecting and developing the customer portfolio

• Identifying new business opportunities by actively prospecting for new customers.
• Developing solid relationships with existing customers to ensure their loyalty.
• Negotiating and concluding contracts with strategic customers.
• Proposing new offers and services with high added value.

3. Managing and leading the sales team

• Leading, motivating and supporting a sales team in the field.
• Setting individual and collective objectives and monitoring their achievement.
• Organising sales meetings and training courses to improve team skills.
• Creating a positive dynamic and a challenging atmosphere within the team.

4. Negotiating and managing key accounts

• Managing relations with the company's major customers.
• Drawing up commercial solutions tailored to the specific needs of key accounts.
• Monitoring the progress of contracts and ensuring effective after-sales service.

5. Performance monitoring and reporting

• Analysing key performance indicators (KPIs) to adjust sales actions.
• Reporting results to management and suggesting ways of improving.
• Optimise sales processes to increase team efficiency.

What skills do you need to be a sales manager?

The job of sales manager requires a combination of technical and interpersonal skills, which are essential to ensure the company's growth and performance.

Technical skills :

• Mastery of sales and negotiation techniques: ability to convince, argue and conclude commercial agreements.
• Customer Relationship Management (CRM): use of software such as Salesforce, HubSpot or Zoho CRM.
• Competitive analysis and intelligence: monitoring market trends and adapting to them.
• Sales strategy: developing action plans and setting precise targets.
• Financial management skills: monitoring margins, costs and profitability indicators.

Behavioural skills:

• Leadership and management: ability to unite, motivate and manage a team.
• Interpersonal skills and diplomacy: ability to establish lasting relationships with customers and partners.
• Results orientation: focusing on performance and profitability.
• Adaptability and responsiveness: adjusting quickly to changes in the market.
• Stress and priority management: ability to work under pressure and manage several projects at the same time.

What are the training courses available to become a sales manager?

Sales managers have between 3 and 5 years' higher education, with a variety of career paths depending on the sector.

Recommended training :

> A 3-year higher education qualification :

• Professional degree in Commerce, Marketing or Sales.
• Bachelor's degree in Sales Management or Sales Development.

> A 5-year higher education qualification:

• Master's degree in Marketing, Sales Strategy and Business Development.
• Business school diploma
• Master's degree in International Management for international positions.

To become a sales manager, EM Normandie offers two excellent academic courses: the Master in Management and the Bachelor in Management. The Master in Management, open to students after the preparatory course or through parallel admissions, offers a complete management education, with a specialisation in marketing and sales in the final year, ideal for acquiring the strategic and operational skills needed for this profession. The Bachelor of Management, a 3-year course, provides training in the fundamentals of business and management, with work placements and hands-on projects for a quick introduction to the professional world. These two courses, recognised for their academic excellence and their close links with the world of business, are the ideal springboards to a career as a sales manager.

Additional training :

• MBA in sales strategy to move into management positions.
• Certifications in customer relationship management (CRM) or advanced negotiation.

Significant experience as a salesperson or sector manager is often a prerequisite for advancement to this position.

How much does a sales manager earn?

A sales manager's salary varies according to their experience, the sector of activity and the size of the company.

Salary range:

• Beginner (1-3 years): €35,000 to €45,000 gross/year.
• Confirmed (3-7 years): €45,000 to €65,000 gross/year.
• Senior (+7 years, key accounts, international): €70,000 and more.

Variables and bonuses :

The salary of a sales manager is often supplemented by target-based bonuses, which can represent between 20% and 50% of the fixed salary, particularly in the tech, luxury and industrial sectors.

 

What career prospects are there in this profession?

The job of sales manager offers a wide range of career prospects, depending on the skills and experience acquired.

Possible career paths

• Sales Director: oversees the company's entire sales strategy.
• Sales Director: manages a national or international sales network.
• Senior Business Developer: specialising in the acquisition of new markets.
• Sales strategy consultant: advises companies on optimising their sales force.
• Entrepreneurship: setting up a company specialising in sales management or sales strategy consultancy.

With several years' experience and specialisation in managing key accounts or international business, a sales manager can progress to general management positions.

In a nutshell

The sales manager is a key driver of a company's growth. He or she defines the sales strategy, manages a team of sales staff and steers customer relations. Thanks to a combination of technical, strategic and managerial skills, they play a key role in achieving sales targets. This dynamic and challenging position offers attractive career prospects, competitive remuneration and the opportunity to work in a wide range of business sectors. The job of sales manager is aimed at professionals with a strong taste for sales, management and negotiation, and who want to develop in a dynamic and stimulating environment.