Do you have excellent people skills and like assisting companies in managing and improving their sales? If so, a career as a Sales Manager could be ideal for you.
Sales Managers plan and lead product and service development, marketing, and sale. They are also responsible for sales reporting, inventory control, and performance analysis.
No formal education is required to work as a Sales Manager. However, having extensive experience or a university or VET qualification in marketing will give you a competitive edge in improving your job prospects.
Learning a sales manager's job profile and what it takes to become one will help you decide whether this profession is right. This comprehensive guide shows you how to become a sales manager in Australia.
1. What Is A Sales Manager?
Sales managers are crucial for a company's success. They are highly experienced and influential salespeople with good service and product knowledge of what their company sells.
They may work in a B2B (business-to-business) or B2C (business-to-consumer) environment. They are responsible for the sales performance of a business service or product and drive the sales employees to generate more revenue fulfilling a company's strategic goals.
They perform customer-facing work, build and maintain customer relationships, train new staff, and work behind the scenes to strategise and implement the next big sales idea.
2. What Is A Sales Account Manager?
Sales Account Managers are responsible for developing long-term relationships with clients, monitoring sales, and generating new business for their organisation.
They are also required to meet sales targets and Key Performance Indicators such as:
3. Tasks And Duties Of A Sales Account Manager
Be a point of contact for customers and develop successful relationships with them
Understand client requirements and visions to solve their concerns
Manage a portfolio of sales accounts
Manage a team of sales workers assigned to customer accounts
Specify and track sales targets
Identify and track key business performance indicators to maximise revenue potential
Use customer network to acquire new business
4. What Does A Sales Manager Do?
Sales managers carry out various tasks at micro and macro levels. On a macro level, they specify sales goals, design sales plans manage quotas, and align a sales team with the broader strategic objectives of a company.
On a micro level, they hire, and guide the sales team, analyse sales data and try out new and agile sales strategies to meet business goals. Here are some of their daily duties:
Develop, promote and foster long-lasting relationships with customers
Specify product mix, customer service standards, and geographical sales areas to manage sales activities
Oversee sales performance and help the sales team to meet their sales targets
Analyse sales data and identify sales promotion opportunities and gaps in each sales account to drive revenue
Formulate and execute strategic sales policies and plans for advertising, public relations, widening the customer base, and improving sales
Travel and attend conferences and other special events
Conduct regular meetings via face-to-face or video conferences with their national/ regional sales managers, sales partners, and retailers to facilitate smooth sales operations
Assist in the recruitment, training, and management of the sales team
Train sales personnel to sell at peak performance
Give sales presentations, and product demonstrations, and implement in-store campaigns and promotional strategies.
Ensure the accuracy of product/service warranties, prices, and customer documentation
Maintain a CRM database
5. How To Be A Good Sales Manager?
Sales managers manage different products ranging from hardware to software and services.
Sales managers require extensive hands-on experience converting prospects into customers. They also need a mix of soft and hard skills to ensure a smooth sales execution from start to end.
The following personality attributes will help you thrive in a fast-paced retail atmosphere:
Solid understanding of the company's services and products
Thorough knowledge of a company's policies and products to build strong value propositions
Good knowledge of sales forecasting strategies such as Lead-driven, Opportunity stage, and Multivariable forecasting
Able to use data to identify market trends and patterns
Able to conclude sales data on products and market trends
Able to use technology in a sales setting, such as online resources, computers, tablets, data processing tools, phones, and communication devices.
Excellent interpersonal and customer service skills
Strong written and oral communication skills
Good motivational skills to inspire the sales team
Creative and willing to experiment with various sales strategies to fulfil changing demands
Able to train and mentor team members
Robust leadership and managerial skills
Like staying up to date with industry-relevant product trends
Able to withstand challenges and adversities in the workplace
Business and commercial awareness
Ability to delegate tasks to individual sales team members, as per their proficiencies
Team management skills
6. Sales Manager Qualifications In Australia
There are no formal Sales Manager education requirements to work in a Sales Manager role, but the below will help develop skills:
Complete your Year 12 education
Start in a Sales Consultant role to build extensive industry experience. Gradually, take on more responsibilities until you get a Sales Manager position.
Qualifications are needed to work in a specialised industry, such as insurance, medical, and travel. Consider getting a Sales Manager Certification, such as Certificate IV in Business Sales in any industry through a TAFE or an RTO.
Consider completing a 3-year full-time Sales Manager Bachelor's degree or Diploma in Marketing.
7. Steps To Become A Sales Manager In Australia
Your professional journey begins with getting the right blend of experience, academic qualifications, and keen management skills.
Here are the steps to helping you gain employment as a sales manager:
Step 1: Get The Relevant Education
Most companies require their sales managers to have a specific level of education. Consider completing an accredited undergraduate degree in advertising, marketing, or public relations.
The degree covers key sales areas such as business communication, economics, prices, the practice of selling, marketing, and information technology to help develop skills to work in an entry-level sales role.
Though a degree is optional, it will prove you have the aptitude to lead a sales team and undertake managerial tasks.
Those who wish to commit to something other than three years of education and want to know how to become a sales manager without a degree can consider completing a sales manager course.
Both these pathways can lead to a sales manager position. Sales certifications like Certificate IV in Business Sales demonstrate that you can handle a sales leadership role.
Step 2: Understand What It Takes To Become An Effective Salesperson
Good skills and personal traits make a great salesperson and help you develop an effective sales team.
Step 3: Get Work Experience
Find and enrol in internship opportunities or seek part-time jobs as a retail sales associate/sales representative/merchandiser to get sales experience.
Both these ways will help refine your customer service and sales skills and prepare you for entry-level roles. You learn how to perform the duties of sales personnel and build an experience that, in turn, will help you in managing teams.
Additionally, constantly look for ways to contribute to your company beyond your daily duties mentioned in the job description. Some of these can be:
Volunteer to coach new sales hires and show them the ropes. It shows your leadership skills. A trait employers look for in a potential Sales manager candidate.
You can also organise a department-wide training event or write content for the company blog to display your expertise to company leaders. Mentioning such accomplishments on the resume will demonstrate your value to the company and cast a good impression on prospective employers.
After gaining some experience in entry-level roles, consider progressing your career into the role of assistant sales manager.
Step 4: Invest In Networking
Suppose your existing employer doesn't have an open Sales Manager position. In that case, you will need to look for other places to find employment. It is where Networking comes into play.
Developing connections with industry-related professionals will make it easier and faster to find new opportunities. Social media groups, business forums, and networking events are some of the best tools to expand your professional connections.
Step 5: Apply For Entry-Level Sales Manager Roles
Update your resume by mentioning relevant skills, work-related accomplishments and contributions, and relevant certifications in leadership, advanced communication, key account management, sales management, and strategies.
Try to secure recommendations from other management professionals within or outside your company. It can help get a sales leadership role.
When you are qualified and prepared, leap to approach decision-makers in your organisation and ask them for the position. Play to your strengths, share your valuable ideas confidently and explain to them why you are a great candidate for sales management.
This way, you will have better chances of obtaining a promotion.
Step 6: Join A Professional Organisation
Consider seeking membership in a professional body like the Sales Management Association to access resources.
These include sales force management, including opportunities to participate in coaching events and boot camps, stay updated with industry development and build a professional network.
8. Is It Hard To Become A Sales Manager?
It is not easy to become a sales manager, but with passion and the right personality, you can achieve it.
To be a good sales manager, you need to learn the basics of sales and marketing and the innovative data-driven techniques of the modern business world.
Completing sales manager courses is the best preparation for an entry-level position.
9. Work Conditions Of Sales Managers
Sales managers work in retail and non-retail offices in a dynamic and fast-paced environment. They are responsible for managing the day-to-day sales activities and associates to meet or surpass their revenue and sales targets.
They may have assistants and mentor junior sales managers. The job may also require occasional travel to attend client meetings and meet organisation key members.
Besides performing their research and duties, they also supervise the work done by sales personnel. Due to this, they generally work under time pressure. They may need to work overtime from early mornings to late evenings.
10. Where Do Sales Managers Work?
Sales managers usually work onsite at their employer's place of business. They often have offices in the heart of a company's sales department.
Based on the nature of the industry, they may have to work in national and local company offices, product distribution centres, product assembly plants, HR departments, retail outlets, or company franchise locations.
11. Development Areas For Sales Managers
Sales Managers work in a diverse range of industries. Based on varying industries and responsibilities, they can specialise in a variety of jobs:
12. How Much Does A Sales Manager Earn In Australia?
A sales manager's salary depends on several influencing factors, such as:
Sales manager experience
Sales performance to date
Those who work in large companies have a higher earning potential than the ones working in small to medium enterprises.
Compensation methods for sales managers vary based on the product they sell and the type of organisation. Most sales managers receive bonuses and commissions in addition to their annual earnings.
The commission is a percentage of the sales amount, and bonuses depend on the performance of individual sales workers and their group in the organisation.
According to Pay Scale, the sales manager's salary in Australia is AU$76,553 per year or equivalent to AU$27.14 per hour.
Estimated Salary Based on Experience
Early career Sales Manager (1-4 years of experience): AU$66,975 per year
Mid-career Sales Manager (5-9 years of experience): AU$83,212 per year
Experienced Sales Manager (10-19 years of experience): AU$90,958 per year
Highest Paying Cities For Sales Managers in Australia
Melbourne, Victoria: $118,300 per year
Brisbane, Queensland: $111,287 per year
Sydney, New South Wales: $107,013 per year
Melbourne Eastern Suburbs, Victoria: $106,326 per year
Central Coast, New South Wales: $104,450 per year
Perth, Western Australia: $103,521 per year
Gold Coast, Queensland: $94,653 per year
Mascot, New South Wales: $80,692 per year
13. Job Prospects Of Sales Managers In Australia
Irrespective of the product delivery method, an efficient sales team is vital for any successful company. They are an asset as their competencies and experience can transform the fortune of a company.
Moreover, Sales Managers are necessary for companies' growth and profitability and to create an encouraging work environment for their teams.
The Australian economy is growing, and organisations need sales managers to generate new sales and oversee and maintain different aspects of the sales process. They also must develop strategies to increase competitiveness. The demand for sales managers is to rise by 5 per cent by 2028.
ANZSCO Occupation Group: 131112 Sales and Marketing Managers
Around 90% of Sales Managers work full-time for an average of 46 hours per week.
Wholesale Trade: 13.8%
Retail Trade: 12.9%
Professional, Scientific, And Technical Services: 11.4%
Other Industries: 42.9%
Employment Across Australia
New South Wales and Victoria have the largest share of sales manager employment.
The Regions With The Largest Share of Workers Are:
Melbourne - Inner South
Melbourne - Inner
Sydney - North Sydney and Hornsby
Sydney - City and Inner South
Sydney - Eastern Suburbs
Percentage Employment In all States of Australia
New South Wales: 37.5%
South Australia: 5.6%
Western Australia: 8.7%
Northern Territory: 0.4%
Australian Capital Territory: 0.9%
Worker Age and Gender Profile
The median age of Sales and Marketing Managers is 42 years (Age band: 35 to 44 years) (Average of all jobs: 40 years)
Females constitute 38% of the workforce. (Average of all jobs: 48 years)
Sales Managers play a crucial role in the profitability of a company. To work in this profession, you need good leadership skills (communication and management) and business fundamentals (analytics and finance).
The above steps and guidance will help you secure a promotion and a transition from seller to leader.
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