Everyone who has visited job search sites at least once has noticed that the specialty "sales manager" is one of the most in demand today. But what is required of a sales manager, not everyone knows. In this article, we will analyze the essence of the profession, what requirements are imposed on applicants and what tasks must be performed in such a position.
Who is a sales manager
A sales manager, or sales manager, is in demand in any organization that markets its goods or services. It could be either manufacturing companiesas well as distributors or resellers. Sell particular product such companies can directly to customers - then it is called B2C (business to customer), or to other businesses - it is B2B (business to business).
Almost all organizations are selling something - which means they require sales managers. Therefore. there's always plenty of jobs like that. The good ones specialiststhat are capable of to sell bananas to the AfricansThey are very much in demand in the labor market, and their work is well paid. But to become such a professional, it is necessary to put a lot of effort, as well as to have an innate trading spirit.
Being able to sell is a calling plus a skill.
This specialty is very common in the wholesale trade: managers can work directly with consumers or with distribution companies, or they can combine both schemes. But a sales manager does more than just call customers.
He or she also gathers and analyzes information, makes presentations, handles paperwork, negotiates contracts, tracks deliveries, and may participate in trade shows.
How to be a good sales manager
First and foremost, a sales manager must understand his or her primary objective - increased tradethat is, sales growth. You need to understand the market in which to act, analyze competitors, be able to highlight and competently present the advantages of your product.
Not every product is good, but every product needs to be sold. A good specialist The first stage is finding out the client's needs, the second stage is making a presentation, the third stage is dealing with objections, and the fourth stage is closing the deal on time. Knowing these four stages is the key to success in your work.
What a sales manager should know
The sales manager's responsibilities include the ability to lead and schedule negotiations with the top executives of companies that are often difficult to reach get. More or less large and well-known companies have secretaries, pass which can be difficult. And you need to talk to the decision maker - the decision maker. This is usually the manager.
It can be quite difficult to convince a secretary, because large companies are called with similar offers many times a day. So start with smaller companies and gain experience.
If you've managed to get an appointment - is not a guarantee of a deal. At the meeting, you will need to convince the person that your product or service is exactly what they need. A good sales manager knows that not every meeting should end with a "close." There is a "sales funnel" - to make one sale you must make a certain number of calls, first meetings, follow-up calls and follow-up meetings, etc.
A newcomer might get upset unfortunate encounterThe experienced specialist will not pay attention to this, but will continue his work, recording the result of his work.
Here's a minimal list of what any sales manager should know:
- What is a sales funnel;
- How to properly compose commercial suggestion;
- What is a CRM system;
- What types of questions are there (open, closed, alternative);
- How to handle objections;
- How to properly listen to the client and understand their problems and desires.
Sales funnel - is the conversion rate of your actions. She's may consist of: cold calls, sales proposals, repeat calls, invoices issued and paid. In every field and even in every single one companies their funnel metrics, but the head of the department in any trade organization represents the average indicatorsthat he needs. If you don't fit in, you're unlikely to stay in the job.
A good sales manager always knows how to increase the conversion rate of an individual employee at every stage. If you have a problem somewhere, don't hesitate to ask him for advice.
IMPORTANT: The bulk of any sales manager's pay is % of the proceeds. The salary is minimal, or none at all. That said, good sales people are often paid several times more than people employed in manufacturing.
Nuances of a sales manager's work
Composing commercial proposals is not particularly difficult. As a rule, every company has ready-made templates for CPs. But you should realize that a commercial proposal itself does not sell: first you must convince your client of the correctness and necessity of the deal, and only then should you send your proposal to the post office.
Secretaries and managers themselves ask for KPs to be sent to the post office to get rid of another salesperson. That's why you need a second call in a couple of days.
A CRM system is a special program for recording interactions with customers. In it you should record every action with the date and result. This is a very convenient and useful utility in the work of every sales manager.
If filled out correctly, it will remind you who you need to call today and for what purpose, who's vacation is ending today, and who has an accounts receivable due date. It stores all the history of communication with each client and the features of this client. Competent and complete filling of CRM-system is the responsibility of any sales manager.
When talking to potential clients, you need to be able to steer the conversation in the right direction. This requires psychology skills and a bit of eloquence. You need to know what questions to ask and when to ask them in order to lead the client to the main idea - that this product or service will be useful to him right now.
The core skill of a good sales manager is the ability to persuade with words.
And for this it is not enough to possess innate eloquence. There are quite understandable and simple techniques of conversation, you just need to familiarize yourself with them and adopt them. It can be difficult for shy people to master this profession, it requires a punchy and talkative personality.
But there are times when the client repeats - I can't, it's too expensive, maybe later, etc. In this case, you will need another technique - the ability to work with objections. First of all, you must find out what the main reason for the refusal is. It is not always what the potential client says directly.
The real reason may be something else - there is no money in the account, or he is going on vacation. When you find out the main reason, you should try to work on this objection. Don't be afraid to ask and look for the root cause of the objection. The ability to work off objections is also one of the main tools in the work of a good sales manager.
Most importantly, you must be able to listen to your customers. After a short presentation of your product or service, pause, pull yourself together and start asking questions.
Questions are the main weapon of a good specialist. Do not try to talk all the time - this is a sure way to failure, try to listen and ask more. Only then will you be able to find out what the client's needs are and offer them the best solution.
What is included in the duties of a sales manager
The sales manager's responsibilities include:
- Market Monitoring;
- Cold calls;
- Composing and sending commercial proposals;
- Maintain and populate the CRM program;
- Appointment Appointments;
- Drafting and conclusion of contracts;
- Occasionally working in 1C;
- Accounts Receivable Management;
- Maintaining customer loyalty;
- Reporting to higher management;
- Fulfillment of plans and objectives.
Requirements for a sales manager
As a rule, there are no special educational requirements in this field. The main thing is the desire to earn money and the ability to sell. But candidates with a higher education and the ability to conduct a conversation are very successful in this position.
Persistence, communication skills, and sales experience are valued in such people. Some companies take only candidates with experience (from 1-2-5 years, it all depends on the specifics of the goods). Experience in active sales of similar products is always welcome.
People without higher education can also become good sales managers. The main thing is to improve your skills and learn to sell. It is almost an art, and a good salesman will definitely not be unemployed. And sales techniques and skills in any field are almost the same - the only thing left is to study the product and the sales market..
Continuous professional development is one of the prerequisites for a good sales manager. And, of course, you must love what you do.
A good manager can in a few years grow in position to the head of the sales department, who organizes the work of the whole department and deals with VIP clients.
The field of sales is quite specific. And a lot depends on the state of the market and the product itself. It is easy to sell a product for which there is a high demand. It is much more difficult to work in a competitive market. Some people find it easier to sell things, others find it easier to sell services, some sell to customers, others sell to businesses. Keep this in mind when looking for a job.
To become a good sales manager, you will need to take a couple or three seminars and training courses that can be found for free on the internet. Next explore the field in which you plan to work. You will also need to become intimately familiar with the product or service being sold, to understand its strengths and weaknesses, and to conduct a competent conversation. And the rest will give experience. The main thing in this work is not to be afraid of failure, but to be able to analyze them and constantly improve.
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