A sales manager is an important part of an organisation and is instrumental in developing and implementing strategies that help to increase overall sales. They are responsible for leading and motivating their team of sales associates to achieve their monthly targets. At the same time, they also train their team in skills that they might need to improve.
To maintain and develop relationships, sales managers must be strong communicators, negotiators, and strategists. They must also be mentors, motivators, and skilled listeners to understand the needs of their team.
In this article, we will cover how to become a Sales Manager, their responsibilities, and skills they need for a successful career as a Sales Manager.
Table of Contents
What Do Sales Managers Do?
Many might be interested in learning how to become a Sales Manager, but before we get to their qualifications, it is useful to examine their role. This will give students an understanding of what is required from the position and if they have the skills to become a Sales Manager.
A sales manager’s duties and responsibilities include a mix of routine and recurring tasks that allow them to manage their team and provide updates to stakeholders. On a daily basis, they check their team’s call list and give them a motivational talk to handle any potentially challenging clients.
In some companies, the day might start with a sales team meeting, where associates provide updates for the previous day and update the manager on their calls and plans for the rest of the day.
Depending on the day of the week, a Sales Manager might have to analyse and compile data to check if the team is meeting their targets. They might also meet with other team leads, such as production or marketing, to discuss strategy or product features.
For those who wish to learn more about how to become a Sales Manager should learn some of the Sales Manager’s duties and responsibilities on a daily basis:
- Monitor Team Activities: A Sales Manager tracks the calls scheduled for their team for the day and the previous day’s progress. They also help provide feedback or coaching on any challenges.
- Manage Calendar: They check their calendar for any important calls or meetings to touch base with long-term clients.
- Respond to Clients: Sales managers are also in touch with their clients and respond to any product or service-related concerns.
- Delegate Tasks: They might also choose to delegate additional tasks or responsibilities to a team member who is progressing well.
- Provide Training: One of the main responsibilities of a Sales Manager is to generate sales to meet quarterly targets. If their team is falling behind, it is the duty of a sales manager to provide additional training and address the challenges the team is facing.
- Analyse Performance: It is important for a Sales Manager to analyse daily performance to ensure that the team is on track to meet their targets. This also helps them address any problems a team member might face.
What are the Sales Manager’s Roles and Responsibilities?
Sales managers have a leadership role in which they are responsible for devising and implementing strategies that help a company meet its objectives. However, a Sales Manager cannot work alone. They need a motivated team that will support them in achieving their targets. At the same time, they need to ensure that the targets are realistic and achievable.
When students are exploring how to become a Sales Manager, they must also understand the responsibilities that come with the role. While their duties are related to weekly or monthly goals, the responsibilities are broader and help them achieve the company’s overall objectives.
A sales manager’s roles and responsibilities include the following.
1. Sales Strategy
A Sales Manager is responsible for the overall strategy, which helps define the target market, the sales goal, and the pricing strategy. The strategy will also include direct and indirect sales, as well as offline and online sales tactics.
2. Sales Forecasting
This helps to define the sales strategy for the year. The Sales Manager will study market trends, upcoming marketing campaigns, and available data to forecast sales predictions. Sales forecasting can be inter-departmental as it sets the tone for budget and resource allocation and will affect cash flow.
3. Team Leadership
Sales Managers typically have uplifting personalities and are responsible for guiding their teams towards their targets. They do this through motivational talks, performance-based incentives and regular training.
4. Developing Accounts
Another important role responsibility is cultivating new relationships. A Sales Manager makes new clients feel valued and an integral part of the company. They are responsible for ensuring that they have a smooth orientation process. This is an important quality to master for anyone who wants to learn how to become a Sales Manager.
5. Managing Accounts
One of the most important responsibilities of a Sales Manager is to nurture existing relationships. Therefore, they are usually responsible for significant and long-term clients, often dealing with them directly.
What are the Educational and Professional Requirements for a Sales Manager?
While it might be possible to begin a career in sales after high school, it will only be an entry-level position. Students who are interested in a career in sales and wish to learn more about how to become a Sales Manager should know that most companies prefer to hire sales managers who have a relevant undergraduate degree. This allows them to better understand the product and the client’s needs and requirements.
Students can also enrol in a short Sales Management course while completing their undergraduate studies to help them transition into a sales profile. Another alternative is enrolling in the Postgraduate Diploma in Business Management offered by Regenesys Business School.
In addition to a relevant degree, a Sales Manager must also have experience handling important clients and exceeding sales quotas. They should have quantifiable numbers that demonstrate their capabilities to lead in this role.
What are the Skills and Traits of a Successful Sales Manager?
Now that we have covered how to become a Sales Manager, it is important to understand the skills required in a competent Sales Manager. Those who work in sales are responsible for selling a product or a service, so they need to be excellent communicators. At the same time, they must also be skilled listeners so that they can actively respond to queries and provide accurate solutions.
A Sales Manager must also balance being a leader and a mentor for their team. They need to be able to push the team to achieve their targets while maintaining a positive work environment.
- Communication: A significant portion of a sales profile involves interacting with clients, so sales managers learn to become excellent communicators while on the job. This helps them set clear expectations for their team and communicate with customers.
- Strategic Thinking: They need to be able to study market trends and work with various teams to decide on achievable goals. They must also be able to anticipate challenges, such as with a new product or a new demographic and devise solutions.
- Analytical: A sales Manager’s strategies are supported by quantifiable data. They need to understand key performance indicators (KPIs) and use them to update strategies or team performance.
- Negotiation: A sales Manager must be an excellent negotiator to close deals at the best price. They must learn to be persuasive while remaining cordial and maintaining a positive relationship with their customers.
- Leadership: Sales Managers are confident and assertive leaders who have developed this skill by working as successful Sales Associates. Sales Managers use their leadership skills to help guide their team to stay motivated and achieve their targets. Leadership is an essential skill to have for anyone who wishes to learn how to become a Sales Manager.
- Sales Tools: A Sales Manager must be proficient in using tools such as Salesforce to track interactions and maintain sales data. This helps to optimise and improve the sales team’s efficiency.
What is the Sales Manager Salary in South Africa?
Once students learn how to become Sales Managers, the next step is to explore the salary structure and understand whether it is suitable for them.
A sales profile includes a base salary plus commission, which also applies to a Sales Manager. According to Talent.com, the average salary of a Sales Manager in South Africa as of December 2024 is R424,500. Most entry-level positions start from R299,450, while experienced sales managers can earn up to 4,644,000.
According to Indeed.com, sales managers in Kempton Park earn some of the highest salaries. As of December 2024, their annual income is R530,871.
However, note that a sales manager’s salary is dependent on various factors such as the industry they are in, experience in the profile, the size of the company, and geographical location.
Steps on How to Become a Sales Manager in South Africa
If high school students are thinking of a career in sales and would like to know how to become a Sales Manager, the first step is an undergraduate degree. This will help provide them with the foundational knowledge that is required in their field of choice.
Students interested in a career in sales can also study business, marketing, or finance instead of completing a technical programme such as engineering. This also makes it possible to apply for entry-level positions in sales. With on-the-job experience and training, they will gain the necessary skills and expertise to become successful Sales Managers.
Students can follow the following steps to become a Sales Manager in South Africa:
- Complete a Bachelors Degree
- Gain experience with an internship while studying
- Apply for entry-level positions in sales
- Build leadership and management skills
- Complete certifications
- Apply for a Sales Manager position
Tips for Climbing the Sales Career Ladder
- Have a consistent sales performance
- Develop a niche
- Expand your network
- Be open to relocation and/or travelling
- Take on leadership roles
- Keep track of quantifiable results
Conclusion
A Sales Manager plays an important role in any organisation by developing and implementing strategies that help increase sales and build lasting relationships with clients. They are responsible for leading, coaching and motivating their sales team to success.
Those who wish to know more about how to become a Sales Manager should train themselves in the skills and qualities of a Sales Manager. Sales managers must be skilled communicators, strategists, and listeners to effectively balance leadership and mentoring. In addition to driving team performance, they must manage essential client relationships, ensure targets are met, and analyse sales data to refine strategies.
Those interested in a successful career in sales that will allow them to become Sales Managers must check out the Postgraduate Diploma in Business Management offered by Regenesys.
How to Become a Sales Manager? – FAQs
Who is a Sales Manager, and what is their role?
A sales manager’s definition is that of a leader who develops strategies and guides their sales team to achieve set targets. The role of a Sales Manager also includes maintaining client relationships, mentoring team members, and analysing sales performance.
What is a sales manager’s salary?
As of December 2024, the average salary of a Sales Manager in South Africa is R424,500. Most entry-level positions start from R299,450, while experienced sales managers can earn up to R4,644,000. The salary varies depending on industry, location, company size, and experience.
What are a Sales Manager’s education requirements?
A sales manager’s education requirements generally include a relevant undergraduate degree. Some Sales Managers also pursue certifications in sales management to strengthen their resume.
What are the main responsibilities of a Sales Manager?
Some responsibilities of a Sales Manager include implementing sales strategies, monitoring team performance, and maintaining relationships with main clients.
How can I improve my chances of becoming a Sales Manager?
Gaining sales experience, developing leadership skills, and continuing to learn through certifications or training programmes are important. Building a strong network and seeking mentorship also helps.
