Sales executive : job informations
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A sales executive is a professional responsible for driving a company’s revenue by identifying prospects, building client relationships, and closing deals. Their role typically involves researching market opportunities, pitching products or services, negotiating terms, and meeting sales targets. Sales executives act as the link between a business and its customers, ensuring client needs are understood while promoting offerings that deliver value. They may work in B2B or B2C environments across industries such as technology, retail, finance, or healthcare. Strong communication, persuasion, and customer service skills are essential, along with a results-driven mindset. In many organizations, sales executives also provide feedback to product and marketing teams, helping refine strategies.

Sales executive: what is their role?

The sales executive, sometimes referred to as a sales director or sales manager, plays a pivotal role in driving revenue growth by optimizing sales performance and selling products effectively. Their primary focus is on maximizing company sales, achieving business objectives, and managing client relationships to ensure long-term success. This role requires a blend of strategic planning, strong leadership, and the ability to build and maintain positive customer relationships.

Sales executives oversee a team of dedicated sales representatives who may cover specific regions or product categories. They are responsible for identifying new opportunities, developing strategies to engage prospects, and ensuring client satisfaction throughout the sales cycle.

Frequent travel is often part of the role, as sales executives attend meetings to strengthen business ties. They also recruit, train, and motivate their teams daily, ensuring sales objectives are exceeded while fostering a culture of performance and growth.

What are the missions assigned to a sales executive?

The role of a sales executive demands dynamism and a proactive approach. This professional is tasked with a variety of responsibilities that are crucial to the company's growth and success in the marketplace. Below is a detailed breakdown of the primary duties and responsibilities of a sales executive:

  • Defining sales objectives: The sales executive is responsible for setting clear, achievable sales goals. These objectives are aligned with the company’s broader business strategy and are designed to drive revenue growth.
  • Developing an action plan or commercial ctrategy: Based on the sales objectives, the sales executive must develop a comprehensive action plan or sales strategy that is tailored to the target audience, geographical area, and specific product or service being sold. This strategy includes everything from market research to the implementation of sales tactics that will effectively reach potential clients.
  • Evaluating sales and analyzing results: Regular evaluation of sales performance is essential. The sales executive must analyze sales data to identify trends, measure the effectiveness of the sales strategy, and pinpoint any weaknesses that need to be addressed. This process often involves the use of sales reports and other data analytics tools.
  • Recruiting, motivating, and training salespeople: A key aspect of the sales executive’s role is building a high-performing sales team. This involves recruiting skilled sales representatives, providing ongoing training, and implementing motivational strategies to ensure the team remains engaged and productive.
  • Organizing client meetings: Building and maintaining strong relationships with clients is crucial. The sales executive is responsible for organizing and attending meetings with both existing and prospective clients to discuss their needs and present appropriate solutions.
  • Developing and retaining a client portfolio: Beyond securing new clients, the sales executive must also focus on developing long-term relationships with existing clients. This involves understanding their evolving needs and ensuring that the company continues to meet those needs effectively.
  • Monitoring competition: Staying ahead of the competition is vital in the sales industry. Sales executives must continuously monitor competitor activities, market trends, and industry developments to adjust their strategies accordingly.
  • Selecting offers that meet client needs: The sales executive must ensure that the products or services offered to clients are well-suited to their needs. This requires a deep understanding of both the company's offerings and the client’s requirements.
  • Reporting on activities and results to senior management: Regular communication with senior management is essential. The sales executive must provide detailed reports on sales activities, results, and future projections, ensuring that the company’s leadership is informed and can make strategic decisions.

What are the types of sales executives?

Sales executives can hold different titles depending on their role, seniority, and sales approach. The main types include:

  • Sales Executive – A general role focused on generating leads, pitching products or services, and closing sales.
  • Account Executive – Specializes in managing client accounts, building long-term relationships, and ensuring repeat business.
  • Sales Representative – Often works on the front line, contacting prospects, demonstrating products, and driving new customer acquisition.
  • Senior Sales Executive – A more experienced professional responsible for higher-value accounts, mentoring junior staff, and achieving larger sales targets.
  • Field Sales Executive – Works primarily outside the office, meeting clients face-to-face, attending events, and covering specific territories.

These roles may overlap depending on the organization, but all contribute to achieving revenue growth and customer satisfaction.

What skills are required for a sales executive?

Operating in the sales field requires a unique mix of skills and qualities that enable the sales executive to achieve objectives and deliver outstanding results. Below are the key attributes necessary for success in this role:

  • Proficiency in sales techniques : Sales executives must master a variety of sales techniques, including direct sales, consultative selling, and solution-based selling. This expertise is essential for converting prospects into clients and ensuring effective sales outcomes.
  • Strong negotiation abilities : Negotiation is central to closing deals. Sales executives need strong communication and persuasion skills to secure favorable terms for both the client and the company.
  • CRM and database proficiency : Effective use of customer relationship management tools helps track leads, monitor customer relationships, and analyze performance.
  • Leadership and managerial skills : Overseeing a team requires organizational ability, motivation, and decision-making that supports sales growth.
  • Listening and communication skills : Success depends on building relationships and understanding client needs. Sales executives must demonstrate strong communication abilities—both verbal and written—to maintain trust and engagement.
  • Market and product knowledge : A deep understanding of the market, competitors, and company offerings is crucial to selling products effectively.
  • Other essential traits : Stress management, time management, foreign language proficiency, and leadership are all vital to sustaining long-term success in sales.

What programs at emlyon business school prepare you for a sales executive role?

Preparing for a sales executive role requires a solid educational foundation, coupled with practical experience in the field. emlyon business school offers several programs tailored to equip students with the knowledge and skills needed to succeed in the competitive sales industry.

For students with a high school diploma

emlyon business school's Global BBA is an ideal starting point for those aiming to build a career in sales. This program provides a comprehensive education in business and sales, offering students the opportunity to acquire essential skills such as communication, marketing, and client relationship management. Students will also learn about sales strategies, negotiation techniques, and the use of data analytics in sales.

The Global BBA program is accessible after obtaining a high school diploma. From the first year, students can choose between an English or French language program and continue their studies on an international campus from the second year onwards. Through this program, students gain exposure to innovative teaching methods such as e-learning, business games, group projects, and flipped classrooms, all of which are designed to enhance their sales acumen and prepare them for a successful career as sales executives.

 

Brochure of the Global BBA

 

For students with a bachelor’s degree

The Master of Science in Global Sales Excellence is a specialized 18-month program that comprehensively addresses the complexities of sales strategies within a company. The program focuses on key areas such as sales management, leadership, governance, client engagement, and acquisition. By mastering these aspects, students are well-prepared to take on sales positions that require advanced knowledge and skills.

This program is designed for students who have already obtained a Bachelor’s degree and are looking to further specialize in sales. The curriculum includes advanced courses on sales techniques, market analysis, and business development, equipping graduates with the tools they need to succeed in senior sales executive roles.

 

Brochure of the Master of Science in Global Sales Excellence

 

For students with a master’s degree

For those who have already completed a Master’s degree and are seeking to advance their careers further, the Advanced Master's in International Strategy & Business Development (only taught in French) offered by emlyon business school is an excellent choice. This 13-month program is designed to train experienced international business engineers, with a strong focus on sales and business development.

The program leverages the expertise of two prestigious schools: emlyon business school, known for its management and leadership training, and CentraleSupélec, recognized for its strategic environmental knowledge in high-value technological sectors. Together, these institutions provide a robust educational experience that prepares students for leadership roles in sales and business development, including positions such as sales director, business development manager, or sales strategy consultant.

 

Brochure of the Advanced Master in International Business Strategy & Development

What is the salary of a sales executive?

The salary of a sales executive depends on location, industry, and experience. In the United States, the average base salary ranges from $40,000 to $70,000 per year, with total compensation often much higher due to commissions and performance-based incentives. Top performers in sectors like technology, finance, or pharmaceuticals can reach six-figure earnings.

In Europe, the typical salary for a sales executive falls between €30,000 and €55,000 annually, with higher pay in countries like Germany, Switzerland, and the UK, where earnings may exceed €70,000 including bonuses. Southern and Eastern European markets generally offer lower compensation, averaging around €25,000–€40,000.

Alongside base pay, sales executives often receive a benefits package that can include health insurance, retirement plans, paid leave, and performance bonuses. Since commissions directly impact total earnings, a sales executive’s compensation can grow significantly based on results.

In summary: sales executives earn a mix of fixed salary and variable incentives, with strong potential for higher earnings in competitive industries and regions.



What is the career progression of a sales executive?

Career progression for sales executives is promising, with opportunities to advance into higher roles such as sales manager, sales director, or marketing manager. With experience and proven sales performance, professionals can move into more challenging roles.

emlyon business school in a nutshell

Founded in 1872 by the Lyon Chamber of Commerce, emlyon business school is one of Europe's first institutions of higher education specializing in business and management. The original campus was located in an 18th-century building in the heart of Lyon. After decades in Ecully, emlyon returned to central Lyon, in the 7th district, with a brand-new campus. Since then, emlyon business school has opened three additional campuses (Paris, Shanghai, and Mumbai). The School is accredited by three international accreditations: AACSB, EQUIS, and AMBA, as well as national accreditations from the Ministry of Higher Education and the Ministry of Labor, and ECTS credits. As a result, emlyon business school has earned its place as one of the world's top schools of business and management.