What does a sales representative do ? Job description
A sales representative is a professional responsible for promoting and selling a company’s products or services to potential customers. Their main role is to identify prospects, present solutions that meet client needs, negotiate terms, and close sales. Sales representatives often serve as the primary point of contact between a business and its clients, building relationships to drive revenue and ensure customer satisfaction. Depending on the industry, they may work in business-to-business (B2B) or business-to-consumer (B2C) contexts, handling tasks such as product demonstrations, contract preparation, and after-sales support. Strong communication, persuasion, and customer service skills are essential for success in this role.
What is a sales representative ?
A sales representative is a sales expert with in-depth knowledge of their company’s products or services.
They’re often confused with commercial agents, though the roles differ significantly. Sales representative focus more on developing and managing a customer portfolio. A salesperson can have a broader role: using their sales power to find new clients and close deals, but they may also manage key accounts, lead the sales team, and implement the company’s sales strategy.
What types of sales representatives are there?
Sales representatives can be categorized into different types depending on their role, industry, and sales approach. Wholesale sales representatives sell goods in bulk, typically to retailers, distributors, or other businesses, rather than directly to consumers. Manufacturing sales representatives focus on selling products made by a specific manufacturer, often requiring technical knowledge to explain product features and benefits. Field sales representatives meet clients face-to-face, traveling within a specific territory to present solutions, negotiate, and build relationships. Insurance sales representatives specialize in selling policies such as health, life, or property insurance, advising clients on the best coverage options. Beyond these categories, some representatives focus on inside sales (phone or online), while others work in outside sales, emphasizing direct client interaction. Each type requires a tailored skill set, but all share the goal of driving revenue, expanding customer bases, and strengthening long-term business relationships.
The role of a sales representative
Sales representatives are key to a company’s commercial growth. They are responsible for finding new clients, presenting offers, negotiating contracts, and building customer loyalty.
They also implement strategies to increase sales and drive revenue growth. Their role includes tracking sales activity. Customer relationship management is a vital part of the job, requiring client satisfaction, oversight of orders and deliveries, and problem-solving.
Work environment
A sales representative’s work environment varies depending on their employment status, the industry sector, and the client type. Many sectors employ sales reps:
- Services
- Industry
- Retail
- Technology
Sales reps may work with businesses (B2B) or individual customers (B2). They may be employees or work independently under a service contract with the company.
Key responsibilities
The core responsibilities of a sales representative fall into three main areas:
- Prospecting: The first step involves identifying and contacting new potential clients (businesses or individuals) who might be interested in the company’s products or services.
- Customer loyalty and portfolio management: Once prospects become clients, it’s vital to ensure their satisfaction. In addition to expanding the client portfolio, the sales rep is responsible for its long-term management.
- Revenue growth: The main goal is to grow revenue by acquiring new clients, retaining existing ones, and boosting sales through specific techniques.
Examples of day-to-day tasks include:
- Conducting market research
- Attending trade fairs and business events
- Analyzing sales performance
- Responding to customer inquiries
- Scheduling meetings with prospects to present the company’s offerings
Skills and qualities required
To succeed as a sales representative, several key skills are needed:
- Mastery of sales techniques ( such as negotiation)
- Customer relationship management
- Familiarity with digital customer relationship tools
- Proficiency in CRM software, social media, office tools, etc.
- Ability to maintain and develop a client portfolio
- Deep knowledge of product/service features and benefits
Personal qualities are also crucial:
- Persistence
- Listening skills
- Drive
- Autonomy
- Organization
- Adaptability
Training to become a sales representative
There are multiple pathways to become a sales representative. There’s no single required program, but a variety of commercial development training options. A BTS (Advanced Technician Certificate) or DUT (University Diploma of Technology), both accessible after high school, allow quick entry into the workforce or further studies at the bachelor or master’s level. Some students choose vocational training programs for easier job market entry.
There are also continuing education courses and professional certifications for specialization, such as the CQP Sales Representative or the AMF Certification (French Financial Markets Authority).
Enrolling in a business school is also highly recommended. For example, emlyon business school’s Advanced Master in International Strategy & Business Development is a top-tier program preparing students for international sales and business roles.
Brochure of the Advanced Master in International Business Development & Strategy
Salary of a sales representative
A sales representative’s salary depends on several factors, mainly their experience:
- Entry-level: €25,000 to €30,000 gross per year
- Experienced: €40,000 to €60,000 gross per year
The median salary also varies depending on industry and company location. Fixed salary is often supplemented by bonuses and commissions. Bonuses are awarded based on meeting specific targets (revenue, new clients, etc.), while commissions are typically a percentage of the sales made.
Career growth opportunities
Sales representatives have multiple career advancement paths. They can rise to more senior roles such as Sales Manager, Head of Sales, or General Manager. They may also specialize in areas like commercial management or international sales, becoming a technical sales rep, key account manager, or international sales representative.
Pros and cons of the job
Like any sales position, being a sales representative comes with both benefits and challenges. Advantages include autonomy, attractive performance-based pay, enriching client interactions, and real opportunities for personal growth. Selling offers the chance to develop strong skills and build meaningful customer relationships, all while managing the responsibilitie that come with the role.
However, it also means facing challenges such as high competition, performance pressure, demanding cold calling, frequent travel, and the need for constant adaptability in a changing market.
Conclusion
The sales representative role is not just dynamic but essential for driving business growth. With a performance-driven structure, it offers a motivating job where you can constantly develop your skills, whether through closing deals, negotiating with clients, or understanding the intricacies of the sales process. It’s a career where opportunities abound, from business-to-business sales to leading a sales team. But success doesn’t come easy it requires the right blend of technical knowledge, customer service skills, and the ability to meet both short-term goals and long-term business strategies.
To truly excel, whether in any national market, investing in a degree in sales and marketing or business management is invaluable. A solid educational background not only sets you apart but also equips you with the tools to handle objections, create effective strategies, and sell with confidence. From door-to-door interactions to field sales or remote work, this role offers a path to both professional and personal growth. With strong leadership and a passion for solving customer challenges, you’ll have the chance to earn a competitive salary while contributing directly to your company’s success.