Online Degrees

Sales Management

The average value of the Bachelor degree needed to become a Sales managers is $1,884,397.00.

Sales management is a diverse and challenging career path. It combines practical knowledge of the product with “soft skills” such as relationship building and leadership. Sales management careers are ideal for fast-paced, motivated individuals who enjoy working with others. 

Points of Interest 

Sales managers in the field of advertising, marketing, or public relations can expect long hours, extensive travel, and weekend work. However, the payoff is that the salary for successful sales managers is well above the national average. Given the high-profile nature of the job, these individuals are often chosen for promotion at a faster rate than are other employees. Competition for these jobs is fierce. Individuals seeking a career in this field should be highly creative, possess strong communication skills and superior computer skills.

Nature of the Work

Sales managers in the field of advertising, marketing, or public relations are responsible for the public face of the company. In smaller firms, one person may wear all three hats of advertising, marketing, and public relations. In larger firms, an entire department performs the duties of each sector. International firms and those offering a multitude of products may utilize executive vice presidents to supervise each sector. Advertising sales managers may work in-house. If that is the case, the advertising sales manager is responsible for all of the firm’s promotional activities. For a nonprofit firm, such responsibilities may include advertising community events that support the goals of the nonprofit firm. For a college, university, or trade school, such responsibilities may include proper placement of school advertisements in the media outlets that are most likely to be utilized by the targeted student audience.

Advertising sales managers may work for an advertising firm. Such a firm prepares advertising campaigns on a fee-basis for other firms. Advertising sales managers working for an advertising firm actively seek clients, prepare appropriate advertising campaigns, and maintain client relationships. These managers supervise a staff of individuals who create the actual advertising, individuals who prepare the campaign’s budget, and individuals who research the most effective means of communicating the campaign. Print media utilizes one set of individuals and other media utilizes other specialists. For example, print media relies on word count, space utilization, and readability. Televised media must have a brief, pointed message that can be conveyed quickly. Televised media can be expensive, so it must be powerful in order to be profitable. Computerized media does not have the same space constraints as print or televised media. This up-and-coming form of media includes websites, advertising on social media sites, and push-email advertising.

Marketing sales managers work closely with the advertising sales managers to ensure that the product will sell. Marketing managers perform statistical analyses of sales data and conduct customer satisfaction surveys to determine the current market trends for each product. These managers must possess a thorough knowledge the firm’s entire product line. They must be aware of how each product is to be used, who the most likely users are, and how often a customer is likely to purchase each product. In addition to current product trends, marketing sales managers must explore new markets for existing products. This duty involves discovering a need for a product that currently exists and is not being met adequately by current options, and filling this need through a new use of an existing product. One example of creating a new market for an existing product is the household staple of baking soda. Baking soda is used in baking, and has been used in baking for centuries. However, baking soda manufacturers determined that their product has the ability to remove odors from the air, and subsequently created a new market for the product. They also discovered that baking soda has whitening properties, opening the toothpaste and laundry markets to their product. Marketing sales managers may also be involved with new product development. One such example is farm equipment. Traditional farm equipment is manufacturing on a large scale to clear several acres of ground. Farm equipment manufacturers discovered that, if they scaled their product down appropriately, they could tap into the homeowner market and the small landscaping business owner market.

Public relations sales managers work closely with all facets of the company, as they are responsible for the public’s perception of the company. As such, public relations sales managers must possess a thorough knowledge of the product line, including potential defects and product abuses, in order to mitigate any damage the product may cause. One example of public relations management is the voluntary recall of defective products. Major automotive companies issue recalls when they determine that a part might not function consistently, as it was designed to function. The public relations manager issues the recall, and the company replaces the part at its own expense. Another example is the warning tag on hair dryers that reads, “Do not use while bathing.” While this statement may seem obvious to most people, it also limits the liability that the manufacturer incurs when someone tries to shower and dry his hair at the same time.

Public relations sales managers must possess a thorough knowledge of all points of impact. In other words, the buyer receiving the product is only one point of impact. If the product is as advertised and performs as advertised, that will probably be a positive point of impact. However, if the product is packaged poorly and arrives damaged, that situation will be a negative point of impact originating not with the manufacture of the product, but with the shipping department. If a customer calls with a question about the product and speaks to a customer service representative, that is another point of impact. A friendly, helpful customer service representative ensures that this is a positive point of impact. A surly, unknowledgeable customer service representative ensures that this is a negative point of impact. Every company has hundreds of points of impact. It is the main job of the public relations sales manager to ensure that each point results in a positive impact. 

Field sales managers must possess a thorough knowledge of the entire product line, a thorough knowledge of the demographics of their assigned territory, and strong communication skills. In small firms, field sales managers maintain current customers, reach out to potential customers, directly sell products, and analyze sales data and trends. In large firms, these functions are divided among a number of different individuals. In such firms, the field sales manager has the over-arching responsibility for the productivity of an assigned territory. He manages a team of sales representatives who sell the product.

He may even manage a team of sales managers, depending on the size of his territory. Field sales managers must possess strong mathematical skills. He is responsible for the profitability of his territory, so he must analyze sales data from a variety of perspectives. He must calculate the cost of operations for each of his sales teams, analyzing the demographics of the territory to determine cost of selling the product versus the product’s profit margin. For example, a field sales manager working for a company that manufactures snowplows would not want to open a new office in Hawaii. The demographics would not support the cost of trying to sell snowplows. 

Training and Other Qualifications 

Most sales manager positions require a bachelor’s degree as the minimum educational requirement, with a graduate degree preferred. A liberal arts undergraduate degree provides a broad base of knowledge with which to begin a career as a sales manager. Students should concentrate on courses in marketing, business, finance, communications, higher mathematics, law, economics, statistics, and computer literacy. Students will also benefit from courses in psychology and human behavior.

If a student wants to pursue a career as an international sales manager, he should also ensure his fluency in one or more languages. English is the most common language; however, students that are also fluent in Chinese, Spanish, and French will command a far higher salary than their single-language counterparts. Many companies prefer to hire students who have successfully completed an internship, either within that company or another. An internship is a student’s opportunity to show the value that he can add to company’s bottom line. 

Coursework in advertising and journalism prepare students for a career as an advertising sales manager. Additional coursework should include classes on market research, consumer behavior, purchasing trends in a variety of economies, communication, visual arts, computer technology, art history, and photography.

Coursework in journalism and public relations prepare students for a career as a public relations sales manager. Additional coursework should include business administration, political science, public speaking, advertising, creative writing, technical writing, and social sciences.

Individuals pursuing a career in sales management must possess strong computer skills. These skills are required to process the massive quantities of data required to compute profitability by product line, production process, sales force, and a number of other variables. Computer skills are required to draft press releases, create advertising, improve manufacturing processes, and maintain a positive image online.

Individuals who choose this career path should be highly motivated self-starters. Sales managers must meet deadlines, track budgets, and manage a wide range of subordinate functions. They should be creative, able to think outside the box, and able to devise workable solutions to any problem that may arise. Sales managers must also possess a high degree of maturity, responsibility and tact. They must be able to communicate effectively on a multitude of levels. For example, a press release for general circulation should be written for comprehension by the average eighth grade student. A technical manual describing the operation of a product should be written at a much higher level. A new product presentation geared towards the sales staff will have much more in-depth information than the same presentation geared towards colleagues or towards potential customers.

Finally, individuals pursuing a sales management career must have superior “people skills”. They will be required to manage a number of people with varying talents, abilities, and personalities within the organization. They will also be required to maintain professional relationships with the outside points of impact such as customers, the press, related associations, and competitors. In order to accomplish all of these tasks, sales managers must remain flexible within their deadlines and ensure the cooperation of all related departments. 

Advancement 

Many entry-level sales careers require only a high school diploma. It is possible to start one's career as a sales representative and work one’s way up the corporate ladder to field sales manager. This method of promotion is especially common in small companies where one person is required to perform many functions. In this manner, he gains the in-depth knowledge of the company, its product, and its personnel required to perform well in upper management. In large companies, recruiters look for individuals who possess an academic degree and a proven track record of success to hire into middle-management positions. Individuals who perform well in middle management are then promoted through the ranks to upper-level management.

In the fast-paced, bottom-line field of sales management, an individual who shows strong leadership qualities will be promoted at a faster pace than his introverted counterparts. Sales managers who voluntarily take advantage of the company’s training programs quickly rise to the top of the promotion pool. Sales managers who attend conferences and seminars in their field attract the positive attention of upper management. A number of associations sponsor such events. Membership in related associations also ensures that one is apprised of changes within the industry. Some associations, such as the Public Relations Society of America, offer certification for those members who meet the criteria. Such certifications provide a valuable benchmark for one’s progress in his career. They also serve as building blocks for a promotion. These associations also provide an excellent opportunity for networking with one’s peers. Such networking may lead to a new process at work or an entirely new job. Learning is a life-long process, and marketing methods change overnight. In order to keep his skills sharp, a sales manager should consider taking continuing education courses. 

Employment 

According to the US Department of Labor, Bureau of Labor Statistics, there were approximately 624,000 sales manager jobs in the United States in 2008. Sales managers positions exist in almost any firm.

In the health care industry, hospitals, clinics, nursing homes and other for-profit rehabilitative services require advertising sales managers in order to communicate their services to the community. They utilize marketing sales managers to ensure that every point of impact at the hospital is conveying the same message. They utilize public relations sales managers to encourage the community to take advantage of the hospital’s services and how the hospital is a positive influence on the community. Health care is one of the fastest-growing industries nationwide. As the population ages, health care concerns increase. Within the next few years, the balance between retirees and those who are working will tip, with more individuals receiving retirement benefits than are active in the workforce. Health care issues will continue to command center stage as the nation struggles to deal with its aging populace.

In education, charter schools, colleges, universities, career and technical education centers and other for-profit degree-granting institutions require advertising sales managers in order to target their message to the appropriate individuals is a cost-effective manner. They utilize marketing sales managers to create the message that will entice students to choose their school. In education, this core message may take on a different appearance for each target audience served by the school. For example, high schools students are motivated by different factors than are senior citizens when choosing a college for an undergraduate degree. Educational institutions hire public relations sales managers to enhance the institution’s image in the community, whether than community is a brick-and-mortar town or a virtual community. Education is another growing field of opportunity. Dislocated workers are returning to the classroom in droves in order to polish their skills for employment. High school students are choosing community colleges in greater numbers as an affordable alternative to a liberal arts college. Individuals who choose a career in the field of education sales management will find a stable market that will continue to expand.

In manufacturing, businesses require advertising sales managers in order to promote their products. They utilize marketing sales managers to coordinate the company’s message for current and prospective clients. They utilize pubic relations sales managers to communicate the company’s mission to the public and to generate and maintain a positive public image of the company’s brand. Manufacturing businesses hire numerous field sales managers. These managers are the backbone of the company, generating the income that allows the business to remain profitable.

In fact, few industries exist that do not employ sales managers. Banks, hotels, insurance companies, and even public utilities require a force of sales managers to keep their businesses profitable for the shareholders and respectful neighbors within their communities. 

Job Outlook

According to the US Department of Labor, Bureau of Labor Statistics, employment in sales management is expected to grow by thirteen percent over the next eight to ten years. Globalization of the market place ensures that qualified, motivated individuals pursuing a career in sales management will always find work. It is no longer good enough to explain why one product is better than another, or why one hospital provides better service than another. With the advent of the Internet and all of the information available at one’s fingertips, a product or service must be seen as exceptional in order to stand out in the crowd.

Since advertising, marketing, public relations, and field sales managers positions are less subject to market fluctuations than are other positions. These positions generate income for a business and ensure the company's health and vitality for years to come. Unlike support services such as typists, where positions can be consolidated without harming the company’s bottom line, successful sales managers are the backbone of the company and therefore less likely to be the subject of consolidation.

However, it is vital for a successful sales manager to remain flexible. In years past, field sales managers for companies that manufactured rotary telephones had an easy time selling their wares and maintaining the profitability of the company. In today’s economy, rotary phones are no longer a hot commodity. Those field sales managers who were able to adapt to the changing needs of the market place were able to find employment in a new field. Virtually every industry experiences change; some at a slow pace and some at a rapid pace. Keeping pace with these changes will enable a successful sales manager to transition with the times. 

Projections 

The US Department of Labor’s National Employment Matrix projects an overall growth of thirteen percent in the field of sales management. Marketing and sales managers are expected to achieve the highest growth at approximately fourteen percent. Public relations managers are expected to grow by thirteen percent. Advertising and promotions managers are the one sector that is expected to achieve negative growth, with a reduction of two percent.

Earnings 

According to the US Department of Labor, effective sales managers are paid at a rate that is well above the national average. For advertising and promotions sales managers, the median annual wage in 2008 was $80,222. Marketing sales managers earned a median wage of $108,580. The median annual wage for sales managers was $97,260. Public relations sales managers earned a medial annual wage of $89,430.

The primary industry sectors that employ the majority of marketing sales managers include computer system design and related services; management of companies and enterprises; management, scientific, and technical consulting services; insurance carriers; and depository credit intermediation. Of these sectors, marketing sales managers who were employed in computer system design and related services earned the highest median annual wage at $127,870. Marketing sales managers who were employed in depository credit intermediation earned the lowest median annual wage at $98,510.

The primary industry sectors that employ the majority of field sales managers include professional and commercial equipment and supplies merchant wholesalers; wholesale, electronic markets, and agents and brokers; automobile dealers; management of companies and enterprises; and department stores. Of these sectors, field sales managers who were employed in professional and commercial equipment and supplies merchant wholesalers earned the highest median annual wedge at $125,130. Field sales managers who were employed in department stores earned the lowest median annual wage at $54,560.

Starting salaries for marketing majors entering the field of sales management averaged $43,325. 

Related Occupations 

Occupations that are closely related to sales management include:

• demonstrators and product promoters
• authors
• writers
• editors
• market and survey researchers
• artists and related workers. 

Sources of Additional Information 

Additional information regarding sales managers careers can be found at the following websites: 

Advertising Sales Managers: 

ONet Online http://online.onetcenter.org/link/summary/11-2011.00 American Association of Advertising Agencies http://www.aaaa.org 

Marketing Sales Managers: 

American Marketing Association http://www.marketingpower.com/Pages/default.aspx Sales and Marketing and Executives International, Inc. http://www.smei.org/ 

Public Relations Sales Managers: 

Public Relations Society of America http://www.prsa.org/ Career Profiles http://www.careerprofiles.info/advertising-manager-career.html

Related Jobs

People with the educational background, skills, and desire to become a Sales managers might be well suited to work in one of the following fields as well:

• Administrative services managers
• Chief executives
• Marketing managers
• Advertising and promotions managers
• Market research analysts