The role of the sales manager in a company

Because sales are at the heart of any company, the sales manager plays a key role in its success. He or she is the link between the company's objectives and their realization in the field, and must constantly ensure that sales teams reach their targets. But why is his or her role so crucial in helping the company grow in an increasingly competitive market? If you're interested in the world of sales, find out more about our Bachelor of Science en Management and learn to acquire real business expertise to succeed in a sector that's always on the lookout for new talent.

What is a sales manager ?

An essential pillar of the sales strategy, the sales manager acts as a veritable conductor, harmonizing his team's efforts to achieve the sales targets set by the company. His or her mission is not limited to direct sales supervision: It also includes training and developing the skills of the team, analyzing performance and adjusting strategies to maximize results.

The role of the sales manager is first and foremost to stimulate and guide his or her sales team. He or she defines objectives, designs sales pitches, shares information, monitors sales actions and optimizes them if necessary. They are also the link between management and the sales team, translating global strategies into concrete actions and ensuring that sales targets are perfectly in line with the company's overall aspirations.

Secondly, the sales manager's role extends to the planning and execution of sales strategies. He/she analyzes the market, identifies growth opportunities and draws up action plans to exploit these opportunities. This includes defining prices, selecting distribution channels and managing relationships with key customers.

Beyond sales management, the sales manager plays a decisive role in customer relations. They ensure that customers' needs are understood and met, guaranteeing a quality customer experience and helping to build trust and loyalty over the long term. This customer focus is fundamental in an increasingly competitive business environment, where customer satisfaction and loyalty are becoming essential levers for growth.

The sales manager should not be confused with the sales director, who occupies a more senior position. The sales director defines the company's overall sales strategy and manages strategic contracts, while the sales manager concentrates on day-to-day operations and managing the sales team.

Qualities required to manage a sales team

Managing a sales team requires a combination of interpersonal, strategic and operational skills. A manager must not only excel in sales management, but also possess a set of qualities that enable him or her to motivate, lead and inspire colleagues.

Quality 1: Leadership

The ability to inspire and motivate a team is at the heart of sales management. A good sales manager must be able to set out a clear vision and encourage team members to go the extra mile to achieve the expected results. Leadership is about setting an example, generating commitment and creating an environment where everyone feels valued and motivated to contribute to the common success.

Quality 2: Communication skills

A manager must be able to convey ideas clearly, listen to his team's concerns and provide constructive feedback. The ability to communicate effectively promotes a better understanding of objectives, reduces misunderstandings and strengthens team cohesion.

Quality 3: Flexibility

Markets and technologies are constantly evolving, requiring a high degree of adaptability on the part of a sales manager. Being able to adjust quickly to changes, whether they concern products, sales strategies or market trends, is essential to staying competitive. Flexibility also makes it possible to manage diverse working styles and personalities within the team, adapting management approaches to optimize each individual's performance.

Quality 4: Organizational skills

Planning sales activities, managing resources, monitoring performance and meeting deadlines are all tasks that require rigorous organization. A sales manager must be able to juggle a number of priorities while maintaining an overview of the objectives to be achieved.

How to become a sales manager ?

A degree in business, management or marketing provides a solid, if not indispensable, foundation for becoming a sales manager. These programs of study provide an in-depth understanding of the basic business principles, sales strategies, customer relationship management and communication skills needed to succeed in this role. Courses can range from a Bachelor's degree to a Master's, each offering different levels of specialization.

In an increasingly digitized business environment, mastery of technological tools and digital platforms is becoming crucial. Skills in data analysis, digital marketing and e-commerce are increasingly in demand. Certifications or short courses in these fields can effectively complement a traditional academic career.

For those aiming for a career as a sales manager, the Bachelor in Management offered by EDC Paris Business School represents an exceptional opportunity to enter the job market with a solid background. This program, designed to meet the specific needs of companies, combines a rigorous theoretical approach with a strong practical dimension. Students benefit from professional immersion through internships, group projects and real-life case studies, enabling them to develop a deep understanding of contemporary business issues.

Would you like to receive effective training in management techniques, combining theory and practice? Follow our Bachelor of Science en Management  to learn how to get the best out of your team in the professional sector that appeals to you.