Sales Manager job description: Duties, skills and responsibilities

A Sales Manager plays a critical role in shaping an organisation’s sales team, aligning strategies and driving revenue growth. That’s why attracting the right candidate begins with a well-crafted job description. By clearly defining the role’s responsibilities and qualifications, you can aim to find motivated professionals ready to lead your sales efforts to new heights.

Here’s everything you need to know about creating a standout Sales Manager job description.

Sales Manager job duties and responsibilities

Sales Managers are the backbone of effective sales teams, taking ownership of strategic planning and day-to-day management. Their responsibilities often include overseeing the entire sales process while coaching and guiding the team’s performance.

Key responsibilities for a Sales Manager include:

• Sales strategy and execution
  • Develop and execute sales strategies to achieve company revenue goals.
  • Identify market opportunities for growth and establish strong sales pipelines.
  • Conduct competitor analysis to refine positioning and optimise client offerings.
• Team leadership and mentoring 
  • Recruit, train and mentor a high-performing sales team.
  • Set clear performance expectations and monitor progress through metrics and KPIs.
  • Host regular team meetings, workshops and one-on-ones to foster collaboration.
• Client relationship management 
  • Build and maintain strong relationships with key clients and business stakeholders.
  • Support team members in closing high-value deals or resolving client challenges.
  • Uphold a customer-focused approach in all interactions to boost retention.
• Performance monitoring and reporting 
  • Analyse sales data to track team performance, identify trends and make informed decisions.
  • Prepare and present weekly, monthly and quarterly sales reports to senior management.
  • Use data insights to refine processes and improve team productivity.
• Collaboration and communication 
  • Act as a liaison between the sales department and other organisational functions, such as marketing or product development.
  • Align strategies across departments to ensure consistency in brand positioning and client messaging.

Sales Managers thrive on ensuring alignment between commercial objectives and team efforts, blending strategy with action.

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What should be included in a Sales Manager job description?

Here’s what every standout Sales Manager job description should include:

• Role overview: Start by outlining the scope of the position, highlighting its purpose and impact on the business.
• Core responsibilities: List key tasks and expectations such as team development, strategy execution and performance tracking.
• Essential qualifications: Mention relevant requirements, such as sales management experience, expertise with CRM tools and leadership skills.
• Company culture: Provide insight into the work environment, encouraging candidates aligned with your values to apply.
• Call to action: Include clear instructions for applying, such as submitting a resume or completing an online form.

Crafting a comprehensive description ensures clarity and alignment between employer expectations and applicant capabilities.

Example of a job description

We are looking for an experienced and results-oriented Sales Manager to lead our growing sales team in achieving record-breaking success. This role requires strategic acumen, leadership excellence and measurable results.

Key responsibilities:

• Create and deliver strategic sales initiatives that align with business objectives.
• Coach and mentor sales professionals to achieve peak performance.
• Build deep, long-lasting client partnerships to drive repeat business.
• Use analytics platforms to measure sales performance and recommend improvements.
• Collaborate with other departments to enhance products and value-added services.

Ideal candidate traits:

• Demonstrable success in leading sales teams and managing diverse portfolios.
• Strong ability to motivate and inspire team members.
• Excellent decision-making and leadership skills.
• Sophisticated communication and negotiation abilities.
• Proficiency with CRM software and analytics tools.

Perks of the role:

• Exposure to high-growth projects and innovative markets. organisation and clarity to complex projects, we’d love to hear from you.
• Competitive salary and performance-incentive structures.
• Opportunities for career progression within a dynamic business.

What is the best way to screen candidates?

Screening candidates for a Sales Manager position involves assessing leadership potential, tactical expertise, and cultural fit. Here are key steps for evaluating candidates effectively:

• Resume screening: Look for prior experience in sales leadership, team management and revenue generation. Assess candidates for familiarity with CRM tools and actionable metrics.
• Scenario-based testing: Ask candidates to outline how they would approach challenges, such as managing underperformance or entering new markets. Use real-life sales scenarios to gauge decision-making skills.
• Skill assessments: Evaluate key competencies such as strategic planning, negotiation and data analysis through written tests or live exercises.

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What skills should a Sales Manager have?

Successful Sales Managers need to combine technical expertise, leadership capability and strong interpersonal skills. Consider these essential skills when crafting your description:

• Strategic thinking and planning.
• Data analysis and performance tracking expertise.
• Exceptional negotiation and problem-solving abilities.
• A motivational leadership style that drives team success.

While technical proficiencies are important, candidates with high emotional intelligence often thrive by effectively managing relationships and morale.

What qualifications should a Sales Manager have?

While formal qualifications can be an advantage, practical experience often takes centre stage. Typical qualifications may include:

• Education: A degree in business, sales or marketing is preferred but not always essential.
• Experience: Significant experience in sales or sales team management is crucial. Leadership credentials are a standout plus.

Clearly define the qualifications most important to your company to attract candidates aligned with your goals.

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For small businesses, hiring can feel like a full-time job on top of everything else. Sorting through irrelevant applications. Chasing down resumes. Coordinating interviews across packed calendars. When the right person finally comes along, you need to be ready. The best candidates aren’t on the market for long, and drawn-out processes can mean missing out altogether.

That’s why it pays to have an all-in-one Employment Operating System do the heavy lifting. With Employment Hero you can:

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It’s not about adding more steps – it’s about simplifying the right ones, so you can make better hires, faster.

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