What does a sales representative do ? Job description

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.

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.

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.

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

To succeed as a sales representative, several key skills are essential:

• Mastery of sales techniques
• 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

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 Business Development & Strategy is a top-tier program preparing students for international sales and business roles.

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 average 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.

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.

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.

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.