Sales Manager Duties: What They Do and How to Become One

Sales managers are the driving force behind a company’s success. They don’t just sell stuff—they build and lead teams, strategize, and make sure the company hits its revenue goals. A great sales manager knows how to inspire their team, develop smart sales strategies, and keep the business growing.

If you’re wondering about sales manager duties, and a sales manager job description, this guide covers everything you need to know. From hiring and training sales reps to setting ambitious goals and analyzing market trends, a sales manager plays a crucial role in ensuring a company thrives in a competitive marketplace. They’re the ones keeping everything running smoothly, making sure sales reps are motivated, and ensuring customers stay happy.

Beyond managing day-to-day sales operations, sales managers work closely with other departments like marketing and finance to align business objectives. They’re responsible for identifying new sales opportunities, optimizing processes, and ensuring that their team consistently meets or exceeds sales targets. In short, sales managers do a lot more than just manage—they drive the success of the entire company. In this piece, we’ll break down the full scope of a sales manager job and duties, the key skills they need, and how you can become one.

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What Does a Sales Manager Do?

A sales manager is basically the team captain of a company’s sales department. They act as the middleman between the higher-ups and the sales team, making sure everyone is on the same page when it comes to goals and expectations. Their daily tasks include:

1. Hiring and Training Sales Staff

Finding the right people for the job is a huge part of being a sales manager. They’re in charge of hiring sales reps who can sell effectively and fit into the team. But hiring isn’t enough—new employees need proper training. Sales managers ensure new hires understand the company’s products, services, and sales techniques. They provide ongoing coaching to improve negotiation skills, customer interactions, and closing techniques, making sure the team is well-equipped for success.

2. Setting Sales Goals and Targets

Sales managers set clear, measurable sales goals that align with the company’s revenue objectives. These goals aren’t picked at random—they’re based on market trends, past sales data, and overall business strategies. A big part of the job is keeping the team motivated to hit those targets. They track progress, provide incentives, and adjust strategies as needed to ensure the team stays on course without feeling overwhelmed.

3. Finding and Assigning Leads

Sales managers don’t just sit back and wait for sales to happen—they actively help the team by generating and distributing leads. They analyze lead sources, identify high-potential prospects, and ensure that the right salesperson is assigned to the right lead. This improves efficiency and increases the chances of closing deals.

4. Creating Sales Strategies

Every great sales team needs a plan. Sales managers develop strategies to boost sales, whether that means offering discounts, changing the way reps pitch products, or launching new promotional campaigns. They monitor which strategies work best, make necessary adjustments, and ensure their team is always one step ahead of the competition.

5. Coaching and Mentoring the Team

A big part of the job is making sure sales reps are performing at their best. Sales managers provide feedback, run training sessions, and offer support when things aren’t going as planned. If a team member struggles with closing deals or handling objections, the sales manager steps in with guidance and practical advice. Regular one-on-one meetings and team workshops help sharpen skills and keep everyone motivated.

6. Analyzing Sales Data

Numbers matter in sales. Sales managers constantly check sales reports, track progress, and look at market trends to see what’s working and what’s not. By analyzing data, they can spot weaknesses, identify opportunities, and make informed decisions about the sales process. Data-driven insights help refine pricing strategies, sales approaches, and team performance, ultimately improving revenue.

7. Handling Customer Complaints

When a customer has a major issue that a sales rep can’t resolve, it usually ends up on the sales manager’s desk. They step in to handle disputes, negotiate solutions, and ensure customer satisfaction. Keeping customers happy is crucial for repeat business and maintaining a positive company reputation. Sales managers often work with customer service teams to address recurring issues and improve customer experience.

8. Working with Other Departments

Sales doesn’t happen in a vacuum. Sales managers work closely with marketing to create campaigns, with finance to set budgets, and with operations to ensure product availability. Their role requires constant collaboration to align sales efforts with the company’s overall goals. They also provide valuable feedback to other teams about what customers want, helping shape product development and marketing strategies.

9. Managing Budgets and Expenses

Sales teams need resources—travel allowances, software, promotional materials, and more. Sales managers ensure the budget is used wisely and that spending stays under control while maximizing revenue. They balance investing in tools and training with keeping costs low, ensuring the team has everything they need without overspending.

10. Exploring New Market Opportunities

The best sales managers are always on the lookout for new ways to grow the business. Whether it’s tapping into a new customer base, expanding into a new region, or launching a new product, they’re always thinking ahead. They conduct market research, identify trends, and develop strategies to take advantage of emerging opportunities. Staying ahead of the curve helps keep the company competitive and profitable.

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What Skills Make a Great Sales Manager?

Being a sales manager isn’t just about selling—it’s about leadership, strategy, and problem-solving. A great sales manager balances driving revenue with coaching their team, ensuring that both individual and company goals are met. Here are some of the key skills that set top sales managers apart:

1. Goal-Setting and Motivation

A strong sales manager knows how to set ambitious yet achievable targets that push the team to excel without causing burnout. They create a results-driven culture by providing incentives, celebrating successes, and keeping the team motivated, even during tough sales cycles.

2. Strong Communication

Sales managers must be excellent communicators, able to articulate goals, provide clear direction, and foster open dialogue. Whether they’re coaching team members, negotiating with clients, or presenting sales reports to executives, their ability to convey information effectively is crucial to success.

3. CRM and Tech-Savviness

Modern sales teams rely heavily on technology, and a great sales manager must be proficient in using customer relationship management (CRM) software to track leads, analyze sales data, and forecast revenue. Familiarity with automation tools, analytics platforms, and digital sales channels gives them an edge in streamlining operations and improving efficiency.

4. Data Analysis and Decision-Making

Understanding sales numbers and identifying trends are key to making informed decisions. A great sales manager regularly reviews metrics like conversion rates, customer acquisition costs, and sales forecasts to optimize strategies, allocate resources effectively, and ensure the team is on track to hit targets.

5. Strategic Thinking

Sales isn’t just about meeting monthly quotas—it’s about long-term growth. A skilled sales manager anticipates market shifts, understands competitive positioning, and develops strategies to keep the company ahead. They align sales goals with broader business objectives and adapt quickly to changing industry trends.

6. Leadership and Mentorship

Beyond managing sales performance, a great sales manager invests in their team’s growth. They act as mentors, offering guidance, training, and career development opportunities. By fostering a supportive environment and helping sales reps build confidence and skills, they create a high-performing team that consistently delivers results.

7. Time Management and Organization

Juggling multiple responsibilities—from managing sales pipelines to coaching team members and reporting to senior leadership—requires exceptional organizational skills. A great sales manager prioritizes tasks effectively, delegates when necessary, and ensures that deadlines are met without compromising quality.

Ultimately, the best sales managers lead by example, balancing strategic oversight with hands-on support. By mastering these skills, they not only drive revenue but also create a thriving, motivated, and successful sales team.

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How to Become a Sales Manager

If you want to become a sales manager, here’s a step-by-step guide to getting there:

1. Get a Bachelor’s Degree (Optional but Helpful)

Most companies prefer candidates with a degree in business, marketing, finance, or something similar. You don’t necessarily need one, but it can give you a leg up.

2. Get Experience in Sales

You can’t manage a sales team if you’ve never sold anything yourself. Start in an entry-level sales role—whether it’s as a sales rep, account executive, or even in retail sales. Learn the ropes, sharpen your skills, and build experience.

3. Move Up the Ladder

After a few years in sales, aim for a more senior role like senior sales rep or account manager. These positions give you experience managing accounts and mentoring newer team members, which will help when you move into management.

4. Consider a Master’s Degree (If You Want to Stand Out)

An MBA or a master’s in business can help you stand out, but it’s not a must-have. If you’re looking to work at a top company or get into executive leadership, though, it can be a great investment.

5. Get Certified (If You Want Extra Credibility)

Certifications like the Certified Sales Executive (CSE) or Certified Professional Sales Leader (CPSL) can boost your resume and show that you take your career seriously.

6. Apply for Sales Manager Roles

Once you have solid experience and a strong track record, start applying for sales manager positions. Companies are looking for leaders who can drive results, mentor teams, and make smart strategic decisions.

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Sales managers are the backbone of a company’s revenue team. They do way more than just sell—they lead, strategize, and make sure the sales team is firing on all cylinders. If you’re ambitious, driven, and love working with people, this could be the perfect career for you. Start by gaining experience, sharpening your skills, and working your way up the ladder. With the right mindset and dedication, you’ll be leading a successful sales team in no time.