A sales manager is a person who needs to make decisions independently, act quickly and adequately respond to a situation. A set of competencies depends on a particular position, on which company a person works in and what products they offer.
The experience of MarksMan shows that a specialist with such a set of competencies is most efficient in carrying out work related to sales. A sales manager is a person who needs to make decisions independently, act quickly and adequately respond to a situation.
A person cannot have more than five clearly expressed competencies; the rest, if present, are less pronounced. When we conduct an interview with a candidate, we rely on three or four most important competences for a particular position. A set of competencies depends on a particular position, on which company a person works in and what products they offer.
Sales are “fast” and multi-step, but in any case, the person responsible for the result is the person who initiates the sale and leads it. Therefore, such competencies as initiative, the ability to make independent decisions – one of the most important for effective work in this area. If a sales manager is inactive, this means that his work requires constant monitoring and intervention by management. Accordingly, a manager loses the most valuable thing – his own time – in explaining obvious facts.
The main task in the field of sales is the ability to convince a potential buyer to purchase products or services. If the manager is not convincing, it will immediately affect sales, and for the company this will mean losses. After all, the absence of a result is a lost profit.
Sales is a psychologically uncomfortable situation for most people, so resistance to stress for a sales manager is certainly important. Now the competition is especially high, the consumer has the right to choose from a large number of offers, and accordingly the chances that they will purchase the products of this particular company are not so great. Of course, the attitude to sales of monopolists is completely different, since their products are unique in the market, and they simply have no reason to be nervous. Stress is a constant companion of a sales manager, because at different stages force majeure may occur: the customer may change his mind, the market situation may change. All this jeopardizes the implementation of certain plans that face the person, and this, in turn, is the strongest stress factor. If a person is not resistant to stress, then the employer has the risk that the sales specialist will not work for a specific position for a long time. In addition, stress must somehow be splashed out, and this may entail conflict situations with colleagues, management or, in the worst case, with a client.
The ability to sell is primarily the ability to understand your customer, to create his trust. This skill can be acquired if the sales manager understands the specifics of the business of the buyer of a product (this is especially important for corporate sales). The buyer’s confidence in the seller arises precisely on the basis of an understanding of common goals. To do this, the manager needs to be able to receive information, process it and build communication with the client. Orientation to the buyer is also an important competence, since this is directly the ability to love the client. Only in this case, the sales manager can build a successful and long-term relationship with the client. The buyer will return exactly to the seller who takes into account his needs, and such a seller can count on repeated sales.
Knowledge: – Education does not matter. Knowledge of industry, product, psychology, office org. technology and
Personality: The type also does not play a serious role, I know both choleric and full phlegmatic people who successfully work in this field. The main thing is experience and professional skills. Of course, extroverts are more common among sales managers than introverts.
Motivation: The sales manager is a job, first of all, on the result. Classic motivation -% of sales. For a fixed salary, representatives of this profession will not work.
Table: Sales Manager Competences