The role of the sales manager is a rather extensive one and begins with implementation of standards and training for his sales staff. No matter what product you are selling, a sales manager knows the best ways to promote the products so that each salesperson is guaranteed the highest possible commission. The sales manager will work side by side with a new person, possibly even ride along on the first few stops until he is certain that the new person knows what he needs to do. The sales manager will also conduct in house training to update the procedures that are currently in use and meet with sales staff on a regular basis to assure that everything is going smoothly and to address any concerns with his sales staff.

The sales manager will set goals for his staff and assure that they are trained and knowledgeable enough to meet those goals. In addition, incentive bonuses are often shared among those who were able to meet the goals. For those who continuously have trouble meeting projected goals, additional training or assistance is offered as is the implementation of motivational tools. On occasion, he may be called upon to discipline sales staff for their inability to meet projected goals.

The sales manager will prepare reports of sales activity and goals for the next period, and depending upon the company, the sales manager reports to either the district manager or regional manager. In smaller companies or in cases where there is no outside sales activity, he may report directly to the plant manager, CEO, or other designated executive.

In addition to salary, the sales manger will earn a commission of those in his charge, thus the reason many sales managers occasionally set unrealistic goals for their sales staff. The sales manager customarily has several years experience in sales with a high record of personal sales volume, though not necessarily in the field in which he currently manages. He must be good with people and a great negotiator. He must also be familiar with the products that his staff sells since he will be the customers? main inside contact for his outside sales staff while they are on the road.