How To Become A Sales Manager In Australia: Explained

Do you have excellent people skills and like assisting companies in managing and improving their sales? If so, a career as a Sales Manager could be ideal for you.

Sales Managers plan and lead product and service development, marketing, and sale. They are also responsible for sales reporting, inventory control, and performance analysis.

No formal education is required to work as a Sales Manager. However, having extensive experience or a university or VET qualification in marketing will give you a competitive edge in improving your job prospects.

Learning a sales manager's job profile and what it takes to become one will help you decide whether this profession is right. This comprehensive guide shows you how to become a sales manager in Australia.

1. What Is A Sales Manager?

Sales managers are crucial for a company's success. They are highly experienced and influential salespeople with good service and product knowledge of what their company sells.

They may work in a B2B (business-to-business) or B2C (business-to-consumer) environment. They are responsible for the sales performance of a business service or product and drive the sales employees to generate more revenue fulfilling a company's strategic goals.

They perform customer-facing work, build and maintain customer relationships, train new staff, and work behind the scenes to strategise and implement the next big sales idea.

2. What Is A Sales Account Manager?

Sales Account Managers are responsible for developing long-term relationships with clients, monitoring sales, and generating new business for their organisation. 

They are also required to meet sales targets and Key Performance Indicators such as:

• Retaining customers

• Increasing revenue

• Boosting relationships

3. Tasks And Duties Of A Sales Account Manager

• Be a point of contact for customers and develop successful relationships with them

• Understand client requirements and visions to solve their concerns

• Manage a portfolio of sales accounts

• Manage a team of sales workers assigned to customer accounts

• Specify and track sales targets

• Identify and track key business performance indicators to maximise revenue potential 

• Use customer network to acquire new business 

4. What Does A Sales Manager Do?

Sales managers carry out various tasks at micro and macro levels. On a macro level, they specify sales goals, design sales plans manage quotas, and align a sales team with the broader strategic objectives of a company.

On a micro level, they hire, and guide the sales team, analyse sales data and try out new and agile sales strategies to meet business goals. Here are some of their daily duties:

• Develop, promote and foster long-lasting relationships with customers 

• Specify product mix, customer service standards, and geographical sales areas to manage sales activities

• Oversee sales performance and help the sales team to meet their sales targets 

• Analyse sales data and identify sales promotion opportunities and gaps in each sales account to drive revenue

• Formulate and execute strategic sales policies and plans for advertising, public relations, widening the customer base, and improving sales 

• Travel and attend conferences and other special events

• Conduct regular meetings via face-to-face or video conferences with their national/ regional sales managers, sales partners, and retailers to facilitate smooth sales operations

• Assist in the recruitment, training, and management of the sales team 

• Train sales personnel to sell at peak performance

• Give sales presentations, and product demonstrations, and implement in-store campaigns and promotional strategies.

• Ensure the accuracy of product/service warranties, prices, and customer documentation

• Maintain a CRM database

5. How To Be A Good Sales Manager?

Sales managers manage different products ranging from hardware to software and services. 

Sales managers require extensive hands-on experience converting prospects into customers. They also need a mix of soft and hard skills to ensure a smooth sales execution from start to end. 

The following personality attributes will help you thrive in a fast-paced retail atmosphere:

Hard Skills

• Solid understanding of the company's services and products 

• Thorough knowledge of a company's policies and products to build strong value propositions 

• Good knowledge of sales forecasting strategies such as Lead-driven, Opportunity stage, and Multivariable forecasting

• Able to use data to identify market trends and patterns 

• Able to conclude sales data on products and market trends

• Able to use technology in a sales setting, such as online resources, computers, tablets, data processing tools, phones, and communication devices.

Soft Skills

• Excellent interpersonal and customer service skills 

• Strong written and oral communication skills

• Good motivational skills to inspire the sales team 

• Creative and willing to experiment with various sales strategies to fulfil changing demands 

• Analytical mindset

• Confidence

• Multitasking abilities

• Goal-driven

• Able to train and mentor team members

• Robust leadership and managerial skills

• Organisational skills

• Like staying up to date with industry-relevant product trends

• Able to withstand challenges and adversities in the workplace

• Problem-solving

• Business and commercial awareness

• Ability to delegate tasks to individual sales team members, as per their proficiencies 

• Team management skills

6. Sales Manager Qualifications In Australia

There are no formal Sales Manager education requirements to work in a Sales Manager role, but the below will help develop skills:

• Complete your Year 12 education

• Start in a Sales Consultant role to build extensive industry experience. Gradually, take on more responsibilities until you get a Sales Manager position.

• Qualifications are needed to work in a specialised industry, such as insurance, medical, and travel. Consider getting a Sales Manager Certification, such as Certificate IV in Business Sales in any industry through a TAFE or an RTO.

• Consider completing a 3-year full-time Sales Manager Bachelor's degree or Diploma in Marketing. 

7. Steps To Become A Sales Manager In Australia

Your professional journey begins with getting the right blend of experience, academic qualifications, and keen management skills. 

Here are the steps to helping you gain employment as a sales manager:

Step 1: Get The Relevant Education

Most companies require their sales managers to have a specific level of education. Consider completing an accredited undergraduate degree in advertising, marketing, or public relations.

The degree covers key sales areas such as business communication, economics, prices, the practice of selling, marketing, and information technology to help develop skills to work in an entry-level sales role.

Though a degree is optional, it will prove you have the aptitude to lead a sales team and undertake managerial tasks.

Those who wish to commit to something other than three years of education and want to know how to become a sales manager without a degree can consider completing a sales manager course.

Both these pathways can lead to a sales manager position. Sales certifications like Certificate IV in Business Sales demonstrate that you can handle a sales leadership role.

Step 2: Understand What It Takes To Become An Effective Salesperson

Good skills and personal traits make a great salesperson and help you develop an effective sales team.

Step 3: Get Work Experience

Find and enrol in internship opportunities or seek part-time jobs as a retail sales associate/sales representative/merchandiser to get sales experience.

Both these ways will help refine your customer service and sales skills and prepare you for entry-level roles. You learn how to perform the duties of sales personnel and build an experience that, in turn, will help you in managing teams. 

Additionally, constantly look for ways to contribute to your company beyond your daily duties mentioned in the job description. Some of these can be:

• Volunteer to coach new sales hires and show them the ropes. It shows your leadership skills. A trait employers look for in a potential Sales manager candidate.

• You can also organise a department-wide training event or write content for the company blog to display your expertise to company leaders. Mentioning such accomplishments on the resume will demonstrate your value to the company and cast a good impression on prospective employers.

After gaining some experience in entry-level roles, consider progressing your career into the role of assistant sales manager. 

Step 4: Invest In Networking

Suppose your existing employer doesn't have an open Sales Manager position. In that case, you will need to look for other places to find employment. It is where Networking comes into play. 

Developing connections with industry-related professionals will make it easier and faster to find new opportunities. Social media groups, business forums, and networking events are some of the best tools to expand your professional connections.

Step 5: Apply For Entry-Level Sales Manager Roles

Update your resume by mentioning relevant skills, work-related accomplishments and contributions, and relevant certifications in leadership, advanced communication, key account management, sales management, and strategies.

Try to secure recommendations from other management professionals within or outside your company. It can help get a sales leadership role.

When you are qualified and prepared, leap to approach decision-makers in your organisation and ask them for the position. Play to your strengths, share your valuable ideas confidently and explain to them why you are a great candidate for sales management. 

This way, you will have better chances of obtaining a promotion.

Step 6: Join A Professional Organisation

Consider seeking membership in a professional body like the Sales Management Association to access resources.

These include sales force management, including opportunities to participate in coaching events and boot camps, stay updated with industry development and build a professional network.

8. Is It Hard To Become A Sales Manager?

It is not easy to become a sales manager, but with passion and the right personality, you can achieve it. 

To be a good sales manager, you need to learn the basics of sales and marketing and the innovative data-driven techniques of the modern business world. 

Completing sales manager courses is the best preparation for an entry-level position. 

9. Work Conditions Of Sales Managers

Sales managers work in retail and non-retail offices in a dynamic and fast-paced environment. They are responsible for managing the day-to-day sales activities and associates to meet or surpass their revenue and sales targets.

They may have assistants and mentor junior sales managers. The job may also require occasional travel to attend client meetings and meet organisation key members.

Besides performing their research and duties, they also supervise the work done by sales personnel. Due to this, they generally work under time pressure. They may need to work overtime from early mornings to late evenings.

10. Where Do Sales Managers Work?

Sales managers usually work onsite at their employer's place of business. They often have offices in the heart of a company's sales department.

Based on the nature of the industry, they may have to work in national and local company offices, product distribution centres, product assembly plants, HR departments, retail outlets, or company franchise locations.

11. Development Areas For Sales Managers

Sales Managers work in a diverse range of industries. Based on varying industries and responsibilities, they can specialise in a variety of jobs:

• Advertising Sales Agent: Sells advertising space to businesses and individuals through e-mail marketing or cold calling to achieve revenue.

• Purchasing Agent: Buys products and services for an organisation to use or resell to customers.

• Retail Sales Worker: Improve the sales of retail stores related to clothing, automobiles, or furniture and offer essential customer support.

• Business Development Manager: They create business plans and solutions to generate more revenue, improve customer satisfaction, and increase brand loyalty for their organisation.

• Insurance Sales Agent: Cold calls potential customers to identify their insurance needs and sells different insurance products.

• Market Research Analyst: Study market conditions, examine the sales potential of services or products, and identify sales opportunities.

• Market Research Manager: They collect data on consumer behaviour to help companies and brands create better products to appeal to customers.

• Public Relations Specialist: Build and maintain a positive image of their employer by writing media and press releases and developing awareness for their organisation.

• Sales Engineer: Use their extensive knowledge of products and the scientific processes behind product functioning to sell complex technological products.

• Manufacturing and Wholesale Sales Representative: Sell goods and services of manufacturing and wholesale businesses to government agencies, organisations, and companies.

• Advertising, Promotions, and Marketing managers: Work with art directors, financial staff members, and sales agents to plan programs to build interest in the services or products to generate sales.

• Fundraising Managers: Plan and coordinate the campaigns to raise donations or funds for their organisations.

12. How Much Does A Sales Manager Earn In Australia?

A sales manager's salary depends on several influencing factors, such as:

• Sales manager experience

• Work location

• Employer

• Sales performance to date

• Education

• Current certifications

Those who work in large companies have a higher earning potential than the ones working in small to medium enterprises.

Compensation methods for sales managers vary based on the product they sell and the type of organisation. Most sales managers receive bonuses and commissions in addition to their annual earnings.

The commission is a percentage of the sales amount, and bonuses depend on the performance of individual sales workers and their group in the organisation.

According to Pay Scale, the sales manager's salary in Australia is AU$76,553 per year or equivalent to AU$27.14 per hour.

Estimated Salary Based on Experience

• Early career Sales Manager (1-4 years of experience): AU$66,975 per year

• Mid-career Sales Manager (5-9 years of experience): AU$83,212 per year

• Experienced Sales Manager (10-19 years of experience): AU$90,958 per year

Highest Paying Cities For Sales Managers in Australia

• Melbourne, Victoria: $118,300 per year

• Brisbane, Queensland: $111,287 per year

• Sydney, New South Wales: $107,013 per year

• Melbourne Eastern Suburbs, Victoria: $106,326 per year

• Central Coast, New South Wales: $104,450 per year

• Perth, Western Australia: $103,521 per year

• Gold Coast, Queensland: $94,653 per year

• Mascot, New South Wales: $80,692 per year

13. Job Prospects Of Sales Managers In Australia

Irrespective of the product delivery method, an efficient sales team is vital for any successful company. They are an asset as their competencies and experience can transform the fortune of a company.

Moreover, Sales Managers are necessary for companies' growth and profitability and to create an encouraging work environment for their teams.

The Australian economy is growing, and organisations need sales managers to generate new sales and oversee and maintain different aspects of the sales process. They also must develop strategies to increase competitiveness. The demand for sales managers is to rise by 5 per cent by 2028.

ANZSCO Occupation Group: 131112 Sales and Marketing Managers

Working Arrangements

Around 90% of Sales Managers work full-time for an average of 46 hours per week.

Main Industries

• Wholesale Trade: 13.8%

• Retail Trade: 12.9%

• Manufacturing: 12.3%

• Professional, Scientific, And Technical Services: 11.4%

• Other Industries: 42.9%

Employment Across Australia

New South Wales and Victoria have the largest share of sales manager employment.

The Regions With The Largest Share of Workers Are:

• Melbourne - Inner South

• Melbourne - Inner

• Sydney - North Sydney and Hornsby

• Sydney - City and Inner South

• Sydney - Eastern Suburbs

Percentage Employment In all States of Australia

• New South Wales: 37.5%

• Victoria: 28.7%

• Queensland: 17.2%

• South Australia: 5.6%

• Western Australia: 8.7%

• Tasmania: 1.0%

• Northern Territory: 0.4%

• Australian Capital Territory: 0.9%

Worker Age and Gender Profile

• The median age of Sales and Marketing Managers is 42 years (Age band: 35 to 44 years) (Average of all jobs: 40 years)

• Females constitute 38% of the workforce. (Average of all jobs: 48 years)

14. Conclusion

Sales Managers play a crucial role in the profitability of a company. To work in this profession, you need good leadership skills (communication and management) and business fundamentals (analytics and finance). 

The above steps and guidance will help you secure a promotion and a transition from seller to leader.

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