A sales manager leads the team that brings in revenue.
Sales managers set goals, coach reps, study the numbers and keep customers happy, so the company grows and the team hits its targets.
This guide explains what sales managers do each day, the skills and requirements employers expect, the working conditions, what sales managers earn and how to become one.
All numbers come from the U.S. Bureau of Labor Statistics and O*NET unless noted. Employer rules vary, so read each posting before you apply.
Quick jump: Daily dutiesSkillsRequirementsQualificationsWork environmentSalaryOutlookCareer pathHow to becomeJob facts
Sales Manager Daily Duties and Responsibilities
Duties change by industry and company size, but most days follow the same flow: review, coach, sell, plan and report.
| Part of the day | Typical duties |
|---|---|
| Start of day | Review sales reports, pipeline numbers and the team’s goals for the day |
| Team | Coach reps, hold sales meetings and track progress against targets |
| Customers | Join key calls, advise customers and resolve escalated complaints |
| Planning | Build plans to win new customers and adjust sales strategy from the data |
| Budgets and pricing | Prepare budgets, approve expenses and review price schedules and discounts |
| Reporting | Report results, forecasts and profitability to senior leaders |
| Training and staffing | Hire, train and evaluate sales staff |
Here is the full list of sales manager duties and responsibilities, based on BLS and O*NET:
| Duty | What it means on the job |
|---|---|
| Oversee sales managers | Oversee regional and local sales managers and their staffs |
| Resolve complaints | Resolve customer complaints about sales and service |
| Monitor customers | Monitor customer preferences to focus sales efforts |
| Advise customers | Confer with potential customers about needs and advise on what to buy |
| Project sales | Review operational records and reports to project sales and find profitability |
| Manage staff | Plan and direct staffing, training and performance reviews |
| Direct sales activity | Direct and coordinate sales of products, services, commodities or real estate |
| Set prices | Determine price schedules and discount rates |
| Manage budgets | Prepare budgets and approve expenses |
| Plan advertising | Consult with department heads to plan advertising and gather customer specifications |
| Support dealers | Visit franchised dealers to build interest and advise dealers and distributors on policies |
| Represent the company | Represent the company at trade association meetings |
| Oversee sales records | Direct and review sales and service accounting and record keeping |
| Assess locations | Assess the marketing potential of new and existing store locations |
| Coach reps | Coach staff on sales tactics |
| Set goals | Establish and monitor staff sales goals |
| Find new customers | Develop plans to win new customers, such as direct sales, cold calling and business-to-business marketing (BLS) |
| Analyze data | Analyze sales data and determine the profitability of products and services (BLS) |
| Plan training | Plan and coordinate sales training programs (BLS) |
Sales Manager Skills
Employers look for sales know-how and for the leadership that turns a group of reps into a winning team.
Hard skills
| Skill | How you use it |
|---|---|
| Sales forecasting | Projecting sales from reports and trends |
| Budgeting | Preparing budgets and approving spending |
| Pricing and discounts | Setting price schedules and discount rates |
| Sales data analysis | Tracking and interpreting data to set strategy (BLS) |
| CRM and spreadsheets | BLS lists CRM and spreadsheet software; O*NET lists Salesforce, Excel, PowerPoint and Outlook as in-demand |
| Analytics tools | O*NET hot technologies include Tableau, Google Analytics and HubSpot |
| Sales planning | Building plans for new customers and territories |
| Customer and market knowledge | O*NET lists sales and marketing and customer service as top knowledge areas |
Soft skills
| Quality | What the data says |
|---|---|
| Leadership | BLS: motivating sales staff to meet goals |
| Communication | BLS: conveying ideas clearly to many kinds of people |
| Analytical skills | BLS: tracking and interpreting data to evaluate trends |
| Customer service | BLS: listening to and responding to customer needs |
| Interpersonal skills | BLS: building rapport with colleagues and customers |
| Organizational skills | BLS: managing time, tracking rep performance and developing strategies |
| Negotiation and persuasion | O*NET transferable skills |
| Work styles | O*NET: initiative, leadership orientation, perseverance, adaptability, integrity and dependability |
Sales Manager Position Requirements
| Requirement | What to expect |
|---|---|
| Education | Typically a bachelor’s degree, though some positions require only a high school diploma; business is a common field (BLS) |
| Experience | Typically required; employers usually prefer several years of sales experience, and the BLS lists less than 5 years (BLS) |
| Common entry paths | Retail sales workers, wholesale and manufacturing sales representatives and purchasing agents (BLS) |
| Training | No on-the-job training is listed as typical (BLS) |
| Job Zone | O*NET places the job in Job Zone 4, which calls for considerable preparation |
| Schedule | Most work full time, and some work more than 40 hours; evening or weekend work and travel may be required (BLS) |
| Employer rules | Employers set their own rules for quotas, travel and territory, so read each posting closely |
Requirements vary by employer and industry, so read each posting closely before you apply.
Sales Manager Qualifications
Requirements are the minimum to apply. Qualifications are what make a candidate stand out.
| Qualification | What employers look for |
|---|---|
| Minimum qualifications | A bachelor’s degree or equivalent and several years of sales experience |
| Degree field | Business with management and marketing courses (BLS) |
| Education of new hires | In O*NET, 71% needed a bachelor’s degree, 19% some college and 5% an associate’s degree |
| Team leadership | Experience coaching reps and tracking performance |
| Proven sales results | Quota attainment, revenue growth and customer retention |
| CRM and analytics tools | Salesforce, HubSpot, Excel and reporting tools |
| Industry knowledge | Experience in wholesale, retail, finance, technology or manufacturing sales |
| Core qualities | Leadership, integrity, adaptability and clear communication |
Sales Manager Work Environment
The BLS says most sales managers work full time and some work more than 40 hours a week. Evening or weekend work and travel to meet sales staff, customers or distributors may be required.
| Work condition | What sales managers report (O*NET) |
|---|---|
| 100% use email every day | |
| Phone calls | 100% talk on the phone every day |
| Contact with others | 86% have constant contact with others |
| Work week | 86% work more than 40 hours a week |
| Teamwork | 75% say working with a team is extremely important |
| Customers | 76% say dealing with external customers is extremely important |
| Competition | 45% say the level of competition is extremely competitive |
| Sitting | 52% sit more than half the time |
| Time pressure | 33% face time pressure every day |
| Indoors | 65% work indoors in a controlled environment every day |
| Setting (BLS) | Typically an office or retail setting; the work may be stressful because job security often depends on meeting sales goals |
Where sales managers work
| Industry (BLS) | Share of sales managers |
|---|---|
| Wholesale trade | 21% |
| Retail trade | 16% |
| Professional, scientific and technical services | 13% |
| Finance and insurance | 10% |
| Manufacturing | 10% |
Sales Manager Salary
The BLS reports a May 2025 median salary of $148,270 a year for sales managers, compared with $50,980 for all occupations. Compensation is usually a salary plus commissions or a salary plus bonuses, and the BLS wage figures include commissions and production bonuses but not overtime or shift differentials. Your salary depends on your industry, company size, location and results.
| Measure (May 2025 BLS wage data) | Annual salary |
|---|---|
| Lowest 10% earned | Less than $73,170 |
| Median | $148,270 ($71.28 an hour) |
| Highest 10% earned | More than $290,540 |
| All occupations (median) | $50,980 |
Median salary by industry
| Industry | Median salary (May 2025) |
|---|---|
| Finance and insurance | $174,440 |
| Professional, scientific and technical services | $173,700 |
| Manufacturing | $156,150 |
| Wholesale trade | $149,980 |
| Retail trade | $100,000 |
Sales Manager Job Outlook
The BLS projects employment of sales managers to grow 4% from 2025 to 2035, about as fast as the average for all occupations, adding about 29,000 jobs to the 650,100 jobs in 2025. About 47,300 openings a year are expected, mostly from workers who transfer to other jobs or leave the labor force. Online shopping is expected to keep growing while brick-and-mortar retailers focus more on customer service, and sales managers will be needed to direct both channels.
Sales Manager Career Path
The BLS lists common entry paths such as retail sales worker, wholesale and manufacturing sales representative and purchasing agent. O*NET lists senior titles that follow in the same field, including district sales manager, regional sales manager, national sales manager, sales director and sales vice president. Sales management skills also connect to other management careers:
| Related job | Typical entry education | Median salary (May 2025) |
|---|---|---|
| Advertising, promotions and marketing managers | Bachelor’s degree | $165,780 |
| Public relations and fundraising managers | Bachelor’s degree | $136,470 |
| Sales engineers | Bachelor’s degree | $124,900 |
| Wholesale and manufacturing sales representatives | See BLS profile | $76,460 |
How to Become a Sales Manager
- Earn a bachelor’s degree. Business is a common field, with management and marketing courses.
- Start in sales. Retail, wholesale or manufacturing sales builds the experience employers expect.
- Build a track record. Quota results, revenue growth and customer retention are what employers look for.
- Learn CRM and reporting tools. Salesforce, HubSpot and spreadsheets are common.
- Take on leadership. Coach new reps, lead a team project or train others.
- Apply for team lead or manager roles. Choose the industry where your results are strongest.
Is this job right for you?
- Do you enjoy motivating a team toward a goal?
- Are you comfortable with numbers, forecasts and targets?
- Can you handle pressure when sales goals are on the line?
- Do you communicate well with customers and your own team?
- Are you ready for longer hours and some travel?
Sales Manager Job Facts at a Glance
| Quick fact | What to know |
|---|---|
| What sales managers do | Direct the work of sales teams, set goals and quotas, analyze sales data, build plans to win customers and handle escalated complaints (BLS; O*NET) |
| Median salary (May 2025) | $148,270 a year, or $71.28 an hour (BLS) |
| Jobs in 2025 | About 650,100 sales managers |
| Job outlook, 2025 to 2035 | 4% growth, about as fast as average; about 47,300 openings a year |
| Education | A bachelor’s degree is typical; some jobs require only a high school diploma |
| Experience and training | Less than 5 years of related experience; no on-the-job training (BLS) |
| Compensation | Usually a salary plus commissions or a salary plus bonuses (BLS) |
| Common job titles | Sales manager, district sales manager, regional sales manager, national sales manager, sales director, sales operations manager (O*NET) |
Frequently Asked Questions
What does a sales manager do?
Sales managers direct the work of sales teams. They set goals and quotas, analyze sales data, plan how to win customers, prepare budgets, train staff and resolve escalated customer complaints.
What are the main duties of a sales manager?
Setting and tracking team goals, coaching reps, projecting sales, setting prices and discounts, managing budgets, planning training, advising customers and dealers and reporting results.
What skills does a sales manager need?
Sales forecasting, budgeting, data analysis and CRM skills, plus leadership, communication, analytical, customer-service, interpersonal and organizational skills.
What education do you need to be a sales manager?
A bachelor’s degree is typical, usually in business with management and marketing courses, though some positions require only a high school diploma. In O*NET, 71% of new hires needed a bachelor’s degree.
How much experience does a sales manager need?
The BLS says experience is typically required and lists less than 5 years of related experience. Employers usually prefer several years of sales experience.
How much do sales managers make?
The BLS median salary was $148,270 a year ($71.28 an hour) in May 2025. The lowest 10% earned less than $73,170 and the highest 10% more than $290,540.
How are sales managers compensated?
The BLS says compensation is usually a salary plus commissions or a salary plus bonuses. Commissions are a percentage of what is sold, and bonuses may depend on individual, group or company performance.
Where do sales managers work?
Wholesale trade (21%), retail trade (16%), professional, scientific and technical services (13%), finance and insurance (10%) and manufacturing (10%).
What is the job outlook for sales managers?
The BLS projects 4% growth from 2025 to 2035, about as fast as average, with about 47,300 openings a year. Online shopping is expected to keep growing while brick-and-mortar retailers focus on customer service, and sales managers will be needed to direct both.
Is sales management stressful?
The BLS says the work may be stressful because job security often depends on meeting sales goals within deadlines. O*NET shows 86% work more than 40 hours a week.
Conclusion
A sales manager turns team effort into revenue. With a bachelor’s degree, solid sales experience and real leadership skills, you can move into management and lead a team toward its goals. If you are ready to apply, use the resources below to prepare.
Related Reading
- Sales manager cover letter sample
- Sales manager resume sample
- Sales manager resume objective examples
- Sales manager achievements for resume
Sources: U.S. Bureau of Labor Statistics, Occupational Outlook Handbook: Sales Managers. O*NET OnLine, 11-2022.00 Sales Managers. Requirements vary by employer; check the posting before you apply.