Sales representatives are an important part of manufacturers' and wholesalers' success. Regardless of the type of product they sell, sales representatives' primary duties are to make wholesale and retail buyers and purchasing agents interested in their merchandise and to address any of their clients' questions and concerns. Sales representatives demonstrate their products and explain how using those products can reduce costs and increase sales.
Sales representatives may represent one or several manufacturers or wholesale distributors by selling one product or a complementary line of products. The clients of sales representatives span almost every industry and include other manufacturers, wholesale and retail establishments, construction contractors, and government agencies.
The process of promoting and selling products can take up to several months. Sales representatives present their products to a customer and negotiate the sale. Whether in person or over the phone, they can make a persuasive sales pitch and often will immediately answer technical and non-technical questions about the products. They may also record any interactions with clients and their respective sales to better match their future needs and sales potential.
There are two major categories of products that sales representatives work with: technical and scientific products and all products except technical and scientific products. Technical and scientific products may include anything from agricultural and mechanical equipment to electrical and pharmaceutical goods. Products included in the later category are more everyday items, including goods such as food, office supplies, and apparel.
Sales representatives stay abreast of new products and the changing needs of their customers in a variety of ways. They attend trade shows at which new products and technologies are showcased. They also attend conferences and conventions to meet other sales representatives and clients and discuss new product developments. In addition, the entire sales force may participate in company-sponsored meetings to review sales performance, product development, sales goals, and profitability.
Frequently, sales representatives who lack the necessary expertise about a given product may team with a technical expert. In this arrangement, the technical expert—sometimes a sales engineer—attends the sales presentation to explain the product and answer questions or concerns. The sales representative makes the preliminary contact with customers, introduces the company's product, and closes the sale. The representative is then able to spend more time maintaining and soliciting accounts and less time acquiring technical knowledge. After the sale, representatives may make follow-up visits to ensure that the equipment is functioning properly and may even help train customers' employees to operate and maintain new equipment. Those selling technical goods may also help set up the installation. Those selling consumer goods often suggest how and where merchandise should be displayed. When working with retailers, they may help arrange promotional programs, store displays, and advertising.
Obtaining new accounts is an important part of the job for all sales representatives. Sales representatives follow leads from other clients, track advertisements in trade journals, participate in trade shows and conferences, and may visit potential clients unannounced. In addition, they may spend time meeting with and entertaining prospective clients during evenings and weekends.
Sales representatives have several duties beyond selling products. They analyze sales statistics; prepare reports; and handle administrative duties, such as filing expense accounts, scheduling appointments, and making travel plans. They also read about new and existing products and monitor the sales, prices, and products of their competitors.
Sales representatives, regardless of where they are employed, may work in either inside sales or outside "field" sales. Inside sales representatives may spend a lot of their time on the phone, taking orders and resolving any problems or complaints about the merchandise. These sales representatives typically do not leave the office. Outside sales representatives spend much of their time traveling to and visiting with current clients and prospective buyers. During a sales call, they discuss the client's needs and suggest how their merchandise or services can meet those needs. They may show samples or catalogs that describe items their company stocks and inform customers about prices, availability, and ways in which their products can save money and boost productivity. Given that a number of manufacturers and wholesalers sell similar products, sales representatives must emphasize any unique qualities of their products and services. Since many sales representatives sell several complementary products made by different manufacturers, they may take a broad approach to their customers' business. For example, sales representatives may help install new equipment and train employees in its use.
Sales representatives working at an independent sales agency usually sell several products from multiple manufacturers. Additionally, these firms may only cover a certain territory, ranging from local areas to several States. These independent firms are called "manufacturers' representative companies" because their selling is on behalf of the manufacturers.
Depending on where they work, sales representatives may have different job titles. Manufacturers' agents or manufacturers' representatives, for example, are self-employed sales workers who own independent firms which contract their services to all types of manufacturing companies.
Work environment. Some sales representatives have large territories and travel considerably. Because a sales region may cover several States, representatives may be away from home for several days or weeks at a time. Others work near their home base and travel mostly by car. Sales representatives often are on their feet for long periods and may carry heavy sample products, necessitating some physical stamina.
Sales representatives may work more than 40 hours per week because of the nature of the work and the amount of travel. Since sales calls take place during regular working hours, most of the planning and paperwork involved with sales must be completed during the evening and on the weekends. Although the hours are long and often irregular, many sales representatives working for independent sales companies have the freedom to determine their own schedules.
Dealing with different types of people can be stimulating but demanding. Sales representatives often face competition from representatives of other companies. Companies usually set goals or quotas that representatives are expected to meet. Because their earnings depend on commissions, manufacturers' representatives are also under the added pressure to maintain and expand their clientele.
| 1. | Contact new and existing customers to discuss their needs, and to explain how these needs could be met by specific products and services. |
| 2. | Answer customers' questions about products, prices, availability, product uses, and credit terms. |
| 3. | Quote prices, credit terms and other bid specifications. |
| 4. | Emphasize product features based on analyses of customers' needs, and on technical knowledge of product capabilities and limitations. |
| 5. | Negotiate prices and terms of sales and service agreements. |
| 6. | Maintain customer records, using automated systems. |
| 7. | Identify prospective customers by using business directories, following leads from existing clients, participating in organizations and clubs, and attending trade shows and conferences. |
| 8. | Prepare sales contracts for orders obtained, and submit orders for processing. |
| 9. | Select the correct products or assist customers in making product selections, based on customers' needs, product specifications, and applicable regulations. |
| 10. | Collaborate with colleagues to exchange information such as selling strategies and marketing information. |
| 11. | Prepare sales presentations and proposals that explain product specifications and applications. |
| 12. | Demonstrate and explain the operation and use of products. |
| 13. | Provide customers with ongoing technical support. |
| 14. | Inform customers of estimated delivery schedules, service contracts, warranties, or other information pertaining to purchased products. |
| 15. | Attend sales and trade meetings, and read related publications in order to obtain information about market conditions, business trends, and industry developments. |
| 16. | Visit establishments to evaluate needs and to promote product or service sales. |
| 17. | Complete expense reports, sales reports, and other paperwork. |
| 18. | Initiate sales campaigns and follow marketing plan guidelines in order to meet sales and production expectations. |
| 19. | Recommend ways for customers to alter product usage in order to improve production. |
| 20. | Complete product and development training as required. |
| 21. | Provide feedback to company's product design team so that products can be tailored to clients' needs. |
| 22. | Arrange for installation and test-operation of machinery. |
| 23. | Verify that materials lists are accurate and that delivery schedules meet project deadlines. |
| 24. | Sell service contracts for products. |
| 25. | Study information about new products so that equipment and supplies can be accurately depicted and proper recommendations made. |
| 26. | Compute customer's installation or production costs, and estimate savings from new services, products, or equipment. |
| 27. | Consult with engineers regarding technical problems. |
| 28. | Verify customers' credit ratings, and appraise equipment in order to determine contract terms and trade-in values. |
| 29. | Advise customers regarding office layouts, legal and insurance regulations, cost analyses, and collection methods. |
| 30. | Stock and distribute resources such as samples and promotional and educational materials. |
| 31. | Obtain building blueprints and specifications for use by engineering departments in bid preparations. |
| 32. | Visit establishments such as pharmacies in order to check product sales. |
| 33. | Train establishment personnel in equipment use. |
| 34. | Review existing machinery/equipment placement, and create diagrams to illustrate efficient space utilization, using standard measuring devices and templates. |
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