Sales Career Guide

Sectors / 07 July 2024

A career in sales can offer exciting and lucrative opportunities. Salespeople convince people to buy products or services using various sales methods and tactics. Many sales jobs are paid on commission, making sales an attractive career path for people driven by earning money. In this career guide, we’ll look at three different roles within sales: sales assistant, sales executive and sales manager.

Potential Roles in Sales

Jobs in sales differ according to the product or item for sale (commodity items need a different sales approach to luxury or specialist goods) and the customer base who are buying. Sales can be categorised as Business to Customer (B2C), where the salesperson sells directly to the consumer, or Business to Business (B2B), selling professional goods or services to other businesses.

Sales assistants often work in customer-facing roles, assisting shoppers with their purchases rather than persuading cold leads to become buyers. Typical employers include retail stores, supermarkets, independent stores, art galleries, car showrooms, and other high-street businesses. Sales assistant jobs in the UK and US are often paid by the hour. On top of base salary, some employers offer additional compensation like bonuses, commissions, or overtime pay, depending on your role and performance. However, sales assistants selling high-cost, luxury, or specialist items (like cars or art) often receive commissions in addition to their base salary or hourly wage.

Sales executives sell items or services directly to customers (B2C) or other businesses (B2B). Sales executive jobs often involve persuasion and tactics to customers (B2C) or other companies (B2B). A sales executive is likely to work on a capped or uncapped commission basis or earn a basic salary topped up by commission.

Sales managers oversee a team of salespeople, usually continuing to generate sales themselves. Sales manager jobs can pay very well, as the manager earns their own commission, plus a bonus depending on how well their team has performed as a whole. As well as the ability to sell, sales managers must have managerial and leadership qualities to inspire their sales team.

Salary and Career Progression

As a salesperson, your earning potential can vary greatly depending on the type of item or service you’re selling, the size and success of your employer and your personal skills.

Entry-level sales roles with a set pay can be relatively low-paid, so talented and ambitious candidates are more likely to pursue a commission-based role to maximise their earning potential.

Sales assistants often work in physical stores, assisting shoppers and facilitating sales on the shop floor. There is plenty of scope for career progression; sales assistants can specialise in selling luxury or high-ticket goods or services, like cars, jewellery or art, move into B2B sales, or progress to sales executive or managerial positions. A typical sales assistant’s salary starts at around £18,000 to £22,000 per year (£8.00 to £10.00 per hour) in the UK and $25,000 to $30,000 per year ($10.00 to $15.00 per hour) in the US. Salaries can vary depending on factors like experience, location, industry, and commission structure. While base salaries are the norm, high-ticket and specialist sales often come with the opportunity to earn additional income through commissions and bonuses.

Sales executives have a lot of scope for career progression and increasing their salary. Successful sales executives can significantly boost their basic salary with commission, particularly if it is uncapped. A typical basic salary is £25,000 to £35,000 in the UK. With commissions, total earnings can range from £35,000 to £50,000 per year or more. Many sales roles in the UK advertise salaries as OTE (On Target Earnings), which includes base salary, commission, and bonuses. The salary for a sales executive in the US is considerably higher compared to the UK. You can expect to earn around $50,000 to $80,000 per year on average with a potential of earning $100,000 or more depending on your industry. Total earnings with commissions can range from $100,000 to $150,000 or more annually. The pharmaceuticals, financial services and tech sector are known for offering higher compensation packages, especially with the potential for substantial commissions and bonuses based on performance. US salaries are typically listed as base salary only, with commissions and bonuses added on top.

Sales managers are experienced salespeople who have moved up to manage a sales team. Continuing career progression could include managing larger teams, moving into specialist or high-cost item sales, or becoming an area or regional sales manager. Sales managers typically benefit from a strong base salary in both the UK and US. This is often supplemented by commissions and performance-based bonuses. Entry level positions start around £30,000 per year in the UK. With experience this salary can raise to £80,000 per year and earn upwards of £120,000 annually with bonuses and commissions. The salary for a sales manager in the US is noticeably higher than the UK. Experience plays a big role and salaries can start from $40,000 to $140,000 per year in the US and total earnings can be as high as $290,000 per year with commissions and bonuses included. Industry plays a big role in total earnings in both the UK and US. Sectors like tech, pharmaceuticals, medical devices, and finance typically offer bigger salaries, commissions and bonuses.

Qualifications, Education and Experience

Sales assistants can thrive without specific educational qualifications. However, the following attributes can significantly enhance their success:

GCSEs grade 4-9 (C-A**) in English and maths
A-levels or vocational qualifications, such as a BTEC or NVQ in Retail or Customer Service
Sound knowledge of basic maths principles, including percentages and fractions
Experience in selling, customer service, retail
Knowledge of the product, for example, art, cars or fashion

High school diploma or GED
post-secondary education or certifications in retail management or customer service
Sound knowledge of basic maths principles, including percentages and fractions
Experience in sales, customer service, retail
Knowledge of the product, for example, art, cars or fashion

Sales executives typically need a combination of formal education (usually a bachelor’s degree), experience in sales, and a proven track record of achieving sales targets.

GCSEs grade 4-9 (C-A**) in at least English and Maths
Bachelor’s Degree – Preferably in business, marketing, sales, or a related field although not always required, some employers might prefer a minimum of A Levels (or equivalent)
MBA or other advanced degrees can be advantageous for higher-level or specialised positions.
Training or qualifications in the relevant area of sales, e.g. art, healthcare, technology or media
An awareness of business, commerce and finance, including the principles of profit and loss

High school diploma or GED
Bachelor’s Degree – Preferably in business, marketing, sales, or a related field although not always required
MBA or other advanced degrees can be advantageous for higher-level or specialised positions
Training or qualifications in the relevant area of sales, e.g. art, healthcare, technology or media
An awareness of business, commerce and finance, including the principles of profit and loss

Sales managers need a strong blend of sales expertise, leadership and business acumen. While formal education can be an advantage, strong leadership skills, significant professional experience in sales and a proven track record of achieving sales targets are often valued more. When it comes to sales management qualifications, the UK leans towards formal certifications, while the US places a bigger emphasis on the raw skills and experience that come from years of grinding in sales. However, the following may be beneficial:

UK & US

GCSEs grade 4-9 (C-A**) in at least English and Maths (UK)
High school diploma or GED (US)
Bachelor’s Degree in business, marketing, sales, or a related field is typically preferred
Master’s degree in business administration (MBA) or related field (Preferred but not essential
Certifications in Sales and Management
Training or qualifications in the relevant area of sales, e.g. art, healthcare, technology or media
A good understanding of business principles, commerce and finance
An undergraduate degree in a business-related subject may be beneficial
Experience in a leadership or managerial role may be necessary for some senior management positions
Fluency in another language can help secure a job in a global company
Proficiency in CRM and office software

Skills

A career in sales relies heavily on skillset, personality and attitude. Successful salespeople share personality traits, including resilience, optimism, and the ability to remain motivated following rejection.

Sales assistants often deal with the general public and may benefit from being:

Polite and well-mannered
Pleasant in nature
Approachable and friendly
Willing to help
Self-motivated
Patient and resilient
A good listener

Sales executives might work in B2B or B2C sales and can benefit from the following skills:

Excellent communication skills
Patience
Resilience, even when hearing ‘no’
Drive and determination
Motivated by earning money
Well-mannered with a pleasant and approachable nature
Good grasp of numbers and basic maths
Ability to influence and persuade people
A professional manner

Sales managers must have strong leadership qualities and the skills to influence their sales team and customers. Useful skills include:

Excellent communication skills
Ability to persuade and influence people
Self-motivation and the ability to motivate others
Being encouraging and supportive
Drive and ambition
Resilience and determination
A positive attitude

Working Hours

The working hours for sales jobs can depend on your level of seniority and the nature of the sales. B2C sales can require you to work any time the business is open, including evenings, weekends and bank holidays.

B2B sales are usually conducted within office hours of Monday to Friday, 9am to 5pm, with weekends, evenings and bank holidays off.

Notable Locations

Almost every industry relies on sales in some capacity, so there are extensive opportunities in locations across the UK and US. The below key cities are prime locations for sales careers and notable for their diverse and robust business environments.

London
Manchester
Birmingham
Leeds
Bristol
Glasgow
Belfast
Edinburgh
Reading
Cambridge

New York City, New York
San Francisco, California
Los Angeles, California
Chicago, Illinois
Austin, Texas
Dallas, Texas
Boston, Massachusetts
Seattle, Washington

Notable Companies

From tech giants to healthcare leaders, a wealth of companies in both the UK and US offer exciting sales opportunities. The best company for you will depend on your experience, specific skills and industry preferences. Here are some companies known for their dynamic work environments and opportunities for career growth in sales:

Amazon
HSBC
BT Group
BP
British Airways
Tesco
Diageo
Salesforce
Oracle
GlaxoSmithKline
Astra Zeneca
Boots
Aviva
Unilever
Inchcape UK
John Lewis Partnership
Sky Group
Pearl Lemon

Microsoft
Amazon
Apple
Google
Johnson & Johnson
Pfizer
IBM
Goldman Sachs
AT&T
Procter & Gamble
Coca-Cola
JPMorgan Chase
Salesforce
Medtronic

Next Steps

Sign up to JobLookup for the latest sales jobs straight to your inbox. To start your job search today, read The Ultimate Jobseeker Guide for tips and advice on landing your next role in sales.