Four Sales Positions for People Persons

KATHERINE O’BRIEN, Staff Writer, POSS.ca

Enthusiasm, self-confidence, persistence and persuasive powers — these four qualities can take you far in the sales world, and salespersons are needed right across the board in any number of businesses.

People skills are king in sales. The typical sales positions are made for those who are outgoing, comfortable with small talk, and can easily build rapport with and gain the trust of others. More importantly than talking, you need to be a good listener so you can find out what prospective customers want. Then you have to position your product or service according to the customers’ needs, deal with any objections they may have, negotiate if necessary, and finally ask for and close the sale — needless to say, it can be an intimidating prospect.

Sales can be a good field if you are a motivated self-starter and can deal with rejection, as you will experience it repeatedly. If you lack formal education in sales, don’t let that stop you from pursuing this career, as experience and talent are often more important unless you are pursuing technical sales.

Earnings can vary from low, if you’re a cashier or you get paid strictly by commission (and you’re not hitting your sales targets), to as high as six figures. (According to The Best and Worst Paying Sales Jobs article, securities/financial services sales agents, real estate brokers and sales engineers have some of the highest earning potential.) Many sales positions offer a small base salary and pay a commission, typically based on either a percentage of sold revenues or profit margins. According to Salary.com’s Sales Compensation article, commissions usually account for 30 to 50 per cent of a salesperson’s cash compensation package, and some companies offer sales awards, bonuses and profit-sharing plans.

1. Retail Salespersons
Salespersons working in a store generally greet customers, help them identify their needs (for example, size of shoe), then demonstrate, fit or measure merchandise for customers, says Alberta Occupational Profiles. Retail salespersons process payments (cash, debit and credit cards) and wrap customer purchases or arrange for delivery. They also handle returns or exchanges and take inventory, stock shelves and prepare displays.

Retail salespersons need to understand the merchandise they are selling, and this knowledge is crucial if they’re selling complex items, points out Career Overview. For instance, those selling vehicles “need to be able to point out the features of various makes and models, provide information about specific warranties, explain the manufacturer’s qualifications, and tell about various available financing options.”

Generally, retail salespersons need a neat and well-groomed appearance and an awareness of current trends in product lines. Diplomacy, tact, and patience are key in retail sales – as some of your customers may be surly and difficult.

Retail salespersons often work part-time during evenings or weekends and sometimes the jobs are only seasonal, say, just before Christmas or during the summer. The Working in Canada site says that the average wage for retail salespersons was just under $15 in 2009. As an added incentive, those working in retail can usually buy their store’s merchandise at a discount. According to Retailjob.ca, “Retail has a strong tradition of promoting from within and of professional training.”

Ontario Job Futures (PDF) says that despite technological advancements in purchase transactions, inventory management and purchasing, the demand for retail salespersons will continue to be stable but the impact of e-commerce will transform some retail jobs into telecentre sales support.

For More Information:

Retailjob.ca: Job Board

Canadian Retail Institute

2.Technical Salespersons
Technical sales representatives sell governments and businesses a long list of technical goods and services including computers, scientific and industrial products, industrial machinery, medical supplies, and chemicals, to name a few. These reps usually specialize in a particular line of goods or services and must become experts in what they sell.

If you’re thinking about this field, ensure that you pick a growth area, considering factors like demographics, technology and social change. For instance, were you to target the older and growing baby boomer demographic (those born between 1946 and 1964), you may wish to work for a pharmaceutical or medical supply company or to sell financial products designed for seniors.

Technical sales representatives, who are usually assigned specific territories, travel frequently, spending much of their time visiting prospective buyers, “prospecting” (or developing) sales. Creating and maintaining a wide-reaching customer base is the salesperson’s primary responsibility.

Though cold calling is still used, it’s becoming less crucial in many industries, according to this WetFeet industry profile. “Cold calling has been subsumed under the larger umbrella of prospecting, which includes attending trade shows and using data marketing (relying on market research to determine likely customers) in its mix of strategies.” As well, high-tech marketing, including e-commerce, website development and search engine optimization, is important in driving consumers to come to you.

Additional duties of a technical sales rep include:

Training customers (and their employees) on the operation of new equipment

Troubleshooting technical problems related to equipment

Estimating costs of installing and maintaining equipment or service

Drawing up sales contracts and preparing detailed project proposals and contracts

In technical sales the hours are long, the field is highly competitive, and sales reps are under constant pressure to maintain and expand their client base, says Alberta Occupational Profiles. On the positive side, Ontario Job Futures (PDF) notes that the earnings for this profession are higher than average ($80,000 in 2005), and the Working in Canada site predicts a shortage of workers between 2009 and 2018.

Depending on the industry, technical sales representatives may need a background in business administration, engineering, computer science or pharmaceuticals. Some jobs require a graduate degree and for all positions you must keep up-to-date with technological changes through professional development. Employers often offer product specific in-house training programs.

For More Information:

Salesrep.ca: Interview With a Technical Sales Representative

3. Wholesale Sales Representatives (Non-Technical)
Wholesale sales representatives (sometimes known as manufacturers’ representatives, brokers or account managers) sell products such as office supplies directly to businesses, government agencies and other organizations. According to Alberta Occupational Profiles, sales representatives may work for:

Food and beverage producers, selling foods to grocery stores and restaurants

Book publishers, promoting the sale of textbooks to educational institutions or magazines to newsstands, hotels, book stores and libraries

Transportation companies, selling freight and shipping services to manufacturers, wholesalers and distributors

Sometimes these professionals represent several companies, selling a range of products.

Manufacturer’s representatives must first find out what client organizations need and next they must emphasize how their product lines can meet those needs. They find new clients by going through business directories and social networking websites, following up leads from existing clients, and doing general networking. Part of their duties include:

Analyzing sales statistics

Preparing sales contracts and reports

Following up with clients to resolve any problems

Helping collect delinquent accounts

Filing expense accounts and scheduling appointments

Sales representatives stay current by attending trade shows and conferences, reading about new and existing products, and monitoring the products of their competitors. The typical salary in Toronto (excluding commission) is about $37,000 to $55,000, says Salary Calculator.

For More Information:

U.S. Department of Labor’s Bureau of Labor Statistics

4. Direct Sellers (Demonstrators)
Direct selling can be a great option for those who want to be their own boss but do not have the money to invest in a small business, would like flexible hours, and enjoy meeting new people. Direct sellers or demonstrators promote a variety of items: books, gourmet food, cosmetics, vitamins. As the name implies, these salespersons give a demonstration to promote the product’s capabilities. They also inform potential customers about the product’s distinctive features and field questions.

Direct sellers are self-employed, buying products from companies directly at wholesale prices. They usually work part-time and can be found at malls, shopping centers, grocery stores and trade shows.

According to Alberta Occupational Profiles, some sellers use a sales party approach to display or demonstrate products such as Tupperware at small gatherings in people’s homes. Some direct sellers (think Avon lady) use a person-to-person approach to identify and approach new customers through a network of contacts, then show them their product samples. Direct sellers generally are expected to recruit new direct sellers so part of the deal is encouraging participants to host similar events for their friends and help them start their own businesses.

Before jumping into a direct selling venture, beware of pyramid schemes, illegal scams in which large numbers of people at the bottom of the pyramid pay money to a few people at the top. You would be well advised to research prospective companies first by checking out the Better Business Bureau for any consumer reports and speaking to the company’s customers, vendors, suppliers and former employees. (One way to contact former company associates is through LinkedIn’s company directory listing.) In addition, do an online search on the company to check its reputation. As well, the Direct Sellers Association discusses how you can recognize a reputable firm.

Source: Possibilities Toronto’s Online Employment Resource Centre, www.poss.ca
This Employment Ontario project is funded in part by the Government of Canada.