What does a sales representative do?

Sales representatives are instrumental in driving a company’s growth and profitability. They work across retail, technology, pharmaceutical and industrial sectors, serving as the primary link between the product and the customer. A sales representative builds relationships with customers, communicates value and closes deals that support both short-term targets and long-term customer loyalty.

Depending on the business, they may operate in an office, contact centre or remotely. They may also travel, attend events and adapt their working hours around client needs.

Sales representative skills and qualifications

Strong candidates often demonstrate communication, negotiation and relationship-building skills, which may be important for success in this role. Critical thinking and adaptability are also important, enabling representatives to navigate changing customer demands and market dynamics. Other skills that may be required for the job may include:

• Proficiency with CRM software (e.g. Salesforce, HubSpot, Zoho)
• Ability to create and interpret sales reports and forecasts
• Strong product knowledge and technical understanding of offerings
• Competence in generating leads and managing pipelines
• Skilled in using digital sales tools and online meeting platforms
• Accurate data entry and record-keeping
• Understanding of pricing structures, quotations and basic commercial maths

Sales representative experience requirements

Experience requirements vary depending on the business model, product type and seniority of the role. Entry-level positions may be suitable for candidates with experience in retail or customer service, while more senior or specialist roles typically require previous sales experience in a relevant sector.

Roles in technical, pharmaceutical or B2B environments often require industry knowledge or previous experience. Experience with CRM software and a track record of meeting or exceeding targets is commonly preferred.

Sales representative education and training requirements

There is no single educational route into a sales role, making this a strong opportunity for skills-first hiring. According to the UK’s National Careers Service, sales representatives can enter the profession through a university degree (in business, marketing or a relevant field) or via an apprenticeship.

Apprenticeship routes include the Sales Executive Higher Apprenticeship (Level 4). Employers may also value candidates with vocational sales certifications from industry bodies such as the Institute of Sales Management (ISM). Practical training in negotiation, customer management and digital sales tools can be integrated into ongoing professional development within the organisation.

Sales representative salary expectations

Compensation for sales representatives varies based on experience, company size, location and industry. Find current salary data for sales representative roles on Indeed Salaries. Job descriptions generally state whether the role offers a base salary or a package with on-target earnings (OTE), especially for positions with a strong commission component.

Job descriptions generally state whether the role offers a base salary or a package with on-target earnings (OTE), especially for positions with a strong commission component.

Job description samples for similar positions

If a sales representative doesn’t quite match the description you’re looking for, you might also consider these related roles:

• Sales consultant
• Business development executive
• Sales coordinator
• Account manager