What Is a Sales Representative? Types, Skills, and How to Become One

A sales representative pitches and sells products to potential, new, and existing customers on behalf of a company. This role typically requires relationship building and product knowledge to effectively communicate the benefits and ensure customer satisfaction.

A sales representative can be a lucrative career for motivated self-starters. Learn more about what sales representatives do and the salaries they can earn, the different types of sales rep roles available to explore, and the skills you'll need to be successful. Afterward, build your knowledge with the Salesforce Sales Development Representative Professional Certificate.

What is a sales representative?

A sales representative—or sales rep for short—sells products and services to consumers or businesses. They typically need to find leads to pitch potential sales, present product information, negotiate deals, and maintain client relationships. They are responsible for meeting quarterly or annual sales targets and contributing to the company's revenue growth.

Sales representatives can be found in many industries, including technology, health care, and manufacturing. Many sales reps have flexible schedules, with work-from-home options in some cases.

Sales rep: area of focus

Some of the highest paying sales jobs are in industries where you can earn a commission from more expensive products. Sales representatives will sell different products depending on the company and industry. These can include:

• Wholesale 

• Manufacturing 

• Scientific

• Technical 

• Medical

• Pharmaceutical  

Sales representative salary

The median total pay for a sales representative in the US, including base pay, bonuses, and commissions, is $123,000, according to Glassdoor [1]. As a sales rep, you may earn a lower base salary because the more significant portion of your income will come from commissions. Certain industries, such as pharmaceuticals and tech, are known for sizable commissions.

What does a sales representative do?

Sales reps are involved in the entire sales process, from reaching out to potential customers to maintaining relationships with existing customers. A good sales rep understands and meets the varying needs of a company’s target customer base. Common duties may include: 

• Prospecting and lead generation

• Educating customers on products

• Answering questions about products

• Demonstrating the use and benefits of products

• Understanding and conducting market research on similar or competing products 

• Negotiating prices and terms

• Tracking sales

• Analyzing market conditions and competitor activities

• Preparing and submitting sales reports

• Following up with customers after sales

Types of sales representatives 

Sales representatives may be responsible for different things depending on the company.  

Inside sales representative

As the name suggests, an inside sales representative works from inside a company, meaning they spend most of their day in an office rather than out in the field. Companies that utilize inside sales representatives rely on these professionals to generate leads. Depending on the needs of a company, some common tasks include:

• Cold calling and prospecting: They contact potential customers via phone, email, or other digital channels to generate leads and set up appointments.

• Product demonstrations: They conduct virtual product presentations or demos to showcase the features and benefits of their company's offerings to potential clients.

• Customer relationship management: They use CRM software to track interactions, manage customer data, and nurture ongoing client relationships.

• Sales pipeline management: They monitor and update the status of various sales opportunities, ensuring a steady flow of deals through different stages of the sales process.

Outside sales representative 

An outside sales rep, on the other hand, sells products to customers via in-person interactions. Professionals in this role travel and spend the majority of their time in the field and setting up meetings with potential and existing clients. Common tasks of an outside sales rep may include: 

• Field visits: They travel to meet clients and prospects in person at their places of business, often covering a specific geographic territory.

• In-person demonstrations: They conduct live, hands-on product demonstrations or presentations tailored to the client's needs and environment.

• Relationship building: They focus on developing and maintaining strong personal relationships with clients through face-to-face interactions, business lunches, and networking events.

• Territory management: They strategically plan their travel and activities to effectively cover their assigned sales territory, balancing time between existing clients and new prospects.

Sales development representative 

A sales development representative (SDR) works in the early stages of the sales funnel through inbound and outbound sales prospecting. The goal for sales development reps is to increase customer engagement by building relationships with potential customers. Common duties include: 

• Conducting cold calls and emails: SDRs initiate contact with potential customers through unsolicited phone calls and emails to introduce their company's products or services and generate interest.

• Creating first impressions for their company's brand: As often the first point of contact, SDRs play a crucial role in shaping the initial brand perception through their professionalism, knowledge, and communication skills.

• Educating prospective customers: SDRs provide potential clients with valuable information about their company's offerings, addressing questions and concerns to help prospects understand how the product or service can meet their needs.

• Communicating with other sales team members: SDRs collaborate closely with account executives and other sales team members, sharing insights about leads and ensuring a smooth handoff of qualified prospects for further nurturing or closing.

Sales representative skills

A sales representative acts as a sort of bridge between the company they work for and the customer they've built a relationship with. You need to have a thorough understanding of the product you’re selling, as well as an understanding of the customer's needs.

Technical skills

• Customer service 

• Product knowledge 

• Closing skills 

• Lead generation

• Networking

• Cold calling 

• Customer acquisition 

• Knowledge of sales pipeline 

Workplace skills

• Critical thinking 

• Communication 

• Confidence 

• Charisma 

• Listening skills

• Leadership 

• Negotiation

• Presentation skills 

How to become a sales rep

There are many ways to become a sales rep. Consider the guidance below to get started.  

Meet educational requirements. 

The most common educational requirement for sales representatives is a high school diploma or GED. It’s not common for entry-level sales positions to require a formal degree, though some individuals hold bachelor’s degrees in business or a related field.

If you know what industry you’d like to sell for and want to earn a degree, consider earning a bachelor’s degree in that field. For example, a computer science degree would be beneficial if you want to sell software. 

Build experience. 

Real-world sales experience is a key requirement for getting a job as a sales representative. Employers want to see you are competent, confident, and skilled in building relationships. Prior experience can differ based on the industry and your overall employment history.

Have no experience. If you don't have any sales experience, you can built it in many ways. Look for entry-level sales jobs where you can build customer service skills, and get comfortable forming and maintaining client relationships. 

Have some experience. If you already have sales experience but want to work in a different industry, build experience in that specific field by seeking out training opportunities or certifications. Some employers will train you on a product if you already have experience in basic sales skills. 

Consider certifications. 

Certifications and formal training are excellent ways to demonstrate your proficiency in sales. Earning these credentials can mean a more competitive resume and additional career opportunities within the sales profession. Some popular sales certifications and specializations include:

• The Certified Sales Executive (CSE) Certification is offered through the Sales and Marketing Executives International organization. This certification is for a range of sales professionals who want to improve sales skills and even move into management-level positions. 

• The Certified Professional Sales Person (CPSP) Certification is offered through the National Association of Sales Professionals. Any sales professional who wants to learn new sales techniques, build technical and personal skills key to sales, and gain a competitive edge in the industry with professional credentials might consider getting this certification. 

• The Certified Professional Sales Leader (CPSL) is another certification offered through the National Association of Sales Professionals. This certification is best for sales professionals seeking to enhance their career in sales by pursuing leadership positions. Training and skills learned as part of this program focus on sales leadership. 

These certifications can be earned online, and many can be completed in under one year. The cost of each certification varies. Some professional organizations require or encourage membership. 

Create a resume and apply for sales positions. 

Put together your sales rep resume, concentrating on the experience you've gained and highlighting as much as possible the successes you've had along the way. When you’re ready to apply for jobs, reading through job descriptions to get an idea of the in-demand skills to tailor your resume appropriately can be helpful.

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