The objective of any firm is to market and sell its products or services profitably. Sales representatives are an important part of manufacturers’ and wholesalers’ success. Regardless of the type of product they sell, their primary duties are to interest wholesale and retail buyers and purchasing agents in their merchandise and to address clients’ questions and concerns. Sales representatives represent one or several manufacturers or wholesale distributors by selling one product or a complementary line of products. Sales representatives demonstrate their products and advise clients on how using these products can reduce costs and increase sales.
Sales representatives spend much of their time traveling to and visiting with prospective buyers and current clients. 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. Because a vast number of manufacturers and wholesalers sell similar products, sales representatives must emphasize any unique qualities of their products and services. Manufacturers’ agents or manufacturers’ representatives might sell several complementary products made by different manufacturers and, thus, take a broad approach to their customers’ business. Sales representatives may help install new equipment and train employees in its use. They also take orders and resolve any problems with or complaints about the merchandise.
Obtaining new accounts is an important part of the job. 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 a process that can take several months, sales representatives present their product to a customer and negotiate the sale.
Sales representatives have several duties beyond selling products. They analyze sales statistics; prepare reports; and handle administrative duties, such as filing expense account reports, scheduling appointments, and making travel plans. They read about new and existing products and monitor the sales, prices, and products of their competitors.
Manufacturers’ agents who operate a sales agency also must manage their business. This requires organizational and general business skills, as well as knowledge of accounting, marketing, and administration.
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.
Employment Outlook
Job prospects for sales representatives, wholesale and manufacturing, will be best for persons with the appropriate knowledge or technical expertise as well as the personal traits necessary for successful selling. Opportunities will be better for wholesale sales representatives than for manufacturing sales representatives because manufacturers are expected to continue contracting out sales duties to independent agents rather than using in-house or direct selling personnel. Agents are paid only if they sell, a practice that reduces the overhead cost to their clients. Also, by using an agent who usually contracts his or her services to more than one company, companies can share costs with the other companies involved with that agent.
Those interested in this occupation should keep in mind that direct selling opportunities in manufacturing are likely to be best for products for which there is strong demand. Furthermore, jobs will be most plentiful in small wholesale and manufacturing firms because a growing number of these companies will rely on agents to market their products as a way to control their costs and expand their customer base.
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