A Brief Look at the Area Sales Manager

By: Richard Taylor Edwards

No matter what product or service your company sells, or where you are in the UK, Europe, or another country, the need for an area sales manager is imminent. Even a retail outlet such as a retailer of commercial goods has several levels of sales managers, but the area sales manager is the one who works within the scope of the immediate location or site and directly with the sales staff on a daily basis. For example, a commercial lumber chain may have several different locations within the UK spanning from England to Scotland, Wales, Scotland, and Northern Ireland. The area sales manager is responsible for the sales staff at only the store where he works.

It is the responsibility of the area sales manager to assure that his staff is aware of the sales goals for their store or location and maybe even conduct contests of a sort to allow them to compete with other locations as morale boosters.

The area sales manager reports to either the regional sales manager or the national sales manager contingent upon the make up of the company itself. He must develop his staff into go-getters who will make the company's profits soar and make himself look good as well to his managers. This is achieved through an extensive training program that the area sales manager together with the regional and national sales managers develop.

In most cases, the area sales manager starts as a salesperson and works his way into the position of area sales manager through high sales volume and loyalty to the company and its function. He is a dedicated employee who is highly capable of training his sales staff to everything he did in order to become high achievers in the world of sales. He will report sales volumes both collectively and on an individual basis to his managers and work diligently with those employees who are under-achieving to help them meet individual and company goals. The area sales manager may also play a role in being in close contact with the customers at his location so that he can stay informed concerning sales needs and any additional inventory that may be necessary to meet the needs of the customers. Certainly, his effort do not go unnoticed as he will be rewarded bonuses for the efforts of his staff, so encouragement within the ranks holds a two-fold purpose for the area sales manager.

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