Sales is the most important function of a company as it is through the sales function
that the company earns revenue and after covering its costs is able to earn profits.
There are many roles in the sales department of any firm. One such, at the first
few initial levels, is that of a Sales executive. A Sales executive has the responsibility
to increase and maximise the sales of a firm's goods or services in the areas for
which he is responsible.
The main responsibility of the sales executive is to ensure the success of the firm
in the domestic market and if there is a foreign customer base then in the overseas
market also. The role involves working with different brands and products. The executive
is involved with the identification of new markets and business opportunities. Sales
executives can work in different sectors in an economy and of the market. They can
work in the fast moving consumer goods, or popularly called FMCG. Items like food
and stationery are included in the sector.
The other sector is that of consumer durables where items like clothes, domestic
equipment and toys are sold. They can also work in industrial supplies, IT, software
and media and services like financial services. The main work that is involved is
to analyse the market and sell the commodities or services. Other responsibilities
are to maintain and develop relationships with the existing customers through meetings,
phone calls and emails to ensure satisfaction. The executive has to visit the potential
customers to increase sales. The sales executive is the contact between a firm and
the existing and the prospective customers. He negotiates the terms and conditions
and closes the deal.
The executive has to collect information about the market and customers and has
to represent the firm at trade exhibitions and other events. He has to negotiate
about price and other specifications with his managers and the customers. Seeing
the market conditions and customer feedback he should give suggestions on improvisations
and new products and special promotions. He also needs to interact with suppliers
to check on the progress of existing orders. At times he also needs to check quantities of goods on display and in stock. To show his performance he has to record sales
and order information copies of which need to be sent to the sales office. To improve
performance a sales executive should review his own sales performance so that he
can aim to achieve targets.
As the sales executive is the link between the company and the customer he should
get an unambiguous understanding of the customers' needs and requirements should
judge and make accurate and rapid cost calculations for quotations to give to the
customers. A sales executive is important for the success and profits of the company
by being the link between customers and the management.
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