Most commonly reported Work Activities

• Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
• Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
• Coaching and Developing Others Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Developing and Building Teams Encouraging and building mutual trust, respect, and cooperation among team members.
• Training and Teaching Others Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
• Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

The Work

Sales managers are responsible for the sales team and/or sales assistants of companies with products or services to sell. They divide the work by region or type, allocating it to sales representatives. They set sales targets for individuals or groups to meet.  
 
Supervision of the sales reps' work may be done mainly through telephone conversations, email and occasional meetings, and by analysis of their written weekly or monthly sales returns. Liaison with the reps includes discussions about whether the company can make changes to meet customers' requirements or offer special discounts. The manager may be able to decide on some of these or may have to have discussions with product managers, factory or suppliers.  
 
The manager provides quotations, processes orders (checking that the most important ones are on schedule) and ensures that the reps have supplies of sales literature, product samples and sales/merchandising aids. They produce sales reports for discussion by company management, and organise sales briefings, conferences and the company's stands at trade fairs and exhibitions.  
 
For major orders, the manager may draw up a tender document, estimate or sales brochure and agree a final contract. After delivery of products, they may have to handle any problems, complaints or queries. With the personnel manager, they may recruit and train sales staff.  
 
Depending on the level of their responsibility, sales managers may travel locally, nationally and even internationally, and spend short periods away from home.

Most commonly reported Work Tasks

• Direct and coordinate activities involving sales of manufactured products, services, commodities, real estate or other subjects of sale.
• Resolve customer complaints regarding sales and service.
• Review operational records and reports to project sales and determine profitability.
• Oversee regional and local sales managers and their staffs.
• Determine price schedules and discount rates.
• Prepare budgets and approve budget expenditures.
• Monitor customer preferences to determine focus of sales efforts.
• Plan and direct staffing, training, and performance evaluations to develop and control sales and service programs.
• Direct, coordinate, and review activities in sales and service accounting and record-keeping, and in receiving and shipping operations.
• Direct clerical staff to keep records of export correspondence, bid requests, and credit collections, and to maintain current information on tariffs, licenses, and restrictions.

Further Information

• Retail Sales Manager - from: N.C.S. [UK]

This occupation is typically suited for people with the following Career Interests:

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

Social

The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.

Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.

Apprenticeship Route

The official entry route for a Retail Sales Manager is through undertaking an apprenticeship.

Click here to find information on the Retail Supervision apprenticeship

Entry is usually after gaining experience in a sales position, for example, as a sales assistant or sales representative. Some large companies offer graduate training schemes.  
 
Most Sales Managers have previous experience as sales representatives. Sales administrator posts within a sales department may offer another entry route. Individuals with a technical/commercial background and specialist knowledge of the products may also be suitable for the position of Sales Manager.  

Education & training career development routes include: 

FET centre Traineeship Retail skills NFQlevel 5 search FET courses

FET centre PLC post leaving cert Retail NFQ level 5 search PLC courses

Apprenticeship Retail Supervision NFQ level 6 

• To become an apprentice in Ireland you must be hired by an employer. Apprenticeship employers are formally approved by SOLAS in advance of employing apprentices. Apprentices get a formal contract of employment as part of their apprenticeship.

  To find an apprenticeship, you can search apprenticeship vacancies on the Apprenticeship Jobs Portal. You can search for vacancies by location and by apprenticeship.

  Your local Education and Training Board may hold details of employers seeking to employ an apprentice.

  This apprenticeship is managed by Retail Ireland. If you are interested in a retail supervision apprenticeship you should make contact with Retail Ireland via the contact details in the ‘Find Out More Section’ below.

  Full eligibility criteria for this apprenticeship are available in the Retail Supervision Apprenticeship brochure.

The entry requirements to enrol on the programme:

• Applicants must be 18 years or older to obtain a place on the programme.

• Applicants must have successfully completed their leaving certificate (Grade O6/ H7 or above in 5 Leaving Certificate subjects including Maths F2/06/H7 along with English or Irish 06/H7) or a full QQI Level 5 or higher qualification

OR

be aged 21 years or over with 3 years relevant retail work experience.

• International applicants must present the equivalent of a full Level 5 qualification or higher.

Learners for whom English is not the first language must demonstrate proficiency in English. Applicants should achieve a minimum of a grade B2 in the Oxford English Test or equivalent in other recognized English Tests. Employers should contact Retail Ireland Skillnet as early as possible when considering enrolling international applicants. RIS will attempt to organise tests for all international applicants. • Recognition of Prior Learning will also be considered as part of entry requirements.

Higher educaton colleges CAO entry throughout the country offering courses in sales and marketing nfq level 6-8 search CAO courses
 

Skillnets ireland offer a range of upskilling choices in the retail sector search Skillnets here

Last Updated: April, 2023

Salary Range (thousands per year)* €35k - €60k

Salaries vary based on employer, location, experience, duties, and role.
Rates of pay can include [OTE bonus scale On target earnings]. This depends on your employer.

Data Source(s):
Morgan McKinley/ Excel/ Indeed/ Osborne/ Clark/ Azon

Last Updated: March, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

Employment grew strongly for this occupation, particularly between 2021 and 2022, with an additional 7,800 persons employed. This growth is in line with the recent employment growth in the wholesale/retail sector.

The share of non-Irish citizens, at 29%, was higher than the national average of 19%. The number of jobs advertised online (OVATE) grew strongly (10%) for this occupation in the year to 2022, although the fall in adverts in the most recent quarterly data suggests a slowdown in demand.

• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
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  • 1800 22 33 88
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• The Executive Institute

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  • (01) 662 6904
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