Do you enjoy traveling and working with other people? Do you have specific knowledge about a market or industry? Are you good at sales? If so, then you might look at becoming a sales representative for a wholesaler or manufacturer.


Nature of the Work

Sales representatives are an important part of manufacturers’ and wholesalers’ success. Regardless of the type of product they sell, a sales rep's primary duties are to interest wholesale and retail buyers and purchasing agents in their merchandise, and to address any of the client’s questions or concerns.

Sales representatives represent one or several manufacturers or wholesale distributors by selling one product or a complimentary line of products. Sales reps call on clients and advise them on methods to reduce costs, use their products, how to advertise, and increase overall sales. They market their company’s products to manufacturers, wholesale and retail establishments, construction contractors, government agencies, and other institutions.

This is a large and diverse career field. Depending on where they work, sales representatives can have many different job titles. Those employed directly by a manufacturer or wholesaler often are called sales representatives, or sales reps for short. Manufacturers’ agents or manufacturers’ representatives are self-employed sales workers or independent firms who contract their services to all types of manufacturing companies. Often these titles are used interchangeably out in the field.

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 bring along 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 improve productivity. Because a many manufacturers and wholesalers sell similar products, sales representatives must highlight any unique qualities of their products and services.

Manufacturer's agents or manufacturer's reps might sell several complimentary products made by different manufacturers and, thus, take a broad approach to their customers’business. Another function of sales representatives is to help install new equipment and train their client's employees. They also take orders and resolve any problems with or complaints about the merchandise.

This is a sales-orientated career, and obtaining new accounts is an important part of the job. Sales representatives generate leads and follow up with other clients, track advertisements in trade journals, participate in trade shows and conferences, and may visit potential clients unannounced. They also spend time meeting with and entertaining prospective clients during evenings and on weekends.
In a process that can take several months, sales reps present their products and negotiate the sale.

Aided by a laptop computer connected to the Internet, they often can answer technical and non-technical questions immediately. It's important to be familiar with your company's products, but sometimes sales representatives who lack technical expertise work as a team with a technical expert. In this arrangement, the technical expert—sometimes a sales engineer—will attend the sales presentation to explain the product and answer questions or concerns.

It is the sales representative's job to make preliminary contact
with customers, introduce the company’s product, and close
the sale. The rep is then able to spend more time maintaining
and soliciting accounts and less time acquiring technical
knowledge. Those selling consumer goods often suggest
how and where merchandise should be displayed. Working
with retailers, they may help arrange promotional programs, store displays, and advertising.

Sales representatives may have several duties beyond selling products. They also analyze sales statistics; prepare reports; and handle administrative duties, such as filing their expense account reports, scheduling appointments, and making travel plans. They study literature about new and existing products and monitor the sales, prices, and products of their competitors.

Working Conditions

Some sales representatives have large territories and travel considerably. A sales region may cover several states, so they may be away from home for several days or even weeks at a time. Others work close to their “home base” and travel mostly by automobile; this is especially common in larger cities and metropolitan areas.
Due to the nature of the work and the amount of travel, sales representatives may work more than 40 hours per week.
Although the hours are long and often irregular, most sales representatives have the freedom and flexibility to determine their own schedule.

Dealing with different types of people can be stimulating, but also
demanding. Sales representatives often face stiff competition from other reps in their industry. Companies usually set goals or
quotas that representatives are expected to meet. Because their earnings depend on commissions, manufacturers’ agents are also under the added pressure to maintain and expand their clientele.

Employment

Manufacturers’ and wholesale sales representatives held about 2.1 million jobs in 2004. About half of all salaried representatives
worked in wholesale trade. Others were employed in manufacturing and mining. Due to the diversity of products and services sold, employment opportunities are available in every part of the country and in a wide range of industries.

In addition to those working directly for a firm, many sales representatives are self-employed manufacturers’ agents. They often form small sales firms and work for a straight commission based on the value of their own sales. However, manufacturers’ agents usually gain experience and recognition with a manufacturer or wholesaler before becoming self-employed.


Training, and Other Qualifications

The background needed for sales jobs varies by product line and
market. Many employers hire individuals with previous sales experience who do not have a college degree, but often prefer those with some college education. Increasingly employers prefer or require a bachelor’s degree as the job requirements have become more technical and analytical.

However, for many consumer products, factors such as sales ability, personality, and familiarity with brands are more important than educational background. On the other hand, firms selling complex, technical products may require a technical degree in addition to some sales experience.

Many sales representatives attend seminars in sales techniques or take courses in marketing, economics, communication, or even a foreign language to provide the extra edge needed to make sales. In general, companies are looking for the best and brightest individuals who have the personality and desire to sell.

Many companies have formal training programs for beginning
sales reps lasting up to 2 years. However, most businesses
are accelerating these programs to reduce costs and expedite
the returns from training. In some programs, trainees rotate among jobs in plants and offices to learn all phases of production, installation, and distribution of the product. In others, trainees take formal classroom instruction at the plant, followed by on-the-job training under the supervision of a field sales manager.

New workers may get training by accompanying experienced
workers on their sales calls. As they gain familiarity with the firm’s products and clients, these workers are given increasing responsibility until they are eventually assigned their own territory. As businesses experience greater competition, increased pressure is placed upon sales representatives to produce sales.

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. In addition, the entire sales force may participate in company-sponsored meetings to review sales performance, product development, sales goals, and profitability.

In addition to advancement opportunities within a firm, some manufacturers’ agents go into business for themselves. Others find opportunities in purchasing, advertising, or marketing research.

Job Outlook

Employment of sales representatives, wholesale and manufacturing, is expected to grow about as fast as the average for all occupations through the year 2012 due to continued growth in the variety and number of goods to be sold. Also, many job openings will result from the need to replace workers who transfer to other occupations or leave the labor force.

Prospective customers will still require sales workers to demonstrate or illustrate the particulars of a good or service. However, computer technology makes sales representatives more effective and productive, for example, by allowing them to provide accurate and current information to customers during sales presentations.
Job prospects for wholesale sales representatives will be better
than those 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.

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.


Payment and other compensation

In addition to their earnings, sales representatives usually are
reimbursed for expenses such as transportation costs, meals, hotels, and entertaining customers. They often receive benefits such as health and life insurance, pension plan, vacation and sick leave, personal use of a company car, and frequent flyer mileage.

Some companies offer incentives such as free vacation trips or gifts for outstanding sales workers. Unlike those working directly for a manufacturer or wholesaler, manufacturers’ agents are paid strictly on commission and usually are not reimbursed for expenses. Depending on the type of product or products they are selling, their experience in the field, and the number of clients, their earnings can be significantly higher or lower than those working in direct sales.

Conclusion

This can be a great opportunity for the right person. Those who want to become sales representatives should be goal oriented
and persuasive, and work well both independently and as
part of a team. A pleasant personality and appearance, the ability to communicate well with people, and problem-solving skills are highly valued. Furthermore, completing a sale can take several months and thus requires patience and perseverance.

 

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