Sales Representative Job Description Template for B2B and B2C Teams

Hiring the right salesperson can directly affect revenue, customer relationships, and the growth of a business, yet many companies struggle to explain exactly what they expect from the person they hire.

A well-written sales representative job description template should do more than list generic duties; it should explain the purpose of the role, daily activities, sales targets, customer expectations, required skills, qualifications, reporting structure, and performance measures.

This guide explains how employers can create a clear sales role for both B2B and B2C teams, while also helping candidates, HR professionals, recruiters, and hiring managers understand what success looks like.

A sales representative is generally responsible for finding potential customers, understanding their needs, presenting relevant products or services, handling questions and objections, and helping move qualified prospects toward a purchase.

Depending on the business, the role may involve phone calls, email, video meetings, social selling, retail interactions, customer visits, demonstrations, trade shows, or a combination of these activities.

The US Bureau of Labor Statistics reported approximately 1.57 million wholesale and manufacturing sales representative jobs in 2025. It projects about 123,400 openings per year on average from 2025 through 2035, with many openings expected because workers leave the occupation or move into other roles. This makes clear job design and effective hiring important even in an occupation where overall employment growth is projected to be limited.

What Does a Sales Representative Do?

A sales representative helps an organization generate revenue by connecting its products or services with potential buyers. The exact work depends on the industry, customer type, sales cycle, territory, average deal size, and whether the position is primarily inside, outside, field-based, retail, B2B, or B2C.

In simple terms, the representative usually works through a sales process that looks like this:

Find prospects → qualify opportunities → understand needs → present solutions → handle objections → close sales → maintain relationships.

However, modern sales work is rarely limited to asking customers to buy something. Representatives may research accounts, update customer records, prepare proposals, coordinate product demonstrations, follow up after meetings, communicate with operations teams, and monitor their pipeline.

For example, a representative selling business software may spend the morning researching companies, conduct two product demonstrations in the afternoon, update the CRM after each conversation, and prepare a proposal for a prospect that has entered the final stage of the buying process.

A consumer-facing representative may have a very different day. They could assist customers in a showroom, explain product features, compare options, process orders, recommend upgrades, and follow up with customers who requested more information.

Why the Role Matters to Employers

Sales representatives often sit close to the point where customer interest becomes actual business revenue. Their work can also provide valuable information about pricing concerns, customer preferences, competitor activity, product problems, and changing market demand.

This is one reason a strong job description should not focus only on the phrase “meet sales targets.” The document should explain how the employee is expected to achieve those targets.

For example, instead of writing:

“Responsible for increasing sales.”

An employer can write:

“Build and manage a qualified sales pipeline through outbound prospecting, inbound lead follow-up, discovery conversations, product presentations, proposal development, and consistent follow-up.”

The second version gives candidates and hiring managers a much clearer understanding of the actual work.

Sales Representative Roles and Responsibilities

The sales representative roles and responsibilities should be written around the actual sales process used by the company rather than copied from a generic job posting.

Common responsibilities include:

• Identify and research potential customers.
• Generate new sales opportunities.
• Respond to inbound inquiries.
• Contact prospects through phone, email, social platforms, or meetings.
• Ask discovery questions to understand customer needs.
• Explain products, services, pricing, and value.
• Prepare quotes, proposals, or order information.
• Conduct product demonstrations when required.
• Address customer concerns and objections.
• Negotiate within approved company guidelines.
• Maintain accurate CRM records.
• Follow up with prospects at appropriate stages.
• Track pipeline activity and sales forecasts.
• Meet assigned revenue or activity targets.
• Build long-term customer relationships.
• Coordinate with customer service, marketing, operations, finance, and management.
• Monitor competitor activity and market changes.
• Attend trade shows, networking events, or customer meetings when required.
• Support renewals, upselling, or cross-selling where applicable.

The responsibilities should be adjusted according to seniority.

An entry-level employee should not normally receive the same level of ownership as an experienced territory representative managing major accounts.

Sales Rep Job Duties List by Sales Stage

A useful sales rep job duties list can be organized around the stages of the customer journey. This approach makes the job description easier to understand and gives recruiters a practical framework for interview questions.

Sales stage	Typical responsibilities
Prospecting	Research prospects, identify decision-makers, build lead lists
Qualification	Determine customer need, budget, authority, timing, and fit
Discovery	Ask questions, understand business or personal needs
Presentation	Explain products, services, features, benefits, and pricing
Objection handling	Respond to concerns about price, timing, competition, or fit
Negotiation	Discuss commercial terms within approved limits
Closing	Secure orders, contracts, subscriptions, or commitments
Handoff	Coordinate implementation, fulfillment, or onboarding
Follow-up	Maintain relationships and identify additional opportunities
Reporting	Update CRM records, forecasts, and sales activity

This structure is especially useful for HR teams because it turns a vague sales role into measurable work activities.

B2B Sales Representative Responsibilities

B2B sales representatives sell to businesses or other organizations. The buying process may involve multiple stakeholders, longer sales cycles, formal proposals, procurement requirements, and larger transaction values.

A B2B representative may be expected to:

• Research target companies and industries.
• Identify decision-makers and influencers.
• Conduct discovery meetings.
• Build account plans.
• Coordinate product demonstrations.
• Prepare proposals and quotes.
• Work with procurement teams.
• Manage multiple stakeholders.
• Maintain long-term accounts.
• Forecast revenue.
• Coordinate with implementation or customer success teams.

For example, a representative selling commercial equipment may need to work with a facilities manager, purchasing department, finance team, and senior executive before the purchase is approved.

The job description should therefore make it clear whether the employee owns the entire sales cycle or only a specific portion of it.

B2C Sales Representative Responsibilities

B2C representatives generally sell directly to individual consumers. The sales cycle can be much shorter, although this varies considerably by industry.

B2C responsibilities may include:

• Responding to customer inquiries.
• Understanding individual customer preferences.
• Recommending appropriate products.
• Explaining product differences.
• Demonstrating products.
• Processing orders.
• Suggesting relevant upgrades or complementary products.
• Following up on inquiries.
• Resolving basic sales-related concerns.
• Maintaining customer information.
• Achieving individual or store-level sales goals.

For example, a B2C representative selling consumer electronics may ask about the customer’s budget, intended use, preferred features, and timeline before recommending a product.

The key difference is not simply “business versus consumer.” It is also the complexity of the buying process, number of decision-makers, sales cycle, average transaction value, and relationship model.

B2B vs. B2C Sales Representative: What Should the Job Description Include?

Employers should avoid using one generic posting for every sales role.

Area	B2B	B2C
Buyer	Business or organization	Individual consumer
Sales cycle	Often longer	Often shorter
Decision-makers	Often multiple	Often one or a small group
Typical channels	Email, phone, meetings, demos, events	Store, phone, website, chat, social
Documentation	Proposals, quotes, contracts	Orders, quotes, product information
Relationship	Often account-based	Often transaction or relationship based
Key skills	Discovery, negotiation, account management	Communication, product knowledge, customer service
Metrics	Pipeline, revenue, win rate, deal size	Revenue, conversion, units, average order value

Neither model should automatically be treated as more complex. The actual requirements depend on the company and market.

A small B2B company may have a simple sales process, while a B2C company selling expensive products may require extensive consultation and follow-up.

Inside Sales vs. Outside Sales

Sales structure is another important part of the job description.

An inside sales representative generally performs sales activities remotely or from a company location. Communication may happen through phone calls, email, video meetings, chat, and other digital channels.

An outside representative spends more time meeting prospects or customers in person. Travel, territory management, networking events, demonstrations, and customer visits can become significant parts of the role.

Outside Sales Rep Description

An effective outside sales rep description should clearly explain the geographic territory, travel expectations, customer visit requirements, and field activities.

Typical responsibilities may include:

• Manage an assigned geographic territory.
• Visit existing and prospective customers.
• Schedule face-to-face meetings.
• Conduct product demonstrations.
• Attend industry events and trade shows.
• Develop local business relationships.
• Identify new opportunities within the territory.
• Prepare quotes and proposals.
• Coordinate customer follow-up.
• Maintain CRM records after field activities.
• Provide territory forecasts to management.

If the position requires frequent travel, employers should state this clearly rather than placing the information deep inside the posting.

For example:

“Travel within the assigned territory is expected approximately 40% of the workweek.”

That sentence helps candidates decide whether the position fits their expectations before applying.

Inside Sales Representative Job Posting

An inside sales representative job posting should describe the communication-heavy nature of the role.

Typical duties may include:

• Respond to inbound leads.
• Conduct outbound prospecting.
• Make discovery calls.
• Conduct virtual demonstrations.
• Follow up with prospects.
• Send proposals and quotes.
• Maintain CRM information.
• Qualify marketing-generated leads.
• Meet monthly or quarterly targets.
• Coordinate virtual sales meetings.

Inside sales positions can be highly structured, making activity metrics particularly important.

For example, an employer may track:

• Qualified conversations.
• Meetings booked.
• Opportunities created.
• Proposal volume.
• Conversion rate.
• Revenue generated.
• Average deal value.
• Sales cycle length.

The employer should not automatically include every metric. The job description should identify the measures that genuinely reflect success in that specific role.

Entry-Level Sales Representative Role

An entry-level sales representative role can be an effective starting point for graduates, career changers, and candidates who have strong communication skills but limited direct sales experience.

The mistake many employers make is asking for several years of sales experience for a position that they describe as entry-level.

Instead, employers can distinguish between required qualifications and preferred qualifications.

For example:

Required:

• Strong verbal and written communication.
• Customer-focused approach.
• Ability to learn product information.
• Basic computer skills.
• Ability to organize follow-ups.
• Willingness to work toward measurable goals.

Preferred:

• Previous customer service experience.
• Retail experience.
• Inside sales experience.
• CRM experience.
• Business development experience.

This approach can widen the qualified candidate pool without removing meaningful standards.

Sales Representative Skills Required

The sales representative skills required will vary by industry, but employers generally need a combination of communication, organization, product knowledge, customer understanding, and commercial judgment.

Core Sales Skills

Important skills may include:

• Active listening.
• Clear communication.
• Prospecting.
• Discovery questioning.
• Negotiation.
• Objection handling.
• Relationship building.
• Presentation skills.
• Follow-up discipline.
• Time management.
• Organization.
• Problem solving.
• Product knowledge.
• CRM proficiency.
• Basic data interpretation.

For B2B positions, additional skills may include account planning, stakeholder management, business research, proposal writing, and forecasting.

For B2C positions, employers may place greater emphasis on customer service, product recommendations, speed of response, interpersonal communication, and transaction accuracy.

A good job description should connect each skill to a real responsibility.

For example, instead of simply stating “excellent communication skills,” write:

“Communicate product value clearly through phone calls, email, virtual meetings, and customer presentations.”

That gives candidates a much better picture of what the employer actually expects.

Sales Representative Qualifications Sample

A practical sales representative qualifications sample should separate minimum requirements from preferred experience.

Minimum Qualifications

• High school diploma or equivalent, unless a higher level of education is required for the product or industry.
• Strong verbal and written communication skills.
• Ability to build professional customer relationships.
• Ability to learn product and industry information.
• Basic proficiency with CRM and office software.
• Ability to manage multiple prospects and follow-ups.
• Ability to meet defined performance goals.

Preferred Qualifications

• Previous sales or business development experience.
• Customer service experience.
• Experience using a CRM.
• Experience in the relevant industry.
• Experience with B2B or B2C selling, depending on the position.
• College degree in business, marketing, communications, or a related field where useful.

The educational requirement should reflect the actual work.

The BLS reports that typical entry-level education varies by sales occupation. For wholesale and manufacturing sales roles involving nontechnical products, a high school diploma is generally sufficient, while technical and scientific sales roles typically require a bachelor’s degree.

That distinction is important for employers because unnecessary degree requirements can reduce the number of candidates who qualify without improving job performance.

Sales Representative Compensation and Performance Expectations

Compensation should be explained carefully in the job description or associated hiring materials.

Many sales organizations use some combination of:

• Base salary.
• Commission.
• Performance bonus.
• Team incentives.
• Sales contests.
• Benefits.
• Other approved incentives.

According to the BLS, compensation for wholesale and manufacturing sales representatives commonly includes salary combined with commissions or bonuses, although compensation varies by employer, industry, product, and performance structure. In May 2025, median annual pay was $76,460 for wholesale and manufacturing sales representatives overall, with a median of $104,920 for technical and scientific products and $72,080 for nontechnical products.

These figures are useful market context, not a recommended salary for every employer. A company should consider location, industry, territory, experience level, quota, commission design, benefits, and the complexity of the sales cycle when setting compensation.

A strong posting should also explain whether targets are based on revenue, gross margin, units sold, new customers, qualified opportunities, renewals, or another measurable outcome.

Building a Strong Sales Job Posting

A well-designed sales posting should answer the candidate’s most important questions quickly.

A practical structure is:

1. Job title
2. Company introduction
3. Role summary
4. Key responsibilities
5. Sales model
6. Customer type
7. Territory or location
8. Travel expectations
9. Required skills
10. Minimum qualifications
11. Preferred qualifications
12. Performance expectations
13. Compensation information
14. Benefits
15. Reporting relationship
16. Application instructions

The job description should be specific enough that a qualified candidate can understand the role without needing to contact HR for basic information.

Google’s guidance around people-first content emphasizes creating useful content for people rather than writing primarily to manipulate search rankings. The same principle works well for job descriptions: clarity, completeness, accuracy, and useful information should come before attempts to repeat search terms.

That also supports modern search behavior, where candidates may discover job information through traditional search results, AI-generated answers, job platforms, and other search interfaces.

A clear document is easier for both people and search systems to understand because the information is organized around direct questions and recognizable topics.

Example: Sales Rep Job Posting Example

Consider a company that sells workplace technology to small and midsize businesses.

A weak posting might say:

“We are looking for a motivated salesperson to increase revenue and build relationships. The candidate should have excellent communication skills and be driven to succeed.”

That description sounds positive but tells candidates very little.

A stronger sales rep job posting example would explain the actual work:

Role Summary:
The Sales Representative will identify and develop new business opportunities with small and midsize businesses across an assigned US territory. The representative will manage the sales process from prospecting and discovery through proposal, negotiation, and closing while maintaining accurate CRM records.

Key Responsibilities:

• Research prospective business accounts.
• Conduct outbound calls and email outreach.
• Respond to inbound inquiries.
• Conduct discovery meetings with business prospects.
• Present technology solutions based on customer needs.
• Prepare quotes and proposals.
• Maintain an accurate sales pipeline.
• Follow up with prospects according to the sales process.
• Coordinate with implementation and customer success teams.
• Meet assigned monthly and quarterly revenue targets.

This version provides a much clearer picture of the work, expected outcomes, and day-to-day activities.

Account Executive vs. Sales Representative

The difference between an account executive vs. sales rep can vary from one company to another, so employers should define the scope of each position instead of relying only on job titles.

A sales representative often focuses on generating and converting sales opportunities. An account executive may own a larger portion of the customer relationship, manage more complex deals, or take responsibility for strategic accounts. In some organizations, however, the two titles are used almost interchangeably.

A practical distinction is that a sales representative may be responsible for prospecting, qualifying, presenting, and closing, while an account executive may manage opportunities and customer relationships that require greater commercial ownership.

Responsibility	Sales Representative	Account Executive
Prospecting	Common	May be required
Lead qualification	Common	Common
Discovery meetings	Common	Common
Product demonstrations	Common	Common
Proposal development	Sometimes	Common
Negotiation	Depending on role	Often significant
Account strategy	Limited to moderate	Often significant
Strategic accounts	Less common	More common
Renewals	May support	Often owns or coordinates
Cross-selling	Common	Common
Forecasting	Individual pipeline	Often larger or strategic pipeline
Customer relationship	Transactional or ongoing	Often deeper and longer-term

There is no universal rule that one title must follow one set of duties. The employer should define responsibilities based on the actual organizational structure.

For example, a software company might have sales development representatives generating qualified meetings, account executives closing new business, and customer success managers handling post-sale relationships. A smaller company may instead expect one sales representative to perform all three functions.

When Should Employers Use the Title “Sales Representative”?

The title works well when the employee is expected to directly participate in selling products or services and the role does not require highly specialized account ownership.

It can be appropriate for:

• Retail sales teams.
• Inside sales teams.
• Territory sales positions.
• B2B sales teams.
• Distribution businesses.
• Manufacturing sales.
• Consumer product sales.
• Service sales.
• Entry-level commercial roles.

The job title should reflect what candidates will actually do.

A company should avoid calling a role an “Account Executive” if the person will spend most of the day performing high-volume outbound prospecting and basic lead qualification. Similarly, calling a strategic enterprise account manager a “Sales Representative” may understate the responsibilities of the position.

Field Sales Representative Duties

Field sales positions require a different level of planning because the employee represents the company outside the office or home-based work environment.

The field sales representative duties may include:

• Managing an assigned geographic territory.
• Building relationships with local businesses.
• Scheduling customer visits.
• Conducting in-person presentations.
• Demonstrating products.
• Visiting existing accounts.
• Identifying expansion opportunities.
• Attending trade shows.
• Participating in networking events.
• Developing referral relationships.
• Monitoring competitor activity.
• Preparing quotes and proposals.
• Reporting territory performance.
• Updating CRM information after customer interactions.

Field sales employees may also need to plan their own schedules. This makes time management and territory planning particularly important.

For example, a representative responsible for customers across several cities may need to group customer visits geographically to reduce unnecessary travel while increasing the number of productive meetings.

The employer should state whether the position includes overnight travel, mileage reimbursement, a company vehicle, travel expenses, or other applicable arrangements.

What Makes a Good Sales Representative Job Description?

A strong sales job description should be specific, realistic, measurable, and easy to scan.

The candidate should understand five things quickly:

1. What will I sell?
2. Who will I sell to?
3. How will I sell it?
4. What results will I be expected to achieve?
5. What experience and skills do I need?

If the posting cannot answer these questions, candidates may have difficulty determining whether the opportunity is suitable.

For example, “drive revenue growth” is a broad expectation.

“Generate new business through outbound prospecting, inbound lead follow-up, discovery calls, demonstrations, proposals, and closing activities” provides a much clearer description of the work.

Avoid Generic Sales Language

Many job advertisements use phrases such as:

• “Go-getter.”
• “Rockstar salesperson.”
• “Highly motivated individual.”
• “Must be hungry.”
• “Uncapped earning potential.”
• “Work hard, play hard.”

These phrases may sound energetic, but they do not tell applicants what the job requires.

Instead, employers should describe observable behaviors.

Rather than:

“Must be highly motivated.”

Use:

“Consistently manage prospect follow-ups, maintain an accurate pipeline, and meet agreed activity and revenue targets.”

The second statement gives recruiters something they can evaluate during interviews.

Sales KPIs and Performance Measures

A sales representative’s performance should be evaluated using metrics that match the sales model.

There is no single KPI that works for every sales team.

Common sales measures include:

KPI	What it measures
Revenue	Value of sales generated
Quota attainment	Progress against assigned sales target
Conversion rate	Percentage of opportunities converted
Win rate	Percentage of qualified opportunities won
Average deal size	Typical revenue per closed deal
Pipeline value	Potential value of active opportunities
Sales cycle	Time required to move an opportunity to close
New customers	Number of newly acquired customers
Retention	Continued customer relationships
Activity volume	Calls, meetings, emails, or visits
Gross margin	Profit contribution where applicable

Employers should be careful with activity metrics.

A representative making 100 calls may appear productive, but call volume alone does not tell the company whether the calls reached appropriate prospects or produced useful opportunities.

Likewise, a representative with fewer meetings may generate substantially more revenue if the sales cycle involves large B2B contracts.

Revenue Goals

Revenue is one of the most common sales measures, but the job description should clarify the measurement period.

For example:

• Monthly revenue target.
• Quarterly quota.
• Annual sales target.
• New-business target.
• Territory target.
• Product-specific target.

A candidate should ideally understand how performance is measured before accepting the position.

Pipeline Management

Pipeline management is especially important in B2B sales.

A representative may be expected to maintain opportunities at different stages, such as:

New lead → Qualified → Discovery → Proposal → Negotiation → Closed won/lost

The CRM should reflect the actual state of each opportunity.

An accurate pipeline allows managers to forecast potential revenue and identify opportunities that require additional attention.

CRM Responsibilities for Sales Representatives

Customer relationship management software is now common across sales organizations.

A representative may be expected to:

• Create new customer records.
• Record calls and meetings.
• Update opportunity stages.
• Add notes.
• Schedule follow-ups.
• Upload proposals.
• Track contact information.
• Maintain accurate close dates.
• Record customer needs.
• Update sales forecasts.

CRM responsibility should appear in the job description when it represents a meaningful part of the role.

For example:

“Maintain accurate and timely CRM records for all assigned leads, opportunities, customer interactions, and follow-up activities.”

This is much clearer than simply saying:

“Use CRM.”

Sales Representative Job Description by Seniority

A useful way to structure sales positions is to define expectations according to experience level.

Entry-Level Sales Representative

An entry-level representative may focus on:

• Learning the product.
• Following a defined sales process.
• Contacting qualified leads.
• Scheduling meetings.
• Performing basic discovery.
• Maintaining CRM records.
• Learning objection-handling techniques.
• Meeting activity and early-stage sales goals.

Training and coaching are particularly important at this level.

The employer should explain what onboarding will involve rather than expecting a new employee to immediately perform like an experienced salesperson.

Mid-Level Sales Representative

A mid-level representative may independently manage:

• Prospecting.
• Qualification.
• Discovery.
• Presentations.
• Negotiations.
• Pipeline management.
• Customer follow-up.
• Forecasting.
• Territory or account development.

The employee may also help train newer team members.

Senior Sales Representative

A senior representative may take responsibility for:

• Large or complex accounts.
• Territory strategy.
• Major negotiations.
• Key customer relationships.
• High-value opportunities.
• Mentoring junior employees.
• Forecast accuracy.
• Market intelligence.
• Cross-functional coordination.

The distinction should be based on actual responsibility rather than years of experience alone.

Sales Representative Job Description for B2B Teams

A B2B posting should explain the type of organizations being targeted.

For example:

Customer segment: Small and midsize US businesses with 50–500 employees.

Sales motion: Outbound prospecting combined with marketing-generated leads.

Sales cycle: Approximately 30–90 days.

Primary channels: Phone, email, video meetings, LinkedIn, industry events, and customer referrals.

Core responsibility: Manage qualified opportunities from discovery through close.

This information makes the position much more useful to applicants.

B2B Sales Responsibilities Example

A B2B representative may:

• Build a target-account list.
• Research potential business customers.
• Identify relevant stakeholders.
• Conduct discovery calls.
• Understand operational problems.
• Match customer needs with available solutions.
• Conduct product demonstrations.
• Prepare proposals.
• Coordinate with internal specialists.
• Negotiate commercial terms within company guidelines.
• Close new business.
• Maintain CRM records.
• Develop expansion opportunities.

The job description should also state whether the representative receives leads or is expected to generate most opportunities independently.

Sales Representative Job Description for B2C Teams

B2C roles require a different description because the customer interaction may be shorter and more frequent.

A B2C representative may:

• Welcome customers.
• Identify customer requirements.
• Recommend products.
• Explain features and pricing.
• Demonstrate products.
• Process sales.
• Answer product questions.
• Handle objections.
• Recommend complementary products.
• Follow up with interested customers.
• Maintain customer records.
• Support store or team sales goals.

For consumer sales, product knowledge can be particularly important because customers may compare several products before making a decision.

For example, a customer purchasing a home appliance may want to understand energy use, warranty coverage, capacity, installation, price, and product differences. The representative needs to explain these points clearly without overwhelming the customer.

Sales Hiring Checklist

A practical sales hiring checklist can help HR teams and hiring managers maintain consistency.

Before Posting the Job

• [ ] Define the sales model.
• [ ] Identify B2B or B2C customers.
• [ ] Define the territory.
• [ ] Identify travel requirements.
• [ ] Establish the reporting manager.
• [ ] Define compensation structure.
• [ ] Establish required qualifications.
• [ ] Separate required and preferred qualifications.
• [ ] Identify core sales KPIs.
• [ ] Confirm working hours.
• [ ] Define CRM expectations.

During Screening

• [ ] Check relevant sales experience.
• [ ] Review customer-facing experience.
• [ ] Evaluate communication skills.
• [ ] Confirm location or travel requirements.
• [ ] Review CRM experience.
• [ ] Check product or industry experience where relevant.
• [ ] Confirm compensation expectations where appropriate.
• [ ] Assess ability to meet the essential job requirements.

During Interviews

• [ ] Ask for examples of successful sales situations.
• [ ] Explore prospecting methods.
• [ ] Discuss objection handling.
• [ ] Test discovery skills.
• [ ] Ask about pipeline management.
• [ ] Use a realistic sales scenario.
• [ ] Assess listening and questioning.
• [ ] Evaluate organization.
• [ ] Discuss performance metrics.
• [ ] Allow the candidate to ask questions.

Before Making an Offer

• [ ] Verify required qualifications.
• [ ] Confirm compensation structure.
• [ ] Explain quota or target expectations.
• [ ] Review travel requirements.
• [ ] Explain benefits.
• [ ] Clarify reporting structure.
• [ ] Explain onboarding and training.
• [ ] Document the final role expectations.

This checklist can reduce confusion between HR, recruiters, hiring managers, and candidates.

How to Write Better Sales Interview Questions

Interview questions should reflect the actual responsibilities listed in the job description.

If the position requires prospecting, ask about prospecting.

If the position requires negotiation, evaluate negotiation.

If the role involves field sales, discuss territory planning and customer visits.

For example:

“Tell me about a time when a prospect initially rejected your proposal. What concern did the customer raise, how did you respond, and what happened next?”

This question can help the interviewer explore objection handling without assuming that every candidate must have closed a particular type of deal.

Another useful question is:

“How do you decide which prospects to contact first when you have more opportunities than time?”

This can reveal how the candidate thinks about prioritization.

Sales Role-Play Example

A short role-play can also be useful.

The interviewer might say:

“I am a small business owner considering your product, but I believe the price is too high. Please show me how you would handle the conversation.”

The goal should not simply be to see whether the candidate “closes” the interviewer.

The interviewer can evaluate whether the candidate:

• Asks questions.
• Listens.
• Clarifies the concern.
• Understands the customer’s situation.
• Explains relevant value.
• Avoids making unsupported promises.
• Responds professionally.
• Knows when to move the conversation forward.

A structured scoring guide can improve consistency between interviewers.

Common Mistakes in Sales Job Descriptions

Several problems appear repeatedly in sales hiring.

Mistake 1: Too Many Responsibilities

A job description that contains 30–40 unrelated responsibilities can make the position difficult to understand.

Prioritize the duties that genuinely define the job.

Mistake 2: Unclear Compensation

If a role includes commission, candidates should understand that compensation has a variable component.

Employers should provide accurate information about the compensation structure and avoid presenting unrealistic earning claims.

Mistake 3: Vague Sales Targets

“Must increase sales” is not enough.

Where appropriate, specify whether success is measured through revenue, quota attainment, new accounts, units, margin, or another meaningful outcome.

Mistake 4: Unrealistic Experience Requirements

An employer may ask for five years of experience for a role that primarily requires communication skills and structured training.

Experience requirements should be connected to genuine business needs.

Mistake 5: Ignoring Travel

A field sales role should clearly state travel expectations.

Candidates need to know whether travel is occasional, frequent, local, regional, or national.

Mistake 6: Confusing Sales With Customer Service

Customer service and sales may overlap, but they are not automatically the same job.

If the employee is expected to prospect, qualify opportunities, negotiate, and close deals, those activities should be stated explicitly.

Creating a Candidate-Friendly Sales Job Description

The best job descriptions serve both the employer and the applicant.

Candidates want to understand what they will do, what success looks like, how they will be supported, and what they can expect from the employer.

A candidate-friendly posting can include:

What you will do

A concise summary of the core responsibilities.

Who you will work with

The manager, sales team, marketing team, customer success team, operations, or other relevant groups.

How success is measured

Clear performance expectations.

What support you will receive

Training, onboarding, sales enablement materials, technology, coaching, or lead support.

What experience is required

Minimum qualifications separated from preferred qualifications.

What the company offers

Compensation, benefits, professional development, and other relevant employment information.

This structure gives candidates enough information to make an informed decision about applying.

Sales Enablement and Training Expectations

Employers should not assume that every salesperson arrives with complete knowledge of the company’s products, customers, pricing, CRM, sales process, and competitive landscape.

A good onboarding plan can cover:

• Product training.
• Customer profiles.
• Sales process.
• CRM training.
• Pricing rules.
• Competitive positioning.
• Objection handling.
• Compliance requirements.
• Proposal procedures.
• Internal escalation processes.
• Performance expectations.

The job description can briefly explain this.

For example:

“New hires will complete structured product, CRM, sales process, and customer training during onboarding, followed by ongoing coaching and performance reviews.”

This can make the position more attractive while also setting realistic expectations.

How HR and Hiring Managers Should Define Success

The hiring manager and HR team should agree on what success means before the job is published.

A simple framework is:

First 30 days: Learn products, systems, customers, and sales process.

First 60 days: Begin managing qualified opportunities and demonstrate consistent sales activity.

First 90 days: Independently manage assigned opportunities and demonstrate progress toward established performance expectations.

These timelines are examples rather than universal standards.

A complex enterprise sales role may need considerably longer ramp time, while a high-volume retail sales role may reach productivity much sooner.

Example: 30-60-90 Day Expectations

Period	Example expectations
First 30 days	Complete training, learn products, understand CRM, shadow sales calls
Days 31–60	Begin independent prospecting, conduct customer conversations, manage early opportunities
Days 61–90	Manage a developing pipeline, conduct presentations, progress qualified opportunities
Beyond 90 days	Work toward established quota and independent territory/account ownership

The important point is to connect onboarding expectations to the actual complexity of the sales process.

How Job Descriptions Support Better Hiring Decisions

A well-written sales job description becomes more than a recruitment advertisement. It can become a common reference point for HR, recruiters, hiring managers, interviewers, and employees after joining the organization.

Recruiters can use it to screen applicants.

Hiring managers can use it to structure interviews.

Candidates can use it to understand the opportunity.

HR teams can use it to document the role.

Managers can later use it as one reference when setting performance expectations.

This is why a job description should be written before recruitment begins rather than assembled quickly after a vacancy appears.

A strong document also helps reduce ambiguity. When two interviewers have different ideas about what the salesperson should do, the written role provides a shared foundation for discussion.

Making the Role Inclusive Without Lowering Standards

Employers should focus on job-related requirements.

For example, if the position requires travel, state the actual travel requirement rather than using vague phrases such as “must be flexible.”

If a sales representative must work evenings or weekends, state the schedule expectations.

If the job requires lifting equipment during customer demonstrations, specify the actual physical requirement where applicable.

If a degree is not genuinely necessary, employers should consider whether it needs to be listed as a requirement.

The objective is not to make qualifications easier simply for the sake of increasing applications. The objective is to make the requirements accurate, job-related, and understandable.

Using Data Without Turning the Job Description Into a Spreadsheet

Data strengthens a job description when it provides useful context.

For example, an employer might explain:

• Typical customer size.
• Average sales cycle.
• Territory size.
• Expected travel.
• Typical deal value.
• Number of accounts.
• Sales quota.
• Team size.
• Ramp period.

However, too many numbers can make a posting difficult to read.

Use the numbers that help a candidate understand the actual job.

For example:

“Manage an assigned territory covering approximately 150 business accounts.”

is more useful than listing ten unrelated statistics.

A Practical Framework for Comparing Candidates

Hiring teams can evaluate candidates against the same core areas:

Evaluation area	What to look for
Communication	Clear, professional communication
Customer understanding	Ability to uncover needs
Prospecting	Ability to create opportunities
Sales process	Understanding of structured selling
Objection handling	Calm and relevant responses
Organization	Follow-up and pipeline discipline
CRM use	Accurate record keeping
Product learning	Ability to understand new offerings
Commercial judgment	Appropriate focus on customer and business needs
Results	Evidence of relevant performance

The exact weighting should reflect the position.

For an entry-level role, learning ability and communication may receive substantial attention.

For a senior territory position, account management, negotiation, forecasting, and demonstrated sales results may carry greater weight.

Quick Reference: What to Include in Every Sales Representative Posting

Before publishing a sales vacancy, make sure the document clearly answers:

• What is being sold?
• Who is the customer?
• Where is the territory?
• Is the position inside, outside, or hybrid?
• How much travel is required?
• What are the main daily activities?
• What sales targets apply?
• What CRM is used?
• What qualifications are mandatory?
• What qualifications are preferred?
• What compensation structure applies?
• Who does the employee report to?
• What training is provided?
• How will performance be measured?
• What does success look like during the first 90 days?

A candidate should be able to read the posting and understand the opportunity without having to guess what the employer means.

Complete B2B Sales Representative Job Description Template

The following version can be adapted directly by a US employer hiring a sales representative for a business-to-business sales team. Replace the bracketed information with company-specific details before publishing.

B2B Sales Representative — Job Description

Job Title: Sales Representative
Department: Sales
Reports To: Sales Manager / Director of Sales
Employment Type: Full-time
Work Arrangement: [On-site / Hybrid / Remote / Field]
Location: [City, State or Territory]
Travel: [Percentage or expected frequency]

Position Summary

We are seeking a motivated and customer-focused Sales Representative to develop new business opportunities and grow relationships with existing customers. The successful candidate will identify prospective business customers, conduct discovery conversations, present appropriate products or services, manage sales opportunities, and work toward established revenue and performance goals.

This position will work closely with marketing, customer success, operations, finance, and other internal teams to provide a consistent customer experience from initial contact through the sales process.

Key Responsibilities

• Identify and research prospective business customers.
• Generate new sales opportunities through outbound prospecting.
• Respond promptly to qualified inbound leads.
• Conduct discovery calls and customer meetings.
• Identify customer needs, business challenges, and buying requirements.
• Present products or services based on customer needs.
• Conduct virtual or in-person demonstrations.
• Prepare proposals, quotes, and other sales materials.
• Address customer questions and objections.
• Negotiate within approved company guidelines.
• Maintain an accurate sales pipeline.
• Update CRM records after customer interactions.
• Follow up consistently with prospects and customers.
• Work with internal teams to coordinate customer requirements.
• Meet assigned sales and activity goals.
• Monitor customer and competitor activity.
• Identify opportunities for upselling and cross-selling.
• Participate in sales meetings, training, and business reviews.
• Provide accurate forecasts to sales management.

Required Qualifications

• Strong verbal and written communication skills.
• Ability to understand customer needs and explain solutions clearly.
• Strong organization and follow-up skills.
• Ability to manage multiple sales opportunities.
• Basic proficiency with CRM and business software.
• Ability to work independently and as part of a team.
• Ability to meet defined performance expectations.
• Professional approach to customer interactions.

Preferred Qualifications

• Previous B2B sales experience.
• Experience with outbound prospecting.
• CRM experience.
• Experience with proposals or consultative selling.
• Knowledge of the relevant industry.
• Experience selling products or services with a multi-step sales process.

Performance Measures

Success in this position may be evaluated using:

• Revenue generated.
• Quota attainment.
• New customers acquired.
• Qualified opportunities created.
• Conversion rate.
• Pipeline value.
• Sales cycle.
• Average deal value.
• CRM accuracy.
• Customer retention or expansion where applicable.

The specific measures should be customized to the company’s sales model rather than copied into every sales position.

Complete B2C Sales Representative Job Description Template

A B2C sales role should focus more directly on consumer interactions, product recommendations, customer experience, transaction accuracy, and sales conversion.

B2C Sales Representative — Job Description

Job Title: Sales Representative
Department: Sales / Retail / Customer Experience
Reports To: Sales Manager / Store Manager
Employment Type: Full-time / Part-time
Work Arrangement: [On-site / Retail / Hybrid / Remote]
Location: [City, State]

Position Summary

We are looking for a customer-focused Sales Representative to assist consumers in selecting products or services that meet their needs. The representative will engage customers, answer questions, explain product features and pricing, recommend appropriate solutions, complete sales transactions, and contribute to individual and team sales goals.

The successful candidate should be comfortable communicating with different types of customers and should be able to explain product information clearly and accurately.

Key Responsibilities

• Welcome and engage prospective customers.
• Identify customer needs through effective questions.
• Recommend appropriate products or services.
• Explain product features, pricing, warranties, and relevant policies.
• Demonstrate products where applicable.
• Answer customer questions.
• Address purchase concerns.
• Complete sales transactions accurately.
• Recommend appropriate complementary products.
• Follow up with customers when required.
• Maintain accurate customer information.
• Meet individual and team sales goals.
• Maintain product knowledge.
• Follow company sales and customer service procedures.
• Escalate complex customer concerns when necessary.

Required Qualifications

• Strong communication skills.
• Customer-focused approach.
• Ability to learn product information.
• Ability to work toward sales goals.
• Basic computer skills.
• Professional and dependable work habits.
• Ability to work effectively with customers and colleagues.

Preferred Qualifications

• Previous retail or sales experience.
• Customer service experience.
• Experience using point-of-sale systems.
• CRM experience.
• Knowledge of the relevant product category.

Inside Sales Representative Job Description Example

An inside sales position should make the communication model clear.

Position Summary:
The Inside Sales Representative will generate and convert sales opportunities through phone, email, video meetings, and other approved digital channels. The representative will manage assigned leads and prospects, conduct discovery conversations, provide product information, prepare quotes, follow up on opportunities, and maintain accurate CRM records.

Primary Responsibilities:

• Contact assigned leads.
• Conduct outbound prospecting.
• Respond to inbound inquiries.
• Qualify opportunities.
• Schedule and conduct discovery calls.
• Present products through virtual meetings.
• Prepare quotes and proposals.
• Follow up on open opportunities.
• Maintain CRM records.
• Meet assigned sales targets.
• Collaborate with marketing on lead quality.
• Coordinate customer handoffs when sales close.

For this type of role, employers should clearly state whether leads are supplied by marketing or whether the representative is expected to generate most opportunities independently.

Outside Sales Representative Job Description Example

An outside position should clearly communicate field expectations.

Position Summary:
The Outside Sales Representative will manage an assigned territory and develop business relationships through customer visits, prospect meetings, industry events, referrals, and other approved sales activities. The representative will manage opportunities from prospecting through close while maintaining accurate territory and pipeline information.

Primary Responsibilities:

• Develop new business within the assigned territory.
• Schedule and conduct customer visits.
• Meet with prospective buyers.
• Conduct product presentations.
• Attend trade shows and networking events.
• Develop relationships with key customers.
• Identify new opportunities within existing accounts.
• Prepare quotes and proposals.
• Maintain accurate CRM information.
• Monitor territory performance.
• Provide regular forecasts.
• Travel according to business requirements.

The posting should specify whether travel is local, regional, national, or international and whether overnight travel is expected.

Sales Representative Job Description for Small Businesses

Small businesses often need sales employees who can perform several parts of the sales process instead of specializing in only one stage.

A small-business sales representative might:

• Find new customers.
• Respond to inquiries.
• Conduct sales calls.
• Attend local events.
• Create proposals.
• Close deals.
• Manage customer relationships.
• Coordinate orders.
• Request referrals.
• Update the CRM.
• Provide basic post-sale support.

The employer should be careful not to turn one position into an unlimited list of unrelated responsibilities.

For example, asking one representative to prospect, close sales, perform technical implementation, manage customer support, create marketing campaigns, and handle accounting may create an unrealistic role.

A broader small-business position can still be effective when the responsibilities are connected and reasonable.

Example for a 25-Person Company

Role: Sales Representative

Primary goal: Generate new business and manage customer relationships within an assigned market.

Expected activities:

• 40% prospecting and lead generation.
• 25% customer meetings and demonstrations.
• 20% proposal and follow-up work.
• 10% CRM and reporting.
• 5% networking and sales events.

These percentages are examples, not universal benchmarks. The actual allocation should reflect the company’s sales process.

Sales Representative Job Description for Startups

Startups often need adaptable sales employees because their sales process may still be developing.

The description may include:

• Build prospect lists.
• Test outbound approaches.
• Gather customer feedback.
• Identify common objections.
• Document customer needs.
• Help improve sales messaging.
• Maintain CRM records.
• Develop early customer relationships.
• Work closely with founders or sales leadership.
• Provide feedback to product and marketing teams.

A startup should be honest if the sales process is still being developed.

For example:

“The successful candidate will help refine our outbound sales process as we grow. You should be comfortable working with changing priorities and documenting what you learn from customer conversations.”

That is more useful than simply describing the company as “fast-paced.”

Sales Representative Resume Requirements and Screening

Recruiters should not evaluate sales candidates solely by job titles.

Relevant experience may come from:

• Retail.
• Customer service.
• Business development.
• Recruiting.
• Account management.
• Fundraising.
• Hospitality.
• Financial services.
• Real estate.
• Inside sales.
• Field sales.
• Technical sales.

A candidate’s previous title may not match the employer’s title even though the underlying skills are relevant.

For example, someone who worked as a customer service specialist may have extensive experience understanding customer problems, recommending solutions, handling objections, and identifying opportunities for additional purchases.

What Recruiters Can Look For

A resume may provide evidence of:

• Revenue generated.
• Quota attainment.
• Customer acquisition.
• Account growth.
• Conversion improvements.
• Pipeline development.
• Territory management.
• Recognition or awards.
• CRM experience.
• Product knowledge.
• Relevant industry experience.

Quantified achievements can be useful, but employers should not automatically reject candidates whose previous employers did not provide sales metrics on resumes.

Sales Interview Questions for Employers

A structured interview can help hiring teams evaluate candidates consistently.

Prospecting Questions

“How do you identify potential customers?”

Look for evidence that the candidate understands customer profiles, prioritization, research, and outreach.

“How would you approach a prospect who has never heard of our company?”

Look for a thoughtful approach rather than a generic sales pitch.

Discovery Questions

“What questions do you normally ask during an initial sales conversation?”

Strong answers should show that the candidate wants to understand the customer’s situation before recommending a solution.

Objection Handling

“Tell us about a time a customer objected to price. How did you respond?”

The purpose is to understand the candidate’s process, not simply whether the deal eventually closed.

Closing

“How do you determine whether a prospect is ready to move forward?”

This can reveal whether the candidate understands buying signals, decision processes, timing, and customer readiness.

CRM

“How do you keep your pipeline and follow-up activities organized?”

Look for practical use of CRM tools, calendars, task systems, notes, and prioritization.

Performance

“Which sales metrics have you been responsible for?”

The interviewer can then explore how those metrics were calculated and what the candidate actually controlled.

Sales Interview Questions for Candidates to Ask

Candidates should also evaluate the employer.

Useful questions include:

• What does a typical sales day look like?
• What percentage of leads are inbound versus self-generated?
• How is quota calculated?
• How long is the typical sales cycle?
• What is the average deal size?
• How is commission calculated?
• Is there a guaranteed base salary?
• What is the expected ramp period?
• What CRM does the team use?
• What training is provided?
• How frequently are sales targets reviewed?
• What percentage of the team typically achieves the stated target?
• What are the main reasons customers choose the product?
• What are the most common objections?
• How does the company support sales representatives?
• What are the opportunities for career progression?

These questions can help candidates understand the actual sales environment rather than relying only on the wording of a job advertisement.

Commission and Compensation Transparency

Sales compensation can strongly affect a candidate’s decision to apply or accept an offer.

A compensation section might say:

Base Salary: $55,000–$70,000 per year
Variable Compensation: Eligible for commission based on individual sales performance
Target Total Compensation: [Insert accurate company-approved range]

Employers should use compensation figures that they can reasonably support.

They should also explain important conditions such as:

• Commission eligibility.
• Quota period.
• Payment timing.
• Whether commissions are capped.
• Whether commissions are recoverable or subject to adjustments.
• Treatment of canceled orders.
• New-business versus renewal commission.
• Commission plan changes.

The exact structure should be reviewed by the company’s HR, finance, and legal teams before publication.

The BLS notes that many wholesale and manufacturing sales representatives receive salary plus commissions or bonuses, with compensation varying by employer and product.

Sales Job Posting Compliance and Candidate Trust

US employers should ensure that job postings and recruiting practices comply with applicable federal, state, and local requirements.

Requirements can vary by jurisdiction and may cover topics such as:

• Pay transparency.
• Equal employment opportunity.
• Salary disclosures.
• Background checks.
• Disability accommodation.
• Employment eligibility.
• Required notices.
• Commission arrangements.

HR teams should review the laws that apply to the specific location and employment arrangement instead of assuming that one national template covers every jurisdiction.

Candidate trust also matters.

Employers should avoid exaggerated statements such as “Earn $500,000 your first year with no experience” unless the claim is accurate, properly supported, and appropriate for the role.

The Federal Trade Commission warns job seekers about false earning claims, requests for upfront payments, fake checks, and fraudulent job offers.

A legitimate employer should never require a candidate to pay money to obtain a job.

How to Optimize the Article and Job Description for Search and AI Answers

Modern candidates may discover employment information through traditional search, job boards, AI-generated answers, company career pages, and professional networks.

That makes clear structure increasingly useful.

The page should answer direct questions such as:

What does a sales representative do?

A sales representative develops customer relationships, identifies sales opportunities, explains products or services, manages prospects through the sales process, closes appropriate opportunities, maintains customer records, and works toward established sales targets.

What are the main responsibilities?

The core responsibilities usually include prospecting, lead qualification, customer discovery, presentations, objection handling, follow-up, closing, CRM management, reporting, and relationship development. The exact responsibilities depend on whether the role is B2B, B2C, inside sales, outside sales, field sales, technical sales, or another specialized form of selling.

What qualifications are needed?

Qualifications vary by industry. Communication, customer service, organization, product learning, and sales skills are common requirements. Some technical sales positions may require specialized education or industry knowledge, while many nontechnical sales positions may not require a college degree.

These direct answers make the page easier for readers to scan and provide useful context for search systems without repeatedly inserting the same keyword.

Google’s current guidance emphasizes helpful, reliable, people-first content, original value, clear sourcing, and satisfying the user’s purpose rather than content created mainly to manipulate search rankings.

Google’s guidance for generative AI search also emphasizes unique, useful, non-commodity content rather than simply recycling information already available elsewhere.

For this reason, employers and publishers should prioritize practical examples, accurate US-specific information, useful templates, clear explanations, and genuine hiring guidance.

Actionable Sales Hiring Checklist

Use this final checklist before publishing a sales position.

Job Design

• [ ] Job title reflects the actual work.
• [ ] B2B or B2C customer type is clear.
• [ ] Inside, outside, field, or hybrid model is identified.
• [ ] Territory is defined.
• [ ] Travel expectations are stated.
• [ ] Reporting relationship is included.
• [ ] Core purpose of the position is clear.

Responsibilities

• [ ] Prospecting responsibilities are defined.
• [ ] Lead qualification is explained.
• [ ] Discovery responsibilities are included.
• [ ] Presentation requirements are clear.
• [ ] Objection handling expectations are stated.
• [ ] Closing responsibilities are defined.
• [ ] CRM responsibilities are included.
• [ ] Follow-up requirements are explained.
• [ ] Reporting expectations are clear.

Qualifications

• [ ] Required qualifications are separated from preferred qualifications.
• [ ] Education requirements are job-related.
• [ ] Experience requirements are realistic.
• [ ] Required technical skills are listed.
• [ ] Communication expectations are clear.
• [ ] Industry-specific requirements are included where necessary.

Compensation

• [ ] Base salary is accurate.
• [ ] Commission or bonus structure is clearly explained.
• [ ] Target compensation is accurate if published.
• [ ] Benefits are listed.
• [ ] Compensation language has been internally reviewed.

Interviewing

• [ ] Interview questions match job responsibilities.
• [ ] Candidates are evaluated consistently.
• [ ] Sales scenarios are relevant to the actual job.
• [ ] Interviewers understand the scoring criteria.
• [ ] Candidate questions are encouraged.

Candidate Experience

• [ ] Application instructions are clear.
• [ ] Location and work arrangement are accurate.
• [ ] Travel expectations are visible.
• [ ] Training information is included.
• [ ] Career development information is included where applicable.
• [ ] No unsupported earning claims are used.
• [ ] The company and job opportunity can be independently verified.

Final Takeaways for HR Teams and Hiring Managers

A strong sales job description begins with accurate job design, not attractive wording.

Before publishing, define what the representative will sell, who the customer is, how the sales process works, what activities the employee controls, and how performance will be measured.

For B2B positions, give candidates enough information about the customer segment, sales cycle, territory, stakeholders, prospecting expectations, and account responsibilities.

For B2C positions, explain customer interaction, product recommendations, sales conversion, transaction responsibilities, and customer service expectations.

For inside sales positions, explain the communication channels and lead-generation model.

For outside and field sales positions, explain territory ownership, customer visits, travel, and field activity.

For entry-level positions, separate genuine minimum requirements from preferred experience. A candidate does not necessarily need years of previous sales experience if the organization has a structured training process and the candidate possesses the underlying communication, organization, customer-service, and learning skills needed for the job.

Most importantly, make performance expectations understandable.

A salesperson should know what success means before joining the organization.

Conclusion

A sales role should never be reduced to a simple statement such as “responsible for increasing revenue.” Sales representatives may prospect, qualify leads, conduct discovery, demonstrate products, prepare proposals, negotiate, close opportunities, maintain CRM records, manage territories, develop customer relationships, and provide valuable market feedback to the business.

The right job description brings all of those expectations together in a format that candidates can understand and hiring teams can use consistently.

For B2B teams, the focus may be on account development, stakeholder management, longer sales cycles, proposals, negotiations, and pipeline management. For B2C teams, the emphasis may be on customer engagement, product recommendations, conversion, transaction accuracy, and customer experience. Inside sales, outside sales, field sales, technical sales, and entry-level positions also require different expectations.

US labor-market data shows that sales remains a large occupation even though employment projections for wholesale and manufacturing sales representatives are broadly flat from 2025 to 2035. The BLS projects approximately 123,400 openings per year on average over that decade, largely because employers will need to replace workers who leave or move to other occupations.

That makes thoughtful hiring important. A company does not need the longest job description or the most impressive-sounding advertisement. It needs a description that accurately tells the right candidates what they will do, who they will serve, what skills they need, how they will be supported, and how success will be measured.

For HR teams, recruiters, hiring managers, and business owners, that is the real purpose of a strong sales job description: to create alignment before the first interview begins.

Reference Sources

• U.S. Bureau of Labor Statistics — Wholesale and Manufacturing Sales Representatives
• Google Search Central — Creating Helpful, Reliable, People-First Content
• Google Search Central — Guide to Optimizing for Generative AI Features
• Federal Trade Commission — Job Scams

The statistics and occupational information cited above are US-specific and reflect the latest BLS information available at the time of writing.

Frequently Asked Questions About Sales Representatives

What is the main role of a sales representative?

The main role is to generate and develop sales opportunities and help customers purchase appropriate products or services. Depending on the organization, this may include prospecting, qualification, presentations, negotiation, closing, customer relationship management, and follow-up.

What are the top skills for a sales representative?

Important skills commonly include communication, active listening, discovery questioning, relationship building, prospecting, objection handling, negotiation, organization, follow-up, product knowledge, CRM use, and time management.

The relative importance of each skill depends on the sales model.

What qualifications are required for sales representatives?

Requirements vary considerably. Many nontechnical sales positions can be entered with a high school diploma or equivalent, while technical and scientific sales roles often require a bachelor’s degree or specialized knowledge. The BLS specifically notes this distinction for wholesale and manufacturing sales representatives.

Is sales representative a good entry-level career?

Sales can provide an entry point into business development, account management, customer success, recruiting, partnerships, and other commercial careers. The suitability of the career depends on the individual’s interests, communication style, goals, and preferred work environment.

What is the difference between inside and outside sales?

Inside sales is generally conducted remotely or from a company location using channels such as phone, email, video meetings, and digital communication. Outside sales typically involves customer visits, territory management, in-person meetings, trade shows, and travel.

What is the difference between B2B and B2C sales?

B2B sales involve selling to businesses or organizations, while B2C sales involve selling directly to consumers. B2B purchases may involve multiple decision-makers and longer sales cycles, while B2C purchases may often involve fewer decision-makers and shorter buying processes.

However, the actual sales process varies by product and industry.

Does a sales representative need a college degree?

Not always. The education requirement should depend on the product, industry, technical complexity, and actual responsibilities. The BLS reports that a high school diploma is generally sufficient for nontechnical wholesale and manufacturing sales positions, while scientific and technical products typically require at least a bachelor’s degree.

What should be included in a sales job description?

A complete posting should normally include the job title, role summary, responsibilities, customer type, sales model, territory, travel expectations, required qualifications, preferred qualifications, compensation, benefits, reporting relationship, performance expectations, and application instructions.

How should sales performance be measured?

Performance may be measured through revenue, quota attainment, conversion rate, win rate, new customers, pipeline value, average deal size, sales cycle, margin, retention, or other role-specific metrics.

The employer should use measures that the employee can reasonably influence.

How much can a sales representative earn?

Compensation varies widely by industry, product, location, experience, sales model, and commission structure. For wholesale and manufacturing sales representatives, the BLS reported May 2025 median annual wages of $72,080 for nontechnical products and $104,920 for technical and scientific products.

These figures should not be treated as a salary guarantee for an individual position.

What should an employer include about commission?

The posting should accurately describe the base salary, commission or bonus eligibility, target compensation where appropriate, and any important conditions that candidates need to understand. Compensation language should be reviewed internally before publication.

How can a company attract better sales candidates?

Start with an accurate description of the actual job. Explain the product, customer, territory, sales process, targets, compensation, training, travel, technology, and career development opportunities. Candidates are more likely to assess a position appropriately when the posting gives them enough information to understand the work.