Sales representative. Who is it? And what do they do?

Who is a Sales Representative

A sales representative (also referred to as a salesperson) represents a company in business dealings. This means they handle everything related to the purchase and sale of products, goods, and services. They offer products and services to customers, present them, and provide all the essential information clients need to make a purchase.

There are two types of sales representatives, corresponding to two sales strategies:

• Inside sales: the salesperson sells remotely via phone, email, or other communication technologies like Skype, Google Meet, etc., without meeting the client in person.
• Outside sales: the salesperson meets the customer in person, traveling to appointments where they present the product or service directly.

What Does a Sales Representative Do

A sales representative’s typical workday usually involves several meetings or phone calls with clients, to whom they offer products or services. The more they sell, the higher the company’s profits—and the more the salesperson earns in commissions.

However, beyond just selling, a sales rep must handle other tasks related to business operations. Their role includes:

• reaching out to leads and building a client network,
• taking care of existing customers and meeting with them,
• price calculation and pricing strategy,
• market research, including competitors and trends, as well as marketing research,
• marketing and promoting offered products,
• administrative tasks, record keeping, and handling business documentation,
• concluding business contracts and handling complaints.
  
  

A sales representative must be well-informed not only about the products they offer but also about all their customers and ongoing deals. A CRM system helps with this—by recording all important details, it gives a clear overview of sales progress and performance with each client. Before you invest in a CRM, try out a demo version to see how it works for you.

Qualities a Good Salesperson Must Have

Sales techniques and the craft of selling can be learned by anyone. But to be a truly good salesperson, one must also

• be resilient under stress and pressure, able to handle frequent client rejections and problem-solving,
• have a desire for continual learning, staying informed, mastering knowledge of products, the industry, and the company they represent,
• be flexible and responsive to clients’ needs,
• be independent, meticulous, and self-disciplined, with strong organizational skills,
• be an effective communicator with empathy, persuasive abilities, perseverance, and at the same time, observe proper manners, tact, and sensitivity.
  
  

A salesperson is not just a seller—they are also a bit of a marketer, lawyer, manager, psychologist, and advisor. They need to master sales strategies and negotiation, understand commercial and civil law, and be familiar with consumer rights. They should know their products as well as the broader market and their customers. On top of that, they must have a grasp of marketing basics and sales psychology—and possess steady nerves and the courage to face setbacks.

What a Sales Representative Should Avoid

Nothing deters a customer more than a salesperson trying to make a sale at any cost. A sales representative is there to help the client—by understanding their needs and offering a product or service that truly meets them. If the salesperson sells something the client doesn’t need, they risk customer dissatisfaction and damage to the company’s reputation.

Some companies issue a code of ethics for their sales reps. However, ethical behavior should come naturally to every salesperson. They must never pressure or coerce a client.

Instead, they should always provide honest, accurate, and clear information—about both what the product offers and what it doesn’t. This is the only way to build a network of clients who fully trust the salesperson and return regularly for support with their needs.

3 Most Common Types of Sales Representatives

Not all sales representatives do the same job. There are specialized roles where salespeople focus on specific activities. While companies often tailor these roles to their needs, in general, there are three main types of sales representatives:

Acquisition Salesperson

The goal of an acquisition salesperson is to actively seek new business opportunities—leads. In practice, this means calling potential clients or sending them emails (known as cold calls and cold emails). When individuals or companies show interest in the product, they become leads. The acquisition salesperson prepares these leads and then passes them on to colleagues who handle the deal closing. This position is often a starting point in a salesperson’s career.

Sales Representative

The Sales Representative does what most people imagine when they hear “salesperson”—they close deals. They interact with leads, meet them in business meetings, prepare and present offers, and sign contracts after a successful negotiation.

Account Manager

An Account Manager’s job is to maintain a mutually beneficial relationship with existing clients. Their goal is to turn newly acquired customers into long-term accounts. They act as the client’s main point of contact, handling all necessary arrangements—often by coordinating tasks with the internal team. Account Managers are part sales, part customer support, and part project manager.

In smaller and mid-sized companies, these roles often overlap. A salesperson might both cold-call and attend meetings, or take care of current clients while also acquiring new ones.

CRM systems make work easier in all three roles. For example:

• the acquisition salesperson tracks leads in one centralized place, with all related information,
• the Sales Representative schedules meetings in a sales calendar and knows the complete history of every deal,
• the Account Manager can see what was discussed, when, where, and for how much—and how to proceed with each client.