JobsAndCareersWithJamesCaanAutumn2016 - 220

need to be aware of trends and people
power. Then you must turn that
knowledge into ways of encouraging
consumers to buy products or services.
This involves analysing market
research, distribution, design of the
product, place (as in the best places to
sell it), pricing and promotion - known
in the industry as 'the four Ps'.
Once you have tapped into your
particular market's buying habits, it's
over to the marketing department to
design packaging that will appeal to that
market and make it stand out from the
competition. Marketing will then get
the product out into the media through
public relations, advertising and celebrity
or blogger endorsements.
Finally, the sales department will sell
it to the public or other organisations.

YOU'LL NEED:

QUALIFICATIONS
You can start at the bottom as a junior
and work your way up, or get a head start
with one of these qualifications:
* NVQ in sales management.
* Diploma in sales and account
management (from the Institute of Sales
and Marketing Management).
* Executive diploma in strategic sales
and account management (Institute of
Sales and Marketing Management).
* Advanced certificate in sales
management (Chartered Institute
of Marketing).
* Intensive diploma in strategic sales
practice (Chartered Institute
of Marketing).

2 2 0 /// J O B S & C A R E E R S

Enthusiasm and a
positive outlook are
key to good selling

THE PROS

BONUSES You are almost certain to make
more money in sales than in technical or
administrative jobs. Companies need sales
to survive, and usually reward successful
sales people highly to ensure they stay in
the job. And it's fair: the better the sales
person, the more he or she will earn.
SECURITY Companies are unlikely to make
successful sales people redundant, at least
not before most other types of staff. If you
do lose your job, or choose to leave it,
it's relatively easy to get a new one if you
can demonstrate a track record in sales.
A successful sales person should always
be able to get a job and make a living.
TEAMWORK Sales is mainly about
relationships - working with and
understanding people. It's not about
forcing people to buy things they don't
want. You need to work hard to discover

places where your company's products
and services will be useful, understanding
what the other party needs and wants, and
then provide it for them at the right price.

THE CONS

IT'S HARD WORK No one would pretend
that sales is easy. If it were, more people
would be doing it. It's commonly said that
for every person who says 'yes!', there are
nine who say 'no!' Therefore, if you need
five people a day to say 'yes!', you will
have to talk to 50 people. And that can
mean starting work at 7am or working
late into the night.
YOU'LL FACE REJECTION People will say
'no' to you. They will be rude to you. You
will get fired if you're not selling enough,
even if you're the nicest, kindest person
in the world. You need a thick skin to
succeed in sales - if you haven't got
one, look for another career.

Words: Kia Hansen. Photos: Shutterstock

A RANGE OF SKILLS
* Excellent sales and negotiation skills.
* Patience and the ability to work calmly
under pressure. When working with the
public you can expect to come across
some ill-mannered people.
* The initiative to think on your feet.
* Enthusiasm - you need to sound
positive, even if you don't feel it.
* Excellent communication skills and the
ability to talk to all types of people.
* Good planning and organisational skills.
* Full driving licence as many sales jobs
require you to travel to clients.
JobsAndCareersWithJamesCaanAutumn2016

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