Role Overview
The sales representative is a key driver of company growth. Tasked with prospecting, convincing and retaining customers, they are the direct link between company offers and market needs. In the UK, the sales role spans a wide range of specializations: B2B sales, B2C sales, major accounts, field sales or inside sales.
The sales representative (or sales executive, commercial executive, account executive depending on level and sector) is responsible for driving company turnover. Their primary mission: identify and convert prospects into customers while maximizing satisfaction and retention.
Prospecting and lead generation
Identify new prospects through phone, email, LinkedIn or in-person meetings. Qualify leads and feed sales pipeline. Attend professional events and networking.
Presentation and demonstration
Present commercial offers to prospects, adapting pitch to needs. Conduct product demonstrations, offer trials or demos. Build customized commercial proposals.
Negotiation and closing
Negotiate commercial terms (price, volumes, timescales, payment terms). Handle objections and close sales. Finalize contracts and hand over to operational teams.
Customer tracking and retention
Conduct post-sale follow-up and customer satisfaction. Detect upsell and cross-sell opportunities. Develop customer relationships in long-term partnership logic.
Reporting and analysis
Update CRM daily. Produce activity and performance reports. Analyze conversion rates and identify improvement areas.
Technical skills vs relational qualities
- Mastery of sales techniques (SPIN, SONCAS, BEBEDC)
- Deep product/service and market knowledge
- Mastery of CRM tools (Salesforce, HubSpot, Pipedrive)
- Commercial negotiation competencies
- Digital tools fluency (LinkedIn Sales Navigator, email marketing)
- Marketing and lead generation basics
- Excellent interpersonal and contact skills
- Resilience and rejection resistance
- Results-oriented and determined
- Active listening and adaptability
- Perseverance and autonomy
- Efficient time and priority management
Salary scale 2026 (annual gross)
| Experience | Base salary | Variable | Total package | London |
|---|---|---|---|---|
| Junior (0-2 years) | £20-24K | £4-8K | £24-32K | +10-15% |
| Confirmed (2-5 years) | £24-32K | £8-16K | £32-48K | +10-15% |
| Senior (5-10 years) | £32-40K | £12-24K | £44-64K | +10-15% |
| Manager (10+ years) | £40-56K | £16-32K | £56-88K | +15-20% |
Training and opportunities
| Level | Qualification | Opportunities |
|---|---|---|
| HND | HND in Sales/Marketing | Junior sales executive, telesales |
| Bachelor's | Business/Sales Degree | B2B Sales, Account Executive |
| Master's | Master's in Commercial/Sales | Senior Sales, Major Accounts |
| MBA | Business School MBA | Sales Director, VP Sales |
What is the difference between sales representative, account executive and business development manager?
Can a sales representative work fully remote?
How are sales objectives set?
Is the sales role threatened by automation?
Which sectors recruit most sales reps in 2026?
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