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  Deborah Caffrey
For my particular job role, as a yield analysis engineer, good organization and communication skills are quite important. Along with having the technical knowledge, being able to properly communicate your ideas/findings is very important. A lot of my day is spent dealing with other people in the factory and it is very important to be able to communicate efficiently with them.

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and like commerce, trade and making deals. Some are drawn to sales and marketing occupations. Many will eventually end up owning their own business, or managing a section in larger organisations. They tend to be very goal-oriented, and work best when focused on a target. Some have an entrepreneurial inclination.
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Occupation Details

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Sales Manager - Retail

Job Zone

Most of these occupations require qualifications at NFQ Levels 7 or 8 (Ordinary / Honours Degrees) but some do not.

Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an engineer must complete four years of college and work for several years in engineering to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, computer programmers, teachers, chemists, environmental engineers, criminal investigators, and financial analysts.

€35k > 180 
Sales Manager
Salary Range
(thousands per year)*
€35 - 180 
Related Information:
Sales Director: 70 - 180
Sales Manager: 35 - 120
Data Source(s):
Morgan McKinley / Brightwater / Sigmar

Last Updated: April, 2015

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Occupational Category

Managers & Directors in Retail & Wholesale

Also included in this category:

Managing directors (retail trade); retail and wholesale managers

Number Employed:


Part time workers: 5%
Aged over 55: 14%
Male / Female: 53 / 47%
Non-Nationals: 19%
With Third Level: 38%
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At a Glance... header image

Directly supervises sales workers in a retail shop or department.

Videos & Interviews header image

1Total Records: 2

Lorraine Brophy
Sales Operations Manager  

Lorraine Brophy works as a Sales Operations Manager for Lidl Ireland.  She is currently on an exchange programme working in Lidl Germany where not only is she learning the language but she also has responsibility for 3 stores in Berlin.

Go to Interview  
Patrick Quinn
Trainee Retail Manager  

After completing his Leaving Cert, Patrick investigated the Lidl Retail Management Degree programme on their website and decided to make an application. He was keen on working in the Retail area since he was 14 and continues to pursue his interests now at Lidl.

Go to Interview  

The Work header image

Sales managers are responsible for the sales team and/or sales assistants of companies with products or services to sell. They divide the work by region or type, allocating it to sales representatives. They set sales targets for individuals or groups to meet.  
Supervision of the sales reps' work may be done mainly through telephone conversations, email and occasional meetings, and by analysis of their written weekly or monthly sales returns. Liaison with the reps includes discussions about whether the company can make changes to meet customers' requirements or offer special discounts. The manager may be able to decide on some of these or may have to have discussions with product managers, factory or suppliers.  
The manager provides quotations, processes orders (checking that the most important ones are on schedule) and ensures that the reps have supplies of sales literature, product samples and sales/merchandising aids. They produce sales reports for discussion by company management, and organise sales briefings, conferences and the company's stands at trade fairs and exhibitions.  
For major orders, the manager may draw up a tender document, estimate or sales brochure and agree a final contract. After delivery of products, they may have to handle any problems, complaints or queries. With the personnel manager, they may recruit and train sales staff.  
Depending on the level of their responsibility, sales managers may travel locally, nationally and even internationally, and spend short periods away from home. 

Tasks & Activitiesheader image

The following is a list of the most commonly reported tasks and activities for this occupation


Resolve customer complaints regarding sales and service.


Oversee regional and local sales managers and their staffs.


Plan and direct staffing, training, and performance evaluations to develop and control sales and service programs.


Determine price schedules and discount rates.


Review operational records and reports to project sales and determine profitability.


Monitor customer preferences to determine focus of sales efforts.


Prepare budgets and approve budget expenditures.


Confer or consult with department heads to plan advertising services and to secure information on equipment and customer specifications.


Direct and coordinate activities involving sales of manufactured products, services, commodities, real estate or other subjects of sale.


Confer with potential customers regarding equipment needs and advise customers on types of equipment to purchase.

Work Activities header image

The following is a list of the most commonly reported work activities in this occupation.


Selling or Influencing Others:  Convincing others to buy merchandise/goods or to otherwise change their minds or actions.


Establishing and Maintaining Interpersonal Relationships:  Developing constructive and cooperative working relationships with others, and maintaining them over time.


Resolving Conflicts and Negotiating with Others:  Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.


Coaching and Developing Others:  Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.


Communicating with Supervisors, Peers, or Subordinates:  Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.


Communicating with Persons Outside Organization:  Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.


Organizing, Planning, and Prioritizing Work:  Developing specific goals and plans to prioritize, organize, and accomplish your work.


Guiding, Directing, and Motivating Subordinates:  Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.


Coordinating the Work and Activities of Others:  Getting members of a group to work together to accomplish tasks.


Making Decisions and Solving Problems:  Analyzing information and evaluating results to choose the best solution and solve problems.

Knowledge header image

The following is a list of the five most commonly reported knowledge areas for this occupation.


Sales and Marketing:  Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.


Customer and Personal Service:  Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.


Administration and Management:  Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.


English Language:  Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.


Personnel and Human Resources:  Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.

Skillsheader image

The following is a list of the most commonly reported skills used in this occupation.


Monitoring:   Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.


Management of Personnel Resources:   Motivating, developing, and directing people as they work, identifying the best people for the job.


Coordination:   Adjusting actions in relation to others' actions.


Persuasion:   Persuading others to change their minds or behavior.


Social Perceptiveness:   Being aware of others' reactions and understanding why they react as they do.


Speaking:   Talking to others to convey information effectively.


Judgment and Decision Making:   Considering the relative costs and benefits of potential actions to choose the most appropriate one.


Time Management:   Managing one's own time and the time of others.


Critical Thinking:   Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.


Complex Problem Solving:   Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

Personal Qualitiesheader image

The key skill is the ability to manage a team of sales representatives, therefore good leadership qualities, enthusiasm, initiative and the ability to motivate are important.  
Administrative abilities are required to deal with the paper work of sales reports, enquiries, orders and guarantees. Communications skills are essential for dealing with product managers, suppliers, representatives, customers, marketing executives and other managerial staff, both inside and outside the company.  
Relevant IT skills will be required. Sales Representatives would normally need a full driving licence.

Further Informationheader image

A detailed description of this occupation can be found on a number of online databases. Follow the link(s) below to access this information:

Note: you will be leaving the CareersPortal Site

Go..Regional Sales Manager - from:  icould [UK] Video
Go..Sales and Marketing Manager - from:  icould [UK] Video
Go..Sales Director - from:  icould [UK] Video
Go..Sales Manager - from:  N.C.S. [UK]
Go..Sales Manager - from:  iCould [UK] Video
Go..Sales Manager - from:  icould [UK] Video
Go..Sales Manager - from:  icould [UK] Video

Related Occupationsheader image

Contactsheader image


Organisation: Marketing Institute of Ireland (MII)
  Address: Marketing House, South County Business Park, Leopardstown, Dublin 18
  Tel: (01) 295 2355
  Email: Click here
  Url Click here


Organisation: Irish Management Institute
  Address: Clonard, Sandyford Road, Dublin 16
  Tel: (01) 207 8400
  Email: Click here
  Url Click here


Organisation: The Sales Institute of Ireland
  Address: 68 Merrion Square, Dublin 2
  Tel: (01) 662 6904
  Email: Click here
  Url Click here


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Industry Expert

Career Guidance

This occupation is popular with people who have the following Career Interests...

...and for people who like working in the following Career Sectors:

Sales, Retail & Purchasing

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