AccountancyISCO 3322
Commercial sales representative
A commercial sales representative is a person who represents a company in selling goods and services to other businesses and organisations and in giving them information about what is on offer.
Check yourself in a minute: commercial sales representative
Rate 5 of the 30 essential skills of this occupation (European ESCO data). No account needed.
guarantee customer satisfaction
ensure compliance with legal requirements
answer requests for quotation
carry out sales analysis
maintain relationship with suppliers
About commercial sales representative
In commercial sales work, the representative first prospects for new clients, meaning looking for firms that need the offer and getting as far as a conversation, and then presents product features: what a piece of equipment or a service does, how it differs from a competing one, and where its limits are. Product knowledge and the characteristics of services both underpin this.
The representative also answers requests for quotes, prepares the costing, agrees discounts within their own authority and watches the validity date of an offer. Company sales strategies are implemented, and product promotion techniques come in: demonstrations, samples, presentations at the client's premises, trade fairs.
After a sale, the commercial sales representative carries out customer follow-up, checking that a delivery arrived and an installation went through, and comes back with the next offer. Becoming a commercial sales representative starts with learning the company's products and services and the techniques of selling and promotion.
Key Work Functions
Core areas of responsibility for a commercial sales representative.
1
Customer Identification and Prospecting
- Identify and research prospective customers using market research, industry contacts, and CRM databases
- Initiate contact with prospects through cold calling, email campaigns, and networking events
- Qualify leads by assessing customer needs, budget, and decision-making authority
- Develop and maintain a pipeline of prospective customers at various stages of the sales cycle
2
Needs Assessment and Solution Selling
- Conduct consultative discovery meetings to understand customer business challenges and objectives
- Translate customer needs into product and service recommendations tailored to their business
- Develop compelling sales proposals and presentations highlighting product benefits and ROI
- Educate customers about product features, characteristics, and competitive advantages
3
Negotiation and Closing
- Negotiate pricing, terms, and contract conditions with customers to reach mutually beneficial agreements
- Address customer objections and concerns professionally to overcome sales barriers
- Coordinate with legal and fulfillment teams to ensure contract compliance and on-time delivery
- Close sales agreements and secure customer signatures on final contracts
4
Customer Relationship Management and Follow-up
- Record and maintain detailed customer information, interaction history, and preferences in CRM systems
- Implement systematic customer follow-up to ensure satisfaction and identify upsell opportunities
- Maintain long-term relationships with existing clients through regular communication and service checks
- Provide timely responses to customer inquiries and handle requests for quotations professionally
5
Sales Analysis and Performance Reporting
- Conduct regular sales analysis to identify market trends, customer patterns, and growth opportunities
- Track and report on sales metrics including pipeline value, conversion rates, and revenue targets
- Document sales activities and outcomes in company databases for forecasting and planning
6
Supplier and Compliance Management
- Maintain ongoing relationships with key suppliers and communicate customer requirements
- Ensure all sales activities comply with legal requirements, company policies, and industry regulations
- Guarantee customer satisfaction by ensuring product delivery, quality, and service standards
European Skills Framework
Skills and knowledge areas required for this occupation based on European classification.
Essential (30)
consumer goods industryconsumer goods industryThe consumer goods industry refers to a concrete economic sector that produce and sell goods to consumers for they direct consumption, enjoyment or use. Industry that covers a wide range of activities...characteristics of productscharacteristics of productsThe tangible characteristics of a product such as its materials, properties and functions, as well as its different applications, features, use and support requirements.sales promotion techniquessales promotion techniquesThe techniques used to persuade customers to purchase a product or a service.product comprehensionproduct comprehensionThe offered products, their functionalities, properties and legal and regulatory requirements.customer relationship managementcustomer relationship managementThe customer-oriented management approach and basic principles of successful customer relations that focus on interactions with customers such as technical support, customer services, after-sales supp...sales strategiessales strategiesThe principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.characteristics of servicescharacteristics of servicesThe characteristics of a service that might include having acquired information about its application, function, features, use and support requirements.guarantee customer satisfactionguarantee customer satisfactionHandle customer expectations in a professional manner, anticipating and addressing their needs and desires. Provide flexible customer service to ensure customer satisfaction and loyalty.communicate with customerscommunicate with customersRespond to and communicate with customers in the most efficient and appropriate manner to enable them to access the desired products or services, or any other help they may require.ensure compliance with legal requirementsensure compliance with legal requirementsGuarantee compliance with established and applicable standards and legal requirements such as specifications, policies, standards or law for the goal that organisations aspire to achieve in their effo...answer requests for quotationanswer requests for quotationMake up prices and documents for the products that customers may purchase.carry out sales analysiscarry out sales analysisExamine sales reports to see what goods and services have and have not sold well.maintain relationship with suppliersmaintain relationship with suppliersBuild a lasting and meaningful relationship with suppliers and service providers in order to establish a positive, profitable and enduring collaboration, co-operation and contract negotiation.implement customer follow-upimplement customer follow-upImplement strategies that ensures post-sale follow up of customer satisfaction or loyalty regarding one's product or service.identify customer's needsidentify customer's needsUse appropriate questions and active listening in order to identify customer expectations, desires and requirements according to product and services.prospect new customersprospect new customersInitiate activities in order to attract new and interesting customers. Ask for recommendations and references, find places where potential customers can be located.record customers' personal datarecord customers' personal dataGather and record customers' personal data into the system; obtain all signatures and documents required for rental.contact customerscontact customersContact customers by telephone in order to respond to inquiries or to notify them of claim investigation results or any planned adjustments.keep records of customer interactionkeep records of customer interactionRecording details of inquiries, comments and complaints received from customers, as well as actions to be taken.use customer relationship management softwareuse customer relationship management softwareUse specialised software to manage company’s interactions with current and future customers. Organise, automate and synchronise sales, marketing, customer service, and technical support, to increase t...produce sales reportsproduce sales reportsMaintain records of calls made and products sold over a given time frame, including data regarding sales volumes, number of new accounts contacted and the costs involved.implement sales strategiesimplement sales strategiesCarry out the plan to gain competitive advantage on the market by positioning the company's brand or product and by targeting the right audience to sell this brand or product to.apply technical communication skillsapply technical communication skillsExplain technical details to non-technical customers, stakeholders, or any other interested parties in a clear and concise manner.respond to customers' inquiriesrespond to customers' inquiriesAnswer customers' questions about itineraries, rates and reservations in person, by mail, by e-mail and on the phone.have computer literacyhave computer literacyUtilise computers, IT equipment and modern day technology in an efficient way.demonstrate products' featuresdemonstrate products' featuresDemonstrate how to use a product in a correct and safe manner, provide customers with information on the product's main features and benefits, explain operation, correct use and maintenance. Persuade ...prospect new regional contractsprospect new regional contractsIdentify and win regional contracts/tenders for expanding stores.keep records on saleskeep records on salesKeep records of the activities of the sales of products and services, tracking which products and services were sold when and maintaining customer records, in order to facilitate improvements in the s...advise on merchandise featuresadvise on merchandise featuresProvide counsel on the buying of merchandise such as goods, vehicles or other objects, as well as providing information on their features and attributes to clients or customers.demonstrate motivation for salesdemonstrate motivation for salesShow incentives that drive someone to reach sales goals and business targets.
Optional (43) — show
chemical productschemical productsThe offered chemical products, their functionalities, properties and legal and regulatory requirements.e-procuremente-procurementThe functioning and methods used to manage electronic purchases.credit card paymentscredit card paymentsThe methods involving payment done through credit cards.clothing and footwear productsclothing and footwear productsThe offered clothing and footwear products, their functionalities, properties and legal and regulatory requirements.electronic and telecommunication equipmentelectronic and telecommunication equipmentThe offered electronic and telecommunication equipment and products, their functionalities, properties and legal and regulatory requirements.types of aircrafttypes of aircraftThe various types of aircraft, their functionalities, properties and legal and regulatory requirements.office equipmentoffice equipmentThe offered office machinery and equipment products, its functionalities, properties and legal and regulatory requirements.types of maritime vesselstypes of maritime vesselsVarious types of maritime vessels such as container ships, passenger ships and fishing vessels, and their characteristics and specifications, security, technical, and maintenance requirements.dairy and edible oil productsdairy and edible oil productsThe offered dairy products and edible oil products, their functionalities, properties and legal and regulatory requirements.international commercial transactions rulesinternational commercial transactions rulesPre-defined commercial terms used in international commercial transactions which stipulate clear tasks, costs and risks associated with the delivery of goods and services.consumer protectionconsumer protectionThe current legislation applicable in relation to the rights of consumers in the marketplace.types of mediatypes of mediaThe means of mass communication, such as television, journals, and radio, that reach and influence the majority of the public.beverage productsbeverage productsThe offered beverage products, their functionalities, properties and legal and regulatory requirements.media formatsmedia formatsThe various formats in which media can be made available to the audience, such as paper books, e-books, tapes, and analogue signal.outdoor advertisingoutdoor advertisingTypes and characteristics of advertising performed in the public domain such as on street furniture, public transportation vehicles, stations and airports and on billboards.advertising techniquesadvertising techniquesThe communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.e-commerce systemse-commerce systemsBasic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.hardware industryhardware industryDifferent tools and brands in the hardware industry such as power tools.perfume and cosmetic productsperfume and cosmetic productsThe offered perfume and cosmetic products, their functionalities, properties and legal and regulatory requirements.market pricingmarket pricingPrice volatility according to market and price elasticity, and the factors which influence pricing trends and changes in the market in the long and short term.electronic communicationelectronic communicationData communication performed through digital means such as computers, telephone or e-mail.household productshousehold productsThe offered household products or goods, their functionalities, properties and legal and regulatory requirements.media planningmedia planningThe process of selecting the best media to reach marketing and advertising strategy objectives in order to promote a client's product or service. This process encompasses research on target audiences,...glassware productsglassware productsThe offered china glassware and other glassware products such as cups and vases, their functionalities, properties and legal and regulatory requirements.implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.speak different languagesspeak different languagesMaster foreign languages to be able to communicate in one or more foreign languages.deliver a sales pitchdeliver a sales pitchPrepare and deliver an understandably constructed sales talk for a product or a service, identifying and using persuasive argumentation.monitor media industry research figuresmonitor media industry research figuresKeep up to date with distribution figures of the various printed media outlets such as newspapers and journals; with the audience figures of radio and television or of specific broadcast programs; and...work with advertising professionalswork with advertising professionalsCooperate with professionals in the advertising field as to ensure a smooth development of the advertising projects. Work together with researchers, creative teams, publishers, and copywriters.apply social media marketingapply social media marketingEmploy website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and s...develop promotional toolsdevelop promotional toolsGenerate promotional material and collaborate in the production of promotional text, videos, photos, etc. Keep previous promotional material organised.stay up to date with social mediastay up to date with social mediaKeep up with the trends and people on social media such as Facebook, Twitter, and Instagram.analyse consumer buying trendsanalyse consumer buying trendsAnalyse buying habits or currently prevalent customer behaviour.perform media outlets researchperform media outlets researchResearch what will be the best and most effective way to reach the majority of consumers by defining the target audience and the type of media outlet that better fit with the purpose.process paymentsprocess paymentsAccept payments such as cash, credit cards and debit cards. Handle reimbursement in case of returns or administer vouchers and marketing instruments such as bonus cards or membership cards. Pay attent...provide advertisement samplesprovide advertisement samplesShow clients a preview of the advertising format and features.develop media strategydevelop media strategyCreate the strategy on the type of content to be delivered to the target groups and which media to be used, taking into account the characteristics of the target audience and the media that will be us...monitor after sales recordsmonitor after sales recordsKeep an eye on the after sales feedback and monitor customer satisfaction or complaints; record after sales calls for thorough data analysis.issue sales invoicesissue sales invoicesPrepare the invoice of goods sold or services provided, containing individual prices, the total charge, and the terms. Complete order processing for orders received via telephone, fax and internet and...show diplomacyshow diplomacyDeal with people in a sensitive and tactful way.solar productssolar productsThe varieties and key features of solar products such as solar panels, solar water heaters or solar-powered chargers. Moreover, the knowledge of their functionalities, components and legal requirement...production processesproduction processesMaterials and techniques required in the production and distribution processes.handle financial transactionshandle financial transactionsAdminister currencies, financial exchange activities, deposits as well as company and voucher payments. Prepare and manage guest accounts and take payments by cash, credit card and debit card.
Related Occupations
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Frequently asked questions
What does a commercial sales representative do?
Commercial sales representatives represent a company in selling and providing information on goods and services to businesses and organisations.
What skills does a commercial sales representative need?
A commercial sales representative needs 30 essential skills, including consumer goods industry, characteristics of products, sales promotion techniques, product comprehension, customer relationship management.
Will AI replace commercial sales representative jobs?
The AI disruption score for commercial sales representative is 76/100 (very high risk). Skills most exposed to automation: record customers' personal data, keep records on sales, electronic communication. Most resilient: types of aircraft, show diplomacy, maintain relationship with suppliers.
AI Replacement Risk
76/ 100
Very High Risk
Low riskHigh risk
Skills most at risk from AI
Skills resilient to automation
This is the average for the whole occupation. The AI Career Shield test (about 10 minutes) shows the risk in your own work and what you can do about it.
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