How does one become a Sales Manager and what does this job entail? We talked to our former student Robin Eichmüller, who after his hotel management studies at the EHL Swiss School of Tourism and Hospitality in Passugg (EHL SSTH) first worked as a sales executive for the Ritz Carlton in Dubai and now holds the position of sales manager at The Chedi Andermatt.
But first, let's clarify in general what a sales manager is and what his or her responsibilities are.
A sales manager plans, manages and controls all sales activities. Sales figures are to be analyzed and strategies developed to increase sales. This is done with the aim of increasing the profit of a company.
As a sales manager, one is responsible for the sale of products or services, as well as the support of customers. This involves planning and coordinating sales strategies, developing strategies for acquiring new customers and maintaining customer contacts.
Classic tasks of Sales Managers include:
A sales manager usually takes on a leading role in a company in the area of sales and distribution. Managing a team is thus usually part of this position, and with it comes the leadership and motivation of employees to generate sales and revenue figures.
In the hospitality industry, specifically in the hotel industry, a sales manager is faced with further specific tasks in order to ensure and profitably optimize the hotel's occupancy rate.
Central to this is revenue management (RM), which involves the profit-increasing marketing of hotel capacities, taking into account price differentiation and market segmentation (e.g. with yield management), in order to exploit the individual willingness of guests to pay. This is based on continuous market observation and channel management.
Robin Eichmüller, alumnus of EHL SSTH, was able to take up a job as Sales Executive at the Ritz Carlton in Dubai directly after his graduation as Dipl. Hôtelier-Restaurateur HF (new Dipl. Hotelier-Gastronom HF) and take on the following tasks:
I was working in pro-active sales in the MICE segment "Groups". My daily workflow consisted of meetings with existing and potential new clients, negotiations with local and international companies and strategic positioning in the Dubai market, in the MICE Groups segment. Being able to manage my own daily routine gives me the freedom to be creative and is what I like most. Especially in dealing with the clients. The intensive contact with clients is definitely one of the most interesting factors in my job as Sales Manager. The Ritz-Carlton is known worldwide for its personalized service. Guests and clients are not regarded as numbers, but as individuals. This is also in line with my personal philosophy and is the main factor that excites guests about Dubai.
The job of Sales Managers does not only include the technical tasks that need to be mastered. Personal skills and soft skills are also crucial for a career in sales. You have to be able to deal with pressure and stress, as well as react flexibly to challenging situations.
In large and international companies, international experience and a good command of English also contribute to the desired skills profile. Furthermore, a cultural understanding of the customers, their mentality and traditions is of immense advantage. Looking back on his start in sales in Dubai, Robin Eichmüller says that the biggest challenge was to realize that one's own mentality is not always the right one:
Especially in a country like Dubai with over 200 different nationalities, it is important to be open to other approaches and cultures. In Dubai, it is appreciated when people talk more about private matters in a meeting than about business. Further, you have to be present in the market and visit clients in a regular rhythm to show respect.
The following soft skills are important for a sales manager:
The skills Sales Managers are looking for are similar to those of other service and customer-oriented industries, such as Hospitality. In the hospitality industry, the key is to know the customer and their needs and deliver the services they require. Learn the top 10 soft skills for hospitality managers here.
If you want to pursue a career as a sales manager, like Robin Eichmüller, you don't have to follow a traditional training path. Many different paths lead to this professional goal.
The following possible training and further education or courses of study can lead to a job as a sales manager:
First and foremost, a basic understanding of economic relationships, analysis, marketing, sales and management are important.
During my time at EHL SSTH I learned a lot, but the human interaction with fellow students from different cultures was the most valuable. Values were imparted in a natural way that have shaped me and help me in my daily life as a sales manager," says Robin Eichmüller, looking back on his hotel management studies.
The salary of Sales Managers depends on age, work experience and industry. Sales managers earn between CHF 66,000 and CHF 200,000 gross per year. Additional and performance-related bonuses often make the salary of sales managers even more attractive.