Sales Representative (Wholesale, Nontechnical)

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used. Here is how this occupation has been classified over time:

• 2006 NOC: Sales Representatives, Wholesale Trade (Non-Technical) (6411) 
• 2006 NOC-S: Sales Representatives Wholesale Trade (NonTechnical) (G111) 
• 2011 NOC: Sales and account representatives - wholesale trade (non-technical) (6411) 
• 2016 NOC: Sales and account representatives - wholesale trade (non-technical) (6411) 

Wholesale, nontechnical sales representatives are referred to more simply as sales representatives throughout this profile. Their duties and responsibilities vary depending on the types of goods and services they sell. For example, sales representatives may work for:

• food and beverage producers selling foods to grocery stores and restaurants, and negotiate with retail merchants to improve product exposure (for example, shelf position, advertising)
• book publishers promoting the sale of textbooks to schools or magazines to newsstands, hotels, book stores and libraries
• transportation companies selling freight and shipping services to manufacturers, wholesalers and distributors
• manufacturers selling locally manufactured or assembled products.

In general, sales representatives:

• telephone or personally visit client organizations on a regular or periodic basis
• find out what client organizations need and emphasize how their product lines can meet those needs
• identify possible new clients by using resources such as business directories or social networking websites, following up leads from existing clients, meeting people through voluntary organizations and clubs, and attending trade shows and conferences
• approach potential new clients and present the benefits and uses of their product lines
• estimate or quote prices, credit terms, warranties and delivery dates and prepare sales proposals
• prepare sales contracts and reports, process orders and make delivery arrangements
• consult with clients to resolve any problems after a sale and provide ongoing support
• help collect delinquent accounts
• keep up to date with information about product innovations, competitors and market conditions and adjust sales strategies accordingly
• prepare sales projection figures for the coming year.

Sales representatives often work long or irregular hours. They may spend portions of each day travelling or be away from home for days at a time, and have to carry bulky samples or product catalogues weighing up to 10 kilograms. Sales representatives also may be required to set up home offices.

Sales representatives need the following characteristics:

• self-confidence and self-motivation
• the ability to persevere and remain cheerful when faced with rejection
• flexibility and adaptability
• time management and problem solving skills
• the ability to communicate well with clients and co-workers 
• the ability to work both independently and as part of a team
• the ability to serve both company and client needs.

They should enjoy meeting new people, selling goods or services, identifying and approaching potential customers, and overseeing the preparation of sales contracts.

Sales representatives are employed by organizations such as:

• food and beverage producers
• manufacturers
• hotels
• petroleum companies
• business services firms
• transportation companies
• media and advertising companies.

Advancement for experienced sales representatives may take the form of transfers to larger sales territories or ones with greater sales opportunities or greater annual expenditures. Successful sales representatives may stay in sales or advance to sales management positions. Or, they may move into marketing or become independent manufacturers agents who sell the products of more than one manufacturer.

In Alberta, 76% of wholesale trade, non-technical sales representatives work in the following industries:

• Wholesale Trade (PDF)
• Manufacturing (PDF)
• Information, Culture and Recreation (PDF)
• Professional, Scientific and Technical Services (PDF)

The employment outlook in this occupation will be influenced by a wide variety of factors including:

• trends and events affecting overall employment (especially in the industries listed above)
• location in Alberta
• employment turnover (work opportunities generated by people leaving existing positions)
• occupational growth (work opportunities resulting from the creation of new positions that never existed before)
• size of the occupation.

In Alberta, the G111: Sales Representatives Wholesale Trade (NonTechnical) occupational group is expected to have an above-average annual growth of 1.8% from 2016 to 2020. In addition to job openings created by employment turnover, 547 new positions are forecasted to be created within this occupational group each year.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Canadian Professional Sales Association website: www.cpsa.com

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