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Sales Representative (Wholesale, Nontechnical)

Wholesale, nontechnical sales representatives sell their organizations’ nontechnical goods and services to retail, commercial, industrial, and professional clients.

  • Avg. Salary $59,772.00
  • Avg. Wage $29.35
  • Minimum Education High school diploma
  • Outlook below avg
  • Employed 26,000
  • In Demand Medium
Also Known As

Account Manager, Broker, Manufacturer’s Sales Representative, Sales Broker, Salesperson

NOC Codes

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) 
Skills Shortage

Employers that Recruited in the Last 2 Years

Average Wage
  • Certification Not Regulated
  • Strength Required Lift up to 10 kg
Interest Codes
The Sales Representative (Wholesale, Nontechnical) is part of the following larger National Occupational Classification (NOC).
Sales Representatives, Wholesale Trade (Non-Technical)

Interest in persuading to promote sales to existing clients; in providing clients with presentations on the benefits and uses of goods and services; and in representing companies that export and import products or services to and from foreign countries


Interest in compiling information to identify and solicit potential clients


Interest in overseeing the preparation of sales and other contracts; may supervise the activities of other sales representatives

Reading Interest Codes
A Quick Guide

The interest code helps you figure out if you’d like to work in a particular occupation. 
It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective and Social.

Each set of 3 interest codes is listed in order of importance.

A code in capital letters means it’s a strong fit for the occupation.

A code in all lowercase letters means the fit is weaker.

Learn More

Updated Mar 31, 2020

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. Sales representatives may work for:

  • Food and beverage producers, selling foods to grocery stores and restaurants, and negotiating with retail merchants to improve product exposure (such as by improving shelf position or increasing advertising)
  • Book publishers, promoting textbook sales to schools, or magazines to newsstands, hotels, bookstores, 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
  • Learn what client organizations need and stress how the product lines they sell can help
  • Identify possible new clients using resources such as business directories or social networking websites, following up leads from existing clients, meeting people through volunteer 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 after a sale to resolve any problems and provide ongoing support
  • Keep up with information about product innovations, competitors, and market conditions, and adjust sales strategies accordingly
  • Keep track of customer information and contacts on a tracking system
  • Prepare sales projection figures for the coming year
Working Conditions
Updated Mar 31, 2020

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. They may have to carry bulky samples or heavy bundles of product catalogues. Sales representatives also may need to set up home offices.

  • Strength Required Lift up to 10 kg
Skills & Abilities
Updated Mar 31, 2020

Sales representatives need:

  • Self-confidence and self-motivation
  • Perseverance and resilience
  • Flexibility and adaptability
  • Time-management, communication, and problem-solving skills
  • The ability to work independently and as part of a team
  • The ability to serve both company and client needs
  • Computer literacy

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

Educational Requirements
Updated Mar 31, 2020

The minimum education requirement for sales representative positions is a high school diploma. However, many employers prefer to hire people with related experience or a business-related post-secondary diploma or degree. Basic computer skills and a valid driver’s license are definite assets.

Many large organizations have some form of training program for newly hired sales representatives. They may train new employees by:

  • Rotating them through various positions to give them an understanding of the business and its products
  • Offering in-house classroom training followed by on-the-job training under the supervision of a sales manager
  • Having them accompany experienced sales representatives until they are familiar with the company’s products and clients
  • Sending them to sales courses offered by industry or professional associations

Sales representatives must keep up with new products, services, and sales methods as well as with technological and other changes affecting their customers’ companies.

Related Education

The following schools offer programs or courses that are related to this occupation but are not required to enter the field.

Reeves College - Calgary City Centre

Reeves College - Calgary North

Reeves College - Edmonton

Reeves College - Lethbridge

Reeves College - Lloydminster

For a broad list of programs and courses that may be related to this occupation try searching using keywords.

Certification Requirements
Updated Mar 31, 2020

There is currently no provincial legislation regulating this occupation in Alberta.

Employment & Advancement
Updated Mar 31, 2020

Sales representatives work for 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 involve transfers to larger sales territories, or territories with greater sales opportunities or annual expenditures. Successful sales representatives may stay in sales or advance to sales management positions. They may also 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:

The employment outlook [pdf] in this occupation is 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 (when people leave existing positions)
  • Occupational growth (when new positions are created)
  • Size of the occupation

In Alberta, the 6411: Sales and account representatives - wholesale trade (non-technical) occupational group is expected to have a below-average annual growth of 1.5% from 2019 to 2023. In addition to job openings created by employment turnover, 388 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.

Wage & Salary
Updated Mar 31, 2020

Sales representatives’ earnings vary greatly and are often directly related to their job performance. Most employers offer a combination of salary plus commission or bonus. As a result, many individuals in this profession earn a commission-based income. (A commission is a percentage of the price of each article or service sold. Bonuses may be tied to individual performance, the performance of all sales workers in a group, or the company’s performance overall.)

Sales and account representatives - wholesale trade (non-technical)

Survey Methodology

Survey Analysis

Overall Wage Details
Average Wage
Average Salary
Hours Per Week

Hourly Wage
For full-time and part-time employees
  • Low
  • High
  • Average
  • Median
Wages* Low (5th percentile) High (95th percentile) Average Median
Starting $15.00 $38.81 $22.97 $19.67
Overall $16.50 $46.65 $29.35 $26.28
Top $16.50 $69.71 $38.53 $35.00

Swipe left and right to view all data. Scroll left and right to view all data.

* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.

B: Good Reliability
Data Reliability Code Definition

Good Reliability, represents a CV of between 6.01% and 15.00% and/or fewer than 30 survey observations and/or if survey observations represent less than 50% of all estimated employment for the occupation.

Industry Information
Finance, Insurance, Real Estate, Leasing
Transportation and Warehousing
Professional, Scientific & Technical Services
Wholesale Trade
Accommodation & Food Services
Other Services (Repair, Personal Services and Related)
Retail Trade

Skills Shortage

Employers that Recruited in the Last 2 Years


Recruiting Employers that Experienced Hiring Difficulties


Employers with Unfilled Vacancies of over 4 Months


Vacancy Rate

Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies
  • Personal and Food Services
Other Sources of Information
Updated Mar 31, 2020

Canadian Professional Sales Association website:

Get information and referrals about career, education, and employment options from Alberta Supports.

Updated Mar 31, 2020. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.

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