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. 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

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.

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:

• Wholesale Trade [pdf]
• Manufacturing [pdf]
• Information, Culture and Recreation [pdf]
• Professional, Scientific and Technical Services [pdf]

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.

Canadian Professional Sales Association website: www.cpsa.com

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