What does a group sales manager do?
A group sales manager's role is to oversee and coordinate a team of sales representatives, ensuring efficiency and customer satisfaction. Their responsibilities revolve around devising sales objectives, assessing workforce performance, managing schedules, and handling complex issues and complaints, resolving them promptly and efficiently. Moreover, they may perform clerical tasks such as producing progress reports, maintaining extensive records, and even liaising with clients through calls and correspondence. As a group sales manager, it is essential to lead and encourage the team to reach sales targets, all while implementing the company's policies and regulations.
Group sales manager responsibilities
Here are examples of responsibilities from real group sales manager resumes:
- Leverage other sales office resources and administrative/support staff to achieve personal and team relate revenue goals.
- Maximize yield management opportunities by maintaining consistent verbal and written communication with clients and consistently booking repeat business.
- Secure business from telemarketing, appointments, site visits, cold calls and general inquiries via email/phone.
- Conduct tastings and wine pairings, making recommendations base on client's needs, budget, etc.
- Introduce a wine seminar for servers, strengthening knowledge of offerings, which dramatically increase wine sales.
- Prepare function space contracts, BEOs, and propose menus base on the function type, size, and client budget.
- Prepare and send out detail contracts and BEOs to clients reflecting agree upon event menu, floor plans and event times.
- Organize and develop sales-techniques training workshops for newly-hire telemarketing sales representatives.
- Analyze ADR and hotel occupancy; adjust rates to maximize hotel profitability.
- Handle customer's inquiries within predefine parameters and communicate booking information to hotel service departments.
- Used property's computerize sales management system (Delphi) to identify and analyze business opportunities.
- Expand the hotel and restaurant market penetration through networking and strategic business development at multiple local culinary events every month.
- Provide total event coordination with respect to meeting objectives: plate presentation, theme party coordination and upselling.
- Serve as liaison from client to vendor, preparing proposals, food and beverage upselling, determining budgets and resolving issues.
- Develop sales forecasts, advertising budgets, promotional campaigns and ROI metrics.
Group sales manager skills and personality traits
We calculated that 10% of Group Sales Managers are proficient in Booking, Trade Shows, and Site Inspections. They’re also known for soft skills such as Analytical skills, Communication skills, and Customer-service skills.
We break down the percentage of Group Sales Managers that have these skills listed on their resume here:
- Booking, 10%
Handle customer's inquiries within predefined parameters and communicate booking information to hotel service departments.
- Trade Shows, 8%
Participated in trade shows, conducted property tours and entertained qualified potential clients in order to establish a client/hotel relationship.
- Site Inspections, 8%
Conduct site inspections of property hotel, solicit revenue-producing accounts and generate business.
- Market Trends, 6%
Analyzed competition, market trends and customer needs to continually assess productivity against established goals and budgets.
- Sales Presentations, 4%
Generated leads, created and delivered PowerPoint sales presentations to effectively market ticket packages.
- Delphi, 4%
Utilized Delphi systems to work effectively with Rooms, Recreation, Catering, Conference/Convention Services and Banquet Departments.
Common skills that a group sales manager uses to do their job include "booking," "trade shows," and "site inspections." You can find details on the most important group sales manager responsibilities below.
Analytical skills. The most essential soft skill for a group sales manager to carry out their responsibilities is analytical skills. This skill is important for the role because "sales managers must collect and interpret complex data to target the most promising geographic areas and demographic groups, and determine the most effective sales strategies." Additionally, a group sales manager resume shows how their duties depend on analytical skills: "used property's computerized sales management system (delphi) to identify and analyze business opportunities. "
Communication skills. Many group sales manager duties rely on communication skills. "sales managers need to work with colleagues and customers, so they must be able to communicate clearly.," so a group sales manager will need this skill often in their role. This resume example is just one of many ways group sales manager responsibilities rely on communication skills: "single liaison for corporations, clients, and vendors, using delphi to track all communications. "
Customer-service skills. group sales managers are also known for customer-service skills, which are critical to their duties. You can see how this skill relates to group sales manager responsibilities, because "when helping to make a sale, sales managers must listen and respond to the customer’s needs." A group sales manager resume example shows how customer-service skills is used in the workplace: "developed and maintained relationships with customers involving smerf, associations, government and corporate organizations. "
Leadership skills. A big part of what group sales managers do relies on "leadership skills." You can see how essential it is to group sales manager responsibilities because "sales managers must be able to evaluate how their sales staff performs and must develop strategies for meeting sales goals." Here's an example of how this skill is used from a resume that represents typical group sales manager tasks: "train the trainer strong leadership and communication skills inventory control and management"
The three companies that hire the most group sales managers are:
- Hyatt Hotels43 group sales managers jobs
- Great Wolf Resorts32 group sales managers jobs
- Cabela's22 group sales managers jobs
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Compare different group sales managers
Group sales manager vs. Product manager/sales
A sales product manager is responsible for monitoring the sales performance of a specific product and ensuring that the marketing strategies adhere to market standards and client requirements. Sales product managers work closely with the marketing and public relations team to enhance the product's brand image on various market platforms to reach the target audience. They also conduct data and statistical analysis to identify business opportunities that would generate more revenue resources and increase the company's profitability.
There are some key differences in the responsibilities of each position. For example, group sales manager responsibilities require skills like "booking," "site inspections," "delphi," and "revenue management." Meanwhile a typical product manager/sales has skills in areas such as "product sales," "pos," "product management," and "cycle management." This difference in skills reveals the differences in what each career does.
Product managers/sales really shine in the education industry with an average salary of $108,541. Comparatively, group sales managers tend to make the most money in the hospitality industry with an average salary of $51,416.product managers/sales tend to reach similar levels of education than group sales managers. In fact, product managers/sales are 2.9% more likely to graduate with a Master's Degree and 0.5% more likely to have a Doctoral Degree.Group sales manager vs. Sales/field sales manager
Sales or Field Sales Managers oversee the group in charge of conducting sales activities outside of the office or company branches. They manage field sales employees by hiring and training them. They also set goals on a weekly or monthly basis. They provide strategic direction to ensure that these goals are met. They monitor the performance of the team and identify areas for improvement. They would then create programs to address these challenges. Field Sales Managers should be familiar with the company's target market. They should also be familiar with the scope of area operations. This would help them create strategies in the context of their target market. Field sales managers should have a strong sales background and a determined attitude.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that group sales manager responsibilities requires skills like "booking," "site inspections," "market trends," and "delphi." But a sales/field sales manager might use other skills in their typical duties, such as, "lead generation," "sales training," "account management," and "training sessions."
Sales/field sales managers earn a higher average salary than group sales managers. But sales/field sales managers earn the highest pay in the professional industry, with an average salary of $80,605. Additionally, group sales managers earn the highest salaries in the hospitality with average pay of $51,416 annually.Average education levels between the two professions vary. Sales/field sales managers tend to reach similar levels of education than group sales managers. In fact, they're 1.1% less likely to graduate with a Master's Degree and 0.5% more likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for group sales managers in the next 3-5 years?
Bill Thorne
Executive Director of the NRF Foundation and Senior Vice President of Communication and Public Affairs of NRF, National Retail Federation
Group sales manager vs. National accounts sales manager
A national accounts sales manager is responsible for maintaining healthy business relationships with clients by managing and monitoring the performance of their accounts. National accounts sales managers establish reasonable sales targets and develop techniques that would maximize sales staff productivity and efficiency. They conduct data and statistical analysis with the current market trends to identify business opportunities that would generate more revenue resources and increase profitability. A national accounts sales manager negotiates contracts and agreements with clients and ensures their brand consistency in the market.
The required skills of the two careers differ considerably. For example, group sales managers are more likely to have skills like "booking," "site inspections," "market trends," and "delphi." But a national accounts sales manager is more likely to have skills like "national accounts," "healthcare," "account management," and "crm."
National accounts sales managers make a very good living in the education industry with an average annual salary of $103,530. On the other hand, group sales managers are paid the highest salary in the hospitality industry, with average annual pay of $51,416.Most national accounts sales managers achieve a similar degree level compared to group sales managers. For example, they're 1.4% more likely to graduate with a Master's Degree, and 0.0% more likely to earn a Doctoral Degree.Group sales manager vs. Sales account manager
The account sales manager is in charge of the retention of their customer relationship. They have to supervise the portfolio of existing clients, develop new business with them, and seek new sales opportunities. Account sales managers act as liaisons between the company and customer as well as build strong, long-lasting relationships by providing an improved customer experience. It is their responsibility to negotiate contracts and close deals to maximize sales profits. Also, they forecast track sales results and prepare reports on account status.
Types of group sales manager
Updated January 8, 2025
