How to write a B2B sales representative job description

Business-to-business (or B2B) sales representatives explain complex products or services to the businesses that need them. They have specialized skill sets that combine industry and sales knowledge with a deep understanding of their customers’ needs. 

Because of this, they’re in high demand, and finding the right person can be a challenge. A good job description is essential, but understanding and describing the unique demands of B2B sales can be tricky. 

So in this article, we explain how to write a great B2B sales representative job description, including which skills to look for and common mistakes to avoid. We’ve also provided a job description template to get you started.

What is a B2B sales representative? 

A B2B sales representative sells products or services to other businesses. They help their organizations identify and capitalize on opportunities for growth and revenue through lead generation, relationship building, and effective sales strategies. 

Key skills to look for in B2B sales representatives 

When hiring a B2B sales representative, here are the main skills to look for: 

• Industry knowledge: A B2B sales rep should have a good grasp of your company’s industry or niche. They need to know about the trends, terminology, and specific needs and challenges of potential clients within it.

• Product knowledge: B2B sales reps need a deep understanding of the products or services they’re selling so they can explain the features and benefits to potential clients.

• Communication skills: A B2B sales rep should be able to articulate ideas clearly, actively listen, and adapt their communication style to different clients and situations.

• Relationship building: Building and maintaining long-term relationships with clients is a cornerstone of B2B sales. Strong relationship-building skills, including trustworthiness, rapport building, and follow-up are essential.

• Negotiation skills: Negotiating terms, prices, and contracts is a common part of B2B sales. Look for candidates who are adept at negotiation and can reach mutually beneficial agreements.

How to write an effective B2B sales representative job description 

Good B2B sales representatives make a huge impact on a business, so they’re in high demand. To attract the best sales professional candidates, you need an effective job description that clearly describes the role and what sets your organization apart.

Clearly outline the role and responsibilities 

If someone can envision themselves working for you by reading the responsibilities you’ve included in your job posting, it should encourage them to apply for it. 

Get specific so that candidates know exactly what the role entails and what their goals will be. You can include key performance indicators (KPIs), such as quarterly sales quotas, and role milestones, such as bringing down customer acquisition costs.  This will also help you in the onboarding process, as they’ll have come in knowing what to expect.

Include compensation information 

To attract top performers, you’ll need to lay out a competitive, well-structured compensation package in your job description. This package may include a base salary, commission, bonuses, and other performance-based incentives. 

Highlight your company’s values 

With B2B sales reps in such high demand, it takes more than a good job and great benefits to attract the best talent to your open role. Many sales reps are looking for a company whose mission and values align with their own, so be sure to highlight these aspects in the job description.

Tap into job seekers’ desire to make an impact and use the job description to show them how they can do just that. Briefly explain how your product or service benefits other businesses, and touch on why the sales representative role is such a valuable addition to your company and your customer base. 

B2B sales representative job description template 

Below is a job description template you can use to get started. 

Company introduction

Give candidates some information about your company, including what you sell and the problem you’re solving for other businesses with your product or service. Tell them how they’ll help the company meet its goals.

Benefits of working with [Your company]

Provide a thorough benefits section that includes the standard benefits sales professionals expect, such as a salary, 401k contributions, health insurance, and paid time off. You’ll also want to include additional benefits that make your company stand out, such as professional development opportunities, wellness stipends, and flexible scheduling. 

B2B sales representative job brief

Job Title: [B2B Sales Representative, Outside Sales Representative, Sales Agent, B2B Sales Professional]

Reports to: [Head of Sales, Director of Sales, or Sales Manager]

Position type: [full-time, contract, on-site, remote, or hybrid]

[Compensation details] 

B2B sales representative responsibilities

• Generate leads and establish contact with businesses that may be interested in our products or services through cold calling, email outreach, networking, and referrals

• Schedule and conduct meetings with potential clients to present products or services 

• Follow up with leads and existing clients to provide more information, address concerns, and nurture the relationship

• Manage the sales pipeline and progress, including updating CRM systems, tracking leads, and managing tasks and deadlines

• Handle administrative tasks related to sales efforts, such as preparing proposals and contracts

• Meet or exceed monthly sales quotas 

Requirements/Qualifications

• [Number] of years of professional sales experience (mention whether it should be in a related industry or specific type of sales) 

• Bachelor's degree in business, sales, or related field (or equivalent training/experience)

• Excellent communication and negotiation skills

• Ability to create trust and build relationships

2 things to avoid when writing a job description for B2B sales representatives

Don’t make these two mistakes in your job description to ensure you don’t lose out on great applicants.

Being too specific around qualifications 

Being too rigid with qualifications could cause you to miss out on great candidates. 

It can be helpful to break out your qualifications into 2 sections: required and preferred. Think about which qualifications are truly essential and whether you’d be willing to train the right person with less experience. 

A skills-based job description ​​avoids listing unnecessary requirements and encourages learning and upskilling. You can balance out your qualifications section by noting that you’ll take experience in place of degrees. 

Using gender-coded words 

Job descriptions with gender-neutral language attract more applicants. To achieve this, remove any words that are male or female charged.

For example, although words like “aggressive” and “driven” may seem reasonable for a sales rep job description, they are often associated with men and can feel exclusionary for female applicants. On the other hand, words like “empathetic” and "passionate” are feminine gender-coded and could discourage men from applying.  

FAQs

Should the job description include the travel requirements for the role? 

Additional details around sales territories and traveling requirements can help make your job description as accurate and thorough as possible. Include whether there is a specific region or territory the rep will be responsible for. If additional travel is required include the expected frequency and destinations.  

How should I structure the compensation package? 

The average salary for a B2B sales rep in the United States is around $72,000, with an additional $30,000 in earning potential through commissions, bonuses, and profit sharing. 

In the majority of B2B companies, sales representatives earn around 10% of their target earnings as a base salary and an additional 10% as commission. 

Improve your hiring process with TestGorilla 

B2B sales reps need the right combination of technical skills, soft skills, and industry knowledge. Their specialized skillset means they’re highly in demand and more difficult to assess and hire.

To overcome these challenges, it's essential to have a well-defined job description, a clear understanding of the skills and qualities you're looking for, and a comprehensive hiring process that includes pre-employment assessments. 

Take a product tour to learn more about how TestGorilla can help you find the right B2B sales representative for your team.