What are the roles and responsibilities of a sales executive?

Contacting new leads quickly, understanding the requirement, presenting the product, preparing quotations, negotiating, following up until closure, generating own leads, coordinating delivery and payment with other teams, logging everything in the CRM and reporting the pipeline weekly.

What skills should a sales executive have?

Clear communication in the customer's language, listening, persistence with follow-ups, comfort with targets and rejection, basic numeracy for quotations and discounts, and the discipline to record work in a CRM. Product knowledge can be taught; these habits are harder to teach.

What qualification is required for a sales executive?

Most employers ask for a graduate degree in any stream, and many hire freshers. Technical products may need a relevant diploma or degree. An MBA is rarely essential at executive level.

What is the difference between a sales executive and a business development executive?

A sales executive is measured on orders and revenue. A business development executive is measured on new opportunities created, and may hand them over to someone else to close. Many small companies use the titles for the same job.

What are the KRAs of a sales executive?

New business, measured by orders against target and conversion from quotation to order. Speed and follow-up, measured by leads contacted on time and open leads with a next action. Own lead generation. Collections, if the role includes them. And data quality in the CRM.

How do I write a sales executive job description?

Start with one sentence on what the company sells and to whom. State the outcome the role owns. List up to nine responsibilities as actions. Give the skills you will test, the KRAs, the pay structure and how to apply. Leave out age and gender preferences.

Is sales executive a field job?

It depends on the business. Selling to shops, contractors, clinics or factories usually means visits. Software, education and financial products are often sold by phone and video. Say which in the advert, along with travel expectations and allowances.

Sales Executive Job Description

Sales Executive Job Description: A Template You Can Copy

Roles and responsibilities, skills, KRAs and KPIs, interview questions and a first month plan, written for Indian businesses hiring a target-carrying salesperson.

Last updated: 21 Jul 2026

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Quick answer

What does a sales executive do?

A sales executive turns enquiries and self-generated leads into orders. The work is contacting each lead quickly, understanding the requirement, presenting the product, sending quotations, negotiating, following up until there is a clear answer, and recording every step in the CRM. The role carries a monthly revenue target.

Copy the full template below, or download it as a Word file
Includes KRAs and KPIs, interview questions and a first month plan
Written for small and mid-sized Indian businesses

Telecaller job description KRA full form and examples

Sales executive job description template

Copy the text below, fill in the square brackets and delete what does not apply. It is written for a small or mid-sized Indian business hiring for a target-carrying role.

Job title: Sales Executive

Reports to: [Sales Manager / Owner]

Location: [City, and whether field, office or hybrid]

Experience: [0 to 3 years]

Languages: [English, Hindi and the local language]

Role summary

[Company] sells [product or service] to [type of customer]. The sales executive converts enquiries and self-generated leads into orders: contacting every lead quickly, understanding the requirement, sending quotations, following up and closing, with every step recorded in the CRM.

Responsibilities

Contact every new enquiry within [30 minutes] during working hours
Understand the requirement, the budget, who decides and by when
Present the product, by call, video or visit, and give demos where needed
Prepare and send quotations, and negotiate within the approved limits
Follow up until there is a clear yes or no, with a dated next step on every open lead
Generate own leads through references, cold calls, visits and [LinkedIn / trade directories]
Coordinate with accounts and operations for invoicing, delivery and payment
Log calls, meetings, quotations and outcomes in the CRM the same day
Share the pipeline and the month forecast with the manager every week

Skills and qualifications

Graduate in any stream. Freshers with strong communication may apply
Clear spoken and written communication in [languages]
Comfort with targets, rejection and repeated follow-up
Basic spreadsheets, email and a willingness to work in a CRM
Two-wheeler and licence [if field role]

Performance measures

Orders and order value against monthly target
Conversion from quotation to order
Share of new leads contacted within the agreed time
Open leads with a dated next action

Pay and benefits

Fixed salary of [amount] per month, plus incentive as per the incentive plan shared at offer. [Travel allowance, mobile allowance, other benefits.]

How to apply

Send your CV to [email] or WhatsApp [number] with the subject Sales Executive - [City].

Download the same text as an editable Word file: Sales executive job description (.docx). Replace everything in square brackets before you post it.

Sales executive job description template: role summary, responsibilities, skills, performance measures, pay and how to apply — The sales executive job description as a one-page template.

KRAs and KPIs to put in the job description

A candidate should know how the job will be judged before accepting it. Put the key result areas in the advert and the target figures in the offer letter. Set the figures from your own history.

KRA	KPIs	Where the number comes from
New business	Orders and order value against target; conversion from quotation to order	CRM deals report
Speed and follow-up	New leads contacted within the agreed time; open leads with a dated next action	CRM lead and task reports
Own lead generation	Self-generated leads per month; meetings from them	Lead source field in the CRM
Collections, where the role includes them	Payments collected on time	Accounts ledger
Data quality	Leads with complete details; calls and meetings logged the same day	CRM activity report

How to write these is covered in KRA full form, and the measures in the sales KPIs guide.

Interview questions that reveal something

Tell me about a deal you lost. What would you do differently? Listen for ownership, not blame.
Sell me something you bought recently. Listen for questions before the pitch.
A customer says your price is too high. What do you say next?
You have twenty open leads and two hours. How do you decide whom to call?
How do you keep track of follow-ups today? A specific system is a good sign; memory is not.
What did you earn in incentives in your best and worst month, and why were they different?

The sales hiring assessment helps you decide what kind of person you need before you interview anyone, and hiring your first sales rep covers the process end to end.

The first thirty days

Week 1. Product, pricing, the ideal customer and the CRM. Listen to calls and sit in on meetings.
Week 2. Handle inbound leads with a colleague listening. Send the first quotations for review.
Week 3. Own a list of leads. Daily ten-minute review of yesterday and today.
Week 4. First orders expected from short-cycle products. Agree the target for the next quarter.

Writing the advert: what to leave out

Leave out age and gender preferences, which narrow your pool and invite complaints. Leave out unlimited earning potential, which experienced candidates read as a low fixed salary. Never ask an applicant for money, for training or a deposit. And replace good communication skills with what you mean: the languages needed, and whether the work is on the phone, in person or in writing.

Short version for job portals and WhatsApp groups

Hiring: Sales Executive, [City]. [Company] sells [product] to [customers]. You will call and meet leads, send quotations, follow up and close. [0 to 3] years experience, freshers with good communication welcome. Fixed salary [amount] plus incentive. Languages: [list]. Send your CV to [email or WhatsApp number].

Sales executive and similar titles

Title	What the role is
Sales executive	Converts leads into orders and carries a revenue target
Business development executive	Creates new opportunities; may hand over for closing
Telecaller	First contact and qualification on the phone
Sales coordinator	Supports the team with quotations, orders and follow-up paperwork; no target
Sales manager	Runs the team, the forecast and the process

Templates for the neighbouring roles: business development executive, telecaller, sales manager and CRM executive.

Give the new hire a system, not a spreadsheet

Every line of this job description assumes the salesperson can see their leads, their follow-ups and their numbers. HelloGrowthCRM gives a small team that on day one: leads from every source in one list, reminders, calling and WhatsApp from the lead record, quotations and reports. See sales CRM, plan incentives with the sales commission calculator, read sales incentive ideas, or check India pricing.

Challenges we solve

Four hiring mistakes this template helps you avoid

A job description is a filter. These are the ways it usually fails.

The advert lists twenty duties, so nobody can tell what the job is.

State the one outcome the role exists for, then at most nine responsibilities. A candidate should be able to repeat the job back to you in a sentence.One clear outcome

Targets are revealed after joining, and the new hire feels misled.

Put the KRAs in the advert and the figures in the offer. People who dislike targets will not apply, which saves both sides time.KRAs up front

The new salesperson is handed a phone and a list and left alone.

Plan the first thirty days in writing: what they learn, whom they shadow, when they take their first lead.A first month plan

Nobody can see what the new hire did all week.

Have them work in the CRM from day one. Calls, quotations and follow-ups are then visible without a daily report.Work visible from day one

What you get

Why teams choose HelloGrowthCRM

AI-powered CRM with the features you need to close more deals.

Every enquiry from your website, WhatsApp, phone calls, ads and marketplaces lands in one list as a lead with an owner

A visual pipeline shows each deal by stage, so a manager can see what is open without asking anyone

Follow-up reminders are created for each lead, so the next call or message has a date and a person against it

A built-in dialer places calls from the lead record and logs them, with recording where consent applies

A shared WhatsApp inbox on the official Business API lets the team reply from one number, with the chat saved on the customer record

AI lead scoring ranks leads by how likely they are to convert, so the best ones are called first

Quotations and GST invoices are created from the deal, so numbers are not retyped between documents

Reports show leads by source, conversion by stage and activity by team member

Mobile apps let field staff update a lead straight after the meeting, while the details are fresh

A free plan for one user lets you start without paying, and paid plans start at ₹899 per user per month plus GST

Compare HelloGrowthCRM to HubSpot, Salesforce & more

HelloGrowthCRM by the numbers

$12: per user/month list price — $10/user/mo on annual billing, ₹899/user/mo in India
$0: free forever starter plan — no credit card required
14-day: trial included on paid plans
259+: live integrations, from WhatsApp to Tally and QuickBooks
500+: teams worldwide run their pipeline on HelloGrowthCRM