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OVERVIEW Wireless sales workers, also known as wireless or cellular sales representatives, work for wireless telecommunications service providers to sell products and services to individuals and businesses. The products and services they sell include cellular phones, phone service, pagers, paging service, and various wireless service package options, Inside sales workers work on-site at their employers’ sales offices, helping customers who come in to inquire about wireless service. Outside sales workers travel to call on various potential customers at their offices. HISTORY Although you may think of cellular phones as being a product of late 20th century technology, they actually have their beginnings all the way back in the late 1800s. In 1895, an Italian electrical engineer and inventor named Guglielmo Marconi figured out how to transmit signals from one place to another using electromagnetic waves, creating the first radio. One of Marconi’s first major successes came in 1896, when he was able to send signals over a distance of more than a mile. Marconi continued to improve and refine his invention. In 1897, he transmitted signals from shore to a ship at sea 18 miles away, and in 1901, he sent signals a distance of 200 miles. By 1905, many ships were regularly using Marconi’s radio to communicate with the shore. Radio evolved rapidly. By the mid-1920s, more than 1,400 radio stations were broadcasting programming all across America, and by the end of the 1940s, that number had grown to 2,020. Immediately following World War II, radio saw a period of especially rapid development and improvement. Sophisticated transmitting and receiving equipment played a key role in the exploration of space, and in 1969, astronauts on the Apollo mission used a very high-frequency radio communication system to transmit their voices from the Moon back to Earth for the first time. Cellular radio, which is essentially today’s cellular phone service, was first tested in the United States in the 1970s. This system, a miniature version of large radio networks, was named cellular because its broadcast area is divided into units called cells. Each cell was equipped with its own radio transmitter, with a range of about 1 to 2.5 miles. As a mobile radiophone moved through this network of cells, its calls were switched from one cell to another by a computerized system. It was possible to make calls only within the area covered by the net work of cells, however; once the radiophone was outside the cellular area, the connection was lost. First tested in Chicago and the Washington, D.C., area, this cellular system was soon duplicated in other towns, both large and small, throughout the United States. As more and more of the United States became covered with these networks of cells, it became possible to use cellular phones in more places and use of these phones became increasingly widespread. In order to use a cellular phone, one had to have two things: the phone itself and a subscription to a cellular service. Cellular service providers, much like traditional phone companies, signed users up for phone service to be billed on a monthly basis. Often, as part of the sign-up agreement, the new customer received a free or inexpensive cellular phone. As the availability of cellular service has expanded geographically, the number of people signing up for this service has increased dramatically. According to CTIA-The Wireless Association, in 2007 more than 243 million Americans were wireless service subscribers. Cellular, or wireless, sales workers in communities across the United States have been the liaison between the cellular providers and the cellular users. They have been the workers selling the service, explaining its workings, and signing up these new users. THE JOB Wireless sales workers sell communications systems, equipment, and services to both businesses and individuals. The products they sell may be divided up into “hard” products—such as pagers or cellular phones—and “soft” products, such as cellular phone ser vice, paging service, voice mail, or phone service options. Most wireless sales workers work for a cellular service provider, trying to persuade prospective buyers to sign up for that provider’s phone service. In areas that are covered by two or more cellular providers, the salesperson may have to convince customers to use his or her provider instead of the competition. In other cases, it is merely a matter of convincing the customer that he or she needs cellular service, explaining what the service provides, and doing the paper work to begin a contract. There are two categories of wireless sales workers. Outside sales workers visit prospective clients at their offices. These workers may make appointments in advance, or they may drop in unannounced and ask for a few minutes of the prospective customer’s time. This practice is called cold calling. Outside sales workers often call on customers only within a specific geographic territory that may be defined by their employers. Members of the second category, inside sales workers, work in a cellular provider’s offices, frequently in a customer showroom. These workers greet and help customers who come into the office to buy or inquire about wireless services. Brian Quigley is the inside sales manager for a major cellular service provider in Bloomington, Indiana. Before becoming the manager, he worked as a sales representative for four years. There are several aspects of a wireless sales representative’s job. The first is generating new customers. Sales workers develop lists of possible customers in many different ways. They may ask for referrals from existing customers, call on new businesses or individuals as they move into their assigned territory, or compile names and numbers from business directories or phone books. They may also attend business trade shows or expositions, or join networking groups where they can make contact with people who might be interested in signing up for their service. Once sales workers have their list of possible contacts, they may send out letters or sales brochures, often following up with a phone call and a request for an appointment. The second aspect of the job is perhaps the most important. This involves talking with prospective customers about the company’s services and products and helping them choose the ones that they will be happy with. In order to do this, the sales worker must have a thorough knowledge of all the company’s offerings and be able to explain how these offerings can meet the customer’s needs. “We spend a lot of time each day taking sales calls from people or working with walk-ins,” Quigley says. “And dealing with people who are considering buying wireless is not a quick process. On the average, you spend between 15 and 30 minutes with one customer, answering all of his or her questions.” Answering these questions may involve demonstrating the features of different phones or pagers, going over the pricing structures of various service plans, or explaining how the wireless service works and what its geographic limitations are. The sales worker must try to overcome any objections the customer might have about the products or services and convince him or her to make the purchase. If the salesperson fails to “close the deal” on the first visit, he or she might follow up with more visits, phone calls, or letters. A wireless sales worker’s job usually involves a certain amount of paperwork. When a salesperson makes a sale, he or she may input the customer’s billing and credit information into a computer in order to generate a contract, explain the contract to the customer, and ask him or her to sign it. He or she may also do the paperwork necessary to activate the new customer’s phone or pager. Sales workers may also maintain records on all their customers, usually in a computer database. Many sales workers maintain contact with their customers even after making a sale. The salesperson may make a follow-up call to ensure that the customer’s service or product is working properly and that he or she is satisfied. The salesperson may also check back periodically to see if the customer is interested in purchasing “upgrades”—new or improved services or products. The sales reps in Quigley’s location also help existing customers who have questions about their equipment, service, or billing statement. “You’d be surprised how much of my job is servicing existing customers,” he says. “I’ll bet I spend 80 percent of my time on customer retention.” Because wireless technology changes so rapidly, learning about new products and services is an important part of a wireless sales worker’s job. He or she may frequently attend seminars or training programs to keep current on the latest in wireless products, in order to be able to explain them to potential customers. Quigley says that his company holds quarterly sales rallies, where wireless equipment manufacturers come to explain and demonstrate their new products. “A lot of the stuff you just have to learn on your own, too,” he says. “Because things change so rapidly, you often can’t wait until the next sales rally to find out about a piece of equipment. You just have to crack open the manual and read up on it.” REQUIREMENTS High School The minimum educational level needed to become a wireless sales worker is a high school diploma. To prepare for a career in wire less sales, you should choose high school classes that will help you understand and communicate with people. Courses in speech, English, and psychology are all good options for this. You might also want to take classes that help you understand basic business principles, such as business and math courses. Finally, it may be helpful to take some fundamental computer classes in order to become familiar with keyboarding and using some basic software applications. Like virtually all other offices, wireless offices are typically computerized so you will probably need to be comfortable using a computer. Postsecondary Training Although there are no formal requirements, it is becoming more and more common for wireless sales workers to have a two- or four-year college degree. Brian Quigley began his career in wireless sales after obtaining a bachelor’s degree in marketing, and he says that his company prefers to recruit college graduates. Many employers consider a bachelor’s degree in marketing, business, or telecommunications to be especially beneficial. In addition, because wireless services are so heavily dependent on technology, some wireless sales workers enter the field with a technology-related degree. Whether a new wireless sales worker has a college degree or not, there are likely to be aspects of the job and the company that he or she is not familiar with. Therefore, most wireless service companies provide training programs for their newly hired workers. These programs, which may last from three weeks to three months, cover such topics as cellular technologies, product lines, sales techniques, using the company’s computer system, entering orders, and other company policies. Other Requirements Successful wireless sales workers have a combination of personal characteristics that allow them to do their jobs well. Perhaps the most important is the ability to connect and communicate with people; without this quality, it is virtually impossible to be an effective salesperson. Wireless salespersons should enjoy interacting with people, feel comfortable talking with people they do not know, and be able to communicate clearly and persuasively. “You also have to be a good listener, in addition to a good talker,” Quigley says. “When someone is upset, you have to hear what they are saying and be able to appease them.” The ability to work in a high-pressure, competitive environment is also an important characteristic. Many wireless sales workers earn the majority of their income from commissions or bonuses. In addition, most workers are expected to meet monthly or quarterly sales goals that are set by the company. Successful sales workers should be able to handle the stress of working to meet these goals. Self confidence is another essential quality of good sales workers. Any sales job will involve a certain amount of rejection from customers who are not interested or not ready to buy. Salespersons must be secure and confident enough to avoid letting this rejection affect them on a personal level. According to Quigley, the willingness to learn and change is also highly important to success in this field. “This industry is always changing, sometimes so quickly that it’s hard to keep up with it,” he says. “You have to be prepared for the changes.” EXPLORING You can find out what it is like to be a wireless sales worker by visiting the offices of a local cellular provider. By talking with the sales staff and perhaps observing them as they work, you should be able to get a feel for what the day-to-day job entails. One of the best ways to find out firsthand if you enjoy selling is to find a summer or after- school job in sales. To learn more about wireless technology and the products available, visit your local library and see what books and magazine articles are available—or do some online research, if you have access to the Internet. EMPLOYERS Most of the major telecommunications companies throughout the United States offer wireless service in addition to their traditional phone service. For example, AT&T, Sprint Nextel, MCI, Verizon, and U.S. Cellular all have wireless divisions—and, consequently, wireless sales staff. These providers are located all throughout the United States, in virtually every medium-sized and large community. You should be able to find a list of them by asking your local librarian for help or by doing a keyword search on “wireless service providers” on the Internet. STARTING OUT To find a job in wireless sales, you should first determine which wireless service providers operate in your area. Check directly with these providers to find out if they have any openings, or send them a resume and cover letter. If you are willing to relocate, you might contact the national headquarters of each of the large wireless companies mentioned earlier to find out what jobs are available nationwide. Many of these companies even have Web sites that list current job openings. You might also keep an eye on local or regional newspapers. Telecommunications companies, including wireless providers, frequently post job openings in the classified sections of these newspapers. If you have attended a college or university, check with your school’s career services office to see if it has any contacts with wireless service providers. Many wireless providers prefer to hire applicants with proven sales records. This may be especially true in cases where the applicant has only a high school diploma. If you find that you are having difficulty obtaining a position in wireless sales, you might consider first taking another sales job (perhaps in electronic or communications equipment) to gain experience. Once you have proven your abilities, you may have better luck being hired for a wireless sales position.
ADVANCEMENT For most wireless salespersons, advancement comes in the form of increased income via commissions and bonuses. A proven sales worker might earn the title of senior sales representative or senior account executive. These workers may be given better territories or larger, more important accounts to handle. Some sales workers eventually move into managerial roles as they expand in their capabilities and knowledge of the company. A sales worker might move into the position of sales manager, for example. In this position, he or she would oversee other salespersons, either for the entire organization or for a specific geographic territory. Quigley became the sales manager for his location after four years of working as a sales representative. The next step on the career ladder for him is general manager of retail stores, which would put him in charge of a specific geographic region. Another advancement possibility in larger companies is that of trainer. In the role of sales trainer, a sales worker would be responsible for developing, coordinating, and training new employees in sales techniques. EARNINGS For motivated and skilled salespersons, the pay for wireless sales can be quite good. Most companies offer their sales staff a small base salary and incentive pay in the form of commissions, bonuses, or both. In some cases, the incentive pay can increase the salesperson’s base salary by up to 75 percent. Because most salespersons earn the majority of their income through incentive pay, the income level depends greatly upon individual performance. According to the U.S. News and World Report’s “Best Jobs for the Future,” the average beginning wireless sales worker might expect to earn around $35,000 annually. A senior sales worker might earn around $68,000, and a top sales executive can make as much as $110,000. Wireless sales managers can expect to earn between $75,000 and $80,000 per year. Sales workers who are employed by most wireless companies receive a benefits package, which typically includes health insurance and paid vacation, sick days, and holidays. Outside sales workers may be provided with a company car and an expense account to pay for food, lodging, and travel expenses incurred while traveling on company business. WORK ENVIRONMENT Inside sales representatives typically work in comfortable, attractively decorated customer showrooms. They usually have desks either in the showroom or in a back office, where they can do their paperwork and perhaps meet with customers. While many sales reps work regular 40-hour weeks, Monday through Friday, it is not at all uncommon for these workers to work longer-than- average weeks. In addition, many wireless sales offices are open on weekends to accommodate customers who cannot come in during the week. Therefore, some sales workers spend weekend hours at the office. Outside sales workers may spend much of their time traveling to meet on-site with various potential customers. Unless a salesperson’s territory is very large, however, overnight travel is uncommon. When not traveling, outside sales workers may spend time in the office, setting up appointments with customers, keeping records, and completing paperwork. Both types of sales workers spend the majority of their time dealing with people. In addition to customer contact, these salespersons often work cooperatively with service technicians and customer service staff. OUTLOOK Job opportunities for wireless sales workers are expected to grow at a rate that is faster than the average. CTIA-The Wireless Association estimates that there are approximately 63,000 new wire less subscribers every day. The sales of pagers and paging services has also grown tremendously. Part of the reason for this growth is that technological advances are making wireless phones and pagers more effective and useful all the time. One of the most recent developments, digital communication technology, has increased wireless phone use by offering better quality and range (98 per cent of all wireless subscribers are now digital). Wireless service is also being increasingly used to transmit data as well as voice. Examples of wireless data communication include such applications as texting, emailing, faxing, and Internet access. In addition, new technology, widespread use of wireless services, and more leverage for the consumer as a result of federal legislation (such as being able to change providers and keeping the same wireless phone number) have driven the prices of service down. This means that wireless services are now an option for many people who previously couldn’t afford them. All of these factors combined should spur the need for a growing number of sales workers. The demand for jobs will also be enhanced by the high turnover in the sales field as a whole. Each year, many sales workers leave their jobs—in wireless and other industries—because they fail to make enough money or feel they are not well suited to this demanding career. New sales workers must then be hired to replace those who have left the field. FOR MORE INFORMATION For job postings, links to wireless industry recruiters, industry news, and training information, contact or visit the following Web site CTIA-The Wireless Association 1400 16th Street, NW, Suite 600 Washington, DC 20036-2225 Tel: 202-785-0081 For the latest on the wireless industry and job information, contact Wireless Industry Association 8290 West Sahara Avenue, Suite 260 Las Vegas, NV 89117-8931 Tel: 800-624-6918 Email: contact@wirelessindustry.com For a brochure on mobile phone etiquette and other information on the wireless industry in Canada, contact or visit the following Web site Canadian Wireless Telecommunications Association 130 Albert Street, Suite 1110 Ottawa, ON K1P 5G4 Canada Tel: 613-233-4888 Email: info@cwta.ca PREV: Telephone and PBX Installers and
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