A sales rep (sales representative) is a professional responsible for generating revenue by identifying prospects, engaging buyers, presenting solutions, and closing deals—often using AI-driven tools for research, outreach, and forecasting. Sales reps act as the primary link between a company and its potential or existing customers.
Key Responsibilities
- Prospect and qualify leads using CRM and AI-enriched data
- Conduct outreach (email, phone, social, automated sequences)
- Run product demos and presentations
- Manage pipeline stages and next steps
- Negotiate pricing and terms
- Close deals and hand off to customer success teams
- Maintain accurate CRM records and forecasting data
Types of Sales Reps
1. SDR (Sales Development Representative)
Focuses on top-of-funnel tasks: prospecting, qualifying leads, and booking meetings.
2. BDR (Business Development Representative)
Similar to SDRs but typically targets outbound or strategic accounts.
3. AE (Account Executive)
Handles demos, negotiations, and closing new business.
4. Inside Sales Rep
Sells remotely using digital communication channels.
5. Outside Sales Rep
Conducts on-site visits, field meetings, and in-person demos.
Common KPIs for Sales Reps
- Qualified meetings set
- Pipeline generated
- Win rate
- Sales cycle length
- Average deal size
- Quarterly revenue closed
- CRM data accuracy score
Why Sales Reps Matter in 2026
Modern sales reps leverage AI to automate research, personalize outreach at scale, assess buying intent, and forecast pipeline health. Their value lies in interpreting insights, managing complex conversations, and advancing deals within increasingly data-driven sales environments.
FAQ
What skills does a sales rep need?
Communication, discovery skills, negotiation, CRM proficiency, and the ability to leverage AI-assisted tools.
Is a sales rep the same as an account executive?
No. SDRs/BDRs manage early-stage qualification, while AEs run demos, negotiate, and close deals.
Do sales reps need a CRM?
Yes. CRMs centralize customer data, automate outreach, and support AI forecasting models widely used in modern sales teams.
