Sales Salaries and Labour Market Trends 2025

The sales sector in Germany is undergoing a transformation. Companies are competing for top sales professionals, but as demand rises, candidate priorities are shifting. Higher salaries, greater flexibility, and reduced bureaucracy – those who want to succeed in sales in 2025 must adapt to changing conditions. The latest Salary Survey 2025 by Robert Walters highlights the most in-demand skills and the biggest challenges facing the sector.

High Demand for Sales Experts

A glance at current job postings makes it clear: sales expertise is in higher demand than ever. According to index, demand for sales and account management professionals increased by a staggering 95% in the third quarter of 2024. Bianca Knittel, Managing Consultant for Sales & Digital Marketing at Robert Walters, sums it up:

"Companies are increasingly looking for Sales and (Key) Account Managers, but the requirements have evolved. Technical understanding, industry knowledge, and the ability to acquire new customers are essential – yet, at the same time, sales professionals are showing less interest in new customer acquisition."

The demand is particularly high in IT services, consultancy, and software development. Manufacturers of automation systems and companies in the renewable energy sector are also urgently seeking skilled professionals.

Salaries 2025: What Sales Professionals Can Expect

Sales Manager:

• 3-7 years of experience: €85k-€90k
• 8-15 years of experience: €95k-€110k

Account Manager:

• 3-7 years of experience: €75k-€80k
• 8-15 years of experience: €80k-€90k

Key Account Manager:

• 3-7 years of experience: €85k-€90k
• 8-15 years of experience: €95k-€110k

The Most In-Demand Sales Skills for 2025

Whereas persistence and closing skills were once the primary focus, modern sales require a broad skill set. Key competencies include:

• Self-organisation & Self-motivation – Remote work demands discipline. Successful sales professionals structure their own workload, set priorities, and remain focused without constant team interaction.
• Problem-solving & Communication Skills – Sales is not just about selling, but understanding. Those who identify customer needs and offer suitable solutions will build lasting business relationships.
• Rhetorical Skills & Professional Demeanour – "You cannot not communicate" – this principle is more relevant than ever in sales. Those who present themselves confidently and argue precisely gain a clear competitive advantage.
• New Customer Acquisition & Lead Generation – While many sales professionals prefer to focus on existing clients, businesses are prioritising expansion. The ability to identify and engage new customers is becoming a key qualification.
• Technical Knowledge – Especially in IT & Software Sales – Products are becoming more complex, and customers more demanding. Those who want to keep up need solid industry knowledge and a strong understanding of technology.

Find out which 10 sales roles will shape the future.

Skill Gaps and Talent Shortages

Despite high demand, there are gaps – not only among candidates but also within companies. In particular, IT sales specialists with deep technical expertise are in short supply. Knittel explains:

"Those who cannot deliver a convincing presentation will struggle in sales. Companies expect not only subject matter expertise but also excellent rhetoric – a factor that is often underestimated."

Another challenge: Many firms continue to offer low base salaries with high variable components, especially for Sales Development Representatives (SDRs) and Business Development Representatives (BDRs). In economically uncertain times, this model is becoming increasingly unattractive. Companies should reconsider their salary structures and attract talent with compelling benefits – such as transparent bonus schemes, company cars or mobility budgets, pension schemes, and additional perks like extended healthcare coverage, fitness programmes, or flexible remote working options.

Work Models: Candidates Demand Flexibility

Hybrid working models are no longer a perk but an expectation. Sales professionals anticipate at least two days of remote work per week – in some industries and roles, fully remote work is even preferred. Positions involving significant travel or field sales, such as regional managers, naturally offer greater flexibility, as they are not tied to a fixed office location. "At the same time, administrative tasks are a real source of frustration," says Knittel.

Further Information

For in-depth insights into salaries and labour market trends in sales, access our free Salary Survey 2025 here.