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Aaron Wallis is a leader within the UK sales recruitment industry and has researched and commissioned some of the largest surveys of UK and Irish sales professionals over the last few years.  This information is free to download to our employer  and candidate clients and provides a powerful and fascinating insight into the minds of sales professionals.  


The Latest 2014 Sales Survey Report Can be Downloaded Here


Our most recent survey was launched in late July 2013 and was live for 4 weeks.  The 2014 Sales Survey results provides a powerful insight into the minds of sales professionals as well as exploring changing trends. This is the largest produced survey of its type and provides intense research on sales topics as well as scrutinising even the tiniest factors which include the personal lives and pastimes of sales professionals.

This study, updated for 2014, was commissioned by Aaron Wallis Sales Recruitment, a leading sales recruitment agency based in the UK, in association with the Institute of Sales and Marketing Management (ISMM).  In addition, the survey was promoted by our survey partners, Lincoln West, People Alchemy, Simply Sales Jobs and Gavin Ingham was promoted across a wide range of media, including major sales job boards, social media platforms, sales forums, and sales-related  magazines.

62 questions were asked in the survey, only two of which were mandatory, which contained a wide variety of aspects relating to sales, such as remuneration, sales targets and the top inspirations to achieve a healthy work-life balance. The vital importance and purpose of this stimulating survey were to promote professional sales, raise awareness and gain a firmer understanding on how to accomplish, motivate and succeed in sales teams.

The idea of this 2014 study was to witness the changes and adaptations from the work industry as the years have progressed from similar surveys in 2009 and 2007.

This study commenced in late September 2013 and was live for an intensifying four weeks. 726 completely anonymous sales professionals came forward to participate with their honest opinions and the results from the survey effectively produced a captivating and impressive outcome, which is now ready to be explored and analysed.

From this survey, 554 participants gave complete responses whereas 172 people gave answers that were incomplete.  For ease of reading all percentages have been rounded up or down as needed.

The survey was similar to another that was commissioned by our Managing Director, Rob Scott, back in 2007 so it has been a great exercise to compare attitudes and perspectives today against the buoyant economic times of 2007 and the very tough ones of 2009.

The State of Sales in the UK, 2014 is available free of charge to download by following the link:

2009 UK Sales Industry Statistics

In 2009 we commissioned a comprehensive survey of UK sales professionals.  It makes interesting reading, download your copy of the white paper below:

The State of Sales in the UK - A Comprehensive Overview of the British Sales Industry


2009 Irish Sales Industry Statistics

In conjunction with Niall Kelly and our friends at we also undertook a comparison with the Irish Sales Industry. conducted the survey with a similar number across Eire and the downloads of this survey are available here:

The State of Sales in Ireland - A Comprehensive Overview of the Irish Sales Industry

2009 Irish and UK Sales Industry Comparisons

In late 2009 we combined the two surveys together to create a fascinating comparison of the two surveys.  The resulting report can be downloaded free of charge here.

The State of Sales in Ireland and the UK - A Comprehensive Comparison of the UK and Irish Sales Industries

An Overview of the UK Sales Industry

The UK sales industry is huge and it is estimated that about 1 in 6 employees according to the latest Crown Statistics are employed either directly or indirectly in sales.  And sales skills are becoming harder and harder to source.  What a great time to be in sales!

According to the 2003 Learning Skills Council's survey (LSC National 2003 (IFF/IER) Survey 2003: Main Report) 'sales vacancies' represent 17% of all outstanding vacancies and 14% of 'Hard to Fill' vacancies.  Proving that sales vacancies are becoming harder to fill year-by-year and probably goes to explain why the basic salaries in sales have increased sharply in the last 5 years.  

A strong sales team is imperative to succeed in today's highly competitive commercial world.  In a recent sales survey of close to 1,000 sales professionals ( some 62% felt that sales was the most influential division of their business and their influence on business direction had increased exponentially over the last 5 years.

Use of the Survey Information (the legal bit)

The State of Sales in the UK information is Copyright © Aaron Wallis Recruitment and Training Limited, 2009. All rights reserved.  The copyright in this work is vested in Aaron Wallis Sales Recruitment and the document is issued in confidence for the purpose only for which it is supplied. The information contained in this survey can be reproduced in whole, or in part, and used for any means on the proviso that Rob Scott and/or Aaron Wallis Sales Recruitment is cited as the author of the work and a reference is given to  Use of the report and the statistics within the report is free for education and training purposes.  

We Welcome Academic Use and Academic Study of the Report Findings

Use of the report and statistics have been used extensively by undergraduates and students.  We welcome academic study of the report and would love to hear your findings and thoughts - please email .  However please do ensure the correct referencing of the survey and ideally point to the full source on