What does having a "basic understanding of business principals" mean? It is a skill requirement for a job.

Question

I am applying for a Sales Account Executive job, selling advertising for a big tv station. Skills required include valid drivers' license, reliable transportation and good driving record. College degree and minimum 2 years sales experience preferred. Highly motivated, intelligent, willing to learn and creative thinker. BASIC UNDERSTANDING OF BUSINESS PRINCIPALS. Strong presentation and communication skills. Exceptional work ethic, punctual and superior people.

I don't have a clue what they mean by basic understanding of basic business principals except business are in business to make a profit. Can you give me some ideas?

Answer 1

They could mean that they want their sales people to understand things like the concept of a win-win, where you are providing a good service or product to the customer (in this case your advertising air time), and they will expect to profit from the marketing they purchase from you.

As a sales executive you'll be required to meet with, and understand the business needs of a whole variety of businesses. Some will have businesses that are more or less likely to benefit from your company's services. So, you'll be viewed (ideally) as a marketing advisor to these businesses. If you sell them something that just doesn't work for them, you won't have many clients soon.

From personal experience, I know one of the biggest pet peeves of clients is to have someone trying to sell them marketing that makes no sense for their business.

So, that's what I think they are probably thinking about.