PART 4 OF 4
Managing salespeople is both an art and a science. It requires balancing structure and flexibility, holding your team accountable while providing the support they need to succeed. A strong sales manager understands that every salesperson is different—some need more guidance, while others thrive on independence.
Here’s how to manage your sales team effectively, no matter their style.
Key Principles of Sales Management
1. Set Clear Expectations
Managing salespeople effectively starts with setting clear expectations. Salespeople need to know exactly what’s expected of them. Ambiguity leads to frustration and wasted effort.
- Define specific, measurable goals (e.g., weekly outreach, monthly quotas).
- Share key performance indicators (KPIs) and track them consistently.
- Be transparent about how performance will be evaluated.
Example:
A logistics company set daily call targets for their sales team but also tracked outcomes like conversion rates, ensuring both quantity and quality mattered.
2. Provide the Right Tools and Training
Even experienced salespeople need ongoing training and the right tools to perform at their best.
- Offer regular skill development sessions on topics like objection handling or closing strategies.
- Provide technology that streamlines their work, such as CRM software, email automation, and analytics tools.
Pro Tip: Tailor training to individual needs. A seasoned rep may need advanced negotiation strategies, while a newer hire benefits more from lead qualification techniques
3. Monitor Workflow and Pace
Different sales processes require different workflows.
- Transactional Sales: Ensure reps maintain a fast pace, focusing on volume and quick conversions.
- Enterprise Sales: Encourage reps to spend more time building relationships and customizing solutions for high-value clients.
Regularly review individual workflows to ensure they align with your business model.
Addressing Common Sales Behaviors
1. The “I Need More” Seller
This type of salesperson often asks for more leads, tools, or resources instead of maximizing what they already have.
- Encourage them to focus on quality over quantity.
- Offer coaching to help them convert existing opportunities more effectively.
2. The “Care-Free” Seller
These reps may make careless promises to clients to close deals, risking long-term trust.
- Emphasize the importance of professionalism and honesty.
- Monitor deals closely and address issues immediately to maintain your brand’s reputation
3. The Over-Preparer
Some salespeople get stuck in “analysis paralysis,” over-preparing for calls or presentations at the expense of action.
- Set deadlines for specific tasks to keep them moving forward.
- Remind them that progress often comes from action, not perfection.
Balancing Accountability and Support
Accountability:
Hold your team accountable with consistent metrics, regular check-ins, and clear consequences for underperformance.
- Use weekly or monthly reviews to track progress.
- Reward consistent high performers to reinforce positive behavior.
Support:
Recognize that sales is a challenging, high-pressure role. Provide encouragement, resources, and a collaborative environment to help your team thrive.
- Celebrate milestones like closed deals or personal achievements.
- Offer mentorship or peer-to-peer coaching to foster growth.
Example:
A B2B software company combined accountability with support by holding weekly team meetings to review metrics but ending each session with a round of shoutouts for standout efforts.
The Role of Quality Control
Consistency is key to long-term success. As a manager, ensure your team maintains high standards in:
- Messaging: Are they presenting your product’s value clearly and consistently?
- Follow-Through: Are they keeping promises to prospects and clients?
- Professionalism: Are they representing your brand with integrity?
Pro Tip: Regularly audit calls, emails, or proposals to provide constructive feedback and ensure quality control.
Pitfalls to Avoid
- Micromanaging: While oversight is important, excessive control stifles creativity and independence. Trust your team to do their jobs.
- Ignoring Individual Differences: Not all salespeople respond to the same management style. Tailor your approach to their unique strengths and challenges.
- Focusing Only on Results: Don’t overlook effort and improvement. Recognizing progress motivates your team to keep pushing forward.