Want to know if a company's sales culture is moving in the right direction?
Ask the sales manager three simple questions:
- How often do you role-play train with your sales team?
- How often do you have 1-on-1 meetings with your team?
- How often do you observe and listen to sales calls and provide feedback?
If they answer without skipping a beat, the sales culture in that company is likely bringing out the best in their salespeople. Business is booming.
If you get silence followed by an awkward look, sales are likely lackluster and the sales team isn't engaged, much less happy.
The quality of a company's sales manager has a profound impact on the sales culture of that company. A great sales manager can make the difference between exceeding sales goals consistently and failing to meet quota quarter after quarter.
But what makes a great sales manager? What skills, characteristics, and attitude does a great manager possess?
There isn't one simple answer, but the 4 habits discussed below will help you distinguish highly effective sales managers from average ones.
These are the foundational habits that enable great sales managers and their teams to thrive in any macroeconomic environment.
Note: Someone who is good at sales won't necessarily make a great sales manager. Keep this in mind when searching for yours.
1. Great sales managers set clear goals and expectations
Great sales managers know execution starts with focus.
They work hard to help the sales team understand the singular vision of what selling in the 2020s should look like.
This is why great sales managers take one wildly important goal and break it down into a set of specific, measurable, achievable, realistic, and timely (SMART) targets for each member of their sales team.
They won't pass GO until everyone on the team has a clear understanding of their goals, responsibilities, and expectations.
2. Great sales managers hold their reps accountable
Great sales managers know this is where execution happens.
Goals and expectations set up the game, but a sales team isn't in the game until their sales manager creates a cadence of accountability.
Sales teams thrive when their manager holds them accountable to their goals and provides consistent feedback.
Good sales reps crave timely and objective feedback. They need a sales manager to help them understand why they're not meeting quota and a pat on the back when they achieve their goals.
Great sales managers role-play with team members every week, hold 1-on-1 accountability sessions with each rep at least once a month, and observe sales calls to provide constructive feedback at least once a quarter.
3. Great sales managers understand what motivates their reps
Great sales managers are empathetic.
They know the best salespeople aren't driven by dollars only.
They take time to find out why their reps got into sales, what they love and hate about sales, and what their natural strengths and weaknesses are.
Understanding that everyone has different strengths, learning styles, and motivations allows them to communicate effectively with their sales reps.
4. Great sales managers are always learning and teaching
Great sales managers have a growth mindset.
They are always learning and teaching. They are mavens at heart.
They understand the importance of using a CRM to keep departments aligned, are sticklers for constantly helping the team improve the little things that make them more effective, and design teachable moments sales reps can learn from.
Show me a sales manager who establishes a training rhythm that consistently develops the fundamentals of product knowledge, time management, and professional communication, and I'll show you a great sales manager.
In Closing
Great sales managers build and foster a sales culture where salespeople are hungry for improvement and efficiency.
They build teams with complimentary skill sets that result in a culture of great ideas, healthy competition, and camaraderie.
The habits shared above are just 4 of many used to achieve this.
Start implementing these foundational habits today and your team will be well on its way to exceeding sales goals consistently in no time.
As always, stay aware, stay educated...and most importantly, stay cool.
Talk soon,
Old Man Winter
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