The Role of the Sales Manager

The type, frequency and content of sales training.

The coaching and training ability of the sales manager.

The management style, attitudes and competence of the sales manager.

Communication style of the sales manager.

All of these are necessary for effective sales staff performance. The competence, attitudes and the management style of the sales manager, however, is the critical issue in this formula, because the sales manager can either sabotage or contribute to the other three. There are a number of concepts that must be included in this topic area regarding the sales management function. They are the sales manager's:

Self-image

Sales experience

Relationship to senior management

Contribution to the overall sales – as well as – corporate culture

Willingness to support and go to bat for his or her salespeople

Ability to create an atmosphere of trust and respect

Ability to treat each salesperson as an individual and not 'lump' him into a group of sales performers

The key principle a sales manager must never forget is – you get the behavior you reward. If you want better margins; reward activity and success in that area. If you want new accounts, then the same rules apply. If you want more sales (numbers), again the same rules impact behavior.

One of the biggest mistakes poor sales managers make is that they fail to understand and integrate this simple, yet profound, concept into their management style and behavior.

Remember the role of sales manager is to manage…not do it, unless, of course, you are a personal producing manager.


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Tim Connor, CSP, is a professional speaker and expert in the fields of management, sales, team building, and customer service. He's the author of 19 books and can be reached at 704-895-1230, speaker@bellsouth.net or www.timconnor.com.