Sales management can mean several different things to different organisations and sectors, so it’s important that you understand what this term means in your own company.
In its most literal sense, sales management is the process used to manage all revenue generated by a company – from how the lead is generated, to the steps of the sales process that moves the sale through the pipeline and can include what happens to business after it is won.
Some sales managers will be responsible for managing themselves, their own sales, and their own pipeline – but others will be responsible for managing and motivating a sales team or a sales department, and even have responsibility for the overarching sales strategy for the company.
It’s also important to note that some sales managers will have responsibility for selling and managing their own sales pipeline, as well as managing a sales force or whole department.
Our training in sales management is designed to support those who manage salespeople or a sales team and are therefore responsible for managing people and driving sales performance for their business.
Sales management is an integral function of any successful business.
Without a clear sales strategy of how to win new business and maximise existing business which aligns with what your marketplace and client base want and need – and is driven by a knowledgeable, skilful, and highly motivated sales team – the company won’t be able to grow and succeed.
The world and the marketplaces in which we operate are constantly changing, so it is an important part of the sales manager’s role to be aware of these changes and adjust the strategy accordingly.
A successful sales manager will be able to set realistic and achievable individual, team and company targets and create an effective plan to achieve these. All of us in sales, if we are to be truly successful, must recognise the need for sales planning and be able to produce a sales plan for ourselves whether as salesperson, or sales manager.
They will be able to support each sales rep in developing the sales techniques required to be successful in the role and will be able to motivate their team to achieve and even exceed these targets.
Truly effective sales managers will also consistently revisit the sales process for their team, to identify ways that this can be improved. By looking at the quality of the leads being generated, the conversion rates of each team member across each stage of the sales process and analysing the performance data of the team to identify was to improve efficiency and address any potential bottlenecks, sales managers provide a vital role in their company’s success. They should not only aspire to just set sales targets but they should exceed them as well.
Whether you are new to the role or are an experienced sales manager, it’s important that you understand what sets an outstanding sales manager apart from the rest.
Here are some of the knowledge and skills you need to be a successful sales manager:
- An understanding of the difference between sales management and sales leadership
- An understanding of your natural leadership style and the need to flex and adapt this to different personality types within your team
- Ability to hire the right salespeople to build your team
- Ability to develop others through training and sales coaching
- Ability to measure and analyse the performance of your sales team
- Ability to provide effective and motivational feedback
- Ability to build trust and respect with the sales team
- Ability to treat others fairly, regardless of personal biases or beliefs
- Ability to prioritise and complete tasks to deliver desired outcomes within allotted time frames
- Ability to establish a process for activities that lead to the implementation of systems, procedures, and outcomes
- Ability to delegate, organise and utilise resources in ways that maximise their effectiveness
- Ability to identify and prioritise activities that lead to a goal
- Ability to personally affect others’ actions, decisions, opinions or thinking
- An understanding of the role you play in the wider management team of the organisation
A top sales manager possesses a wide range of skills.
They will have the ability to identify and hire the right salespeople when building their team. For hiring sales managers here are some tips for hiring a sales team and some handy telesales interview questions.
They will also be able to effectively communicate with, influence, motivate and coach their team to drive sales performance and sales success within the business.
Check out these useful sales manager interview questions and sales director interview questions to help you out if that’s you.
Most of our
Sales Training is CPD certified. This course is a formally endorsed qualification by the Institute of Sales Management and the Continuous Professional Development (CPD) certification service.
Upon attending the course, you will receive 2 certificates, including the “Professional Sales Manager” sales management certificate from the ISM and a CPD Certificate at no extra cost.
