Everyone knows the difference that a manager can have on sales performance. A poor manager can compromise the results of even the most talented sales reps. Great managers help sales reps be the very best that they can be.
All too often, we think that poor managers are doing obviously terrible things. There’s also a tendency to believe that great managers are doing something miraculous.
In actual fact, the difference between a poor and a great manager usually comes down to differences that are relatively minor, albeit often extensive. And what’s especially positive about great managers is that their impact often lasts long after they’ve left.
In this post, we’ll look at some of the key things that separate the great managers from the rest. As you’ll see, none of them are revolutionary, but when you put them all together, great things can happen.
They Block As Many Distractions As Possible
Sales reps want to spend their time selling, but often find that a big chunk of their day is spent handling other tasks, such as admin or attending meetings.
Great sales managers proactively protect their sales reps’ time, treating it as a precious resource. This can mean ensuring they don’t have to attend non-relevant meetings, making it as easy as possible to complete reporting.
This doesn’t just free up time, but also gives confidence to sales reps that one of their biggest concerns — how they spend their working hours — is being treated seriously.
They Handle Praise and Criticism The Right Way
How praise and criticism are delivered can have a monumental impact on sales rep performance. Public praise acknowledges their efforts. It’s a powerful way to deliver a psychological boost in performance. Private coaching avoids the criticism component altogether. No one’s perfect, but everyone can be coached to be better.
They Get To Know Each Rep
Some managers treat every sales rep the same. Great ones acknowledge that everyone is different and take the time to get to know each rep on a deeper level.
The best managers are particularly interested in understanding what motivates each member of their team. Some will be motivated by money, others want to feel like their own boss, while some are professionally ambitious. A great manager gets to know the why, which then informs the how. People respond differently, and knowing who they are allows the manager to tailor their approach depending on who they’re speaking to.
There’s also another advantage to getting to know each sales rep on a deeper level. It allows the manager to recognize when things change, such as when someone who’s usually vocal grows quieter, and to take action early.
They Make Sure The Team Has The Tools They Need
The best sales managers know that individual sales rep talent only goes so far. They also need the right tools to deliver their best.
Great managers will go to bat to identify and implement the effective, modern tools that can drive results. They’re particularly mindful of making sure sales reps have tools that can manage time-consuming, repetitive, and impactful tasks, such as GTM AI, which can ensure that they have up-to-date contact information and an accurate summary of an account before getting on a call. This approach not only gives sales reps the tools they need to work at their highest level, but also prevents the frustration that comes from working with outdated or time-wasting software.
They Avoid Micromanagement
The best sales reps know how good they are and know that they should be trusted to get results. Micromanagement erodes that trust. While it’s important to check in, doing so too much can be a huge morale killer.
Ultimately, sales reps want to feel like they have the space to do their work without having their every step monitored. A great manager will make sure that all sales reps are aware of the standards, which basically removes the need to have every move monitored. The reps already know what’s expected of them.
They Create Space For Rep Feedbac
Some managers have a feedback approach that flows in a single direction. Great managers know that their sales reps have valuable insights from time to time, and are more than happy to create the space for reps to share them. After all, they know that it’s ultimately good for business. There’s no one closer to the customer than sales reps, and if something isn’t working, then it’s important to be aware of them as soon as possible.
Leading managers do more than rely on a quick “any comments?” survey. They’ll sit down for regular, informal conversations with their employees and genuinely listen to what they have to say. And not only does that help reveal any existing or potential problems, but it can also be a powerful confidence booster for the sales rep. After all, there aren’t too many things that make employees more valued than being listened to, especially if what they say is actioned upon.
They Push Back On Unrealistic Targets
The best sales managers stand up for their team against unrealistic quotas, and that can have a powerful impact on team morale. It sends the message that their manager is genuinely on their side, which can help to foster loyalty — itself an important component of sales performance — even if the manager is ultimately unsuccessful. More than anything, going to bat against unrealistic targets shows they respect the sales reps. After all, every rep knows what’s realistically achievable and what isn’t. Fighting against them acknowledges that.
They’re Willing To Try New Things
Sales managers who rely on a that’s how we’ve always done things mindset can quickly lose the trust of sales reps. A leading sales manager will be open to trying new approaches, including using new tools or methods, if it helps the team perform better. This not only leads to better direct outcomes but also has a positive impact on the overall culture of the workplace, with sales reps feeling safe to bring their own ideas to the table.
