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Not every sales person makes a great sales manager. In fact, some salespeople have no desire to become a manager. The skills that make someone a terrific sales person are not the same ones needed to successfully manage people.
If you’ve got your sights set on becoming a sales manager, now’s the time to start developing the skills that will get you noticed.
Here’s a closer look at what the role of sales manager entails, day in and day out.
A sales manager has to be motivated to teach, because part of the job is ensuring the success of individual salespeople. Salespeople need education in the art of selling and following up.
Managers must know how to hold employees accountable to meet sales goals, and motivate the team.
Sales managers also have to identify when a salesperson is frustrated or reaching burnout. By identifying these signs early on, the manager can implement a plan to restore the sales person’s motivation and drive.
A good sales manager has to act as a buffer between management and the sales team. It’s a fine line to walk. The manager must be firmly entrenched in both camps and understand the frustrations of each group.
Here’s an example of how this works: If the salespeople aren’t totally sold on the value of the product, as the manager, it’s your duty to get them to believe in the product. Even when it may not be the best product on the market. It’s also your responsibility to get on board with management’s position. If the company isn’t willing to invest more to manufacture a higher-quality product, you have to support the position. It’s your job to give salespeople the tools they need to believe in and sell the product.
The mindset of the sales team is another critical factor that can lead to success. As the sales manager, you’re in the unique position to influence this mindset.
Your job as a coach is to identify where your team’s weaknesses lie, and then provide the tools to overcome them.
It’s your job to motivate your team to work hard and put in the time to train them. As a result, when they’re “in the field,” they’ll pull out a win every time. It’s your duty to identify people on the team who have the skills but lack the motivation—and vice versa—to succeed. And then you have to equip them.
Not every salesperson is destined to become a sales manager. If you have your eye on the prize and want to move up the ladder, it’s important to realize that your current skillset is not the same one you need in management. Consider getting a mentor who’s also a manager, either in your company or in the industry. This person will act as your teacher, buffer and coach—and help you achieve your next career goal.
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A crack sales team of seasoned professionals securing millions of dollars worth of sales. It’s a business owner’s dream.
On the surface, it may seem like building a great sales team takes the skills of a well-practiced human resources professional. But that’s only partly true. The other critical factor that will dictate your team’s success is the quality of sales materials.
The topic may seem unglamorous, but the tools you put into the hands of your salespeople do make an impact.
But that’s obvious, isn’t it? Good sales materials lead to effective sales people, which leads to increased revenue.
So the better question is, When’s the right time to update your sales materials?
There’s a simple answer to that question. When sales materials don’t work, update them.
Let’s work backwards from this proposition. Unless you have a system in place to monitor calls and emails, you won’t know your sales materials aren’t working until it’s too late. Sales are slumping, salespeople are leaving the company, leads are dropping off—these are signs that your sales materials were outdated five years ago.
Before you have to overcome a serious sales deficit, put systems in place to test your sales materials.
Cold calling and email templates need tweaking to get them right. Here’s a few ways to monitor and test results:
Testing that truly informs your sales collateral should include looking at factors like:
Let the insights you gain from testing emails and calls inform the revisions you make to sales materials. Here’s how to put better tools into salespeople’s hands:
Invest in the best possible sales team you can, but make the tools you put into their hands just as much a priority. Remember, these tools represent your brand, and they help your sales team better represent your company, too.
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