The Accidental Sales Manager

1. Embrace the Sales Management Trap: Navigate Between Immediate Tasks and Strategic Leadership

"You get paid for doing less of what you got promoted for doing more of."

Balance immediate and strategic tasks. The Sales Management Trap occurs when new managers get stuck doing their old job (selling) while trying to manage others. To escape this trap, focus on higher-level tasks that develop your team:

• Plan Stage 3 tasks (coaching, training, motivating) first in your schedule
• Encourage salespeople to solve their own problems instead of jumping in
• Align with your boss on expectations and priorities
• Get out in the field with your salespeople to observe and coach
• Cultivate relationships with subordinates, superiors, and key customers

2. Develop A-Players: Recruit, Train, and Coach for Excellence

"A players orchestrate the sale. B players accommodate the buyer."

Hire and develop top talent. A-players have a repeatable sales process, ask tough questions, and focus on the customer's needs. To build a team of A-players:

• Use multiple recruiting sources beyond HR and headhunters
• Implement psychometric testing to assess candidates' traits and aptitudes
• Ask behavior-based interview questions to uncover real experiences
• Set clear expectations and standards for performance
• Provide ongoing training and coaching to develop skills and mindset

3. Master the Art of Coaching: Ask Questions, Listen, and Guide

"I cannot teach anybody anything. I can only get them to think."

Coach, don't tell. Effective coaching involves asking questions and guiding salespeople to their own solutions, rather than giving direct answers. To become a better coach:

• Ask at least seven questions before offering advice
• Use tools like "The Chart" to evaluate meeting quality and relationship strength
• Conduct pre-meeting coaching sessions to influence outcomes
• Implement a recognition program to acknowledge good performance
• Balance support and direction based on the salesperson's experience level

4. Implement Effective Sales Meetings: Engage, Involve, and Inspire Your Team

"Would your salespeople attend if your meetings were optional?"

Create valuable, participatory meetings. Sales meetings should be engaging, informative, and worth your team's time. To improve your meetings:

• Vary meeting formats: guest speakers, videos, debates, off-site locations
• Assign pre-meeting homework and roles to increase participation
• Use experiential learning exercises and games
• End meetings by asking each person for their key takeaway
• Consider implementing an "Honors Class in Selling" format with pre-work and discussion

5. Adapt to Changing Sales Landscape: Leverage Technology and Buyer Team Dynamics

"Your prospect can find out everything—both good and bad—about your company and its offerings before your salesperson walks in the door."

Evolve with the market. The internet, complex buying teams, and information overload have changed selling. To succeed in this new landscape:

• Bring business expertise and strategic insights to every interaction
• Develop skills to navigate multiple stakeholders and longer decision processes
• Use metaphors and analogies to simplify complex information
• Leverage technology for efficiency and customer engagement
• Train salespeople to add value beyond product specifications

6. Set and Enforce Standards: Define Success and Hold People Accountable

"Standards are measurable indicators of performance involving consequences for noncompliance."

Establish clear expectations. Setting and enforcing standards is crucial for team performance. To implement effective standards:

• Develop standards from the ground up with input from your team
• Make standards specific, measurable, and tied to business objectives
• Communicate standards clearly and consistently
• Use a "managing the gap" approach to address performance issues
• Implement progressive consequences for non-compliance

7. Foster a Culture of Continuous Learning and Recognition

"Life is one big seminar, and lifelong learners get more out of life."

Prioritize development and appreciation. Creating a learning culture with regular recognition drives motivation and performance. To build this culture:

• Make learning a job requirement, not just an option
• Provide diverse learning opportunities: books, podcasts, webinars, etc.
• Implement a weekly recognition program for each team member
• Use the "Three Ps" for recognition: Purpose, Precision, and Played down
• Encourage self-development and sharing of best practices

8. Manage Your Sales Pipeline: Focus on Engagement Metrics and Quality Interactions

"Engaged prospects move the sale along when salespeople aren't in front of them."

Track meaningful metrics. Focus on leading indicators of sales success, not just lagging indicators like closed deals. To improve pipeline management:

• Measure engagement metrics: scheduled next steps with prospects
• Implement regular pipeline reviews to identify and address stalled deals
• Use tools like "The Magic Email" to re-engage prospects
• Train salespeople to ask for specific commitments and next steps
• Differentiate between real prospects and information seekers in projections

Last updated: October 3, 2024