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I see bad ones everywhere I look. They are not usually bad people and they might not have been bad salespeople, but they are usually so ineffective in their role as sales managers. We will discuss some of the reasons and share an example next!
One reason that sales managers are ineffective is that many of the articles, information and guidelines about sales management practices are so bad! Why? Because so many of the people who write the articles are not experts on sales management! For example, for a couple of months the folks over at Pipedrive.com have been asking me to link to their article on sales management. They told me that I failed to include the definition of sales management in this article on hiring salespeople and that if I pointed to their article on sales management it would fill in the gap.
If I were writing opinion pieces for a baseball audience (that would be so much fun for me!) I wouldn't have to define baseball and because I write opinion pieces for a sales leadership audience so it doesn't make sense for me to define sales management.
Anyway, I clicked the link they provided, read it and unfortunately much of what is in their article is either outdated or not part of the core role of a modern sales manager. From the definition, where they failed to mention that 50% of a sales manager's role is coaching, to the compensation, where they were off by as much as 50%, it just didn't resonate. Given what they sell, I understand their need to build it around pipeline, but still. Is it any wonder that when information like this is distributed to potential sales managers, that (1) it could attract the wrong people to the role, and (2) they could begin with a false sense of understanding of the requirements of the role?
I've written about the sales management role a lot and while I can't point to each of the 500 or so articles from here, one article has the essence of what sales management is all about and it's one of my 10 most popular articles of all time - the top 10 sales management functions. Earlier in this article I mentioned that coaching is now 50% of a sales manager's job. This article discusses the percentage of sales managers who have the necessary coaching skills while this article talks about why coaching salespeople is so scary for sales managers.
Two more reasons for ineffective sales management:
- Sales management is a full-time job but many sales managers who continue to sell, make it a part-time job. Whether the choice to sell is theirs or management's, it's a bad choice because their first priority will always be their customers, their sales and their commissions. Coaching, for development and to impact revenue, will be an afterthought.
- Executive Leadership often fails to understand what sales managers should really be doing with their time. As a result, they allow the sales managers to define their role, often resulting in less than ideal choices.
A couple of important links:
Hubspot Sales VP, Pete Caputa, compiled a great list of the top 33 sites for free sales and sales training videos. Thanks for including me Pete!
An online war of words between me, a tech buyer who wrote an outrageous comment to my article on why more salespeople suck, and my readers exploded last week. After I wrote an article in response to his comment about why he doesn't need salespeople, he wrote some very aggressive responses to the reader comments and the article and things got very interesting from there! You can check out that lively discussion right here and please add your own comment to the page. You might hear back from Todd!