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Sales Strategy
Nov 13, 2018 | Canadian Professional Sales Association lock

As a sales leader, you might think it’s pretty clear how well your sales management team is doing: if sales are up then they must be doing a good job, right? Actually, assessing the success of your sales management team is a little more complex than that. And if you don’t look closely, it’ll only be when your sales figures take a dip that you’ll realize your sales management team was not quite up to scratch. Assessing sales data can reveal a number of different truths about the management of your sales team. By looking at the right metrics you’ll be able to ensure that your management team is effectively supporting the sales team to succeed. Here’s how to assess the success of your sales management team and ensure that your company reaches its goals.

Look at their Strategic Thinking

A successful sales management team thinks strategically. The salespeople reporting to them aren’t just left to their own devices. Good sales managers have developed tailored go-to-market sales strategies for each of their customer segments and forecast templates that keep reps on track. If your sales management team isn’t leading the way with a clear vision, they might experience good results for a time... but lose one selling star or hit one road-block and it all goes wrong.

Monitor Time Spent on Managing and Interacting With Staff

A good sales manager does just that, they manage. Effective performance management requires regular interaction with their sales team; effective coaching and training; and a close awareness of what’s going on with key accounts. This may be time-consuming and can be difficult, but without it, things quickly go awry. Sales reps can tend to be a little like lone wolves - going off and hunting down sales. Sure, sometimes this can be effective, but without support and coaching, many reps can end up chasing poor leads, pursuing ineffective strategies and missing out on sales. A successful sales manager is one that has trust and confidence in their team but is also well-informed and up-to-date on their progress. They care about their team’s professional development and have good relationships that enable them to successfully guide their team through periods of change or upheaval.

Assess their Tracking of  KPIs

Interacting with staff is a good thing but it’s not enough on its own. A successful sales manager continuously monitors their sales team’s performance by tracking and collecting data on key performance indicators (KPIs). You can measure your sales manager’s success by how well their measure their team’s activities. Ideally, they should be looking at a number of KPIs including sales volume, new leads/opportunities, client acquisition rates, cross-sell/upsell rates and employee satisfaction.  If your sales managers don’t have this data to hand, it’s unlikely that they will be able to lead their team to success.

Sales management is a multi-faceted role. A successful sales manager is a strategist and a talent manager. The CPSA’s Professional Sales Management Program can help your sales management team become more effective and help them manage their team towards improved performance and profitability.

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