In principle, sales management should be easier than any other form of management. This is because the results from sales activities are normally very readily available and the intermediate steps are very measurable writes Donal Brady.

 

Despite this, in meeting with sales people and sales managers around the country, I regularly find that sales managers struggle to manage their sales people properly and sales people regularly complain that their sales manager "doesn't understand me".

 

This guide is designed to illustrate some key points that you can use to avoid this complaint and get better results with your team.

 

The Management Continuum

When a sales persons results are not as productive as you would expect them to be, you can use the management continuum.

 

1. Attitude:

Substandard results by sales people are most often an indication of an attitude deficiency. Remember that the sales person faces rejection every day. Help improve and bolster attitudes to offset this rejection. As an effective sales manager, the first thing you need to do is check what attitude or enthusiasm level the sales person is displaying.

 

2. Activity:

If the sales person's attitude is good but the results have not improved, then you should check what their activity levels are. Ultimately, if activity is low then a sales person will need help from you to develop an action plan to increase their activity to a level that will increase their chance of success.

 

3. Skills:

If a sales person's attitude is good and their activity levels are high and the sales results are still disappointing, well then the time has arrived to assess what their skill levels are like. Use 'top to tail' management techniques. Rank your sales people from top to bottom in terms of potential and results. Ask yourself what you can do to develop a stronger correlation between an individual's potential and the results achieved. Remember – you accomplish more by helping the strong get stronger than you ever will by trying to rescue chronically low producers.

 

These are just some of the general sales management principles. For you as a sales manager, the list can be lengthened and made more specific:

> The best way to get good people is to develop them.

> You must establish a relationship of mutual trust.

> Treat each person as an individual.

> See people as they can become through personal growth, good work habits, effective training and you inspired leadership.

> Recognise and help develop their potential for greatness.

> Keep your sales people enthusiastic by exercising your own selling skills and selling them on the opportunity in sales with your company and your product.

> Be specific and get your sales people to think in specifics.

> Manage their behaviour.

> Critically inspect what you expect.

> Remind sales people of income producing priorities. Be sure they are putting their time and effort where it will produce the highest return.

> Replace sales people who are low producers if their behaviour does not change after coaching.

 

If you are rigorous in your follow up and execution of these principles they can achieve maximum impact on your team and increase sales.