Sales Management

Guide to Sales Management

Proven leadership strategies to get the most out of your sales force
By Jenni Simcoe

Hiring salespeople is only the beginning in developing a successful sales team. Whether your sales force is made up of two people or 20 people, it needs strong management to complete the team. The best sales managers possess organization, motivation and communication skills in abundance. With the proper leadership, your sales team can focus on doing what they do best: selling. Managing a sales team effectively includes:

1. Hiring the right people.
2. Providing the tools and training required.
3. Rewarding successes with fair compensation.
4. Communicating goals and results regularly.
5. Coaching and inspiring each individual.
6. Staying connected.

Action Steps

The best contacts and resources to help you get it done

Build the right team The success of a sales team begins from the first day you start hiring. The sales manager sets the tone for the team dynamics. If you aren't managing the team yourself, be sure to hire one who can motivate people and earn respect.

I recommend:  When hiring your sales manager and sales staff, consider using assessment tests from Profiles International that measure sales personality traits and selling skills.

Train your team properly Effective sales management includes providing training opportunities for your sales team. Giving salespeople the knowledge the need to perform their jobs is one of the best ways to ensure success.

I recommend:  Sales101.com offers online sales training for your sales staff and Sales Management University runs seminars for your managers.

Give your team the tools they need Get the most out of your sales force by providing them the necessary tools to do the job, such as software programs, mobile communications equipment, sales materials and possibly leased automobiles.

I recommend:  Microsoft PowerPoint is a must for creating sales presentations. CRM software, such as NetSuite, helps your sales staff build relationships with customers. PDAs or smart phones let your sales staff access e-mails, voice mail and the Internet while on sales calls. Find automotive leasing services at DMOZ.org.

Set up a compensation plan Compensation is a major motivator for most salespeople. Decide what kind of plan works best for your company: commission-based or base salary plus commissions.

I recommend:  For a modest fee, you can create job valuation reports that feature varied compensation structures for a variety of sales job titles at Salary.com.

Set realistic targets Most die-hard salespeople thrive in a competitive environment. Challenge your sales staff by setting measurable sales targets and reviewing results regularly.

I recommend:  Take advantage of sales forecasting software, such as Forecast Pro, to come up with accurate sales forecasts. Use these numbers to develop realistic sales goals.

Coach individuals Provide one-on-one coaching for each member of your sales staff to promote selling skills and personal growth.

I recommend:  Search a directory of sales coaches at SalesVantage.com.

Meet regularly Set up regular sales meetings to motivate the staff and to share results, goals and tactics. Sales managers should also use meeting time to listen seriously to the sales staff. By listening to the problems they're encountering, a sales manager can make effective changes to improve results.

I recommend:  To connect a remote sales force, use InterCall teleconferencing. Learn the keys to conducting effective sales meetings at AllBusiness.com.

Tips & Tactics

Helpful advice for making the most of this Guide

• Teach every salesperson the importance of selling benefits rather than features. Benefits of your product or service are what will sell your company over another one.
• Listen to your team. If salespeople in the field are having low results due to a common denominator, i.e. price is too high, the company may need to review its pricing structure.
• Give your salespeople the inside scoop on products in development. They can create a quiet buzz with clients before the product comes to market.