Improving Your Sales Force Begins with the Sales Managers

by Dave Kahle

Every sales organization understands that their sales force – it’s health and strength – is the company’s primary strategic asset.  And that means investing in the improvement of the sales force.  Most astute principals and chief sales officers realize that in this very competitive economic environment, those companies who sell better than the rest will take market share away from their less effective competitors.

Yet budgets are still tight, and nervous CEOs are hesitant to fund broad-based sales initiatives.  What to do?

Start with the sales managers.

If you want to do something to improve your sales force, the best application of limited funds is to invest in the sales managers.

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It’s the sales managers who have the greatest opportunity to help salespeople unleash their potential.

Because of their daily high touch interaction with the sales force and the market, sales managers have the levers to ratchet up sales performance in the entire team.  If you can educate a sales manager in the best practices of his position, and if he then implements the principles, practices and disciplines of professional sales management, you can see an immediate, measurable and long-lasting improvement in the performance of the sales team.

While most people intuitively understand the link between effective sales management and improved sales results, research in the last few years has confirmed it.  For example, a study by Wilson Learning Worldwide, Inc. concluded that sales teams under the oversight of a highly skilled sales manager produced “29% higher revenue, 47% higher employee satisfaction, and 16% higher customer satisfaction.”... READ THE FULL ARTICLE HERE.