The Executive as Sales Manager:
This is specifically focused on the executive, who does not have a sales background but who does have to manage the sales and selling functions of the business. This is a typical scenario for many owner managers but is also the position when someone from a different discipline, for example the FD, assumes responsibility for the sales and selling operations. One obvious thing to observe about this person is that as well as managing sales they will also have another job to do as well; CEO, MD, FD, etc.
A principle that we have long subscribed to is that you can lead or supervise people but you can only manage processes. Attempts to “manage” people typically descend into supervision and this in turn tends to focus on monitoring the quantity of activity whereas what matters is the quality and value of the outcomes achieved by the activity. Good sales managers know this and spend most of their time training and coaching their sales people to achieve better outcomes rather than supervising them to produce higher volumes of activity.
The key to effective leadership of any sales operation, regardless of whether the leader is experienced in sales and selling, is to have in place a well-defined sales methodology and a complete set of associated selling processes. The methodology represents the go-to-market strategy while the processes are the tactics used to implement that strategy.
WHY IS THIS KEY?
The processes define the stages and gates that need to be followed throughout the lifecycle which sees a suspect become a prospect, then a customer, then a user and eventually an advocate. The processes ensure there are standard outputs from the mundane routine parts of the job. Those outputs must benefit both the company and the sales person. The sales people need to be trained in the use of the processes and progress is then easily monitored by observing how potential deals move through the stages of the process. Such movement should be driven by adherence to the “rules” of the processes. This removes the need for the executive to try to manage (in fact supervise) every individual action and item of activity by every sales person – now, management can focus on exploring the exceptions.
Because the executive will be wearing a number of hats, it is important to allocate regular time slots throughout the week which are reserved exclusively for managing the sales and selling functions.
Here are a few tips to guide the executive as sales manager:
- Design the commission plan to encourage the behaviour and results required to meet the business goals.
- Create a sales methodology and associated selling processes.
- Communicate these to the sales people ensuring they understand why they are expected to follow them. The objective is to create an environment which permits intelligent adaptation within a defined environment.
- Induct new people and train existing people into the methodology and processes
- Reinforce this by managing people via the processes – make your expectations clear and consistent, e.g. if you ask for weekly reports, ensure you read them and respond. Be alert to anomalies which may indicate coaching is needed.
- Monitor progress through a dash board consisting of a few KPIs, pay attention to the exceptions and act on them.
- Set aside regular times when you are in sales manager mode and publish these
- Make time to coach individual sales people
- Make time to visit prospects and customers with sales people, not on your own
- Have a sales meeting with the whole team at least once per month – discussing account issues and tactics helps everyone learn
- Speak to each individual sales person regularly and if they are remote do this by phone
- If you feel you cannot do any of the previous points then bring in help, either a dedicated sales manager or part-time interim assistance to cover specific areas for you.