The Sales Manager: The Lynchpin Defining Sales Success

When it comes to driving sales success, organizations often focus on training and developing their sales teams. And while this is certainly important, it’s surprising how many organizations overlook the critical role that sales managers play in defining sales success. In fact, research has shown that the sales manager is the single most important factor in determining the success of a sales team.
The Forgotten nay, often Neglected Enabler
Despite the critical role that sales managers play, many organizations fail to provide them with the support and development they need to succeed. Instead, they focus on training salespeople, assuming that this will somehow magically translate into sales success. But the reality is that sales managers are the ones who are responsible for leading, guiding, and enabling their sales teams.
Without effective sales management, even the best-trained sales teams will struggle to achieve their goals. Sales managers are responsible for setting goals, allocating resources, providing coaching and feedback, and making strategic decisions that impact the entire sales organization. They are the ones who must balance the needs of individual sales team members with the needs of the organization as a whole.
It’s the Sales Manager, Stupid!
The phrase “it’s the economy, stupid” was popularized by Bill Clinton’s presidential campaign in the 1990s. But when it comes to sales success, it’s more accurate to say “it’s the sales manager, stupid!” Because without effective sales management, even the best sales teams will struggle to achieve their goals.
Research has shown that sales managers who are skilled at coaching, developing, and leading their teams are far more likely to achieve their sales goals. In fact, one study found that sales teams led by effective sales managers were 25% more likely to meet their sales targets than teams led by less effective managers.
The tattvam transformations Way: Conducting Role-Plays with Psychological Safety in Mind

tattvam transformations, a leading sales training company, has developed a unique approach to conducting role-plays that prioritizes psychological safety. Instead of having participants role-play in front of the entire class, tattvam transformations pairs participants up in dyads and has them conduct their role-plays in breakaway locations. This approach creates a safe and supportive environment that encourages participants to take risks and learn from their experiences.

So Why Do Organizations Overlook the Sales Manager?
Despite the critical role that sales managers play, many organizations overlook their needs and focus instead on training salespeople. There are several reasons for this:
  • Sales managers are often promoted from within the sales team, without receiving the necessary sales specific training and development to succeed in their new role. All they are sent to are some generic e-learning or management or leadership courses.
  • Organizations may assume that sales managers already possess the necessary skills and knowledge to lead and manage their teams.
  • Sales managers may be seen as “just” managers, rather than as critical enablers of sales success.
Best Practices for Effective Sales Coaching
So, how can organizations ensure that their sales coaching efforts are effective? Here are some best practices to keep in mind:
  • We establish a safe and supportive environment: Setting the tone for the training session by emphasizing the importance of psychological safety.
  • We use positive language: Using positive and constructive language when providing feedback.
  • We encourage self-reflection: Encouraging participants to reflect on their own performance and identify areas for improvement.
  • We use non-judgmental behaviours: Using non-judgmental behaviours, to provide feedback and support during the role-play.
  • Debriefing: Hold a debriefing session after the role-play to discuss what went well, what didn’t, and what can be improved.
But What Can Organizations Do to Enable Their Sales Managers?
Fortunately, there are several steps that organizations can take to enable their sales managers and drive sales success:
  • Provide sales managers with the sales specific training and development they need to succeed, including coaching, leadership, and strategic planning skills and not rely on generic management and leadership course to do the heavy lifting.
  • Give sales managers the resources and support they need to lead and manage their teams, including access to data and analytics, and the ability to make strategic decisions.
  • Hold sales managers accountable for their team’s performance, but also provide them with the autonomy to make decisions and take calculated risks.
  • Recognize and reward sales managers who are successful in driving sales success, and provide them with opportunities for career advancement and growth.
In Conclusion:
When it comes to driving sales success, it’s the sales manager who is the lynchpin. Without effective sales management, even the best-trained sales teams will struggle to achieve their goals. Organizations that recognize the critical role that sales managers play and provide them with the support and development they need will be far more likely to achieve their sales goals and drive long-term success. So, it’s time to focus on enabling the sales manager – because when it comes to sales success, it’s the sales manager, stupid!
Tattvam Transformations conducts a unique and specialized sales training program titled:
CoAchieveR – Sales Management Skills for Sales, crafted to help sales managers transition into strategic leaders, driving team efficiency and achieving organizational goals.
If you want to know more, connect with Hari Menon at +91 9769005087 or hari@ourtattvam.com.
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