The primary role of the sales manager is to coach, measure and hold all members of the sales team accountable, helping them build and manage a healthy sales pipeline big enough to consistently make their numbers.
If you are involved with complex business-to-business sales, the new reality is that you are facing buyers who are more educated than ever and who involve more stakeholders in their decisions. Simply put, selling has become more challenging.
The evidence that formalised sales processes improve sales performance is absolutely overwhelming - a raft of studies have shown that companies that have implemented structured sales processes outperform companies that haven’t by anything from 20-45% or more. So why are so many companies still so reticent?
A lot of the time sales managers are created from successful sales reps. But with a management role comes responsibility for others, and this is where challenges often arise, as there is a whole new list of responsibilities and KPIs that have to be met, and often you don’t have direct control of the reins – your team does.
For sales managers, developing others abilities is even more important today than it ever has been. Indeed, it's the emotional competence most frequently found among those at the top of the field. This is a person-to-person art, and the effectiveness of counseling hinges on empathy and the ability to focus on our own feelings and share them.
The average cost of a failed ramp-up or miss-hire can be six times base salary for a sales person and 15 times base salary for a manager, according to the book “Topgrading,” by Bradford Smart. Also, considering that almost half of all salespeople don’t reach their targets, the importance of effective recruitment and ramp-up should be a topic in focus for sales managers.
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