Newly Apointed B2B Sales Manager? Don't Get Wrong: Your Real Job TEAM LEADER
As you ascend from star salesperson to first-time B2B sales manager, you're embarking on a thrilling yet challenging journey. The skills that propelled you to the top of the sales leaderboard may not be the same ones that will make you an exceptional leader. Let's explore how to navigate this transition and become the sales manager your team needs.
The Mindset Shift: From Player to Coach
Consider the case of Mark Roberge, former CRO at HubSpot. When he transitioned from a top-performing sales rep to a leadership role, he quickly realized that his instinct to jump in and close deals wasn't sustainable for team growth. Instead, he had to develop a systematic approach to scaling the sales team, focusing on coaching and developing his reps rather than selling himself.
To truly excel as a sales manager, you need to adopt a leadership mindset. This means:
1. Observing and analyzing rather than doing
2. Coaching and developing rather than selling
3. Focusing on people rather than tasks
4. Emphasizing inputs rather than just outputs
1) From Player to Observer: The Art of Stepping Back
As a sales manager, your role is no longer to be the star player but to cultivate a team of stars. This requires a significant shift in perspective.
The Observation Technique
At Salesforce, managers are trained to use a technique called "ride-alongs," where they accompany sales reps on calls but remain silent observers. This allows managers to gain insights into their team members' strengths and weaknesses without interfering in the sales process.
Practical Application: Schedule regular ride-alongs with your team members. Observe, take notes, and save your feedback for after the meeting.
2) From Closer to Coach: The Power of Early Intervention
The "super-closer" syndrome is a common pitfall for new sales managers. Instead of swooping in at the last minute to close deals, focus on coaching your team throughout the sales process.
The Xerox Transformation
Xerox revolutionized its sales approach by implementing a coaching program that focused on early-stage deal strategy. By training managers to coach reps on qualifying leads and developing value propositions, they saw a significant improvement in overall team performance.
Practical Application: Implement a structured coaching program that focuses on early-stage deal strategy. Help your team identify customer needs and craft compelling value propositions.
3) From Tasks to People: Building Relationships
As a salesperson, your drive to complete tasks contributed to your success. As a manager, your focus needs to shift to people.
The IBM Lesson
IBM's transformation under Lou Gerstner in the 1990s provides a powerful example. Gerstner shifted the company's focus from product-centric to customer-centric, emphasizing the importance of building relationships. This approach trickled down to sales management, where managers were encouraged to focus on developing their people rather than just hitting targets.
Practical Application: Set aside time each week for one-on-one meetings with your team members. Focus on their development, motivations, and challenges rather than just task completion.
4) From Outputs to Inputs: The Manufacturing Perspective
While sales is inherently results-driven, focusing solely on outputs can be detrimental. Instead, think like a manufacturing manager and examine the entire production process.
The Toyota Production System Analogy
Toyota's famous production system focuses on improving processes rather than just inspecting end products. This principle can be applied to sales management. Instead of just looking at final numbers, examine and improve each stage of the sales process.
Practical Application: Regularly review your team's sales process, from prospecting to closing. Identify bottlenecks and areas for improvement at each stage.
Embracing the Leadership Mindset
Transitioning from a top salesperson to an effective sales manager is a journey of personal growth and transformation. It requires conscious effort to overcome ingrained instincts and develop new skills.
Remember, your greatest value now lies not in your ability to close deals, but in your capacity to build and nurture a high-performing team. By adopting a leadership mindset, you'll not only drive better results but also create a more fulfilling career path for yourself and your team members.
Your success as a sales manager will be measured not by the deals you close, but by the success of the team you build.
Would you like to get direct answers from one of the best BtoB Sales educators in the World about how you can become a respected and impactful Sales Leader?
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