Technological advances, societal changes... the world of commerce is evolving at lightning speed. In this dynamic environment, the role of the sales manager is essential. So what are the key skills of a sales manager? How can they lead their teams to success? Clémence Rouart, an expert in negotiation and sales, explains. development of business opportunities.
Guiding your team to success. That's the goal of every sales manager. But to be an effective leader, managers need to develop a set of skills that are in tune with today's challenges. Here are the 10 keys to being a successful sales manager in 2023.
1. Demonstrate Agility
In a constantly changing world, the sales manager must be able to adapt quickly to new market trends and the changing needs of customers. Today's customers are better informed than salespeople. They have access to information before they buy. They can compare, exchange with users and access consumer reviews. Agility enables the team to adjust to unforeseen circumstances and seize opportunities quickly and efficiently.
2. Listen to your emotions and those of your colleagues
Understanding and managing emotions, both your own and those of your team, is crucial to maintaining a positive and productive working climate. Emotional intelligence enables sales managers to forge solid links with their staff, fostering greater collaboration and motivation.
A manager's emotional intelligence refers to their ability to recognise, understand and effectively manage their own emotions and those of their team members in a professional environment. For example, an emotionally intelligent manager works actively to create a positive working climate. He or she encourages collaboration, trust and open communication, which promotes the overall well-being of the team.
There are no good or bad managers: trust yourself. Test, experiment, correct and test again. Mistakes are constructive. Be the manager you would have liked to have had when you were in sales (if your manager wasn't your ideal at the time).
Ask your staff for feedback - they'll help you make progress too.
Read also : The 13 essential soft skills for managers
3. Familiarise yourself with the use of advanced technologies
In 2023, technology continues to play a major role in the business world. To improve the efficiency of sales operations, sales managers need to be comfortable with digital tools, such as advanced customer relationship management (CRM) software, data analysis tools and artificial intelligence (AI). Data is at the heart of business strategies. Equipping employees with a CRM such as HubSpot, Pipedrive or Salesforce gives them a more accurate picture of sales activity.
Managers can also explore the possibilities of automating sales processes, such as sales tracking, reporting or administrative tasks. This can free up time for higher added-value activities. For example, Calendly makes it easier to book appointments. This tool enables the customer to book an appointment directly in the sales rep's diary.
4. Setting an example for your team
A successful sales manager must be an inspirational leader, capable of communicating a clear and motivating vision to his or her team. By encouraging professional development and fostering commitment, the manager creates a culture of excellence and collective success.
Your employees are waiting for a guide to managing their pipeline. You are there to show them and support them in managing their sales activity. It's vital that your staff know how their activity is broken down, and what milestones need to be validated before an opportunity can be seized. You need to master this vision of processes... and then share it.
5. Customer-focused initiatives
The customer is at the heart of any successful business. An effective sales manager puts the customer at the centre of his or her decisions and actions. This means understanding the customer's needs, offering a personalised service and developing long-term relationships.
For example, the manager might share a case study where the team solved a complex problem for a customer, highlighting the team's commitment to customer satisfaction.
6. Guaranteeing skills development
Investing in the development of your team's skills is essential if you are to remain competitive. In 2023, the sales manager must encourage continuous learning, by offering training tailored to individual and collective needs.
Your employees need you to help them develop their skills (negotiating, making contacts, prospecting, etc.). After analysing the strengths of your team members, your mission is to help each of them to progress. To do this, you can use individual coaching and organise group training sessions.
For example, you could ask a member of staff who has mastered telephone prospecting to coach one of their colleagues, passing on best practice and giving advice on future calls.
The idea is to make the most of everyone's skills and put them to good use in the team, for example through a reverse mentoring programme.
Reverse mentoring is a concept in which the traditional roles of mentor and protégé are reversed. In this context, it is generally the younger, less experienced employees or those from more recent generations who act as mentors for the older, more experienced employees or those from previous generations. This approach aims to encourage the exchange of knowledge, skills and experience between different generations within an organisation.
7. Encourage interdepartmental collaboration
Organisational silos have no place in today's business world. The sales manager must encourage collaboration between the company's different teams (marketing, sales, customer service, etc.) to achieve common objectives.
Example of collaboration between the sales department and the marketing department
A software company is planning to launch a new version of its product. The sales manager is working closely with the marketing team to maximise the impact of this new version on sales. Here's how he could encourage this collaboration:
- Joint planning meetings: the sales manager and marketing team meet regularly to discuss the key features of the new version and how they can be promoted in sales and marketing efforts;
- Information sharing: the manager provides detailed information on customer needs and market trends to the marketing team, to help them create effective campaigns and relevant content;
- development of sales materials: in collaboration with marketing, the sales manager ensures that sales materials such as brochures, presentations and case studies are aligned with the key messages of the new version;
- cross-training: the manager organises training sessions to give members of the sales team an in-depth understanding of the benefits of the new version, so that they can communicate them effectively to customers;
- Joint reflection on targets: together, the sales manager and the marketing team identify the priority market segments for the new version, taking into account the appropriate sales forces and marketing strategies;
- monitoring and adjustments: the sales and marketing managers regularly evaluate the performance of the new version on the market, analysing sales results and adjusting the strategy if necessary.
By encouraging close collaboration between the sales and marketing teams, the manager fosters an environment where knowledge and resources are shared effectively, resulting in a better understanding of customers, a more targeted sales strategy and, ultimately, improved sales performance.
8. Support employees in managing change
The ability to manage change is crucial to adapting to market developments. The sales manager must help his or her team to overcome resistance to change by communicating effectively and providing appropriate support.
More than ever, your team needs you in the field. There are three types of support for a sales manager:
- training support: you show the sales person how to apply sales techniques and methods. This is referred to as a transfer mission;
- further training: you may need to coach your employee to help them progress. During this coaching, analyse the salesperson's methods in a situation and then debrief with them to help them progress;
- Joining forces: last but not least, of course, don't neglect your support role in the field.
Combine your strengths as a manager with those of your salesperson to optimise sales results.
9. Acting responsibly and ethically
In 2023, consumers are increasingly aware of the impact of companies on society and the environment. A successful sales manager must therefore act responsibly and ethically, ensuring the integrity of his actions and those of his team.
Example 1
Sales managers encourage their teams to listen carefully to customers' needs and concerns. They ensure that the solutions proposed really do meet customers' needs, rather than simply maximising sales.
Example 2
Managers ensure that all customers are treated fairly, regardless of their size or influence. They avoid discrimination or favouritism.
10. Stimulating creativity and developing innovation in your teams
Finally, the sales manager must encourage innovation and creativity within his or her team. By coming up with new ideas and adopting innovative approaches, the sales team can stand out from the competition and respond to emerging customer needs.
The manager can organise regular brainstorming sessions where team members can generate ideas, discuss them and develop them together.
Managers can also set up project groups so that their staff have time to devote to developing new offers for testing.
In 2023, the successful sales manager must be an agile, customer-focused leader with emotional intelligence and the ability to leverage advanced technologies. By putting these 10 keys into practice, the sales manager can lead his or her team to success in a constantly changing sales environment.
