What can sales managers do to develop the skills of their team to improve performance, not only of individuals, but also of the business? The individuals that make up sales teams, no matter their size, should be focusing on clear business outcomes and not be ‘doing their own thing’. It is important that the sales manager recognises his impact on creating an environment where individuals are able to perform consistently to a high level and that the inevitable pressure of the sales environment does not have an adverse impact on their performance. As in sport, the manager’s role is to identify the skills required across the team, develop those skills and create cohesiveness in team performance. The result should be a well connected, highly motivated, effective group of individuals who are focused on the same goal – that is for the team to be successful.

The desired outcome of ‘selling’ is to win. That may be so but this premise is too narrow to be truly useful in understanding how effective sales managers create teams who perform consistently well, rather than individuals who are successful. In sport it is often said that it is ‘all about winning’ if it were then we would just need people to think positively and ‘believe they could do it’. If the team all went out thinking positively but had no clear understanding of the roles each of them played then I think we are clear on what the outcomes would be.

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