What are the top strategies for becoming an excellent sales manager?

In an increasingly competitive environment, the job of sales manager is centralat the heart of to a company's performance. Much more than just supervising teams, it's about ‘getting them on board’ with a vision and instilling a dynamic in the service of a strategy. In this article, we reveal the keys to excelling in this role, by exploring the best practices and different styles of sales management. 

A true orchestra conductor in charge of supervising a team, the sales manager determines the company's sales strategy. They set clear objectives, ensure they are achieved and organise sales activities. They are multi-disciplinary players who must be able to juggle strategic, operational and human tasks.  

Their role is not limited to achieving Their job goes beyond achieving sales figures. They play a key role in motivating their teams, managing conflicts and developing the skills of their staff. The sales manager is a pillar of the company, guaranteeing both sales performance and customer satisfaction. 

First step: a good sales manager starts by defining sales objectives and a coherent strategy for achieving them. This means having a good requires a deep understanding of market needs, anticipating market trends and setting goals aligned with the company’s vision.  setting objectives that are consistent with those of the company.  

To be effective, these objectives must be SMART: 

• Specific, to provide practical guidance for action; 
• Measurable, to monitor progress 
• Achievable, to motivate teams; 
• Realistic to maintain commitment; 
• Time-defined, to ensure clear deadlines. 

Example: rather than asking the team to ‘optimise sales’, a SMART objective could be: ‘Increase sales by 10% in the laptop market by the end of the quarter’.

Results are not just about sales. A sales manager needs to be able to monitor performance through various key performance indicators (KPIs): conversion rate, average revenue per client, average sales per customer or number of new prospects.  

To do this, they need to master digital tools such as CRM and analytical dashboards. These are invaluable tools not only for assessing sales performance, but also for identifying areas for improvement. These tools are invaluable for assessing sales performance and identifying areas for improvement. 

For example, if a salesperson achieves low sales despite having a large number of prospects, this may indicate a need for training in negotiation techniques. 

A good sales manager knows that he can't do everything himself. A good sales manager knows they cannot do everything themselves. Delegating is essential for focusing on managerial tasks and empowering the team.  

Knowing how to delegate is essential if you are to concentrate on your managerial tasks and empower your team.  

However, delegating does not mean ‘getting rid of’ menial tasks. Rather, it means assigning tasks according to the skills and interests of each employee. 

However, delegating isn’t just about passing on smaller tasks; it’s about strategically assigning responsibilities based on each team member’s strengths and interests.  For example, a salesperson who is comfortable with figures might be given the task of preparing reports, while another, who is more creative, might come up with innovative sales proposals.  

Well thought-out delegation of tasks strengthens the commitment Well-thought-out delegation strengthens engagement and recognition of each member of the team. 

Empathy is an essential human quality for a sales manager. Understanding employees’ emotions, motivations, and challenges helps create a trusting work environment. Understanding the feelings, motivations and possible difficulties of your teams helps to create a climate of trust.  

For instance, if a team member is going through personal difficulties, an empathetic sales manager might offer flexible work arrangements. Small gestures like this can make a significant difference.  

When, for example, an employee is going through a difficult period on a personal level, an empathetic sales manager will be able to offer them appropriate support, such as rearranging their working hours. This kind of attention can make all the difference.  

Remaining a good listener 

 Active listening is a powerful ally for sales managers. It involves paying genuine attention to feedback from your colleagues, without interrupting or judging them.  

Through active listening, Thanks to active listening, a manager can detect subtle signs  

a manager can detect weak signals: conflict within the team conflicts, difficulties in a sales process or innovative ideas.  

For example, if a sales person suggests a new approach to prospecting for strategic customers, the simple fact of listening to their proposal and discussing it shows that they are taken seriously and valued. 

Example: By actively listening to a salesperson’s idea for strategically targeting new clients, you demonstrate that their insights matter and that they are truly valued. 

Just as important as active listening is firmness. A sales manager needs to know how to say no when necessary: refuse an unrealistic request or reframe inappropriate behaviour.  

Knowing how to say no is very different from being authoritarian. On the other hand, it involves setting clear limits: an attitude that guarantees consistency and respect for the rules within the team. 

Just as important as active listening is the ability to be firm. A sales manager must know when to say no - whether it’s rejecting an unrealistic request or addressing inappropriate behaviour. 

Being firm is not the same as being authoritarian. It’s about setting clear boundaries that ensure consistency and respect within the team. 

For example, a manager might refuse a request for an unjustified increase... while specifying the criteria to be met in order to obtain it the following year.  

Communication is a key skill in sales management. Whether presenting a strategy, announcing objectives or settling conflicts, clarity and transparency are essential.  

However, managers must adapt their communication style to different situations. Motivational speeches work well for teams, while struggling employees may need a more personalised and reassuring discussion.  

However, a manager will need to adapt his or her communication style according to the people he or she is dealing with. To address a team, motivating and inspiring messages are recommended, whereas an employee in difficulty will need a more reassuring, individualised exchange. 

In business as elsewhere, respect is a fundamental value. A manager who shows respect for his employees - by acknowledging their efforts, adopting a benevolent attitude or respecting their private lives by acknowledging their efforts, maintaining a positive attitude, and respecting their work-life balance - gains their earns respect in return. Establishing mutual respect lays the foundations for a healthy working environment dynamic, in which every employee feels valued and motivated to give their best. 

Motivation is essential to performance, and is a key driver for sales teams. A manager needs to know what motivates each individual employee... whether it's financial rewards, career progression the assumption of responsibility or a pleasant working environment.  

Bonuses, incentives, target-based bonuses, but also simple public congratulations can considerably boost team commitment. 

Bonuses, incentives, goal-based commissions, or even public recognition can significantly boost team engagement.

In the sales sector, several types of management can be adopted depending on the context, the objectives or the profile of the employees. Here are the main ones: 

Participative management 

This management style is based on the active involvement of employees in decision-making. This approach involves actively including employees in decision-making.  It values listening, cooperation and creativity, and generates a sense of belonging. 

Advantages: 

• StimulatesBoosts motivation and commitment; 
• Encourages new ideas through discussionsexchange; 
• Strengthens team cohesion. 

Disadvantages: 

• Sometimes slows down decision-making processes; 
• Requires responsible and autonomous teams. 

Who should use it? 

Participative management is best suited to experienced teams, and/or when the company is operating in a context requiring creative solutions. 

Directive management  

The directive management style involves strict control and clear instructions. In this case, the manager imposesenforces decisions and closely supervises their implementation.  

Advantages: 

• Allows you to react quickly in emergency situations  
  Ensures quick decision-making in urgent situations 
• Provides a framework for inexperienced staff; 
• Expresses very clear expectations, in terms of sales or methodology. 

Disadvantages: 

• Reduces team autonomy and creativity; 
• Likely to demotivate self-sufficient employees autonomous profiles. 

Who's it for? 

Directive management may be appropriate in high-pressure situations, with strict deadlines or for supervising new recruits. 

Transactional leadership 

This management style is accompanied by a performance-based reward system. The sales manager sets precise targets and motivates his or her teams via bonuses or incentives.  
This management style is based on a performance-based reward system, where the manager sets precise goals and motivates employees through incentives or bonuses. 

Advantages: 

• Sets clear milestones with precise objectives; 
• Motivates teams with attractive bonusesfinancial incentives; 
• Particularly effective for short-term assignments. 

Disadvantages: 

• Creates dependency on financial incentives; 
• Limits employee involvement to purely financial criteria. 

Who should use it? 

Transactional management is suited to competitive environments or to teams that are highly results-oriented. 

Good buddy’”Friendly Boss” management 

This management style emphasises the close, friendly relationship between the sales manager and his team. The ‘good buddy’ manager “Friendly-Boss” creates a relaxed and informal atmosphere. 

Advantages: 

• Reinforces trust and personal relationships within the team; 
• Creates a pleasant, relaxed atmosphere; 
• Eases tension. 

Disadvantages: 

• Undermines the manager's authority if used excessivelyCan weaken managerial relationship if taken too far; 
• Can lack firmness in tense situations. 

Who's it for? 

Stable, autonomous teams where trust is essential. 

Good buddy’ management should be reserved for stable, autonomous teams, for whom a climate of trust is essential. 

Inspirational management 

Inspirational managers are particularly charismatic: they embody a strong vision, motivated by example. They inspire employees to support a project or shared values. 

Advantages: 

• Creates genuine commitment; 
• Unites teams around a shared vision; 
• Stimulates creativity and promotes long-term performance. 

Disadvantages: 

• Requires significant personal energy from the manager  
• Can be ineffective if the vision is unclear 
• Requires a great deal of energy on the part of the manager; 
• Can become less efficient if the vision is not clearly expressed. 

Who is it for? 

Inspirational management is best suited to innovative projects, or to teams looking for a sense of purpose and an opportunity to surpass themselves. 

Becoming an excellent sales manager is a challenge in itself. It requires a subtle blend of technical skills and human qualities. But achieving it is a guarantee of both commercial performance and human commitment. However, mastering this role leads to both commercial success and strong team engagement. Choosing a management style that is adapted to the context, knowing how to be firm without being authoritarian, and motivating employees your colleagues to perform give the their best of themselves are the keys strategies tofor excelling in this job and leading your team to success. 

Are you a successful sales manager in the IT equipment and services or leasing sectors? Would you like to be more autonomous in your business and earn a flat-rate income?The status of sales agent may be of interest to you. 

Econocom, the European leader in digital business transformation, is recruiting 100 sales agents across Europe.