Sales, management and success

A sports enthusiast rented a dog at a hunting lodge and had wonderful luck with him. A month later, he went back and asked for the same dog.

"The lodge owner said, "Oh, you want Seller, but we've raised his rate from $50 to $100."

The hunter took the dog out anyway and enjoyed another fine day. When he came back a third time, he asked for Seller again.

The lodge owner explained that the dog was now called "Super Seller," and the cost was up to $150. The hunter took the dog out just the same, insisting he was well worth the money. 

The next month, when the hunter came back, he was greeted with a sad smile. The lodge owner said, "You can't have your favorite dog this time. A few days ago, we made the mistake of naming him 'Sales Manager.' Now, all he does is sit on his tail and bark."

One of the most important jobs of today's sales managers is to coach their salespeople. It's not enough to pep them up and motivate them. A sales manager needs to go out on sales calls and see what kind of research his or her sales reps have done to prepare for each call. They may need to be doing a lot more preparation. I always say there's no such thing as a cold call at MackayMitchell Envelope Company.

When it comes to the qualities that make a good sales manager, there are several key attributes that stand out and are essential for success in this role.

The first is leadership. A good sales manager leads by example. They inspire and motivate their team to achieve goals while maintaining high morale. Leadership involves setting a clear vision and guiding the team toward it.  

I like these words of wisdom from leadership guru John Maxwell: "A leader is one who knows the way, goes the way and shows the way."

Second, effective communication is crucial. A sales manager must convey expectations clearly, provide constructive feedback and foster open dialogue within the team.

Third is empathy and emotional intelligence. Understanding team members' perspectives and emotions helps in building strong relationships. A sales manager with high emotional intelligence can manage conflicts and support their team effectively.

Next, a good sales manager thinks strategically about market trends, customer needs and competitive positioning. They develop plans that align with the company's goals and adapt to changing circumstances.

Sales managers should also be adept at coaching their team members, helping them develop their skills and reach their full potential. This involves providing guidance, support and training. You don't rise to the occasion; you sink to the level of your training.

"Investing in training and development leads to the most significant return on investment a company can have," said Texas judge J.P. George.

Analytical skills are next on the list. Analyzing sales data to identify trends, measure performance and make informed decisions is a critical part of the role. A good sales manager uses data to drive strategy and improve outcomes.

The sales environment can be unpredictable. A successful sales manager remains resilient in the face of setbacks and adapts to new challenges with a positive attitude. Don't wish for things to be easier, wish for you to be better.

Last, but certainly not least, is integrity and trustworthiness. Building trust within the team and with clients is vital. A sales manager who acts with integrity earns respect and loyalty, which are crucial for long-term success.

A great sales manager sells his staff on the importance of managing their sales skills. Repetition is the key to mastery.

As you can tell, I love sales. I still have "Salesman" printed on my calling cards. There is no business until a salesperson brings it through the front door. Just think of the world without salespeople.

That's why I was delighted when I found this gem from John Hancock Mutual Life, which I'm sure was written many years ago:

"The salesperson sells cars, tractors, radios, televisions, iceboxes and movies, health and leisure, ambition and fulfillment. They ring a billion doorbells and enrich a billion lives. Without them, there'd be no American ships at sea, no busy factories, no 60 million jobs.

"For the great American salesperson is the great American civilizer, and everywhere they go they leave people better off."

Mackay's Moral: A good sales manager is not just a boss; they're a leader, mentor and strategist who empowers their team to achieve greatness.

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Harvey Mackay is the author of the New York Times bestseller "Swim With the Sharks Without Being Eaten Alive." He can be reached through his website, www.harveymackay.com, by emailing [email protected] or by writing him at MackayMitchell Envelope Co., 2100 Elm St. SE, Minneapolis, MN 55414.