Every sales manager is expected to be on the top of the game always in the ever-evolving marketplace. Being effective as a sales manager in such a dynamic environment is extremely challenging and requires multiple skills. As per Vikas, it is imperative to learn, practice and harness following skills if they wish to sustain and eventually succeed in the world of selling.
Top 10 Skills Every Sales Manager Must Have:
- Digital Competence: Technology enhances efficiency, helps in identifying latest trends, and provides valuable insights that can help sales manager customise sales strategies which may lead to customer delight and facilitate sales closure. Moreover, staying adept with newer sales technology, CRM systems, and data analytics tools will save time and improve results.
- Performance measurement: Every sales manager should master analysing and interpreting sales data in order to derive meaningful insights and weigh the performance against set performance metrics. This would align team members with company expectations and help them stay focused on KPIs.
- Giving feedback: Effective feedback improves team performance, enhances communication, and fosters growth. Constructive feedback helps salespeople understand their strengths and areas for improvement, leading to increased motivation and better results. Additionally, skillful feedback delivery cultivates a positive and supportive work environment, promoting collaboration and professional development within the sales team.
- Sales skills: Sales manager must be a good salesman first. He/ she is expected to lead by example and earn the respect of their team. Demonstrating strong sales skills allows sales manager to provide practical guidance, share successful strategies, and offer credible advice to their salespeople. It also helps them understand the challenges and nuances of the sales process, enabling them to set realistic goals and provide relevant training. Ultimately, a sales manager’s personal success in sales establishes his/her credibility and fosters a culture of trust and achievement within the team.
- Presentation skills: Sales manager has to often present certain data to internal and/or external stakeholders, be it a product/sales presentation to prospects, performance presentation to senior management and company presentation during business conferences. Good presentation skills can help sales manager close deals effectively, build credibility, boost self confidence, showcase leadership and win respect.
- Communication skills: it is mandatory for sales manager to have good oral and written communication skills. Good communication skills enable sales managers to connect with customers well which eventually leads to closing the deal. Even team expect their manager to be a good orator. It helps in presentation, conflict resolution, negotiation and also in motivating the team.
- Coaching skills: Good team makes the best sales manager. He/she will never achieve set targets without the team’s contribution hence it is absolutely non-negotiable to have a team with adequate sales skills. Manager should frequently indulge in sales training, coaching every team member on performance improvement, sales skills and adaptability to ever-changing dynamics of business. Sales manager’s coaching skills are impactful in guiding sales teams through challenging market conditions and helping them achieve impressive growth rates. One notable example of a successful sales manager with strong coaching skills in India is Rajeev Dubey, former group president (HR & Corporate Services) and CEO (After-Market Sector) of Mahindra & Mahindra Ltd. While his role extended beyond sales, his coaching skills and leadership in the sales domain were widely recognised.
- Analytical Skills: Sales managers need to be able to analyze data to identify trends, track performance, and make informed decisions. They need to be able to use data to identify opportunities for improvement, set realistic goals, and allocate resources effectively. Moreover, analytical skills enable sales managers to accurately forecast sales, helping allocate resources, set targets and plan for future growth.
- Leadership Skills: Sales managers need to be able to motivate and inspire their team to achieve their sales goals. They need to be able to set clear expectations, provide guidance and support, and hold their team accountable for their results.
- Time Management: Sales managers have a lot on their plate. They need to manage their time effectively to meet deadlines and achieve set goals. Effective time management allows sales managers to prioritise tasks based on their importance and urgency, ensuring critical sales activities are given necessary attention. In pursuit of targets, sales managers often overlook skill development, strategic planning, team development, innovation and work-life balance which leads to burn-out, demotivation, frustration and at times depression. Effective time management empowers sales managers to optimize their efforts, balance their responsibilities, and make the most of their available time, ultimately leading to improved sales performance and overall team success.
These are just some of the essential skills that every sales manager needs to be successful. By developing these skills, sales managers can lead their team to achieve great things.