Redefining the Role of the Sales Leader
Posted by Ralph Vugts
One of the biggest changes we have seen following the recent market turmoil is the focus on the role of the sales leader and the changing nature of their responsibilities in the new economy.
Clients across the region are asking their sales leader's to devote more time to managing early stage sales opportunities and spend more time in the field coaching sales conversations. This is happening as “run rate” business has dried up and the focus has moved to winning new business from both new and existing clients. At the same time clients and prospects are being far more cautious and want all purchasing decisions aligned with their strategic business imperatives. This results in sellers needing to enter sales cycles earlier, at higher levels and challenging client assumptions.
Sales managers are the focal point in helping the sales force make this transition and unfortunately there is significant room for improvement in most organisations. In a recent survey from The Integrated Sales Executive Council they found that 66% of sales people indicated that their manager does worse at coaching as opposed to the other behaviours that a sales leader will need to demonstrate, such as planning, assessing risks, championing new initiatives or even delivering bad news to senior management.
They identified that the biggest gaps were around coaching very specific behaviours that correlate strongly with success in today’s economy. These include;
- Showing sales people how to appropriately pressure the customer to advance the sale
- Helping sellers identify next steps with a client
- Helping salespeople create demand when the client is indifferent and sees no need for their products or services
Much of Huthwaite’s work over the past 18 months has been working with clients to shape the new role of the sales leader to equip them with the skills, tools and metrics that will create the new pipeline opportunities that will ensure organisations deliver on their growth initiatives.
Our research helped us define six characteristics of world class sales coaches and we would be delighted to share this short white paper with you. Please click here for a copy of this and do not hesitate to contact me at jfennessy@huthwaite.com.au if you’d like to discuss any issues around sales leadership effectiveness.
A message from James Fennessy, Huthwaite’s regional CEO