ATD Blog
Growing Talent Development Firms: How Sales Leadership Attributes Fit
Thu Sep 24 2020
Content
My last several posts have focused on the overall sales engine structure needed to drive revenue. These included being clear on the purpose of your selling initiative, the processes that must be aligned with this purpose to execute on it, and the people required to implement these processes. Yet, even with all three of these in perfect alignment and in place, without sales leadership, none of these will be sustainable. Perhaps the most important component of an effective sales engine is the most senior leader responsible for overseeing the entire sales operation. Unfortunately, everyone has seen instances where the puzzle pieces, while designed to fit together, just can’t be linked because the sales leader is inept, unmotivated, inexperienced, or a little of each.
My last several posts have focused on the overall sales engine structure needed to drive revenue. These included being clear on the purpose of your selling initiative, the processes that must be aligned with this purpose to execute on it, and the people required to implement these processes. Yet, even with all three of these in perfect alignment and in place, without sales leadership, none of these will be sustainable. Perhaps the most important component of an effective sales engine is the most senior leader responsible for overseeing the entire sales operation. Unfortunately, everyone has seen instances where the puzzle pieces, while designed to fit together, just can’t be linked because the sales leader is inept, unmotivated, inexperienced, or a little of each.
Content
This and the following post will focus on assessing the fit between your business needs and the capabilities and experience of potential sales leaders that match those. In other words, what are the criteria for an effective sales leader and what should you be looking for should you need to hire one? Let’s start with the well-known but rarely followed mantra that the best salesperson does not necessarily make the best sales manager. This shouldn’t be surprising because in many cases the attributes that make a great salesperson are the same ones that make a poor sales leader. Have you ever experienced a top-gun salesperson who always makes their numbers but looks something like this?
This and the following post will focus on assessing the fit between your business needs and the capabilities and experience of potential sales leaders that match those. In other words, what are the criteria for an effective sales leader and what should you be looking for should you need to hire one? Let’s start with the well-known but rarely followed mantra that the best salesperson does not necessarily make the best sales manager. This shouldn’t be surprising because in many cases the attributes that make a great salesperson are the same ones that make a poor sales leader. Have you ever experienced a top-gun salesperson who always makes their numbers but looks something like this?
Content
They may be:
They may be:
Content
Highly energetic
Highly energetic
Content
Unable to sit still
Unable to sit still
Content
A motivated self-starter
A motivated self-starter
Content
Independent
Independent
Content
Talkative
Talkative
Content
A real schmoozer
A real schmoozer
Content
Publicly optimistic
Publicly optimistic
Content
Focused on their individual goals
Focused on their individual goals
Content
They may also:
They may also:
Content
Not show up for internal meetings
Not show up for internal meetings
Content
Be somewhat of a loner
Be somewhat of a loner
Content
Be unorganized
Be unorganized
Content
Lack the time to write reports
Lack the time to write reports
Content
Feel they don’t need or want direction
Feel they don’t need or want direction
Content
Not follow the rules
Not follow the rules
Content
Have a short-term focus
Have a short-term focus
Content
Be uninterested in the organization’s goals as much as their own
Be uninterested in the organization’s goals as much as their own
Content
Sound familiar? Often, most of these characteristics describe a successful salesperson. But can you imagine working for such a person? It would be unnerving to say the least. While effective sales leaders may not be the total opposite of all these characteristics, their more prominent attributes are to be:
Sound familiar? Often, most of these characteristics describe a successful salesperson. But can you imagine working for such a person? It would be unnerving to say the least. While effective sales leaders may not be the total opposite of all these characteristics, their more prominent attributes are to be:
Content
Highly organized
Highly organized
Content
Planful
Planful
Content
Realistic
Realistic
Content
Caring about nurturing others
Caring about nurturing others
Content
Good coaches
Good coaches
Content
People-development focused
People-development focused
Content
Motivating
Motivating
Content
Interested in others’ company
Interested in others’ company
Content
Receptive to new and different ideas
Receptive to new and different ideas
Content
Openly honest
Openly honest
Content
Future-oriented
Future-oriented
Content
Big-picture thinkers
Big-picture thinkers
Content
Systems- and process-focused
Systems- and process-focused
Content
Able to recognize strengths and weaknesses
Able to recognize strengths and weaknesses
Content
Aligned with the company’s goals
Aligned with the company’s goals
Content
As you review these lists it becomes quite evident how different these two profiles are and thus why the best salespeople don’t always make the best sales leader unless they are able to transform their sales success into leading others. Certainly, the person who can embrace the above and manage the tensions between them could be the most successful sales leader. You need to ask yourself what, if anything, you are willing to sacrifice for your business regarding the attributes typically required for effective sales leadership.
As you review these lists it becomes quite evident how different these two profiles are and thus why the best salespeople don’t always make the best sales leader unless they are able to transform their sales success into leading others. Certainly, the person who can embrace the above and manage the tensions between them could be the most successful sales leader. You need to ask yourself what, if anything, you are willing to sacrifice for your business regarding the attributes typically required for effective sales leadership.
Content
In the follow-up post on this subject, I will identify the business context attributes that often demand a tight fit for a sales leader to be effective in addition to personal attributes. In the meantime, ask yourself how your internal salespeople stack up against the attributes of an effective sales leader for your business. How would you describe them for what you are specifically looking for in a sales leader within your organization? What part of your current sales leadership success or failure is the result of the right or wrong attributes match with your organization? What have you done to include an attributes assessment in selecting your past sales leaders?
In the follow-up post on this subject, I will identify the business context attributes that often demand a tight fit for a sales leader to be effective in addition to personal attributes. In the meantime, ask yourself how your internal salespeople stack up against the attributes of an effective sales leader for your business. How would you describe them for what you are specifically looking for in a sales leader within your organization? What part of your current sales leadership success or failure is the result of the right or wrong attributes match with your organization? What have you done to include an attributes assessment in selecting your past sales leaders?
Content
For more insight, check out The Complete Guide to Building and Growing a Talent Development Firm .
For more insight, check out The Complete Guide to Building and Growing a Talent Development Firm.