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Is Your Sales Manager an Underutilized Resource?

In most companies, the sales manager is the most underutilized resource when it comes to creating winning sales teams. The sales manager is usually responsible for managing a team of salespeople, but they are often not given the resources or authority to help them succeed. As a result, sales managers often feel like they are in a constant state of firefighting, trying to put out one problem after another with little time to focus on developing their team.

The good news is that there are a few things that executives and sales leaders can do to start making better use of their sales manager’s time and talents. By giving them the resources and authority, they need to be successful, and by making sure they are involved in the strategic planning process, you can start to unleash the true potential of your sales force. Here are a few tips to get you started.

1. Give your sales manager the resources they need to be successful.

One of the biggest complaints that sales managers have is that they don’t have enough resources at their disposal to help their team succeed. This includes things like adequate funding for training and development, adequate staffing levels, and access to the data and analytics they need to make informed decisions. If you want your sales manager to be able to focus on developing their team, you need to make sure they have the resources they need to do so.

2. Make sure your sales manager is involved in the strategic planning process.

Too often, sales managers are left out of the strategic planning process altogether. This is a mistake. Sales managers have a wealth of knowledge about what it takes to succeed in the marketplace, and they should be involved in setting the strategy for how your company goes about winning business. By including them in the process, you can ensure that your company’s strategy is aligned with what it takes to win in the marketplace.

3. Give your sales manager the authority they need to be successful.

Another common complaint among sales managers is that they don’t have enough authority within their organization to get things done. This can include things like hiring and firing decisions, budgeting decisions, and even simple things like which CRM system your company uses. If you want your sales manager to be able successfully develop their team, you need to give them the authority they need to do so.

Sales managers are a critical part of any company’s success, but all too often they are underutilized and undervalued resources. If you want your company to succeed in today’s competitive marketplace, you need to start making better use of your sales manager’s time and talents. By giving them the resources and authority, they need to be successful, and by involving them in the strategic planning process, you can start unleashing the true potential of your sales force.

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