The job of a sales manager is not to grow sales but to recruit, grow and develop salespeople. The sales manager’s job is to set the course and direction of the sales team by developing and implementing the most efficient system of selling the company’s products and services. By his/her statements and actions, the successful sales manager inspires and motivates the sales team to act in ways that promotes everyone’s best interest.

The sales manager’s role is to cultivate and refine the talents of the salespeople and he/she should make sure that the salespeople are aware of this. It is important that the effective sales manager communicate the purpose behind their efforts to help the salespeople grow their skills. When done properly the successful sales manager is able to institute a culture of “excellence” as the prime motivator for increasing sales performance.

An effective sales management process contains four components:

1. Recruiting
2. Developing Accountability
3. Coaching
4. Motivating