Today’s environment is marked by some major macro trends which is driving the need for sales leaders to change the way they lead their teams. These forces also mean that they need to refocus and reskill themselves to make themselves future-ready to take on the challenges ahead

• Technological Disruptions
  • Economic and Geo-Political Uncertainty
  • Rapid changes in customer tastes and preferences
  • Intensifying competition
  • Changes in Work Team and Culture

Here are some of the most critical skills that will equip today’s sales leaders to be successful whether they manage teams for Consultative Selling, Key Account Management, Channel Management etc.

1. Strategic vision and data-driven execution

Clarity and alignment across the team and the supporting internal ecosystems with the strategy and goals. Setting SMART goals which are aligned to the organization’s goals and objectives. Setting up KPIs and efficient processes for measuring and monitoring the results with adaptive strategies for agile course corrections, as and when needed.

Being able to identify trends and patterns from the analysis of data and following a practice of data-driven decision-making is critical. Team needs to know the “why” to relate to the “what” and “how”. The team needs to be communicated clearly the strategic impact of the insights and interpretations from the data analysis. Today, people value purpose-filled environments. It is important that the sales leader creates a shared vision for the team that goes beyond the operational activities to link the goals and objectives to a larger context like improving lives, lifestyles or fulfilling a social purpose.  

2. Hiring, team-building expertise and mentorship

Hiring the right talent is fundamental. It should be based on organisation culture fit and knowledge, skills and mindset requirements for the role to ensure retention. Having a growth mindset, intrinsic motivation to excel and resilience as well as relevant experience and track in employment history are also important.

Team-building expertise: This is the area where the sales leader needs to be adequately compassionate while remaining pragmatic and focused on results. Adopting an adaptive leadership style to manage different performance categories. Using a coaching style to identify strengths and improvement areas, get alignment between your and team member’s skills, goals and aspirations and to generate wilful commitment to achieve greater heights is important. Here again, flexibility is important to ensure your team is more inclusive and has diverse strengths that gives you the edge in the market.

Getting and giving feedback: Research shows that sales leaders are more interested in giving feedback than receiving it. Since you are not directly involved in the day-to-day operations, the best way to gauge the effectiveness of your strategies is by actively seeking feedback from your sales team particularly on a) your expertise in utilising sales tools and processes b) usefulness of your coaching and mentoring sessions and c) the realistic achievement of sales targets e.g. what would help you to achieve your targets or overcoming the roadblocks for getting more sales closures

3. Tech-savviness and operational efficiency

Most organisations are now equipped with some CRM software. The skill lies in how best one can leverage the data to get meaningful insights. The strategic utilization of AI tools is gaining increased significance as it allows sales leaders to identify patterns and optimize sales strategies for optimum effectiveness.

Sales leaders need to focus on efficiency by optimising processes/ reducing inefficiencies & streamlining operations. Even a minor change to a key process can lead you and your sales team from failure to success. For example, you might drop one low-value responsibility from your team member or provide him with a simple one-page dashboard of your overall strategic plan.

4. Customer-centric innovation-adoption

The rules of the game are ever-changing. Keeping yourself updated on the business growth drivers, market dynamics, latest product / service developments, customer trends and behaviour is critical. Leaders should be close to customers to conduct research, analyse customer data and actively seek feedback from customers. Customers need quick and effective solutions to address their problems and pain points now and strategic innovations to meet their requirements for the future.  Today’s sales leaders need to be agile, adaptive, realistic and solution oriented.

5. Driving accountability and empowerment: Sharing your leadership responsibilities with your team members and empowering your team to take decisions is an effective method to not only reserve your precious time and efforts but also to:

● Drive mutual accountability, enhance ownership and conformity

● Build important delegation skills

● Learn more about your team and groom future leaders

“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.” — Simon Sinek

One of the best ways to empower your team is to involve them in the process. Find out what additional roles and responsibilities they feel would be helpful to take on. Some may be good at data collection & analysis, some others in coordinating meetings and group tasks while some others in strategizing and planning.

• Fostering collaboration across departments like marketing, technical/ engineering, product management, supply chain and customer service has become critically important. Breaking down silos and aligning everyone toward shared objectives strengthens overall sales efforts. A team that works cohesively—with the right cross-functional support spells success in today’s scenario. Today’s sales leaders need to increasingly manage internal stakeholders and get their buy-in and support to for flawless and smooth execution of their sales strategy which is so critical for success.

GrowthSqapes offers sales training programs for the sales leaders to develop and sharpen their skills to the current demands of the market.

This article has been written by Sandip Mitra, an Associate Partner with GrowthSqapes.