Tuesday Tuneup- #37
How to mentor a newer sales manager
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Happy Tuesday everyone!
This past week I was having a conversation with a COO about bringing me in to help mentor their Sales Manager and I thought it was a conversation worth sharing.
In a nutshell:
They are worried about a lack of sales
Because they are a smaller company, with no real growth plan, they couldn’t really land an experienced sales manager (I could talk for hours on this topic). So they promoted somebody from within.
The manager doesn’t REALLY have experience hiring, training and managing sales people.
As a result of the above, sales just kinda “Does what it does” every month and its really hard to be confident in expanding the business as a result
The manager is well liked, teachable, has a great attitude and the owner does not want to replace them…. they want to help them.
So, here’s the thing, we all start somewhere. Every great sales manager I have ever worked with STARTED in a situation very much like the one above…. and this is when having a mentor becomes super important. Yes, there are people on this team that COULD help her… but they don’t really work in sales every day and they have full time responsibilities already.
“I can train skills…. I can’t train attitude, morals or work ethic.”
Here’s my 10 step process to help mentor inexperienced sales managers so they can turn into exceptional leaders.
Step 1: Establish a Foundation of Trust and Open Communication
A successful mentorship starts with building a solid foundation of trust. If a new manager doesn’t feel safe sharing challenges or admitting mistakes, they’re unlikely to get the full benefit of your guidance. Begin with an introductory conversation to set the tone. Ask questions that reveal their professional aspirations and what they hope to gain from the mentorship.
Suggestions:
Be open about your experiences: Share your journey, especially the missteps, so they know mistakes are part of learning.
Set up a communication cadence: Whether it’s a weekly meeting or a bi-weekly call, consistency is crucial. This creates a rhythm that builds comfort and keeps things on track.
Step 2: Define Clear Expectations and Goals
Inexperienced sales managers often feel overwhelmed when juggling sales quotas, team dynamics, and operational tasks. By setting clear, attainable goals, you help them focus on specific areas rather than trying to tackle everything at once.
Suggestions:
Use SMART goals: Make sure their goals are Specific, Measurable, Achievable, Relevant, and Time-bound.
Prioritize early wins: Aim to build their confidence by identifying smaller wins that can be accomplished quickly.
Identify “North Star” metrics: Help them understand which KPIs (Key Performance Indicators) to track. Sales metrics like close rate, average deal size, or time to close are a good starting point.
Step 3: Focus on Process Mastery Before Performance
Many inexperienced managers believe their role revolves around hitting targets. While results are crucial, learning the sales process is just as important. Guide them to understand the journey behind each sale rather than focusing solely on the outcome.
Suggestions:
Break down your sales process: Walk through each stage, from lead generation to closing, and explain why each part is critical.
Encourage documentation: Ask them to document what they observe in each stage of the sales process. This will reinforce their learning and serve as a valuable reference.
Evaluate along the way: Rather than waiting until the end, regularly discuss what went well or where they struggled.
Step 4: Teach Them How to Lead and Motivate the Team
For any sales manager, the ability to lead and inspire their team is essential. Effective leadership helps drive performance, keeps morale high, and reduces turnover. Since this is often new territory for inexperienced managers, breaking it down into manageable parts is beneficial.
Suggestions:
Emphasize listening skills: New managers need to understand the value of actively listening to their team members. Encourage them to ask open-ended questions and listen without interrupting.
Set clear expectations with their team: Walk them through how to set achievable goals and clarify team responsibilities.
Highlight the importance of recognition: Regular positive feedback helps maintain motivation. Teach them how to give constructive feedback and celebrate wins, big or small.
Step 5: Develop Their Coaching Skills
Mentoring a new manager doesn’t end at training them to lead; they also need to learn how to coach their own team members effectively. Coaching is what elevates an average manager to an exceptional one, as it’s the key to developing team members who can think and perform independently.
Suggestions:
Model effective coaching: Show them how to analyze sales calls, identify skill gaps, and provide actionable feedback.
Encourage individualized coaching plans: Just as every salesperson has a different style, each one may need different types of guidance. Help them create development plans tailored to each team member.
Reinforce patience: New managers may want quick results from their coaching efforts. Remind them that growth takes time and that their team members will develop at their own pace.
Step 6: Instill a Growth-Oriented Mindset
An effective manager sees every challenge as an opportunity for learning and growth. By mentoring them to adopt a growth-oriented mindset, you’re preparing them to handle tough times, keep morale up, and consistently improve.
Suggestions:
Encourage continual learning: Sales techniques and strategies change frequently. Recommend books, podcasts, or courses they can pursue.
Teach resilience: Emphasize the importance of staying composed and solution-oriented, especially when dealing with difficult customers or meeting quotas.
Emphasize adaptability: An open mind and the willingness to adapt to changing circumstances are essential qualities in a sales manager.
Step 7: Cultivate Financial Acumen and Business Awareness
Most sales managers come from a background where the focus has been on hitting targets rather than understanding the broader business implications of sales decisions. Financial literacy will enable them to make strategic decisions that benefit the entire company, not just the sales department.
Suggestions:
Introduce key financial concepts: Teach them how to read P&L statements and understand metrics like gross margin, revenue per rep, and return on investment (ROI).
Highlight the cost of customer acquisition: Explain how acquisition costs impact profitability and why upselling, cross-selling, and customer retention are valuable.
Share broader business goals: Familiarize them with the company’s overarching goals, not just the sales department’s. Understanding how their role impacts the entire organization will give them a stronger sense of purpose.
Step 8: Teach the Art of Strategic Planning
A good sales manager focuses on the short term, but a great one understands how to strategize for long-term success. Teaching strategic planning skills will allow them to foresee challenges, set realistic expectations, and build a resilient team.
Suggestions:
Encourage data analysis: Show them how to interpret sales data to identify trends and forecast future sales.
Explain scenario planning: Teach them to create multiple sales projections, accounting for best-case, worst-case, and most-likely scenarios.
Set quarterly and annual goals: This will help them understand that growth happens incrementally and build patience for sustainable results.
Step 9: Emphasize the Importance of Self-Reflection
Managers who regularly reflect on their work develop a strong sense of self-awareness, allowing them to improve continuously. Teach them how to assess their performance objectively, recognize areas for growth, and celebrate personal successes.
Suggestions:
Introduce regular self-assessment: After each week or month, encourage them to review what they did well and what they could improve.
Model accountability: Hold them accountable for their goals and encourage them to take ownership of their learning journey.
Celebrate growth milestones: Acknowledge their progress to reinforce the value of self-improvement.
Step 10: Be a Consistent, Long-Term Resource
Remember, mentorship is a continuous relationship, not a one-time training session. Stay in touch and continue to provide support even as they grow more confident in their role. Offer to check in periodically to address any new challenges they face as they become more seasoned managers.
Suggestions:
Stay accessible: Even after they’ve become more experienced, be available to answer questions or provide guidance.
Encourage peer networking: As they gain experience, introduce them to other sales leaders or managers who can offer additional perspectives.
Celebrate their independence: When they reach a point where they’re confidently handling their responsibilities, let them know. Transition to a more advisory role, allowing them to make decisions independently.
Finally…. Invest in your people!
When you help your people develop their skills, their careers and help find their hidden talents, they stick with you longer. Every exceptional company shares the ability to develop the superstars of tomorrow. Some of the most proud moments in my career involve the many Managers, Directors and Business Owners I’ve had the opportunity to mentor and work with in their early years. When you care for people, and work to provide them opportunity, they never forget it.
Until next time…. Happy Selling!