You may be familiar with the saying, “Leaders do the right things and managers do things right.” These words imply that leaders are focused on higher level strategic issues, while managers are more focused on tactical issues that require an implementation mindset. Leaders set the vision while managers make sure the vision is actualized in the field.

There is some truth to that easy generalization, but I’d like to take a bit deeper look at the roles – particularly as they relate to sales. The definition of “leader” according to Webster is “a person who rules, guides or inspires others.” Webster defines managing as “the act of getting people together to accomplish desired goals and objectives.” There is certainly some congruity between those definitions and the axiom cited above.

A good sales leader does not necessarily have to be a good sales manager. But to be a good sales manager most definitely requires good leadership skills. The primary skills required for senior sales leadership are the ability to set a great vision for your team, hire a strong management team, inspire and coach your managers to perform at a high level, and then clearly communicate your vision to your managers so that it can be translated into action. There are obviously other more functional skills, such as the financial acumen required to analyze data and manage P&L responsibility, but here I am focusing more on the “people side” of leadership.

As a sales manager, you need to both empathize with your sales team and command their respect. It is critical to establish credibility as someone who clearly understands what it takes to succeed in a sales role. You must be able to model the skills of effective selling and provide authentic assistance to your sales professionals in closing business. For this reason, many companies end up hiring or promoting “superstar” sellers into sales management roles. Unfortunately, your track record as a sales star will only get you so far as a manager.

The often overlooked fact is that the skills required to be a top sales professional are quite different from those required for either management or leadership. Most transitioning sales-rep-to-sales-manager individuals will master the organizational, reporting, and even some of the coaching elements of the job. But it is much more difficult to “get people together to accomplish desired goals and objectives” without the ability to “guide and inspire.” Think about it… how many superstar athletes go on to become superstar managers?

While the skill sets between sales and sales management/leadership are quite different, they can be taught. It both amazes and saddens me to see how often the development of an organization’s most valuable (sales and sales management) assets is left to chance. Carew International offers a suite of programs designed specifically to facilitate a successful transition from sales roles into both management and leadership positions. Our proven programs take the guess work out of sales leadership development and will insure that your new sales managers are also great sales leaders.