The Key Differences Between Average and High-Performing Sales Leaders
A great sales manager is more than just a top salesperson promoted into leadership. Yet, many companies make the mistake of assuming strong individual sales performance automatically translates into great management skills.
💡 The truth? The best sales managers aren’t just good at selling—they’re great at developing and leading their team.
If your sales managers are simply chasing quotas and not coaching their team, solving problems, and driving long-term revenue growth, you’re leaving money on the table.
So, what separates average sales managers from great ones? And how can you train yours to lead effectively, consistently, and strategically?
Let’s break it down.
The 5 Key Traits of Great Sales Managers
1. They Coach—They Don’t Just Manage
Bad managers focus on the numbers. Great managers focus on the people.
  ✔️ An average sales manager: Spends most of their time reviewing reports and talking about quotas.
  ✔️ A great sales manager: Spends time coaching, training, and developing their team.
How to Train Sales Managers to Be Better Coaches:
  ✅ Teach them how to conduct effective one-on-one coaching sessions.
  ✅ Encourage role-playing exercises to improve objection handling and sales strategies.
  ✅ Train them to ask the right questions instead of just giving answers.
đź“Ś Action Step: Implement structured coaching programs that require managers to spend at least 50% of their time developing their team.
2. They Hold People Accountable (Without Micromanaging)
A great sales manager sets high standards—but doesn’t breathe down their team’s neck.
  ✔️ An average sales manager: Constantly checks in on deals, creating pressure without adding value.
  ✔️ A great sales manager: Sets clear expectations and holds reps accountable without micromanaging.
How to Train Sales Managers to Balance Accountability & Autonomy:
  ✅ Train them to set clear, measurable goals and let reps take ownership.
  ✅ Implement weekly check-ins to keep salespeople on track without overwhelming them.
  ✅ Teach managers how to give constructive feedback that drives improvement.
đź“Ś Action Step: Require managers to track key sales performance metrics and provide monthly improvement plans for struggling reps.
3. They Understand Motivation & Adapt Their Leadership Style
Not all salespeople are motivated the same way.
  ✔️ An average sales manager: Uses the same approach for every rep, assuming everyone is money-driven.
  ✔️ A great sales manager: Adapts their leadership style based on individual motivations and strengths.
How to Train Sales Managers to Motivate Their Teams:
  ✅ Have them identify each rep’s core motivators (money, recognition, career growth, autonomy).
  ✅ Encourage flexible management styles—some reps need structure, others need independence.
  ✅ Teach them how to use performance-based incentives beyond just commission.
đź“Ś Action Step: Implement a customized coaching plan for each sales rep based on their motivators.
4. They Lead by Example
Sales managers can’t just tell their team what to do—they have to show them.
  ✔️ An average sales manager: Spends most of their time in meetings and administrative tasks.
  ✔️ A great sales manager: Still sells when needed, leads by example, and demonstrates key sales strategies.
How to Train Sales Managers to Lead from the Front:
  ✅ Have them conduct live sales calls or shadow sales reps in the field.
  ✅ Train them on how to run sales meetings that add value, not just review numbers.
  ✅ Encourage peer coaching, where managers close deals in front of their team to model best practices.
đź“Ś Action Step: Require sales managers to conduct one ride-along or joint sales call per month with each rep.
5. They Build a Positive, High-Performance Sales Culture
Great sales teams thrive in a competitive but supportive environment.
  ✔️ An average sales manager: Creates a pressure-filled culture that leads to burnout.
  ✔️ A great sales manager: Balances high expectations with recognition, motivation, and team support.
How to Train Sales Managers to Build a Winning Culture:
  ✅ Teach them how to recognize wins publicly and celebrate achievements.
  ✅ Have them set team challenges and incentives that encourage collaboration.
  ✅ Train them on conflict resolution and emotional intelligence to keep team morale high.
đź“Ś Action Step: Implement quarterly team-building events and leadership training for sales managers.
The Bottom Line: Train Your Sales Managers Like You Train Your Sales Team
If your sales managers aren’t well-trained, your sales team will struggle—no matter how good your compensation plan is.
  ✔️ Great sales managers coach, not just manage.
  ✔️ They hold their team accountable while giving them room to succeed.
  ✔️ They understand motivation, lead by example, and build a strong team culture.
Want to turn your average sales managers into great leaders? Start training them like you train your sales reps.
âś… Need help fnding high-performing sales managers?
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