Helpful Resources for Managing a Sales Team

In this guide:

• WHAT IS SALES MANAGEMENT?
• CREATING SALES STRATEGIES
• MANAGING SALES AND LEADING A SALES TEAM
• RECRUITING AND HIRING YOUR SALES TEAM
• REPORTING FOR SALES MANAGERS
• RESOURCES AND SOFTWARE FOR MANAGERS

What goes into managing a sales team? Sales managers’ responsibilities range from creating company-wide sales strategies to managing day-to-day activities to hiring new sales representatives to build out their teams.

Let’s take a look at some of the ways sales managers can manage sales, impact their teams and their company’s success.

What is sales management?

Sales management is the process of developing, organizing, optimizing, and overseeing sales teams, strategies, and processes. The role of a sales manager includes hiring and managing sales representatives, setting goals, defining processes, and reporting results.

Developing and implementing a sales strategy

One essential role of a sales manager is creating and implementing a sales strategy that guides how the sales team functions. The sales strategy lays out a plan for how the team will reach its goals.

A sales strategy should define elements such as target markets and value propositions, as well as the channels and tactics that will be used to achieve sales goals.

Developing and executing a sales strategy requires research, analysis, and collaboration. The sales strategy should align with the company’s overall goals and incorporate the sales team’s knowledge. Sales managers should regularly review their sales strategies and refine them as needed. While managing sales, crafting a data-driven sales strategy is crucial for long-term success.

Setting clear goals

Setting well-defined goals is an essential sales management strategy because it keeps the sales team on track and lets sales representatives know what’s expected of them. Sales managers may set goals for key performance indicators (KPIs) such as sales volume, customer acquisition, and revenue.

When managing sales, it’s helpful to break goals down by timeframes, such as by year, quarter, and month, and by the whole organization, by team, and by individual.

Defining the sales process

A sales process defines your sales team’s steps to convert prospects into customers. It creates consistency and accountability and gives your sales team a concrete plan for what to do and when. Like sales strategies, sales managers should regularly review and update their sales process.

Implementing your sales process in a CRM like Nutshell enables you to keep your process organized and automate elements of your process, such as assigning leads to sales representatives and moving them through your pipeline.

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Providing sales training and coaching to team members

Sales managers can elevate their team’s skills and performance through training and coaching. Sales managers might provide training themselves or plan and oversee training programs.

Training may cover product knowledge, sales techniques, customer service, and other relevant topics. Sales managers can provide coaching through one-on-one meetings, group sessions, or other formats and should tailor coaching to team members’ needs, experience, and skill levels.

Conducting regular team meetings

Regular meetings, when run well, keep sales teams informed, aligned, and engaged. During these meetings, teams can discuss progress toward goals, challenges sales reps face, and opportunities for improvement and growth.

These meetings should be well-structured with a clear focus and agenda and opportunities for all team members to participate. Both one-on-one and team meetings can be valuable.

Motivating and inspiring team members

Another way sales managers can help their teams succeed is by keeping them motivated and inspired.

Some ways sales managers can inspire their teams include:

• Providing incentives
• Recognizing achievements and progress
• Creating a positive, supportive team culture

As a sales manager, you can gather feedback from your team on what motivates them so you can tailor your efforts to your team and individual reps.

Managing team performance and providing feedback

Managing team performance is another critical aspect when determining how to manage a sales team. Team managers should monitor and regularly evaluate each sales rep’s performance and provide feedback.

This may involve reviewing performance data and listening in on or joining sales calls. These reviews keep managers up to date on potential issues and things that are working well. They can then address these issues individually or with the whole team if they apply to everyone.

Providing regular constructive, objective, and supportive feedback helps ensure sales reps are aware of their strengths, potential opportunities for improvement, and progress toward their goals.

Providing resources and support to help team members achieve their goals

The right resources and support are essential for sales teams’ success. It’s important to regularly check in with team members to ensure they have the tools needed to achieve their goals.

Sales managers should ensure their teams have access to the right resources, such as:

• Training and development materials
• Tools and technologies, such as an easy-to-use CRM
• Support from management and other team members

Providing this support is often called sales enablement.

Fostering a positive team culture and managing team dynamics

Sales managers also need to manage team dynamics to help set their teams up for success. This involves creating a positive culture, promoting collaboration, and managing conflicts.

Creating a positive team culture is key to team morale and performance. Sales managers can foster a positive team culture through clear communication, setting clear expectations, and providing recognition and support.

Providing opportunities for team members to get to know each other through events can also help improve a team’s culture and dynamics.

Determining sales commission structures

Another vital role of sales managers is establishing compensation expectations, including base salary and commission. Sales managers often work with other leaders in their organization on this task.

Managing team budget and resources

Managing the team’s budget and resources involves ensuring the team has the resources it needs while staying within budget limitations. Sales managers may set budgets, track expenses, and determine how to allocate resources. Regularly reviewing budgets and adjusting them as needed helps ensure sales teams continue to have the resources they need.

Recruiting and hiring sales reps

Sales managers, talent acquisition teams, HR departments, and others in their organization play important roles in recruiting and hiring new sales reps for their teams.

Managers need to identify their team’s personnel needs, find candidates with the right skills and qualities, and recruit them through job postings, networking, and other methods.

Retaining your sales team is another important area for sales managers to focus on. Many of the tips above, including keeping your team motivated, creating a positive team culture, and providing training and coaching, can help with this.

Onboarding sales reps

Creating a smooth onboarding process is essential for the success of your sales team. A well-designed onboarding process gets new team members up to speed quickly and helps them develop the skills and knowledge they need to succeed.

Onboarding may include training on product knowledge, sales techniques, your sales process, and more. As a sales manager, you may handle onboarding and training directly or plan and oversee an onboarding program.

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Sales managers need to track the effectiveness of their sales strategy and teams and progress toward their goals. Tracking, analyzing, and reporting key performance indicators (KPIs) makes this possible.

These reports and KPIs enable sales managers to adjust their sales strategy and processes as needed, provide the necessary training and coaching, ensure their teams are on track with their goals, and keep the sales team aligned with broader business objectives.

Reports for sales managers

Some important reports for sales managers include:

• Weekly, monthly, and quarterly sales reports
• Revenue-by-salesperson reports
• Net income reports
• Sales goals reports
• Forecasting reports
• Sales commission reports
• Sales funnel analyses

Metrics for sales teams

Some important metrics to track include:

• Number of incoming deals
• Sales rep activities, such as the number of calls made or tasks completed
• Sales call duration
• Individual and team sales goal progress
• Customer retention
• Customer lifetime value (CLV)
• Upsell and cross-sell rates
• Number of deals won and lost
• Sales cycle length
• Conversion rate
• Value and number of deals won
• Revenue figures

One of the most impactful ways sales managers can set their teams up for success is by ensuring they have the right tools and technology. Managers should evaluate their team’s needs and choose user-friendly tools that have the right features and will help the team reach its goals.

Tools

Some essential tools for sales teams include:

• Customer relationship management (CRM) software
• Project management tools
• Collaboration platforms such as internal chat and video conferencing tools
• Performance management tools for tracking goals
• Email management tools
• Sales and marketing intelligence tools
• Live chat tools
• Analytics and reporting tools
• Training tools such as documentation libraries and training programs

One of the most important tools for any sales team is CRM software. CRMs enable you to organize and track your sales processes, keep track of relationships with leads and contacts, automate elements of your sales process, and track your progress toward your goals.

CRM features

Some CRMs, like Nutshell, also include email marketing capabilities so you can use email to convert more leads and keep up with your customers right from your CRM.

Features you should look for in a CRM include:

• An easy-to-use sales dashboard
• Sales reporting capabilities
• Forecasting features
• Pipeline management
• Activity reporting
• A flexible sales process builder
• Automated lead assignment
• Funnel reporting
• Responsive, friendly customer support

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Frequently asked questions

1. How can I effectively motivate my sales team beyond just commissions, especially when facing challenging targets?

While commissions are a powerful driver, true motivation for a sales team runs deeper. To keep your team engaged and performing, especially during tough times, consider a multi-faceted approach:

1. Clear, Achievable Goals: Work with your team to set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals. When reps understand what they’re working towards and why it matters, they’re more invested. Nutshell’s goal-setting features can help you track progress transparently.
2. Recognition & Appreciation: Acknowledge effort and success publicly and privately. Glassdoor studies show that 81% of employees are more motivated by manager appreciation. This could be a shout-out in a team meeting, a personalized email, or small non-monetary rewards. Celebrate wins, big and small!
3. Continuous Training & Development: Invest in your team’s growth. Provide ongoing training, workshops, and access to resources that help them hone their skills. This shows you value their long-term career path. Nutshell’s CRM resources can be a great starting point for self-paced learning.
4. Autonomy & Empowerment: Give your reps ownership over their process where possible. Trusting them to manage their pipeline and client relationships fosters a sense of responsibility and pride. Your Nutshell CRM provides the tools for them to manage their work efficiently.
5. Team Competitions & Gamification: Inject some fun and healthy competition. Leaderboards, sales contests with desirable (non-cash) prizes, or team challenges can boost morale and drive specific behaviors. Nutshell’s reporting features can easily track performance for these initiatives.

By focusing on these areas, you build a resilient, motivated sales force that thrives even when the going gets tough.

2. What are the best strategies for addressing and improving underperformance within my sales team?

Addressing underperformance is a critical, yet often delicate, part of sales management. It’s about support and development, not just criticism. Here’s a structured approach:

1. Identify the Root Cause: Don’t jump to conclusions. Is it a lack of skill, effort, motivation, or external factors? Use your Nutshell CRM data to analyze their activities (calls, emails, meetings), conversion rates, and pipeline health. Is there a specific stage where they consistently struggle?
2. One-on-One Coaching: Schedule regular, dedicated one-on-one sessions. Provide constructive, specific feedback based on observed behaviors and data. Ask open-ended questions to understand their perspective and challenges. Nutshell’s activity logging and reporting can provide concrete examples for discussion.
3. Develop a Performance Improvement Plan (PIP): Collaborate with the rep to create a clear, time-bound plan with measurable goals. This might include specific training modules, shadowing top performers, or focusing on particular sales activities. Document the plan and schedule regular check-ins.
4. Provide Resources & Training: Offer targeted training to address skill gaps. This could be product knowledge, objection handling, or CRM utilization. Leverage Nutshell’s features to streamline their workflow and reduce administrative burden, allowing them more selling time.
5. Set Clear Expectations & Consequences: Ensure the rep understands the expectations for improvement and the potential consequences if those expectations aren’t met. While difficult, this clarity is essential for both the individual and the team.

Remember, your role is to empower them to succeed. With the right support and a clear path forward, many underperformers can turn into valuable team members.

3. How can I implement effective sales coaching to continuously develop my team’s skills and drive better results?

Effective sales coaching is less about telling and more about guiding. It’s an ongoing process that significantly impacts individual and team performance. Here’s how to build a robust coaching program:

1. Regular 1:1 Sessions: Schedule consistent, dedicated coaching sessions (weekly or bi-weekly). These aren’t just check-ins; they’re opportunities for skill development. Use Nutshell’s activity reports to review recent calls, emails, and deal progress as a basis for discussion.
2. Focus on Specific Behaviors: Instead of broad feedback, pinpoint one or two specific behaviors to improve. For example, ‘improve discovery questions’ or ‘strengthen objection handling.’ Role-playing these scenarios can be highly effective.
3. Active Listening & Questioning: Encourage self-reflection. Ask questions like, ‘What do you think went well in that call?’ or ‘What would you do differently next time?’ This helps reps develop their own problem-solving skills.
4. Leverage Data for Insights: Use your Nutshell CRM to identify trends in individual performance. Are they struggling with lead qualification? Closing? Follow-up? Data provides objective insights into where coaching is most needed.
5. Lead by Example & Shadowing: Occasionally join reps on calls or meetings (with client permission) to observe and provide real-time feedback. Conversely, have newer reps shadow top performers to learn best practices.
6. Provide Resources: Point them to relevant training materials, articles, or internal playbooks. Nutshell’s centralized information can ensure everyone has access to the latest sales collateral.

By making coaching a consistent priority, you’ll not only improve individual sales skills but also foster a culture of continuous learning and excellence within your Nutshell-powered sales team.

4. What key metrics should I be tracking to accurately assess my sales team’s performance, and how can Nutshell help me leverage this data?

To truly understand and improve your sales team’s performance, you need to look beyond just closed deals. A balanced scorecard of metrics provides a holistic view. Here are key metrics and how Nutshell helps you track them:

Leading Indicators (Activity-Based): These predict future success.

• Number of Calls/Emails/Meetings: Tracks outreach volume. Nutshell’s activity logging automatically records these.
• New Leads/Opportunities Created: Measures pipeline generation. Easily viewable in Nutshell’s lead and pipeline reports.
• Sales Cycle Length: How long it takes to close a deal. Nutshell’s pipeline analytics provide this insight.

Lagging Indicators (Outcome-Based): These show past results.

• Conversion Rates (Stage-by-Stage): Identifies where deals are getting stuck. Nutshell’s sales funnel reports visualize this clearly.
• Win Rate: Percentage of opportunities won. A core metric in Nutshell’s performance dashboards.
• Average Deal Size: The typical value of closed deals. Tracked within Nutshell’s deal management.
• Revenue Generated: The ultimate outcome. Nutshell’s sales reports provide comprehensive revenue tracking.

Nutshell’s Role: Your Nutshell CRM is designed to be your single source of truth for these metrics. Its customizable dashboards and robust reporting allow you to:

• Visualize Performance: See individual and team performance at a glance.
• Identify Bottlenecks: Pinpoint areas where reps or the sales process might be struggling.
• Forecast Accurately: Make data-driven predictions about future revenue.
• Personalize Coaching: Use specific data points to guide your coaching conversations.

By regularly reviewing these metrics within Nutshell, you can make informed decisions, optimize your sales process, and drive consistent growth.

5. How can I foster a positive and high-performing sales team culture to reduce turnover and improve overall morale?

A strong sales culture is a competitive advantage, directly impacting morale, productivity, and retention. High turnover (which can be as high as 35% annually in sales) is costly, so investing in culture pays dividends. Here’s how to cultivate a winning environment:

1. Lead with Transparency & Trust: Be open about company goals, challenges, and successes. Foster an environment where reps feel comfortable sharing concerns and ideas. Nutshell’s shared dashboards can promote transparency around team performance.
2. Promote Collaboration, Not Just Competition: While healthy competition is good, emphasize teamwork. Encourage reps to share best practices, help each other with complex deals, and celebrate collective victories. Use Nutshell’s team features to facilitate shared pipelines and communication.
3. Invest in Well-being: Sales can be demanding. Encourage work-life balance, recognize signs of burnout, and provide resources for stress management. A healthy team is a productive team.
4. Value Feedback (Up and Down): Create channels for reps to provide feedback to management, and ensure that feedback is acted upon. Similarly, provide regular, constructive feedback to your team. Nutshell’s activity notes can be a great place to document feedback and progress.
5. Celebrate Successes & Learn from Failures: Acknowledge individual and team achievements consistently. When deals are lost, conduct post-mortems not to blame, but to learn and improve processes. Nutshell’s reporting can help analyze both wins and losses for insights.
6. Define & Live Your Values: Clearly articulate what your sales team stands for (e.g., customer-centricity, integrity, persistence). Ensure these values are reflected in daily actions and decisions.

By intentionally building a supportive, growth-oriented culture, you’ll create a sales team that not only hits its numbers but also genuinely enjoys the journey, making Nutshell a more vibrant and effective tool for everyone.

Additional resources for sales managers

The best sales managers are always learning new skills and sales management techniques, keeping up with the latest sales trends, and building their expertise. Check out the article below for some of the most helpful resources for sales managers, from blogs to books to newsletters.