„The growth and development of people is the highest calling of leadership.”
— Harvey S. Firestone
“Where have you or do you plan to invest to improve sales productivity?”
That’s the question we asked the participants of our 2014 MHI Research Institute Sales Performance and Productivity Study. In the last part of this series, we discuss one remaining data point: 55% of our participants consider the deployment of dedicated sales manager training and development programs as a focus this year.
The leverage effect of frontline sales managers (FSMs) defines their huge impact on sales execution
The frontline sales manager’s role is where sales execution happens. Think about their average span of control in your organization, and you will quickly realize how huge their leverage effect is. This role decides where salespeople sell, to whom they sell, how they sell and often also which parts of the portfolio they sell. What makes the role so demanding is the need to continuously balance between areas that are often competing against each other: customer, people, and business. The FSM triangle offers a framework to deal with this challenge. FSMs have to become a frontline coach, a leader and a business manager at the same time. It is more than evident that the FSM’s role is different from a sales role and different from other management roles. What about their training and development?
Integrated FSM development don’t seem to be a top priority
Eleven percent of our participants indicated that they had already implemented sales manager development programs in 2013 or earlier. For another 55%, it was or is a priority in 2014/2015. What the numbers say is that the topic is somewhat a priority but still not a top priority – comparing this 55% to the 81% and 82% of investments for salespeople. If we truly understand the FSMs’ relevance and their leverage effect in any sales organization, these priorities have to be changed.
Leaders are not just born… they have to be developed
“The most dangerous leadership myth is that leaders are born – that there is a genetic factor to leadership. This myth asserts that people simply either have
certain charismatic qualities or not.
That’s nonsense; in fact, the opposite is true. Leaders are made rather than born.”
–Warren G. Bennis
What happens is that poorly developed frontline sales managers drive top performers out of the organization and promote mediocre performance from those who remain. This is not acceptable for any sales leader with ambitious performance goals. World-Class Sales Organizations understand that developing FSMs is a wise investment with a huge leverage effect to add growth and effectiveness to the top line. They understand that the costs of doing nothing is much bigger.
Holistic development programs for FSMs are mandatory to drive productivity
The challenge to develop world-class FSMs is to design a holistic program based on three pillars:
- First, the program has to reflect the three areas – customer, business and people – and how to balance them, which requires an additional focus on building adaptive competencies.
- Second, the program has to address the FSMs’ specific focus – managing the right activities and coaching the right behaviors, based on leading indicators. That’s why general management programs don’t apply.
- Third, the FSM development program must have an interface to sales force enablement regarding the “people” area. This is where coaching comes into play. The FSMs’ coaching approach should reinforce the overall enablement approach to driving adoption. Therefore, the FSM coaching approach has to be derived from the same design point as the customer’s journey.
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