Sales managers are the driving force behind the success of all sales organizations, making it an exceedingly in-demand and rewarding career. However, it’s important to understand that the role can be very demanding and stressful. According to a survey conducted by HubSpot, 68% of sales account managers describe their lifestyle as “challenging”. 

Well what does a sales manager do that is so challenging? As a sales manager, you’ll be responsible for meeting quotas, keeping your team accountable, and inspiring and coaching your team. There’s rarely a slow day in this role. 

To succeed as a sales manager, you need the right personality, skills, characteristics, and strengths. These will help you lead a team of salespeople, create sales plans, set goals, analyze data, and hire the right team members. 

Whether Sales Manager is already your title, you want to know how to become a sales manager, or you just want a more in-depth sales manager job description, this checklist of traits and sales manager skills will give you a great idea of where you can start focusing on your improvement. 

Effective leadership and team management are at the heart of the sales manager’s role. These skills help in guiding the team towards achieving their goals and maintaining a motivated and cohesive unit. 

1. Lead by Example

Jamie Dimon, CEO of JPMorgan Chase, is a prime example of leading by example. Emphasizing the importance of earning trust and respect in a recent shareholder letter, Dimon wrote, "People need to know that even when you make mistakes, you’re willing to admit them and take corrective action. Good people want to work for people they respect, and they will not respect people who take all the credit and share all the blame." 

Demonstrating his commitment to this principle, Dimon opened up about a mistake he made by outsourcing JPMorgan’s security guards as a cost-cutting measure. This resulted in the same guards returning to work but with their healthcare benefits cut in half. Recognizing the inane situation, Dimon reversed the decision, writing, "JPMorgan Chase’s success will not be built off the backs of our guards - it will be the result of fair treatment of all of our employees." 

Setting a strong example inspires your team to follow suit and uphold high standards. Nobody likes a hypocrite!

2. Development Mentality 

To be a successful sales manager, you must focus on developing your team’s skills and coaching them to reach their full potential. For insights on coachability from industry experts Bill Caskey and Bryan Neale, check out this episode of Outside Sales Talk podcast where they demonstrate how to be a great leader and coach your team to success.

3. Delegation

By delegating tasks, effective sales managers can focus on higher-level strategic planning and problem-solving while empowering their team members to take ownership of their work. 

For example, consider a sales manager who delegates the task of creating weekly sales reports to a junior rep. This not only frees up the manager’s time to focus on other initiatives but also provides the junior rep with valuable experience and a sense of responsibility. Over time, the junior rep becomes proficient in report generation, allowing the manager to delegate even more complex tasks. This fosters growth and skill development within the team, a true win-win situation.

4. Team Formation 

A good sales manager must build a cohesive and high-performing team by understanding team dynamics, while remembering that no two team members are the same. 

For instance, a sales manager might recognize that a rep excels in relationship building but struggles with data analysis. By pairing this individual with another team member who has strong analytical skills, the manager can create a balanced team that leverages each member’s strengths. This strategic approach not only improves overall team performance but also helps individuals learn from each other, fostering a culture of mutual growth and support.

5. Conflict Resolution 

Smoothly and efficiently resolving conflicts to maintain a positive work environment is a mandatory skill set for a sales manager. Not every salesperson is good at communicating effectively with their coworkers. If two sales team members are in disagreement over something, a sales manager can mediate by facilitating a discussion where each party can voice their concerns. 

By actively listening and encouraging open communication, the sales manager can help them understand each other's viewpoints and work towards a fair resolution. This approach not only resolves the immediate conflict but also reinforces a culture of respect and communication within the team, which is an important attribute if you are looking to improve your sales manager skills.

6. Inspiration 

As a sales manager, you must create a vision that your team wants to follow, motivating them through passion and commitment. Cofounder of Apple Steve Jobs was once asked about the secret to Apple’s success and replied, “We’re just enthusiastic about what we do.” You can hire great people and form a great team, but if they lack passion or aren’t invested in your vision, you will never get the most out of them. 

7. Confidence 

Mike Tyson, the baddest man on the planet, once said, “Confidence applied properly surpasses genius.” Inspire trust and reliability within your team through confidence in your abilities and decisions. Self-assurance in a leader can be contagious, boosting the morale and confidence of the entire team. 

Additionally, when a sales manager approaches a difficult situation with a positive attitude and confidently presents a plan of action, the team is reassured that they are capable of overcoming obstacles and setbacks without issue. 

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Strong interpersonal and communication skills are crucial for a sales manager. These important sales manager skills ensure effective interaction with team members, clients, and stakeholders.

8. Active Listening 

To be an effective sales manager, you must fully concentrate, understand, respond, and remember what team members, prospects, and others are saying to you. In this Outside Sales Talk podcast episode, CEO Roger Martin shares both the basics and the nuances of active listening. Regardless of the audience speaking to them, a good sales manager will pay close attention, ask clarifying questions, and provide thoughtful feedback.  

9. Empathy

As a sales manager, you must connect on a deeper level with your team and clients, building strong relationships and dismissing that “pushy salesperson” stereotype. Sales strategist Aleasha Bahr puts forth her forward-thinking strategies regarding sales empathy in this Outside Sales Talk podcast episode, and reminds any would-be sales managers that authenticity and empathy are essential tools for success.

10. Communication 

While entire university degree programs are dedicated to the mastery of communication, a good rule of thumb to remember is that constantly talking isn’t necessarily communicating. If your message isn’t received or understood, communication has failed on both ends of the exchange. A key sales manager skill is that you must clearly convey goals, expectations, and feedback to ensure everyone is aligned. 

When introducing a new sales strategy, for example, a sales manager with strong communication skills will clearly articulate the plan, the reasons behind it, and the expected outcomes. They will encourage questions and feedback to ensure that all team members fully understand and are on board with the strategy. 

Learn how to build trust through communication with the guide specifically tailored for sales managers!

11. Negotiation 

This may feel like a no-brainer, but sales managers need to close deals and secure favorable terms through effective negotiation. “Everything in life is a negotiation”, says Chris Voss, former FBI negotiator. He gives tips on how to get your prospects to talk and explains how to apply high-stakes negotiation techniques in this episode of Outside Sales Talk podcast. 

Good sales managers know that the market is always evolving. Customers become more knowledgeable and thus more demanding over time, so even veteran salespeople should continuously seek to improve their negotiation techniques.

12. Customer Focus 

An effective sales manager must always consider the customer's perspective in decision-making to meet their needs and expectations. For example, good sales managers should regularly gather feedback from customers to understand their pain points and preferences. By actively listening to this feedback and making necessary adjustments to products or services, the manager demonstrates a commitment to meeting customer needs. 

Additionally, training your sales team to prioritize customer satisfaction in their interactions further reinforces a customer-centric culture. You may not be able to actually treat every customer like they are your most important customer, but you can still make them feel like they are. 

13. Cultural Competence

A wise sales manager knows that understanding and respecting cultural differences leads to enhanced communication and relationship-building. Whether you are selling globally or locally, the more you understand other people’s cultural backgrounds, the more you can connect with them. 

14. Networking 

A successful sales manager builds and maintains a strong professional network for new opportunities and partnerships. A sales manager should attend industry conferences and events to meet potential clients or partners and establish meaningful connections.

Additionally, leveraging social media platforms like LinkedIn to stay connected and share industry-relevant content helps keep these relationships active and beneficial. The average salesperson a decade ago may not have taken LinkedIn seriously, but it has since become a must-use resource.  For more in-depth advice on networking from industry experts, check out this trio of episodes from Outside Sales Talk podcast, featuring author David JP Fisher, CEO Brynne Tillman, and #1 LinkedIn Expert Chris J “Mohawk” Reed.

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Strategic thinking and analytical skills are essential for planning and decision-making. These sales manager skills help in setting long-term goals and preparing for future challenges.

15. Goal Setting 

The most productive sales managers set long-term goals and create actionable plans to achieve them. Badger Maps CEO Steve Benson believes that “Setting goals is the first step in turning the impossible into the inevitable.” Breaking large goals down into smaller, actionable steps can make them more achievable and exciting. And when creating goals, remember to follow the SMART model - specific, measurable, attainable, relevant, and time-bound - and keep the big picture in mind.  

16. Forecasting

Forecasting touches so many aspects of a business - resource planning, budgeting, sales strategy alignment, and more. A sales manager needs to be forward-thinking in planning and analyzing data to stay prepared for future sales trends. A sales manager might use past sales data, seasonal trends, and market research to project next quarter's sales. 

Forecasting is a challenging skill to master because some external factors can’t always be accounted for, such as economic shifts or new competitors. Luckily, modern technology tools play a helpful role in enhancing forecasting accuracy. Sales managers can leverage CRM systems, customer data, and analytics software to gather and analyze large volumes of data quickly. 

Check out this in-depth guide to The 7 Best Sales Planning Tools to discover the right tools for forecasting, CRM, route planning, and more! 

17. Problem Solving

A sales manager will face problems, big and small, every single day and wouldn’t be much use if they were unable to overcome them. Problem-solving involves identifying the root cause of issues, developing viable solutions, and implementing these solutions in a timely manner. 

If a sales manager has a team that is consistently missing their targets, the manager needs to diagnose the underlying issues, which could range from insufficient training to market saturation. The solution might involve additional training sessions, revising sales tactics, or exploring new markets. By analyzing sales performance data, seeking input from team members, and brainstorming potential solutions, the sales manager can develop a strategy to address the obstacle and be the ultimate problem solver. 

18. Financial Acumen 

A good sales manager must understand financial metrics to make informed strategic decisions. A sales manager must also always consider their return on investment and recognize when the allocation of resources will lead to a win-win situation for all involved. Using streamlined ROI calculators and other such financial measures to find the ideal solutions for your team goes a long way. Prioritizing and handling the no-brainer situations will leave a lot of wiggle room when it comes to the more nuanced money situations.

19. Decision-Making 

It is imperative for a sales manager to make informed decisions and take decisive actions that benefit your team and organization. “You can’t just flutter around, trying this and that. You have to be confident in your ability to get things done fast through your decision making.”, says Scott Leese, author and CEO of SL Consulting.  Among other useful sales tips, Scott details how to be more decisive, confident and make effective decisions in this episode of Outside Sales Talk podcast. 

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Personal attributes and a commitment to professional development are key to continuous improvement and adaptability in the sales manager role.

20. Resilience & Positivity 

Resilience and positivity are essential traits for sales managers to navigate the highs and lows of the sales cycle. Resilience involves the ability to recover quickly from setbacks, while positivity helps maintain a constructive and motivating atmosphere within the team. 

When a major deal falls through, a resilient sales manager will quickly regroup, analyze what went wrong, and develop a new plan of action. If coupled with maintaining a positive outlook, the manager can inspire the team to stay motivated and focused on the next opportunity. This approach not only helps the team bounce back from hits in morale but also reinforces a culture of perseverance and optimism.

These traits ensure that the team remains cohesive and driven, even in the face of adversity. Paul Reilly, sales author and host of The Q and A Sales Podcast posits,  “Tough times come in all different forms and I can’t think of a group of professionals that are better prepared to handle tough times than salespeople.” in this episode of Outside Sales Talk that focuses on developing resilience and positivity in sales. 

21. Adaptability & Flexibility

Adaptability and flexibility are crucial for sales managers to thrive in the ever-changing sales environment. Some aspects of sales may not seem to change much, but the reality is that the sales game has transformed dramatically over the past 50 years, and a sales manager must pivot strategies and approaches as needed to stay competitive. 

Flexibility also extends to management styles and processes. A sales manager who is open to feedback and willing to implement new ideas or technologies can continuously improve team performance. Embracing change and encouraging a flexible mindset ensures that the sales team remains resilient and capable of achieving their goals in a dynamic market landscape.

22. Motivation & Passion 

Warren Buffett, famed investor and businessman, says it well: “Without passion, you don’t have energy. Without energy, you have nothing.” 

As a sales manager, you will need to energize your team through your enthusiasm and drive. Celebrating small wins, providing constructive feedback, and sharing stories of how their work positively impacts customers are great ways for a sales manager to cultivate motivation and passion within the team. 

23. Continuous Learning 

The best leaders never stop learning, and it is no different for sales managers - you’ll need to stay up-to-date with the latest sales trends and techniques. There are many ways to implement continuous learning: conferences, workshops, in-person and online training courses, and relevant sales books, articles, and podcasts. 

In addition, continuous learning also involves staying informed of competitors' strategies and newly emerging tools and technologies. Sometimes the adoption of a single piece of software or a dynamic sales app makes the difference. For example, you might feel pretty foolish if you had never heard of the route optimization app your competition has been using for years that has consistently helped them sell over 20% more since adoption. 

24. Growth Mindset 

A credible sales manager must demonstrate a willingness to accept feedback, learn from it, and implement changes for improvement. Having a growth mindset means being coachable. The best sales managers are open to new ideas, continuously seek ways to enhance skills, and show a readiness to adapt as-needed. Managers around the world agree that it’s important to hire sales team members that are coachable, so it’s clearly an important quality to possess yourself. 

Embracing a growth mindset can also involve actively seeking mentorship. Sometimes overlooked in the world of sales, a good mentor can truly accelerate your sales career and objectives.

Want to know how sales leaders such as John Barrows, Samantha McKenna, and Steve Benson became so successful? Check out their best sales growth strategies here!

25. Honesty & Integrity

A prospect will never close a deal with a salesperson that doesn’t seem trustworthy or credible. So always keep in mind that integrity and honesty are foundational traits for building trust and credibility as a sales manager. 

A sales manager who is honest about product capabilities, delivery timelines, or potential challenges builds long-term trust with clients. Similarly, being upfront with the sales team about performance expectations, company policies, and feedback leads to an environment of openness and reliability. Owning up to mistakes is another critical aspect of integrity and honesty - when a sales manager makes an error, acknowledging it and taking corrective action shows accountability and builds respect.

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26. Technology Leverage 

Leveraging technology is crucial for sales managers to enhance efficiency, streamline processes, and gain valuable insights. Modern sales organizations should be utilizing a CRM system to track customer interactions, manage leads, and analyze sales data. If you’re already using a great CRM, you should be looking to integrate it with other tools and technologies in your tech stack and unlock its full potential. 

For instance, Danaher linked their CRM to Badger Maps and experienced significant improvements in sales efficiency. CRM usage jumped by 50%, prospect meetings rose by 57%, and the targeted meeting close rate increased by 90%. You can’t afford not to seek out the best technology for your team. 

27. Tool Selection

Using the right technology will allow sales managers to keep track of their team and know where they are, what they’re doing, and measure productivity and close rates while not intruding on the salesperson’s day-to-day routine. Managers should use the information they receive to offer each member feedback, support, and motivation.

A great app to take care of these functions for you is Badger Maps. It’s not only great for outside sales reps, but also for sales managers and sales trainers. As a manager of a field sales team, it can be hard to stay up to date with what reps are doing. Badger Maps Team View feature makes collaboration easy. You can view the status of team member accounts, view territories, and access your team’s activity.

Managers get Manager View, which allows them to access team member check-ins, territories, routes, and activity reports. This information allows sales managers to understand what’s happening in the field and catch problems before they arise.  Managers are also able to rebalance their reps’ territories and access or edit their routes at any time. With a management tool like Badger Maps, everyone on the team will be on the same page, regardless of where they are in the field.

Badger Maps is one of the best sales software for sales managers. It can help you with every aspect of your job, from route planning to closing. 

On average, sales teams using Badger Maps save 8 hours a week, sell 22% more and drive 20% less. 

Discover the value of Badger Maps by trying it out yourself. Start a free trial or schedule a demo now!

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Operational and technical skills ensure that sales managers can effectively manage the day-to-day tasks and utilize technology to their advantage.

28. Hiring 

Even if your company or organization has an A+ hiring manager, part of the team hiring process can fall to the sales manager. Therefore, you must be ready to identify and bring in the right talent to contribute to the team's success. 

During his creation of Disneyland, Walt Disney expressed “I can teach anything to anyone, except to smile.” Disney recognized that problem-solving skills can be taught but attitude is inherent. While evaluating candidates' skills is essential, assessing two other critical traits is equally important: attitude and passion. The business adage "hire the attitude, teach the skill" holds true here. If your sales team hires lack proactive attitudes, they won't develop them later on.

Seek out sociable sales representatives who find joy and satisfaction not only in making the sale, but in helping customers find a win-win solution. Furthermore, involving current team members in the hiring process can provide additional perspectives, make team members feel heard, and help ensure a well-rounded evaluation of candidates.

29. Product Knowledge

You may have encountered a salesperson who flexed that whether it’s $100 of paper or $100 million of deep sea drilling equipment, they could sell anything to anyone. But what kind of credibility or reliability does a salesperson have if they don’t know their product? Understanding the features, benefits, and applications of the products they are selling enables sales managers to provide accurate information, address customer queries, and develop compelling sales strategies.

30. Time Management

“Time is money” could not be more true when it comes to sales. A sales manager must prioritize tasks and meet deadlines to keep the team on track. Good time management also sets a positive example for the team, promoting a culture of efficiency and organization. For example, a sales manager might use time management tools such as calendars, route optimizers, and project management software to organize their daily activities. Discovering and adopting something as simple as a route optimizer can save 20% driving time for your team, saving you a lot of money on gas!  By scheduling dedicated time for important tasks like team meetings, client calls, and strategic planning, the manager ensures that each aspect of their role receives adequate attention. 

31. Innovation

Innovation is a key trait for sales managers who want to stay ahead in a competitive market. It involves finding creative solutions to challenges, developing new strategies, and constantly seeking ways to improve processes and outcomes. Innovation distinguishes between a leader and a follower. 

Even if you don’t consider yourself an innovator, keep in mind that innovation can take many forms. Perhaps it's about adopting a new technology or refining your sales approach. It could involve analyzing customer feedback to create a new process or incorporating relevant sales tools to expedite your closes. No matter what form your innovation takes, offering your team the latest in sales advancements will build your reputation as a forward-thinker and position your company as a leader in the industry.

Use this checklist of traits and sales manager skills as you seek continuous improvement as a sales manager (and in building a robust résumé!). By embodying these essential traits and skills, sales managers can lead effectively, inspire their teams, and achieve outstanding results. 

Dedication to these qualities guarantee that sales managers remain capable and influential leaders in their field, continuing to play a pivotal role in driving the success of their teams.

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