Sales managers are the backbone of any revenue-driven organization. They not only oversee sales teams but also influence strategy, customer relationships, and overall business growth. While many managers perform adequately, only a select few achieve exceptional results, consistently driving high performance and motivating their teams to exceed targets. Understanding the difference between average and exceptional sales managers is crucial for organizations seeking sustainable growth.
This article explores the key traits, skills, and behaviors that distinguish average sales managers from exceptional ones, offering insights for leaders who want to elevate their sales team performance.
Core Responsibilities of a Sales Manager
Before exploring what makes a sales manager exceptional, it’s important to understand their fundamental responsibilities:
Setting sales targets and objectives
Monitoring team performance and KPIs
Developing sales strategies and processes
Coaching and mentoring sales representatives
Building strong customer relationships
Reporting and analyzing sales data for decision-making
While these responsibilities are shared across all sales managers, the approach, execution, and impact vary significantly between average and exceptional performers.
Key Traits of Average Sales Managers
Average sales managers typically meet expectations but rarely exceed them. Common characteristics include:
Reactive Leadership
Addresses problems as they arise rather than anticipating challenges
Waits for issues to escalate before taking action
Limited Coaching Skills
Focuses on administrative tasks rather than mentoring
Provides generic feedback instead of personalized guidance
Short-Term Focus
Concentrates on immediate sales targets
Neglects long-term team development or strategic planning
Minimal Engagement with the Team
Rarely motivates or inspires team members
Relies on authority rather than building trust
Data-Driven, but Narrow in Scope
Tracks sales numbers but ignores underlying patterns or customer behavior
Uses metrics reactively rather than proactively for growth
While average managers maintain functional teams and achieve baseline results, their approach limits growth potential and team engagement.
Traits of Exceptional Sales Managers
Exceptional sales managers go beyond meeting targets; they drive performance, culture, and sustainable success. Key traits include:
1. Visionary Leadership
Sets clear long-term goals and communicates a compelling vision
Inspires the team to embrace challenges and aim higher
Anticipates market shifts and prepares the team proactively
2. Effective Coaching and Mentoring
Provides tailored guidance based on individual strengths and weaknesses
Invests in skill development through training and real-world feedback
Builds confidence and accountability within the team
3. Data-Informed Decision-Making
Analyzes KPIs to identify trends, opportunities, and risks
Uses insights to optimize sales strategies and territory planning
Balances quantitative data with qualitative feedback from clients and team members
4. Strong Emotional Intelligence
Understands team members’ motivations and concerns
Builds trust, empathy, and rapport with employees and clients
Resolves conflicts constructively and maintains team morale
5. Proactive Problem Solving
Anticipates challenges before they impact performance
Implements innovative solutions to overcome obstacles
Encourages creativity and adaptability within the team
6. Focus on Long-Term Growth
Invests in both individual and team development
Aligns sales strategies with company vision and sustainable revenue growth
Recognizes and rewards top performers while mentoring underperformers
Leadership Style Differences
Average Managers:
Tend to micromanage or follow rigid procedures
Prioritize control over collaboration
Rely heavily on hierarchy to enforce compliance
Exceptional Managers:
Empower their teams to take ownership and make decisions
Encourage collaboration and innovation
Lead by example and earn respect through performance and integrity
Communication and Motivation
Communication sets exceptional managers apart. Average managers often give instructions and expect compliance, whereas exceptional managers communicate with clarity, purpose, and empathy.
Motivation: Exceptional managers inspire intrinsic motivation, helping team members see personal growth and career opportunities beyond quotas.
Feedback: They provide constructive, specific, and actionable feedback rather than generic evaluations.
Transparency: They share strategy, insights, and rationale behind decisions, creating trust and alignment.
Impact on Team Performance
The difference between average and exceptional managers is reflected in their team’s performance:
Average Managers’ Teams: Meet quotas inconsistently, have higher turnover, and exhibit limited engagement.
Exceptional Managers’ Teams: Consistently exceed targets, display higher morale and retention, and adapt quickly to market changes.
Exceptional managers build high-performance cultures, turning individual contributors into top-performing teams.
How Organizations Can Foster Exceptional Sales Management
Organizations looking to elevate sales performance can focus on:
Training and Development: Provide ongoing leadership and coaching programs.
Mentorship Opportunities: Pair emerging managers with proven high performers.
Performance Metrics: Evaluate managers on team growth, retention, and development, not just sales numbers.
Culture of Accountability: Encourage managers to lead by example and take ownership of results.
Recognition and Reward: Celebrate exceptional leadership to reinforce desired behaviors.
Investing in management development ensures the organization benefits from strong sales leadership at every level.
Final Thoughts
The difference between average and exceptional sales managers lies not just in results but in approach, mindset, and leadership style. While average managers maintain the status quo, exceptional managers inspire, coach, and strategically drive their teams to achieve sustainable, high-level performance.
Organizations that recognize, cultivate, and reward exceptional sales management unlock the full potential of their sales teams, ensuring long-term growth, higher employee engagement, and stronger customer relationships.
Exceptional sales managers don’t just manage—they lead, inspire, and transform the way their teams perform.
