Successful sales teams are led by successful sales managers who encourage and motivate their team members to be top performers. The goals of a sales team include generating revenue and forming positive relationships with clients, their marketing colleagues, and executive management. The role of a sales manager includes coaching, planning, motivating, directing, controlling, and delegating tasks so they can meet these goals. In this sense, sales managers are directly responsible for their team’s performance, whether it’s negative or positive.

One of the essential skills of a high performing sales team is communication. Quality communication with your sales team will generate better results, and the team’s own communications skills are essential to their success. Sales teams and the companies they serve fail when their communication is poor or absent altogether. Communication is the key to making things happen.

There are three main attributes of successful communication by successful sales managers to their sales teams. The first is a superior evaluation. Consumer preference shifts when the market fluctuates. As sales inevitably fluctuate, the sales team will require a performance evaluation, an important ingredient of performance improvement. The evaluation should cover both objective success indicators and conversion rates related to closing sales. At the time of the evaluation, the market share of the company’s products and services should also be presented. Evaluating these necessary company metrics is important to help the sales team correlate the figures with their own efforts. The team will be able to see their performance indicators and identify where exactly their efforts have paid off, and where they can improve or change their sales strategies.

A second practice that successful sales managers should use when communicating with their sales team is to build up the team. Contrary to what many believe, teams are motivated by both empowerment and financial reward. Sales teams are not unlike sports teams, in that they share a common goal and work together to accomplish that goal. Sales teams strive to make sales, profits, and revenues. An effective way to communicate with a sales team is to address them as a single cohesive unit, reinforcing the idea that they share one goal, one mission, and one vision. Every member of the team contributes and the entire team enjoys the success of their accomplishment. Articulating the concept that they are stronger together than individually can have a dramatic effect on their achievement.

The third practice that successful sales managers should incorporate into their communications with their sales team is the viewpoint that customers should be given a voice. For sales associates, in particular, customers are essential to achieving the results they want. Sales teams have to interact with both customers and clients to make sales. Customers are actually the best resource for feedback on both sales techniques and the products or services being sold. Customer feedback can be obtained through surveys or targeted market research and will help salespeople address the needs of their customers, deepening relationships and leading to sales growth.

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