How to Be the Ultimate Sales Manager

The sales manager: occasionally (and hopefully) a more highly evolved salesperson who exists to lead, guide, assist, remove obstacles and eliminate excuses for, set the example, coach, train, serve and protect the salespeople reporting to him or her.

Sales managers are all around us; those in the selling game have likely encountered multiple. Like salespeople themselves, they have a wide range of qualifications, personality traits and work ethics, but the role of this figurehead is one that ties them all together.

This crucial leader is in place because of the people he or she leads, and this is a fact that can never be forgotten. Often, these coaches were once players of the game – likely above average or exceptional at that – but this is a new role, with new responsibilities and unique challenges. Whereas the salesperson is responsible for and accountable for one set of numbers, results and efficiencies (their own), the team leader must manage processes to achieve optimum results for their entire team.

Yes, that’s right – the sales manager’s primary role is management of process and people in perfect harmony.

In the realm of managing people, the boss needs to learn and understand them – their needs, strengths, areas of opportunity that need improvement, their potential and their pitfalls. It is important to stress to the team they manage that they exist to support them, answer questions or know where to find the answers (and know when to give them and when to require the work fall upon the seller), and that they take responsibility for doing their part in the salesperson’s career path. For, in any selling environment, sales manager and salesperson have a contract: upon issuance and acceptance of job offer, both parties agree to give their all, fulfill obligations in training, effort and results. Neither party can forget these promises.

The manager’s role in managing process – like any other facet of management – can have many different styles and approaches, but it boils down to one thing: the mechanics of successful leadership. Time management, ensuring that the training and coaching needs of his/her employees are being met, spending the right amount of time on each project and investing the right time and energy in the proper places – these are all incumbent upon the sales manager.

We will never see everything the sales manager grapples with, which is why an unclear picture of their worth sometimes exists. But an effective leader is so pivotal to any organization; their motivation, their wisdom and their ability to create and foster an environment that is conducive for results can and will make or break teams, offices, departments and companies.

Sales managers are an extremely valuable resource. They, too, must be trained, coached and shepherded along the path to exceptional leadership.

Just as a quality investment of time in a sales representative can positively impact every futuristic call they make, quality training and molding of a sales manager will trickle down to the hundreds of actions they undertake in a day, the hundreds of situations they face and the hundreds of employees who prosper under their tutelage.

The role of the sales manager – like any other rung on the ladder of the salesperson hierarchy – is imperative to make the sales wheel go around, be it for any part of the holy sales trilogy: the customer, the company and employees.


Carson V. Heady has written a book entitled “Birth of a Salesman” that has a unique spin that shows you proven sales principles designed to birth in you the top producer you were born to be. If you would like to strengthen your sales skills, go to

Heady posts for “Consult Carson” serving as the “Dear Abby” of sales and sales leadership. You may post any question that puzzles you regarding sales and sales leadership careers: interviewing, the sales process, advancing and achieving. You will also be directly contributing to his third book, “A Salesman Forever.”

Question submissions can be made via LinkedIn to Carson V. Heady, this Facebook page: , Twitter via @cvheady007 or e-mail at or you may post an anonymous comment as a reply to my WordPress blog at the bottom of this page:

About cvheady007

I am a Christian, Husband, Dad, workaholic and author. Biography Carson Vincent Heady was born in Cape Girardeau, MO, graduated from Southeast Missouri State University and moved to St. Louis in 2001. He has served in sales and leadership across Microsoft, AT&T, Verizon and T-Mobile. Carson is best-selling author of the Birth of a Salesman series, the first book of which was published by World Audience Inc. in 2010. He released The Salesman Against the World in 2014, A Salesman Forever in 2016 and Salesman on Fire in 2020. He is also featured in Scott Ingram’s B2B Sales Mentors: 20 Stories from 20 Top 1% Sales Professionals. Carson is a 7-time CEO/President’s Club winner across 5 roles at AT&T and Microsoft and National Verizon Rockstar winner. He has been recognized as a top social seller at Microsoft and is consistently ranked in the top 25 sales gurus in the world on Rise Global. He is included among the Top 50 sales authors on LinkedIn. With over 330K social followers, Carson has also been interviewed on over 30 sales and leadership podcasts, by such luminaries as Jeffrey & Jennifer Gitomer, Jeb Blount, Brandon Bornancin, Sam Dunning, Larry Levine, Darrell Amy, Scott Ingram, Thierry van Herwijnen, Jim Brown, Sam Jacobs, Luigi Prestinenzi, Donald Kelly, Marylou Tyler, George Leith, Pat Helmer, Eric Nelson, Ron Tunick, Jeff Arthur, Mary Ann Samedi, Jean Oursler, Andre Harrell, Marlene Chism, Bill Crespo, Matt Tanguay, Josh Wheeler and Chad Bostick. He has also co-hosted the Smart Biz Show on EG Marketing Radio. His articles have appeared in several noteworthy publications such as SalesGravy, Smash! Sales, Salesopedia and the Baylor Sports Department S3 Report. Carson lives in St. Louis, MO, with his wife Amy and daughters Madison, Sidonia and Charlotte.
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