I have always said that if I wanted to do something terrible to my worst enemy it would be to put them in a business where they had to manage people that have to sell their services and products without any training. That would certainly make anyone miserable for the rest of their lives. Yes, the sales professional of today has never had it harder.

Not For the Faint Of Heart

Managing the sales performance of a business and its’ greatest asset, their employees, is one of the most challenging and un-rewarding jobs that anyone could ever wish on a person. That is, if that person is left untrained and un-empowered to be successful. The biggest problem stems from the vast amount of things that happen on a day-to-day basis that come at you from the side. The average “civilian” wouldn’t know where to begin to deal with this kind of stress.

However, the job is much easier when you consider a basic principle of management. What is this magic principle that will make it so easy? Simply put, it is not your job as a manager to do the work. It is your job to inspire others how to do it and then coach them to maintain the skills necessary to continue to have predictable success in the future..

Do Your Job Not Theirs

I know this seems completely obvious to so many, but it is embraced by so few. Many of today’s sales managers have been elevated from a sales position themselves. Knowing what to do, they work too hard to “try and set an example” of how they want things done. They do this by jumping in and actually doing the frontline work. The mystified employee just sits back and watches the manager do their job and then becomes a de-motivated “paid audience.”

When management steps in to do a frontline employees job, it devalues the frontline employee and lowers their esteem. The business is then left with a deflated frontline employee who lacks confidence in their ability to sell to your customer. Not a pretty picture and certainly not your vision of the powerful frontline sales champion you are hoping to develop.

Create Sales Stars, Don’t Be One

You will never be able to implement new ideas that will grow or even maintain the sales revenue you want to achieve.  They should be able to sell at least as good if not better than you do as well. How will this happen? It is only possible if you stop doing the work and start expecting them to take over and get the results you expect. This is TRUE empowerment for any employee.

Some Cautionary Advice

Don’t expect everything to be done as you would. Just stay with the principles that you embrace when coaching them. After turning them loose, you might be surprised that their results are actually better than you achieved. When you are comfortable that they are achieving the results you are lloking for then take you new found free time to teach your employees how to master these systems even better.

Coach first and then turn them loose - It is malpractice to just have your employees “just figure it out.” Be clear as to how you see them doing their work and the strategy your team is trying to implement. Don’t just talk or preach to them. Listen first then ask them what they think they are missing. Only then should you provide the information they need.

Mistakes WILL happen - Mistakes will show you their level of understanding and mastery of the skills you are teaching. Mistakes are a gift in that they give you things to work on immediately. As a coach it is your job not to fix mistakes but instead show THEM how to. If nothing else it provides for great subjects for future sales training.

Think of yourself as a coach - No matter how bad the game is going, the coach never runs on to the field and starts to play. If things are not going as expected then make your game time adjustments and then send the players back on the field to try again with the new approach. Be aware that even the coach makes mistakes.

Use this information to become a better sales manager and to make your life easier. You will start to develop a leadership style that will inspire your employees to respect, honor and trust you. Your employees will then achieve a mastery that you never imagined would be possible.

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About the author: Joe Crisara is CEO of www.ContractorSelling.com a website that helps sales professionals to change their thinking and grow their sales. You can contact Joe by emailing him at joe@contractorselling.com

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