Part 2 - From Recruitment to Results: Creating a High Performing Sales Team

A mid-level sales manager’s, primary goals is to build a (high-performing sales) team. You might just inherit a great team, or you might have the task of creating a team from scratch. For the latter, it involves recruiting the right talent, implementing comprehensive training programs, and creating a culture of continuous improvement. Let's explore effective methods to build a team that consistently meets and exceeds sales targets.

Recruiting the Right Talent

One of the most important criteria when you are building a new team. A little focus on getting right people, who are hungry for success and have the right mindset can ease your work as you move ahead.

• Define Clear Criteria: Clearly define the qualities and skills you are looking for in candidates. Spend time with your recruiting team so that they understand what you are looking for. Be communicative. Do not hire just because you are getting late. Hire late but hire right. Use a mix of technical skills, soft skills, and cultural fit as criteria.
• Structured Interview Process: Ensure that the interview process is well defined and structured. If it’s a multi-layer process, each layer shall know what is expected from them and what you are looking for. Build consistency in your approach and refine your process as you move forward. Never go by what they say, salespeople generally tend to be good talkers. Make them go through role-based scenarios, ask behavioural questions related to team bonding to understand their performance and stability as a team member.
• Leverage Multiple Channels: Do not just depend on one single channel. Utilize various channels such as job boards, social media, and employee referrals to get diverse set of candidates. In my experience referrals tend to be best hires. They come with a background and are eager to prove themselves.

Comprehensive Training Programs

Most of the times sales managers depend on the Organization / L&D for training programs, high impact sales managers take control and have their own training programs.

• Onboarding Process: Every company makes its new recruits undergo some training. Some have very structured training program like Indiamart, some have customary ones. As a sales manager what is your onboarding process for a new recruit into your team? How do you make them comfortable, trained to gel in with your team and processes. This will set you apart from others.
• Continuous Training and Learning: The same holds true for continuous learning and training programs. Workshops, round table sessions, asking other sales leaders to address the team. What is your program for your team. I remember my ZM west in last organization caught on to the formula of learning for his team. He will spend hours together reading and had almost 30% of his team enrolled in a course with one of the IIMs. 4 years down the line, almost everyone has graduated to next level.
• Mentorship Programs: Some call it mentorship and some buddy program. This works not just for the new hires but for those as well who are struggling. Best team work in pairs or as partners, covering for each other and supporting when in need.

Promoting Continuous Improvement

Do not neglect the power of feedback. Many sales managers make the mistake of not giving right feedback. Feedback (and praise) shall always be given before it is too stale.

• Regular One-on-One Sessions: Discuss performance and create actionable goals. At times your daily actions do not conform with feedback, ensure that you are consistent and not leave the team confused.
• Performance Metrics: Use a common and consistent metric to evaluate the team's performance. Team should know what is important. Leave room for 15%-20% where you track individual led targets.
• Celebrating Success: this theme shall come over and over again. Public recognition can go a long way in boosting morale. You need not celebrate with a party or expensive gift, sometimes even a small note, a pen, a diary is good enough to say ‘ I appreciate what you have done’

Endgame

• Recruit the Right Talent: Define clear criteria and use a structured interview process.
• Comprehensive Training: Implement thorough onboarding and continuous learning programs.
• Continuous Improvement: Provide regular feedback, track performance, and celebrate success.

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Creating a high-performance team is not a one-time activity. From having the right people to training them and ensuring they stay the course is a journey that evolves. As a sales manager you will not have just the FLEs to manage, you will have other team leaders managing smaller teams.

Stay tuned for the next part, where we will discuss building a team of managers who will help you deliver your goals. FLEs and TLs/TMs are different species in themselves.

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