Sales Management: Balancing Results and Relationships in One of Business’s Toughest Roles

Sales Managers have one of the most important and challenging roles in any organisation. Not only are they responsible for driving revenue and growth, but they’re also at the heart of team morale, motivation, and connection. It’s a high-stakes balancing act where they need to deliver results and build a strong, happy, and cohesive team. But finding this balance between hitting targets and genuinely supporting their people can be a tall order, especially when they feel like there are many different hats they need to wear in order to succeed.

The Pressures Sales Managers Face

Sales Managers aren’t just driven by numbers. Yes, achieving targets is key, but inspiring a high-performing team is just as important. This dual responsibility is exciting—but it’s also what makes the role so demanding. Sales Managers often find themselves feeling:

• The weight of accountability for hitting targets. Falling short isn’t just a performance metric; it affects the entire business. For Sales Managers, the pressure to achieve isn’t just about numbers; it can feel personal, affecting job security, reputation, and their career growth.
• Responsibility for their team’s mindset and motivation. Sales Managers know that real results come from an engaged, motivated team. They’re constantly finding ways to lift up their people, keeping them energised and on track, even in challenging times.
• The need to continuously grow and adapt. The market is constantly shifting, and Sales Managers are expected to keep up with trends, technology, and evolving customer expectations. They’re always learning, adapting, and staying one step ahead.
• The challenge of managing stress and staying resilient. With so much responsibility on their shoulders, Sales Managers need to stay positive and strong, even when faced with their own doubts and fears. They must model resilience to keep the team motivated, especially during tough periods.

Together, these demands can weigh heavily on Sales Managers, raising unspoken questions like: Am I doing enough? How do I support my team without burning out? These hidden pressures are real, and overcoming them takes a thoughtful mix of skill and support.

Five Essential Skills Every Sales Manager Needs

Succeeding in sales management means going beyond typical sales tactics and developing a well-rounded set of people and performance skills. Here are five essentials that help Sales Managers excel:

1. Coaching Ability

Great Sales Managers know that their role goes beyond instruction. They’re skilled coaches who ask meaningful questions, give constructive feedback, and foster a growth mindset in their team. As coaches, they’re building confidence, encouraging problem-solving, and empowering their people to succeed on their own terms.

2. Emotional Intelligence

Emotional intelligence helps Sales Managers connect with their team on a deeper level. By being aware of both their own emotions and those of their team, they can understand when someone is struggling and offer personalised support. Emotional intelligence builds a trusting, positive environment where team members feel truly valued.

3. Trust-Building Skills

Without trust, teams struggle to thrive. Sales Managers build trust by being open, keeping their word, and showing empathy. They connect with their team personally, building a foundation of trust that encourages honesty and teamwork. When people trust their leader, they’re ready to go above and beyond.

4. Strong Business Acumen

Great Sales Managers understand the business and market context of their work. They know how to align their team’s goals with the bigger picture, make smart, strategic decisions, and help each team member see how their work contributes to the organisation’s success. This business acumen empowers them to lead with both insight and impact.

5. Adaptability, Stress Management, and Resilience

Adaptability is key in the fast-paced sales environment. Resilient Sales Managers handle challenges and setbacks calmly and optimistically, setting an example for their team. By staying steady under pressure, they inspire their team to stay focused, motivated, and committed, even in uncertain times.

Supporting Sales Managers: The Path to Success

It’s clear that Sales Managers need a unique set of skills and a strong support system. Organisations can help them succeed by providing resources and a supportive culture. Here’s how:

• Invest in training programs that develop coaching, emotional intelligence, resilience and how to create a high performing team. Many Sales Managers come from a sales background, but leading a team is different. Training that builds coaching skills, listening, and stress management helps them lead in a more effective, balanced way.
• Create a culture of transparency and psychological safety. Sales Managers need to feel safe expressing challenges and seeking support. An open, supportive culture helps managers feel valued and empowered to lead confidently.
• Encourage mentorship and peer support networks. Having access to mentors or peer groups gives Sales Managers a sounding board for their challenges, making it easier for them to learn, share ideas, and grow together with others who understand the journey.
• Prioritise continuous learning and development. With leadership training, resilience workshops, team building and growth opportunities, organisations can help Sales Managers stay at the top of their game. A commitment to continuous improvement creates a culture where both managers and their teams can consistently evolve.

Sales Managers are at the heart of an organisation’s success, driving both performance and a positive team culture. With the right skills and support, they can achieve extraordinary results, not only delivering on business goals but also creating a workplace where people want to do their best work.

Sales Managers are potentially the ones who have the greatest opportunity to impact the success of the organisation and its people. They give so much to others and deserve our support.

And when we get this right, everything becomes much easier.

The better it gets the better it gets!

At Shine Executive, we love supporting organisations to create a high-performance culture by bringing out the best in their people. We can help your people succeed personally and professionally.

Our High Performing Teams, Sales Leadership and Psychological Safety workshops are here to help build cohesive, engaged, productive and effective teams.

We are here to help with speaking, consulting, training, conferences, coaching or offsite events and specialise in the following areas:

High Performing Teams | Leadership | Sales Training | EQ & Neuroscience | Financial Services Sales & Service | DISC Personality Profiles | Five Behaviours of Cohesive Teams | Positive Psychology | GROWTH Coaching

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Naomi Oyston has more than twenty years leadership experience within the Corporate, Financial and SME Business sectors.? She has had extensive executive level success, with direct responsibility for leading the implementation and performance assessment of Customer Service Excellence, Sales Performance, Performance Coaching, Organisational Culture, Productivity and Leadership training within multiple major corporations.

Passionate, engaging and insightful, Naomi specialises in helping business leaders to create High Performing teams through a combination of mindset, toolkits and skillsets that are street proven to deliver results that matter.