What Is The Role Of A Sales Manager?

A sales manager plays a critical role in any business organization that relies on sales to drive revenue. The primary responsibility of a sales manager is to oversee the sales team and ensure that they are meeting or exceeding the organization’s sales targets. The role requires a combination of leadership, coaching, and strategic planning skills to achieve success.


One of the key roles of a sales manager is to lead and inspire the sales team. A sales manager needs to be able to create a positive work environment that fosters teamwork, collaboration, and healthy competition. This involves setting clear expectations, providing regular feedback, recognizing achievements, and addressing any performance issues.

Developing leadership skills is critical for anyone who aspires to become a leader, whether in business, politics, or any other field. While some people may be born with natural leadership abilities, there are several ways to develop and improve leadership skills.

Here are some of the best ways to develop leadership skills:

  • Take on leadership roles: The best way to develop leadership skills is by taking on leadership roles, whether in your workplace, community, or any other setting. This will provide you with opportunities to practice leadership skills, such as decision-making, communication, delegation, and motivation.
  • Seek feedback: It’s important to seek feedback from others on your leadership skills. This can come from mentors, colleagues, or even direct reports. By receiving feedback, you can identify areas for improvement and work on developing your leadership skills.
  • Read and learn: There are many books, articles, and courses on leadership that can help you develop your skills. It’s important to read and learn about different leadership styles, techniques, and strategies. This will help you gain a deeper understanding of leadership and develop your own leadership style.
  • Attend leadership development programs: There are many leadership development programs available that can help you develop your skills. These programs can range from short courses to full-time MBA programs. They provide opportunities to learn from experienced leaders, network with other aspiring leaders, and gain practical skills and knowledge.
  • Find a mentor: Having a mentor can be incredibly valuable for developing leadership skills. A mentor can provide guidance, advice, and feedback on your leadership abilities. They can also offer support and help you navigate the challenges of leadership.
  • Practice self-awareness: Self-awareness is critical for effective leadership. By understanding your strengths, weaknesses, and tendencies, you can develop a leadership style that is authentic and effective. Self-awareness can be developed through activities such as mindfulness, journaling, and feedback from others.
  • Learn from failures: Failure is a natural part of leadership development. It’s important to learn from failures and use them as opportunities for growth. By reflecting on failures and identifying areas for improvement, you can develop resilience and become a stronger leader.
  • Practice empathy: Empathy is a critical leadership skill that involves understanding and connecting with others. By practicing empathy, you can build trust, communicate effectively, and motivate others. Empathy can be developed through activities such as active listening, observing body language, and seeking to understand different perspectives.
  • Build a strong team: Effective leadership requires building a strong team. This involves hiring the right people, providing training and development opportunities, and creating a positive work environment. By building a strong team, you can delegate effectively, focus on strategic priorities, and achieve success.
  • Continuously learn and adapt: Leadership is an ongoing process that requires continuous learning and adaptation. It’s important to stay up-to-date on industry trends, technological advancements, and changes in the business environment. By continuously learning and adapting, you can stay ahead of the curve and lead your organization to success.


Sales managers are responsible for coaching and developing the sales team. This includes identifying training needs, providing training opportunities, and coaching individuals to improve their performance. Effective coaching involves providing constructive feedback, setting realistic goals, and helping sales reps overcome any obstacles they may face.

Coaching employees is a critical skill for any manager or leader who wants to develop a high-performing team. Effective coaching can help employees grow and develop, improve their skills and performance, and achieve their goals. Here are some of the best ways to coach employees:

  • Build a rapport: Before you can effectively coach employees, you need to build a rapport with them. This involves establishing trust, communicating openly, and showing empathy. By building a rapport, employees will be more likely to listen to your feedback and take action on your coaching.
  • Set clear goals: Coaching should be focused on helping employees achieve specific goals. This requires setting clear and measurable goals that align with the employee’s job responsibilities and career aspirations. Goals should be SMART (specific, measurable, achievable, relevant, and time-bound) to ensure that they are achievable and meaningful.
  • Provide constructive feedback: Feedback is a critical component of coaching. When providing feedback, it’s important to be specific, objective, and constructive. Focus on behaviours that can be changed and provide examples of how the employee can improve. It’s also important to acknowledge what the employee is doing well.
  • Encourage self-reflection: Effective coaching should encourage self-reflection on the part of the employee. This involves asking open-ended questions that encourage the employee to think deeply about their actions and decisions. By encouraging self-reflection, employees will be more likely to take ownership of their development and growth.
  • Provide resources: Coaching should not just be about feedback and self-reflection. It should also involve providing employees with the resources they need to improve their skills and achieve their goals. This can include training, access to mentors or subject matter experts, and tools or technology that can support their work.
  • Offer support: Coaching can be challenging, and employees may face obstacles along the way. As a coach, it’s important to offer support and encouragement to help employees overcome these obstacles. This can involve providing guidance, brainstorming solutions, or simply being a sounding board.
  • Celebrate successes: When employees make progress toward their goals, it’s important to celebrate their successes. This helps to build confidence, motivation, and momentum. Celebrations can be as simple as a verbal recognition or as elaborate as a team outing or reward.
  • Follow up: Coaching should be an ongoing process, not a one-time event. It’s important to follow up with employees regularly to monitor their progress, provide additional feedback, and adjust goals as needed. This shows that you are invested in their development and growth and reinforces the importance of coaching as a continuous process.

Strategic Planning

A sales manager must have a strategic mindset and be able to develop and execute a sales strategy that aligns with the overall business objectives. This involves analysing market trends, identifying new opportunities, and developing strategies to increase market share and drive revenue growth. The sales manager must also be able to monitor the effectiveness of the sales strategy and make necessary adjustments as required.

Recruiting And Hiring

Sales managers are often responsible for recruiting and hiring new salespeople. This involves identifying the skills and attributes required for success in the role, sourcing candidates, and conducting interviews. Effective sales managers are able to identify candidates who have the potential to be top performers and are a good fit for the organization’s culture.

Performance Management

Sales managers are responsible for managing the performance of the sales team. This involves setting clear performance targets, monitoring progress, and providing feedback and coaching to ensure that targets are met. Sales managers also need to be able to identify underperformers and take appropriate action to address performance issues.


A sales manager needs to collaborate with other departments in the organization to ensure that the sales team is aligned with the overall business objectives. This includes working with marketing to develop effective sales collateral, collaborating with finance to develop accurate sales forecasts, and working with product development to ensure that the sales team has the necessary product knowledge.

Customer Relationship Management

A sales manager needs to ensure that the sales team is effectively managing customer relationships. This involves ensuring that sales reps are responsive to customer needs, addressing any concerns or issues, and building long-term relationships that drive customer loyalty.


Effective communication is critical for a sales manager. They need to be able to communicate the sales strategy and targets to the sales team, provide regular feedback on performance, and collaborate with other departments. Sales managers also need to be able to communicate effectively with customers and other stakeholders.


Sales managers need to be able to motivate the sales team to achieve their targets. This involves providing incentives and rewards for top performers, recognizing achievements, and creating a positive work environment that fosters motivation and engagement.

The role of a sales manager is critical for any business that relies on sales to drive revenue. They are responsible for leading, coaching, and developing the sales team, developing and executing a sales strategy, managing performance, collaborating with other departments, and building customer relationships. Successful sales managers possess a combination of leadership, coaching, strategic planning, communication, and motivational skills.


If you want to become a sales manager then you need to do our Sales Management Course. Follow this link for more information.

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