Sales Managers Role


As a sales manager, it is your job to make sure that your reps are trained properly. The most effective way to train your sales reps is to enforce a sales training program. While it can cost quite a bit of money to put a sales training program in place it is well worth the dollars spent if it is done properly.  Whereas if your company is the type to hire someone to come in for a 3-day seminar training course and then the training is not implemented afterward? That is a waste of money.

To avoid this, when there is sales training to be done, have the sales managers take the training along with the reps.  This way the managers can lead the way and help to implement everything that is being learned.  If the managers are fully trained on the same material, they will know what the outcome should be for the sales team and it will help them to uphold and continue the training, even after the program is over.

The sales managers should have a deep understanding of the core concepts so that they are able to coach the team using what has been learned in the sessions.  If the managers have no idea what went on in the training session, they can’t be expected to be able to coach the team in a way that will support the learning.


Enforce Coaching Culture


Once your sales reps and managers are trained properly it is time to coach them on what they have learned Your company should already have a coaching culture in place but if one does not exist it is time to implement one. That way you can build the coaching around the training that has been done.  In other words, the sales managers should be responsible for developing coaching plans that speak to the training that the company has spent money on.

This is another reason why sales managers should be involved in the sales training process. When the managers sit in on the training they are able to develop coaching that is specific, targeted, and support the learning.  However, if the training session is happening away from the office, it is still important to send the managers with their team.  By sitting in on the training they will be able to provide better team support.




As previously stated, when the sales managers are trained on the same things as the team they are able to provide better on-the-job coaching in the field. This way coaching will be consistent with all managers learning the new information at the same time.

It is important to follow up on the training to see how the implementation of new ideas or techniques are working or not working in the field.  Team meetings are a great place to discuss what is working and what is not working and any changes that may need to be made.

In these team meetings, issues can be addressed as a team. If there are two or three reps that are experiencing great success in any area, they can help the others as well. Like I always say, team work makes the dream work!

Support during this process is key. The training that has gone on should be known throughout the organization in order to create a system of support.  Executive members and administration should be aware of what is going on so that they can also support the sales manager and sales team in any way necessary.  When everyone is involved it becomes a part of the company culture.

If the company that provided the training offers any follow-up it is a good idea to do the follow up to support the team in their efforts.  They will have a chance to discuss anything they feel they need to ask questions about and will have support available.




Everyone needs to take full accountability for the training that has been done so that it has not been a waste of resources. Meaning, the sales reps need to adopt the training that has been implemented and make it a part of their routine.  On the management side of things, the sales manager should update the CRM regularly. This way it can reflect any changes made while the sales reps continue filling it out with the new training incorporated.

As usual, if someone is not doing what is required in order to be successful and work as part of the team then there will be consequences.  Make sure the consequences are laid out clearly so that there are no surprises.

It can be a lot of work and cost some money to put new training in place but it is worth it in the long run when you see revenue begin to grow.  When you have well-trained reps, a useful CRM, and an outstanding company culture, you will see growth in numbers which makes the rest of it worthwhile.


Keep Filling The Funnel

We would love to hear from you. Let us know what you think about this episode. Please feel free to reach out to us if there is a specific sales topic you would like me to cover.  You can find me on Twitter at @Sheajohnr or email me at  And if you get a chance, please feel free to review us on iTunes.


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