Can you lead a Sales Team without having been a Sales Superstar?

That is the question...

Leading a sales team is a complex and demanding role, and it’s one that doesn’t necessarily require you to have been the top sales performer on the floor. While a deep understanding of the sales process is undoubtedly valuable, the real question is:

Do you need to have excelled in sales yourself to be an effective sales leader?

Sales leadership: it’s about more than just closing deals

At first glance, the role of a sales leader might seem closely tied to experience as a top-performing salesperson. After all, if you’ve been successful at closing deals, you should understand what works and what doesn’t, right? But the truth is, leadership is a different skill set from being a top seller. In fact, the most effective sales leaders often have a broader perspective, one that focuses on developing and empowering the team, rather than just personal performance.

Drawing a parallel from the world of sports

Consider a national football (soccer) coach preparing for a World Cup. While it’s ideal for the coach to have some playing experience, it’s not a requirement that they’ve won a World Cup title themselves. A coach’s job is to bring out the best in their players, understand their individual strengths and weaknesses, and ensure that the team is prepared to compete at the highest level. In fact, many highly decorated athletes who were at the top of their game have transitioned into coaching only to find that their success on the field doesn’t automatically translate into success behind the bench.

Take, for example, Zinedine Zidane - a World Cup winner and one of football's greatest players. While he succeeded as a manager, others like Michael Jordan, arguably the greatest basketball player of all time, struggled to find success in coaching. The skills required to lead a team and develop others aren’t the same as those needed to be the best player. A leader’s role is to inspire, manage, and strategize for the team’s success, not to score the goals themselves.

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The same logic applies to sales leadership. You don’t need to have been the number one salesperson in your company, but you do need to understand what drives performance, how to develop your team’s skills, and how to navigate the dynamics within your organization.

Now, about your number one salesperson: if they bring in a lot of revenue, think twice before promoting them to a team leader role. Not only could this damage team dynamics if the wrong choice is made, but it could also hurt the overall revenue of the organization. Assess their motivation carefully. As a top-performing Rep, they earn a significant income based on individual success. But as a sales leader, their salary will depend on the performance of others, which can be a difficult transition for some. This shift in mindset is crucial for anyone considering leadership.

Sales leadership requires understanding the bigger picture

Many sales curriculums focus on technical aspects like managing post-sale relationships and operational tasks (i.e., Sales Operations, Sales Enablement, etc.), which are important but only scratch the surface of what it takes to lead a team. While these functions are essential for ensuring efficiency and alignment, they don’t fully encompass the strategic, emotional, and leadership skills required to guide and inspire a sales team to success.

As a sales leader, your role is more than just overseeing the pipeline. You are the liaison between the sales team and the rest of the organization, ensuring that your team has the right resources, training, and support to hit their targets. You must communicate the team’s needs, concerns, and successes to higher management and help bridge gaps between different departments - marketing, finance, customer support - while ensuring everyone is aligned with the sales goals.

The true role of a Sales leader: balancing demand with support

A great sales leader doesn’t just demand results from their team - they provide the guidance, training, and resources necessary for success. Think of it like a coach defending their players after a tough match. The sales leader’s role is to ensure that the team remains motivated, focused, and supported, even when things aren’t going as planned.

Additionally, a strong sales leader is unafraid to make changes to sales processes or enablement tools if they become roadblocks rather than enablers. Adaptability is key to ensuring your team works efficiently and effectively.

Sales leadership is about helping others grow

The best sales leaders aren’t necessarily the ones who have been the best at closing deals. Instead, what sets them apart is their ability and willingness to help others grow. If you’re hoping to be promoted to a sales leader position for the prestige or title alone, you're missing the point, and that could lead to inefficiency down the road.

A great sales leader takes the time to understand the strengths and weaknesses of each team member and offers personalized coaching to help them reach their potential. This commitment to developing others is what separates strong leaders from managers who merely oversee the numbers.

Experience is important, but so is the desire to lead

While experience is crucial, it’s not just about having the best sales numbers. A sales leader must possess emotional intelligence, communication skills, and a strategic mindset to see the bigger picture. The most effective sales leaders are driven by the desire to support their team and have the humility to admit that their success will ultimately be measured by how well their team performs.

This also involves understanding the processes in place and having a clear view of what your reps' daily tasks entail. A team can quickly become frustrated if their manager is unfamiliar with or disengaged from the internal sales process. If a sales leader is unwilling or unable to address the team’s feedback, it can lead to feeling unheard and unsupported, significantly affecting morale and productivity. This is why the role of a leader is so critical. A sales leader must not only know the "what" and "how" of the sales process but also be actively engaged with their team’s day-to-day challenges to guide them effectively.

In conclusion

The path to becoming a great sales leader is not paved with personal sales achievements alone. It requires empathy, strategic thinking, and a deep commitment to helping others succeed. Leadership in sales is a different and specific state of mind. Whether you’re a current sales leader or aspiring to be one, remember that your role is about developing your team, not just making the sale. Shift your narrative from “I” to “us” or “you” when referring to the reps in your team, because their success is your success.

Just like a sports coach, your role is to inspire, motivate, and guide your team toward success - not to score the goals yourself. Your focus should be on equipping your team with the tools and mindset they need to win, helping them overcome obstacles. By nurturing the growth and success of others, you’re shaping a future where the entire team’s performance drives the overall results, not just your own.