Responsibilities of Sales Management

Much of the time, when sales production is not growing in volume and profitability, the "monkey" is placed on the back of the sales representatives. While sales must be held accountable, it all starts from the top. If even the best of sales forces is not led, trained, funded, measured, and recognized properly, its accomplishments will be significantly diminished.

My position on clear accountability of the sales force has been documented in several previous articles. Make no mistake, they are on the very front of the firing line, and must get results. However this article will address their leadership.

Simply put, the VP of Sales (or equivalent) has a responsibility to act. It is not just a productive thing to do, it is a requirement. Those not endowed with the mettle to do so, should assume another role in the organization. Yes, this seems terribly harsh, but lack of accountability up and down the group is the number one cause of poor sales performance.

Technology, especially in the print industry, is creating change swiftly; so swiftly that even when successful we cannot afford to stand pat. Our troubled economy has many doing just that now, and unfortunately, they will be the losers as the recovery grows.

What erodes courage to act is fear and lack of confidence. While the approach should be reasonable and caring, it cannot be a popularity contest. As with parenting, the "tough love" approach works best. Acknowledging poor results, not accepting them, is the beginning.

Coming next, is involving the force in crafting the solution. This secures buy-in; then the journey towards improvement can be undertaken. And rightfully so, management will have led the way.