The Sales Leader’s Dilemma

Even with its challenges, Sales Leadership can be both personally fulfilling and financially rewarding.

While the primary objective of the role is driving performance, Sales Leaders also have to identify operational challenges that are impeding the growth of the organization and recommend ways to improve them.

So, what’s the dilemma? Given that it takes a substantial amount of time and effort to drive performance, it leaves little to no time to resolve known operational roadblocks.

For those of you unfamiliar with what top performing Sales Leaders spend their time doing, here is a snapshot:

  1. They recruit and retain talent by:
  • creating and cultivating a culture people want to be a part of.
  • identifying candidates that have soft skills (ambition, empathy, optimism, etc.) and will be a cultural fit.
  • hiring candidates that have a strong and compelling “why” that drives them.

2. They design and deliver training:

  • that can be consumed by new hires on their own time, using mediums that are native to them.
  • that is experiential and has opportunities for hands-on practice.
  • where role playing is integrated throughout, with the understanding that sales is a skill that can be improved with consistent, deliberate practice.

3. They motivate and engage their team by:

  • providing team members with a platform to view and share results in real-time.
  • gamifying the sales program.
  • celebrating team members for demonstrating value-creating behaviors.

4. They manage and ensure accountability by:

  • maintaining a balance between autonomy and oversight.
  • being fair, fast, and consistent with discipline.
  • decisively dealing with underperformers, either motivating them up or managing them out.

5. They develop leaders by:

  • constantly performing assessments on their own behavior, attitude, and setting a good example.
  • building and facilitating a mentorship program using proven methodologies, principles, and strategies.
  • providing people with opportunities to demonstrate their ability to lead.

So, what’s the impact? Since Sales Leaders are spending most of their time with the Sales Team, they often lack the relationships and influence within the organization to drive the operational and systemic changes needed to improve the brand, drive revenue and ROI.

When Sales Leaders are unable to make necessary improvements, but still have the pressure of driving performance, they resort to the following behaviors:

  1. They will drive the front-line managers to hire more people and get existing team members to work longer hours.

This results in higher employee attrition and burnout.

2. They will focus their efforts on getting marketing teams to decrease product prices and improve customer offers to make it easier to sell.

This results in decreased margins.

3. They will negotiate for increases in compensation in the hopes of making it easier to recruit, improve performance and drive retention.

This results in higher costs of acquisition.

So, what’s the solution? Having a platform that eliminates operational challenges. Either the Sales Leader or a forward-thinking Operational Leader will need to take the lead, build the case and present a solution that integrates all key stakeholders (executives, sales, operations, compliance, HR, etc.). Identifying a platform that will optimize business processes, align goals, remove silos, and deliver greater value than the current legacy (often disparate) systems.

We have that platform solution and would love to talk to you about your organization’s goals and any challenges that may be standing in the way of you accomplishing your vision. If you’re interested in learning more and seeing if the Emerios Platform is a fit, shoot me an email at

To Your Success,

Calen Schultz

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