How to Hire a Sales Manager
by Bill Radin

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There’s more to the job of “Sales Manager” than meets the eye. And if you hire the wrong person, you’ll waste a lot of time and money.

By focusing on key aspects of the role, you’ll more accurately identify the most suitable candidates. Here are four of the most important criteria:

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First, there’s cash flow. If paying bills is an immediate concern, it might make sense to hire someone who can bring a “book” of business or leverage an existing customer base to boost near-term sales revenues. An experienced manager will also look for ways to cut costs, collect on receivables or adjust compensation plans.

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Next, consider your sales channels. Do you sell directly to your customers, or through third parties, such as manufacturers’ reps or distributors? A manager with experience in various types of channels should be able to spot inefficiencies in your current model and capitalize on new opportunities.

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A third consideration: Customers. Is your company responsive to customer inquiries? Do you provide support, service and delivery in a superior manner? If not, you’ll need a more customer-centric manager to correct these deficiencies. Perhaps your CRM needs an overhaul. A robust lead-generation and tracking system not only puts money in your pocket, it keeps your customers in the loop.

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Finally, there’s Leadership. Think of your sales force as an army. If it’s well-trained, well-equipped and highly motivated, you’ll be in a stronger position to win the battle of market share. A strong leader will demonstrate a willingness to do the tough jobs, get his or her hands dirty and make difficult choices.

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In addition, an exemplary leader will:

• Make sales calls at the local level with regional managers;

• Replace or re-assign underperforming reps, distributors or direct sales people;

• Help customers make purchases with creative financing options;

• Provide sales training and professional development; and

• Pass along comments on product quality or ideas for improvement to the engineering, manufacturing or marketing staff.

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A sales manager is expected to bring a high level of intensity to the job that will “turn up the heat” and rally a sluggish team. Weak managers allow poor morale and negativity to act as a cancer, while strong leaders make certain the negativity is surgically removed.

By seeking these qualities in a candidate, you’ll be one step ahead in your quest for the perfect sales manager.