Hey there, Nathan Jamail here! Let’s be honest—not all sales managers are created equal. Some lead high-performing teams that crush quotas, build strong client relationships, and continuously grow. Others? Well… let’s just say their teams struggle to stay motivated, and their results reflect it.
So, what’s the difference? It’s not luck. It’s leadership.
Great sales managers don’t just manage numbers; they develop people, build cultures, and create an environment where success is the standard, not the exception. If you want to go from being an average sales manager to a top sales leader, it’s time to focus on the traits that separate the best from the rest. Let’s break it down.
They Coach More Than They Manage
A bad sales manager is obsessed with tracking numbers, sending reports, and micromanaging their team. A great sales leader? They’re focused on coaching their team to succeed—because they know that when the people win, the numbers take care of themselves.
What Great Leaders Do:
- Spend time in the field or on calls with their reps, not just in meetings
- Provide real-time coaching and feedback instead of just reviewing performance
- Help their team sharpen their skills instead of just telling them to “sell more”
Pro Tip: Schedule weekly one-on-ones where you don’t just review numbers, but actually coach on sales strategies, objections, and mindset.
They Lead by Example (They Can Sell, Too!)
Ever had a boss who told you what to do but couldn’t do it themselves? Yeah… that doesn’t fly in sales.
The best sales managers lead from the front—they know how to sell, close, and overcome objections because they’ve done it (and still can). Their team respects them because they’ve proven they can walk the talk.
What Great Leaders Do:
- Jump in on big deals to show their team how it’s done
- Demonstrate best practices rather than just talking about them
- Keep sharpening their own skills—because the best never stop learning
Pro Tip: Every once in a while, run a sales call or presentation yourself. Not only does it show your team that you’re in the trenches with them, but it also keeps you sharp.
They Hold Their Team Accountable (With High Standards AND Support)
A weak sales manager either:
Lets things slide and doesn’t address poor performance OR Rules with an iron fist, creating a fear-based culture
A top sales leader? They set high standards but also provide the coaching, support, and tools needed for success. They hold their team accountable in a way that inspires growth, not resentment.
What Great Leaders Do:
- Have clear expectations and communicate them upfront
- Address underperformance early—don’t wait until it’s a crisis
- Balance accountability with encouragement—challenge your team while also having their backs
Pro Tip: If a rep isn’t meeting expectations, don’t just point it out—help them fix it. Sit down, review their calls or pitches, and work on specific skills.
They Build a Winning Culture
A great sales team doesn’t happen by accident—it’s built on a strong culture. Culture is what keeps your team motivated, engaged, and excited to win. It’s the difference between a team that loves what they do and one that just punches the clock.
What Great Leaders Do:
- Celebrate big AND small wins—momentum fuels success
- Encourage healthy competition—but never at the cost of teamwork
- Create an environment where people want to stay and grow
Pro Tip: Publicly recognize top performers in team meetings or emails—it costs nothing but has a huge impact on motivation.
They Know How to Motivate Different Personalities
Not every salesperson is motivated the same way. Some want money. Some want recognition. Some want career growth. A great sales leader knows what drives each individual on their team and uses that to keep them performing at their best.
What Great Leaders Do:
- Take the time to understand each rep’s personal goals
- Customize incentives to match what motivates each person
- Know when to push, encourage, or challenge based on the rep’s personality
Pro Tip: Ask your team members, “What motivates you?” You’d be surprised how much insight this simple question can give you.
They Recruit & Develop Top Talent
Bad sales managers settle for mediocre hires and wonder why their team underperforms. Top sales leaders? They actively recruit, develop, and invest in top talent. They know that a strong team makes their job easier—so they don’t just accept whoever applies, they go after the best.
What Great Leaders Do:
- Look for attitude & coachability over just experience
- Invest in ongoing training & development for their team
- Create a team where top talent wants to stay
Pro Tip: Even if you’re not hiring, always be recruiting. Build relationships with potential top performers so when a spot opens, you already have great candidates in mind.
Final Thoughts: Be the Leader That Drives Success
Great sales managers aren’t just focused on hitting numbers—they’re focused on building people. They coach, inspire, and create a winning culture that makes success the standard.
So, if you want to separate yourself from the rest, start leading like a top sales manager:
- Coach more, manage less
- Lead by example—show your team how it’s done
- Hold people accountable, but also support them
- Build a culture of winning & growth
- Know what motivates your people
- Always recruit & develop top talent
Because at the end of the day, great sales leaders don’t just build teams—they build legacies.
