Reed Markham, a famous American writer, once said "Successful leaders see opportunities in every difficult rather than the difficult in every opportunity".
Sales Managers are considered the leaders of the sales force because they guide sales teams. They also determine sales areas, set up objectives, and look for the best training programs for the sales force and management. They also give recommendations and advise their team on new ways or techniques to improve their performance. In large, small, or multiproduct companies, independently of their size, they supervise regional, local and international sales managers and their staffs. In addition, they must have good communication skills because they have to build rapport with retailers, distributors, dealers, government workers and, in some cases, with suppliers.
Basic financial knowledge is essential. They have to participate and give information to the General Management about the budget, total expenses of the year, sales force training cost, inventory rotation, and others. Moreover, they need statistical comprehension because, normally, they have to carry out reports about sales, market trends, and average revenues. Besides that, they have to monitor and analyze the tastes and preferences of their niche market. This information is vital for the CEO to develop new products or services and maximize the company's profits.
A good Sales Manager is someone who is more than a manager. He/she is a person with an effective charisma; someone who reflects optimism, who feels the company's brands and is able to transmit this message to his/her staff. However, one of the most important characteristics of a Sales Manager is to be a good listener instead of a skillful speaker. His/her needs are in the second place; the concern number one must be the sales force. In addition, sales managers must be tolerant. Generally, they have to establish relationships with people with different personalities, experience levels, cultures, and they must be able to handle the people's mood.
There is also an important aspect, they must be confident with clients and salespeople. They have to work using different strategies to match the best sales team-work and the correct salesperson with the appropriate customer. In addition they must be courageous and proactive. They cannot be afraid of new clients.
Remember, if you are a Sales Manager, you have to continue training and guiding your sales team. Always, establish good communication and feedback with your team work.