5 Traps Even the Best Sales Managers Can‘t Afford to Ignore in 2023

Sales management has never been for the faint of heart. But in today‘s challenging economic climate, with rising quotas, shrinking budgets, and increasingly savvy buyers, even the most battle-tested sales leaders are feeling the heat.

In fact, a recent survey by the Sales Management Association found that 69% of sales managers say their job is harder than ever, with coaching and developing reps, forecasting revenue, and hitting quota cited as their top challenges.

As the founder of Vendux, a leading provider of virtual sales management solutions, I‘ve seen firsthand how these pressures can lead otherwise successful sales managers astray. Even the most experienced leaders can fall victim to hidden pitfalls that undermine their effectiveness, demoralize their teams, and sabotage their results.

Over the years, I‘ve identified five particularly treacherous traps that sales managers need to be vigilant about avoiding—especially heading into 2023. By steering clear of these common missteps and following proven best practices, you can set yourself and your team up to crush your goals in the coming year and beyond.

Trap #1: Winging It Instead of Preparing to Win

One of the costliest mistakes sales managers make is failing to properly prepare for high-stakes sales calls and client meetings. When you‘re juggling a million priorities, it‘s easy to fall into the trap of thinking you can get by on your knowledge, experience, and quick wits.

But as one of our clients learned the hard way, this approach is a recipe for disaster. The sales manager figured he could handle a tense pricing negotiation because he knew the account history and competitive landscape. But he didn‘t take the time to huddle with his rep beforehand to anticipate likely objections and agree on a thoughtful response.

So when the client claimed he could get the same product for 50% less from a rival vendor, the manager was caught flat-footed. Feeling pressured and backed into a corner, he responded by impulsively ending the meeting and walking away in a huff—burning bridges with the buyer and leaving a major deal in limbo.

The takeaway? No matter how well you think you know the situation, meticulous preparation is a must. Research by the Rain Group found that elite performers spend 24% more time preparing for sales meetings than average ones. Before any important client interaction, make sure to:

• Thoroughly review all relevant account data, history and documentation
• Brainstorm potential issues, objections or curveballs that could arise
• Script out possible responses and talk tracks with your sales rep
• Clarify roles, expectations and objectives for the meeting

By doing your due diligence ahead of time and walking in with a clear plan, you‘ll be much better equipped to handle the unexpected and advance the sale. Remember, chance favors the prepared mind.

Trap #2: Putting Your Pride Before Performance

Another trap sales managers often stumble into is letting their egos drive decision-making. When you‘re in a position of authority, it‘s natural to want to project an air of confidence and control. But when that morphs into arrogance or an unwillingness to admit fault, it can backfire big time.

We saw this play out with the prideful sales manager in the previous example. Instead of staying calm and exploring ways to address the client‘s pricing concerns head-on, he got defensive and let his bruised ego hijack the meeting. By petulantly storming off, he didn‘t just squander the deal—he damaged his rep‘s trust and credibility in the process.

As a sales leader, one of the most important things you can do is learn to keep your ego in check. That means being willing to:

• Acknowledge when you‘re wrong or don‘t have all the answers
• Seek input and advice from your team instead of always going solo
• Take a breather to collect yourself when tensions or stakes are high
• Make decisions based on data and logic vs. pride or gut feeling

True leaders have the humility to put their people and purpose ahead of their own self-interest. One study found that humble leaders have more influence, foster greater collaboration, and get better results than arrogant ones. So don‘t let your ego become your Achilles‘ heel.

Trap #3: Giving Up When the Going Gets Tough

It‘s been said that sales is a numbers game. And it‘s true that success often comes down to persistence in the face of rejection. Yet many sales managers throw in the towel prematurely when they encounter pushback or hear an initial "no" from prospects.

This shortsighted mindset causes them to leave money on the table. Just because a buyer isn‘t ready to pull the trigger today doesn‘t mean they won‘t have a need or budget tomorrow. In fact, research shows that 80% of sales require at least 5 follow-ups to close. And 44% of reps give up after just one.

Effective sales managers understand that timing is everything. They know that building relationships, uncovering needs, and making the case for change can take time. So instead of writing off reluctant prospects, they focus on:

• Maintaining consistent contact to stay top of mind
• Providing value with educational content and resources
• Reframing their pitch to address evolving pain points
• Playing the long game vs. pressuring for a quick decision

The lesson? Adopt a marathon vs. sprint mentality, and don‘t be so quick to disqualify leads that have future potential. As Vendux sales expert Mia Brown puts it: "Persistence doesn‘t mean being pushy. It‘s about proving you‘re a partner who‘s in it for the long haul and committed to the customer‘s success."

Trap #4: Seeing Everything as Black and White

Sales is all about navigating the gray areas. Customers rarely fit neatly into predefined boxes or buying stages. Unique needs, priorities, and circumstances make every deal different. Yet many sales managers try to force a standardized, one-size-fits-all approach.

We saw the dangers of this with the inflexible manager who saw only two options: 1) stick to his guns on price or 2) cave to the client‘s demands. By refusing to consider creative compromises or alternatives, he backed himself into a corner he couldn‘t escape.

Successful sales leaders, on the other hand, embrace nuance and ambiguity. They understand that sales is a fluid, dynamic process that requires adaptability. Objections that seem intractable at first glance often become opportunities to collaborate on win-win solutions by:

• Unbundling offerings to provide tiered service levels and price points
• Trading off concessions to give and get value on both sides
• Restructuring deals to lower risk and better align incentives
• Expanding the pie with cross-sells, upsells, and long-term agreements

The point is, sales managers need to be able to see shades of gray, not just black and white. Those who view every negotiation as a zero-sum game struggle to build trust and find terms that work for both parties.

As Vendux Managing Director John Smith advises: "Focus on interests, not positions. When you dig beneath surface demands to understand what really matters to each stakeholder, creative trade-offs and integrative deals become possible."

Trap #5: Acting Like a Boss vs. Being a Coach

Perhaps the most common trap sales managers fall into is confusing bossing with coaching. When deals get stuck or team members struggle, their first instinct is often to jump in and take control. But this quickest-fix approach does more harm than good.

Consider our misguided manager who undermined his salesperson by seizing the reins in that client meeting. Not only did the rep lose face, he lost a chance to learn how to handle a tricky objection. Worse, his manager‘s my-way-or-the-highway style left him demoralized and resentful.

If you want to inspire the best from your team, adopt a coaching vs. command-and-control mindset. The top-performing sales managers are the ones who:

• Ask questions to guide reps‘ thinking vs. always telling them what to do
• Give people space to handle challenges while providing a safety net
• Offer candid, constructive feedback to help them learn from missteps
• Serve as a strategist and sounding board vs. swooping in to save the day

Ultimately, your goal as a manager should be to develop self-sufficient sellers who can succeed without you. By taking a facilitative vs. autocratic approach, you‘ll build a more confident, capable team that can overcome obstacles and take your sales to new heights.

Bringing It All Together

Sales management in the 2020s is not for the faint of heart. With so many priorities competing for your attention, it‘s easy to veer off course. But by being intentional about avoiding these five common traps, you can stay focused on what matters most: empowering your team to reach its full potential.

Of course, knowing what pitfalls to avoid is one thing—executing is another. That‘s where having the right tools, training and support system comes in. At Vendux, we specialize in equipping sales managers with the technology, data-driven insights and virtual coaching they need to make the leap from good to great.

So if you find yourself slipping into any of these five traps, don‘t go it alone. Reach out to see how we can help you break free and accelerate your sales success in 2023 and beyond. Your team (and bottom line) will thank you.

Key Takeaways

• 69% of sales managers say their job is harder than ever, with coaching, forecasting and hitting quota as top challenges. (Sales Management Association)
• Elite sales performers spend 24% more time preparing for meetings than average ones. (Rain Group)
• 80% of sales require at least 5 follow-ups, yet 44% of reps give up after just 1. (MarketingDonut)
• Humble leaders are more influential, collaborative and effective than arrogant ones. (Journal of Management)
• Focusing on interests vs. positions opens the door to creative compromises and win-win deals. (Vendux)