The 6 Traits the Best Sales Managers Possess, According to Coursedog‘s Director of Sales

As a sales and marketing leader, I‘m always on the lookout for the key qualities that separate average sales managers from the truly exceptional ones. Recently, I had the chance to sit down with Zach Drollinger, the Senior Director of Sales at Coursedog, to get his take on this critical question.

In our conversation, Zach outlined the six essential traits he believes every top-performing sales manager should possess. Drawing on my own experience and some additional research, I‘ve expanded on each of these traits to give you an in-depth look at what it takes to be a sales management superstar in 2024 and beyond.

Trait 1: Commitment to Personal Improvement

One of the most consistent qualities Zach sees in elite sales managers is an unwavering commitment to personal growth and development. "The best leaders are lifelong learners," he noted. "They‘re always looking for ways to improve their skills, expand their knowledge, and stay on the cutting edge of the industry."

This observation aligns with research from the Sales Management Association, which found that organizations with a strong focus on sales manager training and development consistently outperform their peers. In fact, companies that invest in sales manager training see an average 20% lift in sales performance compared to those that don‘t.[^1]

But what does a commitment to personal improvement actually look like in practice? Here are a few key habits top sales managers tend to share:

• Regularly attending industry conferences and workshops
• Actively seeking out mentorship and coaching opportunities
• Setting aside dedicated time for reading, learning, and skill development
• Encouraging a culture of continuous learning on their teams

By modeling these behaviors, exceptional sales managers not only sharpen their own skills, but also set a powerful example for their reps to follow.

Trait 2: Ability to Identify and Hire Quality Candidates

Another critical trait Zach emphasized was the ability to consistently identify and hire high-quality sales talent. "Building a great team starts with bringing the right people on board," he explained. "The best sales managers have a sixth sense for spotting potential and a rigorous process for vetting candidates."

Research bears this out – a study by the Harvard Business Review found that the quality of an organization‘s sales hiring process is directly tied to overall sales performance. Companies with the most effective hiring practices saw 48% less turnover and generated 32% more revenue than their less disciplined peers.[^2]

So what do top sales managers look for when assessing candidates? While the specifics may vary, most focus on a few key attributes:

• Coachability and openness to feedback
• Strong work ethic and drive to succeed
• Emotional intelligence and interpersonal skills
• Relevant experience and technical aptitude

Beyond just knowing what to look for, exceptional sales managers also invest heavily in the hiring process itself. They work closely with recruiters, leverage data-driven assessment tools, conduct thorough interviews, and involve team members in the decision making. By taking a comprehensive, disciplined approach, they‘re able to consistently build high-performing teams.

Trait 3: Willingness to Construct and Commit to a Sales Process

A third trait that defines top sales managers, according to Zach, is a willingness to develop and strictly adhere to a standardized sales process. "Having a clear, repeatable process is absolutely essential for sales success at scale," he argued. "The best managers understand this, and they put in the work to build and reinforce that structure."

The data is clear on the impact of sales process discipline. A 2020 study by Vantage Point Performance and the Sales Management Association found that B2B companies with a formal, structured sales process generate 18% more revenue than those without one.[^3]

But just having a process isn‘t enough – truly exceptional sales managers also ensure that the process is followed consistently across the team. This means:

• Clearly documenting each stage of the sales cycle
• Training and coaching reps on the key activities and deliverables
• Regularly auditing adherence and identifying areas for improvement
• Leveraging technology to enable and reinforce the process

Of course, top sales managers also recognize that a sales process isn‘t a static, one-size-fits-all set of rules. They solicit feedback from their teams and are willing to iterate and optimize based on real-world results. The key is striking a balance between consistency and adaptability.

Trait 4: Solid Understanding of Relevant KPIs

Exceptional sales managers also tend to be masters at leveraging data to drive performance. As Zach put it, "In today‘s world, you simply can‘t manage effectively if you‘re not tracking and acting on the right metrics. The best leaders live and breathe the numbers."

A 2019 Gartner study underscored this point, finding that sales teams that consistently use data and analytics in their decision making have 5-10% higher sales achievement, deal velocity, and customer retention than those that don‘t.[^4]

But with the wealth of data available, how do top managers know which KPIs to focus on? While the specifics may vary by company and industry, most track a core set of metrics across the sales funnel:

Funnel Stage	Key Metrics
Top of Funnel	Outreach attempts, response rates, meeting set
Mid Funnel	Qualified opportunities, pipeline value, average deal size
Bottom Funnel	Closed won deals, sales cycle length, win rates

Beyond just tracking these numbers, exceptional sales managers use them to drive action. They build dashboards to monitor performance in real-time, conduct regular pipeline reviews with their teams, and use data to coach reps and inform strategic decisions. In the age of analytics, this data-driven approach is a must.

Trait 5: Objective, Fair Conflict Resolution Skills

Sales is a high-pressure, often competitive environment, and conflicts are bound to arise. According to Zach, how a manager handles these situations is a key differentiator. "The best sales leaders are able to navigate conflicts with objectivity, fairness, and a focus on finding win-win solutions," he explained.

This aligns with research from the Center for Creative Leadership, which found that effective conflict management is one of the most important leadership skills in driving team performance.[^5] Sales managers who can handle disputes constructively foster greater collaboration, trust, and productivity on their teams.

So what does this look like in practice? Top sales managers tend to follow a few key principles when resolving conflicts:

1. Listen actively and gather all perspectives: They give each party a chance to share their side of the story without interruption or judgment.

2. Separate the people from the problem: They focus on the underlying issues, not on personal attacks or blame.

3. Find common ground and build consensus: They look for areas of agreement and work to find solutions that address everyone‘s key concerns.

4. Follow up and reinforce the resolution: They make sure all parties are clear on next steps and hold people accountable for their commitments.

By approaching conflicts with empathy, objectivity, and a solution-oriented mindset, exceptional sales managers are able to turn potentially divisive situations into opportunities for growth and improvement.

Trait 6: Firm but Compassionate Communication and Feedback Skills

Finally, Zach stressed the importance of effective communication and feedback skills in sales management. "Great sales leaders are able to strike a balance between being firm and being compassionate," he said. "They set high standards, but they also support and develop their people."

Research has consistently shown that this balanced approach to feedback and communication drives better sales outcomes. A study by Zenger Folkman found that managers who were rated in the top 10% for giving honest feedback had teams that were 40% more engaged and 25% more productive than those in the bottom 10%.[^6]

Putting this into practice requires sales managers to:

• Set clear expectations and hold reps accountable for meeting them
• Deliver specific, behavior-focused feedback regularly (both positive and constructive)
• Use questioning and active listening to understand reps‘ perspectives and challenges
• Tailor their communication style to each individual‘s needs and preferences
• Celebrate wins and effort, not just results

Especially in today‘s world of remote and hybrid teams, mastering the art of virtual communication and feedback is also critical. Top sales managers are comfortable using a variety of channels (video, phone, messaging) and know how to adapt their style to each medium. They make a point to check in frequently and ensure reps feel supported, even when physically apart.

Bringing It All Together

Sales management is a complex and challenging role, but by embodying these six key traits – a commitment to personal improvement, the ability to hire quality candidates, a willingness to commit to a sales process, a solid grasp of KPIs, objective conflict resolution skills, and firm but compassionate communication – you‘ll be well-equipped to lead your team to success.

Of course, developing these qualities is an ongoing journey. Even the most exceptional sales managers never stop learning and growing. But by consistently focusing on these areas and seeking out opportunities to improve, you can take your sales leadership skills to the next level.

The payoff is clear. Organizations with great sales managers consistently outperform their peers in revenue growth, team retention, and customer satisfaction. By investing in your own development and embodying these traits, you can join the ranks of the elite and drive extraordinary results for your company.

So take a hard look at where you stand on each of these dimensions, and challenge yourself to keep getting better. Your team is counting on you to lead them to success – and with these six traits in your arsenal, you‘ll be more than up to the task.

[^1]: Sales Management Association. (2020). Best Practices in Sales Manager Development. https://salesmanagement.org/research/best-practices-in-sales-manager-development/
[^2]: Harvard Business Review. (2017). How to Hire Top Sales Talent. https://hbr.org/2017/06/how-to-hire-top-sales-talent
[^3]: Vantage Point Performance & Sales Management Association. (2020). The State of Sales Process Engineering. https://www.vantagepointperformance.com/the-state-of-sales-process-engineering/
[^4]: Gartner. (2019). Improving Commercial Outcomes with Sales Analytics. https://www.gartner.com/en/documents/3970117/improving-commercial-outcomes-with-sales-analytics
[^5]: Center for Creative Leadership. (2019). The Role of Conflict Management in Leadership Success. https://www.ccl.org/articles/white-papers/role-conflict-management-leadership-success/
[^6]: Zenger Folkman. (2014). Your Employees Want the Negative Feedback You Hate to Give. https://hbr.org/2014/01/your-employees-want-the-negative-feedback-you-hate-to-give