Here‘s What Sales Leaders Should Prioritize in 2023 According to a Sandler Expert

As we enter 2023, sales leaders face a landscape of unprecedented challenges and opportunities. From economic headwinds to the rapid evolution of buyer behavior, the pressure is on to adapt and find new ways to drive growth.

So what should be at the top of every sales leader‘s priority list in the coming year? We sat down with Suzie Andrews, President and CEO of Stark and Associates Sandler Training, to get her expert perspective. Andrews and her team work with hundreds of sales organizations each year, giving her a front-row seat to the issues keeping sales leaders up at night.

According to Andrews, success in 2023 hinges on sales leaders‘ ability to focus on these key areas:

1. Transparency and involvement from company leadership

One of the most common pitfalls Andrews sees is a lack of alignment and engagement from the highest levels of the organization. "The responsibility for revenue can‘t rest solely with the sales team," she explains. "The ultimate leader of a sales organization is the President, CEO or owner of the company. They need to be out in the field with their salespeople, providing support and coaching."

When senior leaders are only involved in sales reactively – like when deals are at risk or numbers are down – it breeds uncertainty and erodes trust. By contrast, when leaders proactively engage with the sales process and demonstrate authentic commitment, it sends a powerful message. Reps feel supported and everyone is able to spot issues before they become full-blown problems.

Consider these sobering stats:

• Only 31% of salespeople say their company‘s leadership is actively involved in helping them succeed (source)
• Misalignment between executives and sales leaders on strategy and process is one of the top five barriers to hitting revenue targets (source)

The takeaway is clear: In 2023, sales leaders must secure proactive executive engagement as a non-negotiable. Have candid conversations about expectations, develop joint action plans, and create feedback loops to keep everyone rowing in the same direction.

2. Modeling a positive mindset

Study after study shows that mindset may be the single most important predictor of sales success. Salespeople who cultivate optimism, resilience, and an opportunity-focused outlook simply perform better. And according to Andrews, that mentality starts at the top.

"Before a sales leader does anything else, they have to decide what their mindset is going to be," she says. "Leaders create the foundation for their organization. When they lead from a place of scarcity or negativity, that filters down and limits what their teams believe is possible."

Modeling the right mindset is especially crucial during times of uncertainty or market pressure. It‘s tempting to get caught up in worry, but great sales leaders discipline their focus. They emphasize what reps can control and rally their teams around a vision for success, even in the face of headwinds.

One practical way to ingrain this is through "win wires" or other regular communications that highlight victories and breakthroughs. Whether it‘s landing a big account, smashing a tough objection, or going above and beyond for a customer, showcasing success reminds everyone what‘s working and reinforces a winning mentality.

3. Supporting sales managers

Modern sales organizations have grown increasingly complex. Managers are the linchpin that connects leadership‘s vision to the day-to-day activities of frontline reps. Yet Andrews often sees managers getting short shrift when it comes to support and development.

"In a lot of organizations, the relationship between sales managers and higher-level leaders is mostly just reporting on the numbers," she shares. "There‘s very little coaching or skill-building happening at the management level."

But sales managers, just like reps, need continual training and mentorship to stay at the top of their game. They must be equipped to provide strategic guidance, deftly handle personnel issues, and make smart in-the-moment decisions.

High-growth companies recognize this and invest accordingly:

• Organizations that offer continued training and development for managers see 34% higher revenue growth (source)
• Sales teams receiving 30+ hours of manager training per month have 24% higher annual growth rates (source)

In 2023, progressive sales leaders will prioritize upskilling their management bench. This could include internal coaching intensives, sending managers to outside workshops, or even hiring a dedicated manager enablement lead. The key is having a systematic plan, not just leaving manager development to chance.

4. Using remote work to advantage

There‘s no question remote and hybrid work are here to stay in sales. For field-based teams, virtual selling has largely become the rule rather than the exception. And while this shift has brought challenges, Andrews believes it also presents a massive opportunity for sales leaders who approach it strategically.

"With so many salespeople working virtually, leaders have unprecedented visibility into deals and customer conversations," she points out. "It‘s so much easier now to observe reps in action, identify skill gaps, and provide real-time coaching."

Indeed, sales organizations that have doubled down on virtual coaching and collaboration are seeing major gains:

• 61% of sales leaders using AI-based virtual coaching tools report significant increases in revenue (source)
• Dispersed sales teams that utilize video coaching and practice platforms ramp new hires 5 weeks faster on average (source)

The key for sales leaders in 2023 is to maximize the coaching advantage of remote work. That means implementing easy-to-use enablement tools, instituting a regular cadence of virtual ride-alongs and call reviews, and ensuring feedback is captured and applied moving forward.

5. Leveraging the B-A-T triangle

With so many competing priorities, it can be tough for sales leaders to know where to focus. That‘s why Andrews recommends using the B-A-T (Behavior-Attitude-Technique) triangle as a diagnostic tool.

"The B-A-T model helps leaders zero in on the root cause behind performance gaps," Andrews explains. "You look at the specific Behaviors a rep or team needs to execute, the underlying Attitudes or beliefs necessary for success, and the Techniques or skills required. Examining each area often reveals where the breakdown is occurring."

For example, say a rep is struggling to hit quota. Upon closer inspection using the BAT framework, their leader might uncover that the real issue is a mindset limitation (e.g. discomfort discussing money) rather than a lack of product knowledge or poor discovery. Coaching could then be tailored accordingly.

Consistently applying this model enables sales leaders to:

• Identify high-impact development areas at the individual and team levels
• Deliver hyper-targeted coaching and training interventions
• Make informed decisions about where to allocate limited enablement resources

Most importantly, it prevents leaders from applying a bandage when surgery is what‘s needed. In a landscape where every coaching moment and training dollar counts, that discernment is invaluable.

Bringing it all together

There‘s no question 2023 will bring both headwinds and tailwinds for sales organizations. While the specific challenges will vary, the sales leaders who come out on top will be those who relentlessly focus on proven fundamentals:

• Transparency and engagement from the top
• Modeling a winning mindset
• Enabling and empowering managers
• Maximizing virtual coaching
• Diagnosing issues with the B-A-T model

Of course, simple doesn‘t mean easy. Driving meaningful improvement in each of these areas requires intention, discipline and vulnerability from sales leaders. It means being willing to ask tough questions, have uncomfortable conversations, and lead with both empathy and accountability.

But for those who commit to the journey, the payoff can be transformational. Not only will they set their teams up to outperform in the near term, they‘ll also lay the groundwork for a sales culture built on trust, resilience and continuous improvement. And in a world where change is the only constant, that may just be the ultimate competitive advantage.