October 5, 2024 | Read online
Why Sales Managers Shouldn’t Carry Quotas
by Kevin Dorsey
Alright, let’s talk about something that’s gonna ruffle some feathers. I’m about to challenge a BIG norm in the sales world.
You ready?
Here it is: sales managers should NOT carry quotas. I know, I know, you’re probably thinking, “KD, you’re crazy! A sales manager must be in the trenches, closing deals and showing their team how it’s done.” But hear me out.
In all my years as a sales leader and coach, I’ve seen firsthand how asking managers to juggle their own quotas while also trying to coach and develop their teams is a recipe for disaster. It’s a fundamental conflict of interest that undermines both objectives.
If we want our sales teams to reach their full potential, we need to rethink the role of sales managers and focus on what truly drives performance: dedicated coaching and development.
Quota Responsibilities Distract from Coaching
Look, you can only do one thing really well with intention. And when we ask our sales managers to carry a quota AND make their people better, we’re asking them to do two very different things. It’s like trying to ride two horses with one ass - it just doesn’t work.
Now, don’t get me wrong, there are times when a manager needs to step in and help close a deal. But if I see my managers spending all their time on calls closing deals, I know we’ve got a coaching problem. That should be the exception, not the rule. Coaching and developing talent should be the top priority, not the manager’s personal sales numbers.
Better Coaching Drives Better Results
The data doesn’t lie, folks. Teams that get high-quality, consistent coaching consistently outperform under-coached teams across the board. We’re talking 8% higher revenue, 28% higher win rates, 4x higher quota attainment, and 88% higher productivity.
An exceptional player-coach focused on developing talent elevates the entire team.
Think about it - you didn’t see Phil Jackson subbing in to take the last shot. You didn’t see Bill Belichick stepping in to throw the game-winning touchdown. That’s not the job of the manager - their job is to develop and empower their team, not do the work for them. When managers dedicate themselves to coaching, they create an environment where every team member can thrive and contribute to the team’s success.
Evolving Role of Sales Leadership
The game has changed, y’all. The sales manager's role has evolved from simply being the team’s best individual seller to requiring strategic vision, leadership development skills, and the ability to build and nurture diverse, high-performing teams.
Today’s sales leaders need to be strong coaches and leaders, not just closers. Personal deal-making is less critical than providing vision and enabling team success.
In today’s sales landscape, the ability to coach and develop a team is much more valuable than the ability to close individual deals. Sales managers should focus on creating a culture of continuous improvement, where team members constantly learn, grow, and achieve their full potential.
This shift in focus not only benefits the individual team members but also drives better overall results for the organization.
Conclusion
So, let’s recap: Sales managers should not carry quotas. Quota responsibilities distract from coaching, and better coaching drives better results. The evolving role of sales leadership requires a focus on strategic vision, leadership development, and team building, not personal deal-making. By dedicating themselves to coaching and developing their team members, sales managers can create a high-performing sales culture that drives sustained success.
It’s time for organizations to examine traditional quota practices for their sales leadership roles. By separating sales managers' coaching and development roles from salespeople's quota-carrying roles, we can unlock the full potential of our sales teams and achieve greater success.
Let’s challenge the status quo and embrace a new approach to sales management that prioritizes coaching and development above all else. Who’s with me?”
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