Are You a Business Owner or a Glorified Sales Manager?

Are You a Business Owner or a Glorified Sales Manager?

If you are the owner of the business, you focus on:

  • Articulating the vision and developing the right culture
  • Creating a strategy and leading the execution
  • Connecting with customers / prospects and creating a great service offering
  • Hiring great people and developing them into leaders
  • Implementing processes and systems that will maximize productivity for the finance, operations and sales and marketing groups.
  • P&L

If you are the sales manager, you spend most of your time on sales. Since most sales managers are judged solely on sales and margin growth, they better keep focused on sales. Finance and operations will take care of themselves.

A good sales manager is focused on:

  • Connecting with customers and prospects
  • Hiring, training and retaining the very best sales talent (even if they work in the operations or finance group)
  • Developing a great sales process and messaging for the sales team
  • Sales numbers

A Focus on Only Sales Can Slow Growth

As strange as it sounds, focusing solely on sales can limit the growth of your company. In my experience, new sales begin to hurt a company if they haven’t adequately developed their operations, finance and marketing groups.

As an executive coach and business strategist, I help companies accelerate their growth. I work with companies that are at a cross road, where the founder is struggling to get their company to the next level. These companies typically have been around for 10 years and have revenues of $10-15 million.

Often, the owner and his team have an almost obsessive desire to grow their sales, yet they find themselves stuck enough that they hire an outside firm to help.

Building a Foundation for Growth

To help my clients grow, I first assess their current state. I have learned that many, if not most companies have very weak organizational structures because they are so biased toward sales growth.

Typically, the owner behaves more like a sales manager than as a business owner. Since, most startups fail due to lack of sales, the sales bias is justified when the company is new.

Lack of sales kills start-ups, but lack of organization and structure prevents sales growth for small and medium size businesses. To get to the next level, the owner and executive team must change their focus.

Build It and They Will Come

When I help new clients develop an organization and structure, many are initially impatient. They want to discuss sales strategies and nothing else. They are like the top heavy weight lifter at the gym who only works on his upper body – he can’t see that his huge upper body looks silly attached to stick legs.

To get a structure in place, I meet with the leadership team and we agree to the groups, typically sales & marketing, operations and finance. Next, we determine what each group will be accountable for. I always ask the team to agree on just 5 specific responsibilities for each group.

Next, we discuss who should head up each group. This step is always interesting. We are picking the person who should have this job going forward, not who has the job currently. Companies and leadership teams evolve and sometimes the guy who sits in the chair isn’t a good fit anymore – maybe they were never were. This step empowers the leadership team to get everybody in the rights seats and playing to their individual strengths.

So Does It Work?

Developing a solid organizational structure with specific responsibilities sounds boring, but it works every time. I get great feedback from my clients on this exercise. Typical comments include:

  • “Our company feels focused”
  • “The new structure improves cooperation, communication and accountability”
  • “Now that I only wear one hat, I feel energized”
  • “We are much more productive”
  • “This is the foundation we needed to grow”
A Case for Service

A Case for Service

How do you give back? How do you serve those around you? Not just your customers (in providing solutions to their needs), but the folks with whom you interact each and every day. As a leader, your role is not just to direct and make known your expectations, but to provide inspiration, guidance, humility and encouragement to those you lead. As that network expands, there are new ways to serve outside of your organization and for the benefit of many.

Industry Associations

Both Not for Profit and For Profit industry associations are designed to provide a strong network of leaders and knowledge to benefit the overall membership. Balance what you take from the membership and give more than just the annual check and conference registration. These associations are hungry for your expertise and your experience in navigating the landscape of our industry. Others can benefit from your stories, your context and your analysis.

Local/Regional Education

Local colleges, university and trade schools can greatly benefit from your knowledge and expertise. Whether through full course development, seminars, panels or as a guest lecturer, you can support the learning of others. Many schools have courses on operational excellence and supply chain management, but few provide knowledge of the brokerage industry and its impact within the larger supply chain network environment.

This connection to schools can help to shorten the learning curve of our industry and can position your company as a both a supporting entity of educational growth and as an employer of choice upon graduation for many potential new hires.

Community Efforts

Donating time, dollars and other resources to various community needs serves to strengthen the people affected and the community as a whole. Raising hope and building bridges (where both are, unfortunately, absent) can create long lasting encouragement for the individuals helped. While the motivation for volunteering shouldn’t be about how it serves your interests, the potential benefits for you and your company are powerful in building the brand beyond commercial identity, but to become a more holistic entity that has deeper context and empathy.

Mentoring

Mentoring can be focused internally in support of your current team new associates, or it can be focused towards groups outside the company or even the industry. As you look through your own development path, you can identify those people who helped you achieve your success. Providing similar supportive guidance to others can raise the level of conversation, ensure more thoughtful decision making and allow for more personal and professional growth.

You, through your success, have been given a gift. You are given the power to change lives and promote positive values and ideals.

Today is a day where you can utilize the right given to you and make your voice heard in the way our local, state and national political actions are undertaken. Please go out and vote today.