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The Sales Managers Magic Seven

Written by: Susan Ireland

Article Overview: In the decade of the ninety’s, when individual productivity was in the tank, lots of companies spent enormous sums on reorganization. It seemed like the logical answer when we couldn’t figure out what else to do. As a manager, I’ve been through several reorganizations myself and I’ll bet you have too. What I found though, was in at least half the cases, company reorganizations created more problems than they solved. The cure became more deadly than the disease. Why? Because reorganization can be a wonderful method for creating an illusion of progress, but often produces confusion, inefficiency and a demoralized workforce.

The Sales Managers Magic Seven

In the decade of the ninety’s, when individual productivity was in the tank, lots of companies spent enormous sums on reorganization. It seemed like the logical answer when we couldn’t figure out what else to do. As a manager, I’ve been through several reorganizations myself and I’ll bet you have too. What I found though, was in at least half the cases, company reorganizations created more problems than they solved. The cure became more deadly than the disease. Why? Because reorganization can be a wonderful method for creating an illusion of progress, but often produces confusion, inefficiency and a demoralized workforce.

The current decade. With low interest rates and easy credit, consumer demand went through the roof! No more reorganizations for us; it was time to add people, add products , expand into new markets, add office space, and celebrate the boom times! We concentrated on building our brands, aligning our people with a common vision and exciting missions and purposes. We focused on team synergy, energy and common values. Individual productivity soared! We patted ourselves on the back every month as the sales reports came out. Best month ever! Morale at an all time high!

2007. The beginning of one of the worst economic cycles in history. Oh, some of us saw it coming; many of us did not or chose to ignore the signs. But by 2008, even the naysayers were slashing advertising, cutting salaries, laying off staff and closing offices. For the sales and support staff who remained, fear, anxiety, paranoia and emotional devastation ensued. Individual productivity plummeted along with morale and job security. Why? In part because we began to lose focus on what made our companies strong, healthy and productive in the first place: team synergy, energy and common values.



Fast forward to today. I recently did a poll of top managers and leaders across the country and asked, “What is the biggest challenge you face in 2009?” Overwhelmingly, it was increasing sales and doing it with fewer resources.

How do you increase sales and do more with fewer resources? Follow these seven steps:

Step One: Address the elephant in the room: the fear, anxiety, paranoia and emotional devastation your people are feeling.

Step Two: Create an environment in which your people can work with purpose, dignity, creativity and significance. Even in the midst of uncertainty.

Step Three: Downplay logic. Keep in mind that organizational structure, budgets, processes, technology, policies, and systems are all important and yes, logical. But people are emotional and not always driven by logic. These same people produce, and nothing happens until they sell something.

Step Four: Find a way to better understand, challenge, communicate with, lead and inspire your people.

Step Five: See more potential in your people than they see in themselves.

Step Six: Empower your people to reach higher levels of productivity by demonstrating your belief in them. Realize that leaders’ beliefs about people become self-fulfilling prophecies.

Step Seven: Work on your own leadership skills. Great leaders have the skills to see more in people than people see in themselves and they help their people discover and actualize their potential.

Follow these magic seven and your sure to increase sales even with fewer resources!

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