Q: What does a sales manager do, and what skills are needed to succeed?
A: Let me break it down. A sales manager doesn’t just set targets—they make them happen. Think of them as part strategist, part coach, part analyst, and yes, part salesperson.
What they do
● Break down overall targets into clear team goals
● Guide daily actions to hit those numbers
● Monitor performance and fix gaps
● Ensure the sales process flows smoothly
Typical teams under a sales manager
● Sales representatives
● Team leaders
● Area managers
● Activation or field teams
Skills that matter
● Analytical: understand numbers, track sales performance analysis
● Adaptable: adjust to changing markets and challenges
● People-focused: motivate, coach, hold people accountable
● Execution-oriented: lead by example
● Communication: clear, consistent, and available to the team
● Market savvy: aware of trends, competitors, and customer behavior
● Coaching: develop skills within the team (sales leadership training Kenya)
In reality, if the team struggles, a good sales manager understands why, fixes the process, supports the team, and still delivers results.