What Makes a Great Sales Manager?
7 Traits That Separate the Best from the Rest
A great sales manager is more than just a closer with a title. They’re part strategist, part coach, part therapist—and fully responsible for driving results through people.
In today’s competitive environment, being “good enough” doesn’t cut it. Whether you’re hiring, training, or becoming one yourself, here are the 7 traits that separate great sales managers from the rest.
1. They Build Trust Before They Demand Results
Great sales managers earn trust fast. Why? Because sales reps won’t go the extra mile for someone they don’t believe in.
They listen, they follow through, and they protect their team when needed. This foundation allows them to push performance without creating fear or resentment.
Pro Tip: Ask your team how they feel about the support they’re getting. Then actually implement their feedback.
2. They Coach—They Don’t Just Command
Great managers don’t bark orders from spreadsheets. They get in the trenches and coach. That means listening to calls, giving feedback, role-playing objections, and celebrating progress.
They understand that coaching isn’t a one-time event—it’s a habit.
Quote to Use: “You don’t manage people. You manage processes. You coach people.”
3. They Obsess Over Clarity
The best managers make sure everyone knows:
What’s expected
What “great” looks like
How they’ll be measured
They don’t assume reps “get it.” They break goals down into daily actions and keep things visible.
Example: Instead of saying “hit quota,” they’ll say “book 4 qualified meetings per week from X lead source.”
4. They Know Their Numbers—and Their People
A great manager knows the numbers inside and out:
Close rates
Sales cycle length
Leading indicators (calls, demos, follow-ups)
But they also know what motivates each rep—career goals, fears, strengths, and what gets them fired up on a Monday morning.
Balance data with emotional intelligence.
5. They Recruit Like Their Life Depends On It
The best managers are always recruiting—even when they’re fully staffed.
Why? Because they know a single great hire can transform the team. And a bad one can wreck morale and performance for months.
Tip: Interview for coachability and grit, not just sales experience.
6.They Model the Behavior They Want to See
Want a proactive team? Be proactive.
Want great documentation? Show how it’s done.
Want positivity? Don’t complain in meetings.
The best managers walk their talk. They know their example sets the tone, whether they mean to or not.
7. They Celebrate Wins—and Learn From Losses
Top-performing teams have a culture of momentum. Great managers celebrate wins—big and small—and use losses as learning moments.
They make it safe to fail, so reps stay hungry and resilient.
Try This: Start every Friday with a 15-minute team win review. What went right? What did we learn?
Conclusion:
Being a great sales manager doesn’t come from a job title—it comes from consistent leadership.
Whether you’re looking to level up yourself or build a team of leaders, focus on these seven traits. You’ll not only drive results—you’ll retain top performers and build a culture that lasts.
Looking to develop yourself or your sales leadership team? Check out the Novak Sales Manager Coaching & Training program that drives performance.
