Four Steps Sales Leaders Can Take to Influence Sales Team Success

Your sales team's performance is a direct reflection of your leadership. Period. Sixty-nine percent of salespeople who exceeded their annual quota rated their sales manager as being excellent or above average Harvard Business Review (HBR). That's not a coincidence. Great sales leaders don't just manage numbers—they influence behavior. Here are four steps to drive your team's success:

Coach Consistently, Not Occasionally

Stop treating coaching like an annual event. Your salespeople need regular, focused feedback—not just when they're struggling. Schedule weekly one-on-ones. Review calls together. Provide specific, actionable guidance on what's working and what needs to change. Consistent coaching builds confidence and competence. Sporadic coaching breeds doubt.

Communicate Clear Expectations

Your team can't hit targets they don't understand. Be crystal clear about what success looks like. Define the behaviors, activities, and outcomes you expect. Then communicate those expectations repeatedly. Ambiguity kills performance. Clarity drives it.

Model What You Demand

Your team watches everything you do. If you show up late to meetings, they will too. If you avoid difficult conversations, so will they. If you cut corners, expect them to follow suit. You can't demand excellence while delivering mediocrity. Lead by example. Every single day.

Hold Your Team Accountable

Great sales leaders don't avoid tough conversations. When someone isn't performing, address it immediately—directly and respectfully. When someone exceeds expectations, recognize it publicly. Accountability isn't punishment. It's clarity. Your top performers want to see you address underperformance. Your underperformers need to know where they stand.

Your influence as a sales leader determines your team's success. Coach consistently. Communicate clearly. Model excellence. Hold people accountable. Do this Monday to Monday, and watch your team's performance soar.