Emotional Sales Leadership

April 5th, 2016

Emotional Sales Leadership

I was recently interviewed on a podcast based in Europe around the topic of the importance of emotional leadership. The interviewer asked me a series of questions regarding the topic and why I felt it was a critical success factor for most organizations.

In retrospect based upon the podcast I came away with even a stronger opinion on the topic of generating the right level of emotion-that is positive emotion into the sales team.

It is important to track sales metrics to better understand the sales formula or recipe for success and to analyze leading indicators that will allow the sales manager to better predict future revenues. Balancing the mechanics of sales management with emotional leadership techniques requires the sales manager to take the next step up the ladder of professionalism. Many times we have seen organizations with failing sales or lacking the growth they expect to simply throw money at a sales training organization to fix the problem.  That approach simply becomes a band aid.

I am not saying sales training does not work or is not required but many times the ability of the sales trainer to interject their emotion/passion during the workshop helps pump up the sales team and short term impact occurs, however several weeks later that emotion is no longer felt and sales fall back to the original level.  We call this the balloon effect. The air or excitement has seeped out of the balloon and now it is simply limp and looks like it did before the balloon was blown up-just like the underperforming sales team.  Many times the sales manager enjoys the emotion as well, but they simply forget to reinforce the sales skills or to build on the positive emotion from the event.

So what specifically can any leader do to create Emotional Leadership?

  • Create an atmosphere of fun: make sure the sales team enjoys their job.  This is not to mean that accountability and expectations are not set, it simply means that there is excitement about what the salespeople do and how they do it.  HINT: Run an annual sales trip contest.
  • Provide a vision: where will the company/sales team be in 18-24 months? Share an expected Organization Chart and ask the team for their insights. HINT: set sales objectives that lead you to your goal.
  • Focus on training salespeople on belief: focus on how your products/services benefit your clients as much or more as what your products/service do. HINT: Visit client offices to see the impact you company has had on their organization.
  • Create a sales training program on attitude: Use video’s or books that share the concepts of mental preparation and positive attitudes, not the simple rah/rah material but courseware that changes lives.  HINT: Twice a year focus on this kind of training.

As sales leaders you must recognize that every time you walk into a room, talk to someone or even send an email the message you send gets magnified.  Use emotional leadership to create an environment of high performance.

What other ideas do you have to create that positive emotionally driven sales team?


Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 18 years, our consulting, advisory, and platform services have illuminated, motivated, and rejuvenated the sales efforts for organizations throughout the world.

He was recently ranked for the third year in a row by Top Sales World magazine as one of the Top 50 Sales & Marketing Influencers for 2015.

Ken has written 5 books, his latest book is: SLAMMED! for First Time Sales Managers, Ken provides Keynotes, consulting services and products designed to improve business performance.  Need more sales management resources? Check out his Sales Management Tool Kit or the Acumen Project and his new Ignite Your Sales Team online video training program for sales leaders.

Ken@AcumenMgmt.com  www.AcumenManagement.com

Blog:  www.YourSalesManagementGuru.com


This entry was posted on Tuesday, April 5th, 2016 at 11:31 am and is filed under sales leadership, Sales Leadership Training. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

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