Although often overlooked in the fast moving world of sales, the position of sales manager is in fact one of the most critical to any organization. From the smallest startup company to the largest multinational enterprise, the sales manager should be the glue that holds a disparate sales force together and helps them achieve both their individual and corporate goals.

It is not unusual for the sales manager to play many roles, from salesman to mentor to coach to disciplinarian. Through all these roles the successful sales manager maintains a professional outlook and image, helping the other members of the team to achieve their highest potential.

In many cases the sales manager will be an active salesperson in addition to an active administrator. This dual role can help the sales manager to stay focused on the needs of the business as well as the needs of the individual salesman, and can make interactions with management easier and more productive.

The sales manager also is generally responsible for making sure that all sales quotas are being met, and for mentoring and coaching those salespeople who are experiencing difficulty. Acting as a mentor and a coach is an essential part of a sales manager’s job. The sales manager is also typically responsible for making sure that sales calls are being made, that customers are satisfied and that salespeople are being matched with their appropriate territories.

With all this responsibility it is important that the organization hire the right candidate for this critical position. It is important that the sales manager be outgoing and have a positive outlook on both the company and life in general. A sales manager who is always complaining about the state of the economy, problems with sales leads and company bureaucracy is unlikely to succeed in this challenging position. On the other hand, a sales manager who seeks out new ways to get the job done and deal with day to day hassles is likely to excel in the position of sales manager. And by excelling at the job, he or she also helps the salesmen and saleswomen in the company achieve their goals and enhance their earnings.