Here’s What Sales Reps Need to Hear From Leaders, Not Sales Managers

Your sales managers are on the front lines. They’re motivating sales reps, discussing new sales tactics, and fielding minor employee qualms. And if you have talented sales managers on your team, you whole-heartedly trust them to accomplish these communication tasks. 

However, oftentimes, scenarios arise when managers shouldn’t be your go-between. Clear communication that comes directly from leaders builds stronger, high-functioning companies. In reality, many of your employees believe in your power and abilities. 

Actually, well over half of employees agree CEOs can create positive change in equal pay (65 percent), prejudice and discrimination (64 percent), and training for the jobs of tomorrow (64 percent), according to the 2019 Edelman Trust Barometer

If your employees aren’t hearing from you on important matters, though, their trust in your capabilities to make changes will dwindle. As a result, your company’s overall culture, both with employees and customers, suffers.  

As a leader, here is what you need to make sure is coming straight from your mouth to employees’ ears: 

Changes in company culture

Your employees are at the heart of the company. They represent the products and the brand behind those products every single day while meeting with customers. 

It’s your sales managers’ jobs to ensure that culture is being represented in a true and authentic manner. The way you communicate changes in the culture, and the reason behind them, sets the tone moving forward. 

Without transparency from leadership, a critical element to your culture could be misconstrued or even ignored. 

Acknowledgment of company criticism

All companies have both internal and external pain points. Your managers are there to meet with sales reps about small issues or to handle negative feedback from customers. 

Anything greater should be discussed between you and medical sales reps. For example, if multiple employees reveal an overarching issue within the company, they need to hear the next steps to resolve it from you. 

Your status makes them feel acknowledged. By focusing on the issue and solutions with employees, they feel seen, heard, and cared about by the company as a whole. This builds trust in leadership and instills confidence that you care about more than just the bottom line. 

Major company news

Any news impacting your sales team’s day-to-day structure must be addressed from the top. This can range from announcements of mergers and acquisitions to major accounts being moved from one rep to another. 

Consider that change is challenging, no matter what. When major changes are heard from managers or even through the grapevine, the company’s value of transparency decreases. 

Additionally, when notifications of major changes are offered with no plan of action or reason from leaders, fear seeps into your sales team. Fear creates unwanted domino effects, such as employees looking for new roles or their productivity rapidly decreasing. 

Company-wide goals 

It makes sense for sales managers to take charge of monthly and quarterly goals. They know what motivates each sales rep and are aware of their capabilities. 

At least once a year, however, it’s critical that you address company-wide goals. Medical sales reps want to know how their hard work is contributing to overarching goals. Acknowledgment of the impact of their goals holds greater weight when done by leaders. 

Also, you’re setting goals based on data. Medical sales reps know, based on that data, you understand the potential their futures hold.