As an outsider stepping into a leadership role in sales, you will likely be the only new variable in a pre-existing group that has its own culture, way of doing things and set of key performance indicators (KPIs). Navigating this dynamic is challenging, and requires a delicate balance of introducing necessary changes while respecting the established practices.
12 Tips to Tackle the First 90 Days as a Sales Leader
- Learn the landscape
- Build trust
- Leverage continuous learning
- Establish a strong foundation
- Understand the nuances of the customer experience
- Analyze the sales funnel
- Conduct an initial assessment
- Build relationships
- Identify quick wins
- Make gradual changes
- Clearly lay out core KPIs
- Track progress
It can be akin to threading a needle. You have a clear vision of the improvements needed, which is why you were brought in. However, implementing these changes requires patience and a thorough understanding of the existing team culture. It's crucial to recognize the team's past experiences, both their successes and their struggles, and to build trust gradually before making significant changes.
How do you create meaningful change without disrupting the preexisting blueprint? Here are 12 tips on how to lead your team to improved performance.
6 Things to Do as a New Sales Leader
When you first join a new sales team, your goal should be to integrate with the team, build trust and come up with an action plan. Here are some tips to get you started:
1. Learn the Landscape
Focus on getting to know the current state of the team for the first 14 days. Sit down and write out a 30-60-90 day plan based on what you observe. Even if things need to shift after the first couple weeks, you are better off having taken the time to force thought to paper, and adjusting from there.
- Team culture: Observe the unwritten rules that guide daily interactions.
- Performance metrics: Become versed in the KPIs that the team values and tracks.
- Pain points and wins: Identify what has worked well in the past and where the team has met difficulties.
2. Build Trust
Trust is the foundation of effective leadership. Here’s how to build it:
- Listen actively: Take time to listen to your team, understand their concerns and note what they believe to be working and what is not. Focus on getting to know who each member is and how they operate.
- Show empathy: Recognize the team’s efforts and respect their knowledge and experience. You have no idea the trials people faced to get to this point.
- Be transparent: Clearly communicate your intentions and the rationale behind any proposed changes. Figure out what you all are fighting for.What is your mission/vision? How will it positively impact your customers and the company? Then, use this as a filtering heuristic for when tough choices need to be made and why you’re making them.
3. Leverage Continuous Learning
In my free time, I love taking in information from industry experts and accomplished business folks. I read a lot of books and articles on leadership and business strategies, listen to relevant podcasts and have taken executive leadership courses at Wharton. Some of my favorite books include The Question Behind the Question, Emotional Intelligence 2.0, Winning with Accountability and Eleven Rings. I also have found the podcasts Founders, Invest Like The Best, The Tim Ferriss Show, Power House and Masters of Scale beneficial. This continuous learning helps me stay informed about the latest trends and best practices, which I can then apply to my leadership approach.
4. Establish a Strong Foundation
Building a strong foundation is essential for long-term success. Sometimes you need to take one step back to take two steps forward. Focus on the core fundamental “little things” that must happen to drive performance. I call these things “Sales Hygiene.” By getting these basics right and encouraging increased effort during the day without necessarily increasing time, you set the stage for sustained improvement.
5. Understand the Nuances of the Customer Experience
Learn the nuances of the customer experience as well as the employee’s experience during a customer’s lifecycle. Understanding the points of the process that cause friction for either the customer or employee is crucial. This insight allows you to make informed adjustments that improve the overall experience and efficiency.
6. Analyze the Sales Funnel
Look at the sales conversion funnel and break it apart into three segments: Top, mid and down funnel. Focus solely on improving one segment at a time. It usually takes a few months for each segment to put in the required time/energy to generate desired outputs. Put together a strategy that includes both training the people and improving the process or system. Where can you find leverage? Where can you enhance velocity? What pieces of the puzzle can be removed? Technology helps a lot here, which is why I love working for true tech companies.
6 Tips to Improve Team Performance as a New Sales Leader
Let's highlight mastering the first 90 days in action. In this hypothetical case study, imagine you're leading a sales team that has been falling behind its goals.
1. Conduct an Initial Assessment
Spend the first month shadowing team members, attending meetings, and reviewing performance data. If possible, do every role yourself to get a true feel for the inefficiencies and pain points for both your team members and clients. Identify key pain points, start to categorize them into buckets which you can tackle in an organized fashion later.
2. Build Relationships
Hold one-on-one meetings with team members to understand their perspectives and build rapport. I can’t stress the importance of getting to know the person, not just the employee. Determine what their “why” is, what are they fighting for, why are they here, what do they want out of this career, how do they define success, what are their one, three and five year goals personally/professionally etc.
3. Quick Wins
After you’ve co-horted and organized the pain points you uncovered from your initial assessment, prioritize this list based on two factors: What is easy to fix and what has a high degree of impact. Take action on what moves to the top of your list based on those filters.
For example, crearte a concise, organized CRM view by removing everything but the essential deal stages and making it easy for a team member to determine what their next actions should be based on the highest impact or return on their time. Organize a team-building event to boost morale and foster collaboration.
4. Make Gradual Changes
Introduce a new sales training program to improve skills and boost confidence. Everyone wants to grow their capabilities so invest time in putting a three month training regiment together designed around upskilling your team. They get to take those learnings with them wherever they go in life. Set up regular feedback sessions to ensure the team feels heard and valued.
5. Clearly Lay Out Core KPIs
Get group buy-in on the three-to-six core KPIs or metrics that are non-negotiables. Simplify what success looks like and tie those metrics into the bigger picture, your company’s mission/vision.
6. Track Progress
Monitor the impact of these changes on performance metrics and team morale. Ensure everyone has visibility into the core KPIs and how they, as well as their peers, are pacing towards them. Adjust your approach based on the feedback and results.
How to Succeed as a New Sales Leader
By implementing these tactics, our company broke its own record for most new deals acquired with only one-third of the sales headcount, achieving about five times the production per person compared to the previous record.
Leading a preexisting team to success within the first 90 days requires a careful balance of patience, empathy and strategic action. By taking the time to understand the existing culture, building trust, and introducing changes gradually, you can effectively improve team performance and achieve your leadership goals. Remember, the key to success is not just what changes you implement, but how you go about implementing them.
