14. Scott Cassie: managing new business and account management teams

In this conversation, Steve and Scott Cassie delve into the intricacies of sales management, exploring Scott's journey from a successful salesperson to a sales manager. They discuss the essential traits of effective sales managers, the balance between empathy and performance, and the importance of communication within teams. Scott shares insights on managing upwards, learning and development, and the differences between new business sales and relationship management. The conversation emphasizes the need for adaptability in leadership styles and the significance of building trust within teams. In this conversation, Scott shares his insights on effective sales management, discussing the importance of tracking KPIs for new business and account management, the value of hybrid teams, and the necessity of understanding customer needs. He emphasizes the courage required to say no to clients when necessary and the importance of learning from customer feedback. Scott also provides practical advice for new sales managers, reflecting on his own experiences with underperformers and the triumph of building a cohesive team. He concludes by encouraging managers to seek out affinity groups for support and learning.

Takeaways

·      Sales management requires a different skill set than sales.

·      Empathy is crucial, but it must be balanced with performance.

·      Listening is key to effective communication in management.

·      New business and relationship management require different approaches.

·      Building trust quickly is essential for new managers.

·      Managing upwards is as important as managing your team.

·      Continuous learning and development are vital for sales leaders.

·      Effective communication can enhance team dynamics.

·      Recruiting for sales roles requires understanding different personality traits.

·      Sales managers must adapt their style to fit their team's needs. 

·      Tracking different KPIs for new business and account management is crucial.

·      Hybrid teams can be effective depending on the product and market.

·      Understanding customer needs is essential for successful sales.

·      Saying no to clients can take courage but is sometimes necessary.

·      Learning from customer feedback can improve sales strategies.

·      Internal debriefs are important for team learning and growth.

·      New sales managers should prioritize delegation and time management.

·      Building a cohesive team leads to better performance and satisfaction.

·      HR professionals can provide invaluable support for managers.

·      Finding affinity groups can enhance learning and networking opportunities.

Book

Scott referred to:

The First 90 Days, Updated and Expanded: Proven Strategies for Getting Up to Speed Faster and Smarter Hardcover, by  Michael D. Watkins

SPIN Selling, by Neil Rackham

Keywords

sales management, leadership, new business, relationship management, empathy, communication, team dynamics, sales training, recruitment, sales management, KPIs, hybrid teams, customer needs, sales strategy, internal feedback, new sales managers, leadership, team building, sales mistakes