Team leader in sales: Overcoming the Vendolead discrepancy

What it’s all about

Many team leaders in sales are characterised by outstanding sales skills, but reach their limits as managers. The word “vendo” comes from the Latin “vendere”, which means to sell, and “lead” from the English term for leadership. The transition from a top salesperson to an inspiring leader often requires a realignment of skills and perspectives. This is easier if you make a direct analogy with proven sales techniques, demonstrated by conducting feedback conversations.

The essence of feedback

Feedback is a process in which team leaders reflect information to their employees about their performance, behaviour and / or the results of their work. It is given to help the individual member improve or strengthen their performance, but also to praise a particularly good performance. The term “constructive feedback” is also used in everyday language, as it is intended to

encourage and strengthen the recipient by emphasising the positive aspects of their performance and their strengths,
on the other hand, it addresses areas where changes are necessary.

Giving feedback is therefore one of the most important instruments of team leadership. The procedure for sales meetings can be used for concrete implementation:

Preparation

Firstly, it is essential that team leaders understand that preparation is the key to success. Just as a salesperson needs to know their customers, team leaders should understand their team members. This includes recognising individual strengths, weaknesses and motivators. This enables feedback to be personalised and targeted, which in turn increases effectiveness.

Active listening

Active listening is another sales technique that can be used in the feedback process. It is about really understanding what the other person is saying and not just waiting to be able to speak yourself. Through active listening, team leaders can better understand the perspective of their employees and provide more accurate and empathetic feedback.

Ask questions

Asking open-ended questions is essential in sales to make customers think and discover needs. In the context of leadership, asking reflective questions helps employees to analyse their own performance and develop self-awareness. This not only promotes self-reflection, but also the employee’s commitment and personal responsibility.

Arguing with benefits

The benefits argument, a cornerstone of sales, is also crucial when giving feedback. Team leaders should be able to clearly communicate how feedback can have a positive impact on the employee’s work and personal development. This not only increases the acceptance of feedback, but also motivates employees to work on themselves.

Dealing with objections

Objections are commonplace both in sales and when giving feedback. A good team leader should be able to recognise concerns and resistance and respond to them constructively. This requires a combination of empathy, understanding and the ability to offer solutions that are acceptable to both sides.

Filling content with life

Storytelling, a popular technique in sales, can also be very effective when giving feedback. By using relevant stories or analogies, team leaders can convey complicated or critical feedback points in a way that is understandable, memorable and less confrontational.

Conclusion

Finally, it is important that the feedback is followed by a clear call to action. Just as a salesperson persuades a customer to buy, team leaders should encourage their employees to make concrete changes or developments. This includes setting clear goals and agreeing on concrete next steps to implement the feedback.

Summary

Overall, applying sales techniques to the feedback process requires practice, adaptability and a deep understanding of human interactions. However, by integrating these techniques, team leaders can improve their leadership skills, enhance their team’s performance and foster a positive, performance-driven culture. Ultimately, both the individual employee and the organisation as a whole will benefit from more effective, empathetic and purposeful leadership.