Explaining Sales Competency Framework And Its Essential Skills In Sales

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Published Date: April 13, 2024

Explaining Sales Competency Framework And Its Essential Skills In Sales

Explaining Sales Competency Framework And Its Essential Skills In Sales

In any business that depends on sales income for expansion and success, sales management plays an essential part. A variety of sales competencies are possessed by successful sales managers, enabling them to guide teams, create plans, and close sales. Knowing the core competencies needed for the position is crucial, regardless of the experience level as a sales manager—whether a rookie manager hoping to improve their skills or an experienced manager trying to advance their capabilities. 

To succeed in the role of a sales manager, one must have a wide range of qualities and competencies. Sales managers can enhance sales performance, guide their teams to achieve success and increase income for their businesses by developing certain sales competencies.

What Are Sales Competencies?

A sales competency is a collection of skills specific to a role that offer an understanding and ability base manifested in observable, quantifiable, and assessable job behaviors. Time management, interpersonal skills, workflow management, identifying problem areas, verbal quality, and other skills are a few examples. 

To get the most out of the sales enablement capital, consider developing a sales competency model that will help businesses concentrate their efforts on the traits of high achievers. A strong framework for sales competencies can aid in defining success for each position, identifying areas of deficiency in skills, directing learning initiatives, and offering a valuable training resource.

What Can Sales Competencies Of Sales Managers Do For Business Growth?

For the businesses they work for, sales managers are essential to meeting sales goals and boosting revenue. It’s crucial to have a variety of skills and sales competencies, such as organizational, communication, leadership, and analytical skills, to succeed in a position like this. All things considered, a sales competency framework gives salespeople a precise and uniform structure, allowing managers to train, assess, and eventually enhance the performance of their sales force. 

The expertise, skills, and conduct necessary to successfully market products and services are the primary focus of a sales competency model. Training, growth planning, mentoring, and performance management can all be governed by this paradigm. This methodology aids in directing employees in identifying the sales competencies required for selling products and services. Although this framework is not meant to be all-inclusive, it can assist sales managers in understanding the sales competencies that a successful employee needs.

Types Of Sales Competency Models 

Core Competencies

The fundamental abilities that all sales managers are expected to possess by the company are known as core competencies, and these are some of the basic requirements that managers must meet. This will differ from business to business since it is based on the ideals, mission, and objectives of each one, but it can have fundamental needs like teamwork or effective communication. 

Functional Competencies

Functional competencies are the accurate abilities, expertise, and skills that a person requires to be proficient in specialized tasks or areas within an organization. These skills are job-specific and frequently customized for one specific role or sector.

Technical Competencies

Technical competencies are the skills and expertise needed to complete certain tasks, jobs, or duties within a given domain or market. They are frequently associated with hard talents that can be identified, quantified, and trained. Technical competencies are frequently obtained via formal learning, specialized training, certificates, and work experience.

Leadership Competencies

Leadership competencies are commonly employed in managerial and leadership duties, but they can also be deployed in any career path that calls for someone’s ability to guide others. These involve traits like leadership and behaviors such as decision-making skills. 

10 Core Sales Competencies For Sales Managers To Possess In Business

Sales Planning Skills

Planning is a critical stage that ensures the development of the sales team and, ultimately, the capacity for the expansion of an organization. Once sales managers have collected the necessary information and knowledge to develop a strategy, they must conceptualize the next steps that will lead to the implementation of the sales plan. Planning isn’t an occasional effort. It must be updated to reflect market developments and customer demands.

Motivational Skills

Many sales managers build dynamic work personas in order to motivate their teams to seal more sales. Keeping the team motivated toward their objectives is critical to organizing meetings, events, and team-building activities that encourage people to come outside of their comfort areas. The sales manager is often responsible for managing incentive programs, which require striking a fine equilibrium between encouraging salespeople to sell and maintaining profits.

Training Skills

Building and managing an efficient sales team requires a sales manager to have strong training and coaching abilities. A sales manager must be able to create and implement training plans that effectively mentor team members. The process of sales training entails determining the workforce’s areas of requirement for development, developing exercises and training resources to meet those requirements, and offering continuous assistance and review.

Organizational Skills

Proficiency in organization is vital for sales managers to achieve success. They enable the sales manager to create objectives, organize their workload, and use their time wisely. This is crucial in a sales position when there are several clients and deals to monitor and time tends to be at an all-time low. A well-managed sales team can ensure that no chances are missed and enhance their ability to follow up with clients and monitor prospects.

Leadership Skills

Skilled sales managers exhibit exceptional leadership abilities to oversee, inspire, and enable their team members. Sales managers take on the responsibility to prioritize individuals and support the success of each team member in their role as leaders. This involves motivating people to do better and giving teammates the necessary resources they require for success. Sales managers who are capable of leading others must also be aware of their own weaknesses and opportunities for growth.

Effective Communication Skills

In a sales manager position, excellent interpersonal abilities are essential, particularly in communication, since they will be interacting with their salespeople and assisting them in solving difficulties for the majority of the time. Sales managers should showcase good communication skills regardless of whether they interact via phone calls, video chat, shared documents, email, or texting apps. They attain this by talking clearly and concisely, writing precisely and succinctly, and actively listening.

Active Listening Skills

Sales managers can recognize clients’ problems and provide suitable solutions by listening well. Sales managers who actively listen to their teams can more effectively recognize the obstacles they face and provide the expertise and tools needed to assist them overcome them. By holding off on offering solutions until after the other person has completed speaking, they can develop the practice of attentive listening.

Time Management Skills

In addition to leading sales teams and interacting with customers, sales managers often have to handle a variety of technical tasks. Modern sales managers need to be highly skilled in time management, but this requires a great deal of effort. Time management is essential to excelling in all of the other activities. They must learn to manage their time well if they’re going to be dealing with customers, managing their sales representatives, and directing a team.

Sales Tools Management Skills

The complete operation of the CRM and field employee monitoring software system is likely the next most crucial item for a sales manager to grasp after having a thorough understanding of their product line. Sales managers will be more effective the more they can use their software platforms. Field employee tracking and management software helps sales managers track and monitor their field sales employees, their location, attendance, daily activities, client meeting updates, and much more.

Performance Management Skills

When performance falls short of the goal, the actual challenge begins. Threats and other forms of bullying nearly never work. Managers must set up systems that enable them to be notified early when any part of their sales performance begins to deteriorate. They must be competent to alter the elements that affect sales performance and remain aware of them. Furthermore, they must understand how to restore the stability of the performance when situations go out of hand.


Sales managers are more effective in inspiring and motivating those below them and creating a pleasant work environment that promotes business growth when they exhibit key sales management competencies. An extensive set of traits and sales competencies are needed to be an efficient sales manager. These include effective communication skills, team leadership skills, training and coaching skills, and the capacity to evaluate and comprehend information. It’s also important to establish and keep relationships with customers and have the flexibility to evolve with the times. By acquiring and refining these sales competencies, a sales manager can motivate a team and propel success in sales.

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