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Seven Questions for Every Sales Manager

By AICC Staff

January 30, 2023


Do you manage a sales team? Do you wish your team was more proactive in developing qualified opportunities? Do you worry that qualified opportunities are falling through the cracks? Here are seven questions every sales manager can ask to help move their teams, processes, and results forward.

1. Does Your Sales Team Know, Understand, and Follow Your Prospecting Process?

Let’s take a step back. Do you have a prospecting process? You should. It’s important to have a clear process for salespeople to follow. If they cannot understand it, they will not follow it. And if you do not have a process, then they are winging it. That’s always a bad idea because if your salespeople are winging it, you have no idea what it takes to qualify a lead and begin your sales process.

2. Do You Know Your Sales Team’s Metrics?

When you have a process (see No. 1 above) and you have benchmarked it, then you know what works. You can set goals for your team, and you have a clear path forward to help them achieve those goals. If you want to improve your process and make changes, you will know if those changes help you or hurt you. And if you hire someone new, you will know what to do to make them successful at prospecting, too. When you know the metrics, you also know:

  • How many salespeople you need to achieve your sales revenue goals,
  • When a salesperson at an early stage is not going to succeed,
  • Who needs coaching and in what area, and
  • How to improve the sales team’s ratios.

3. Do Your Salespeople Know Their Metrics?

Salespeople need to know their numbers, too. It gives them control over their prospecting efforts, their sales careers, and their destinies. By the way, you should know these numbers, too:

  • Ratio of dials to conversations with prospects,
  • Ratio of conversations to appointments scheduled,
  • Ratio of appointments to proposals, and
  • Ratio of proposals to sales.

When you know these numbers, you can calculate your revenue per dial. That gives you—and your salesperson—a clear path forward. That’s powerful!

When your salespeople know these numbers, they also can:

  • Improve their ratios,
  • Determine how much money they want to make and what it takes to make it, and
  • Take charge of their careers.

These are powerful incentives.

4. Does Your Team Know What They Should Be Doing Every Day, Every Week, Every Month, Every Quarter?

In other words, do they have prospecting and sales goals? Once you know the metrics, you can set specific, measurable prospecting and sales goals for your sales team. Put the goals in writing. Have a conversation with each salesperson about their goals. Get their buy-in. Ask them what they think they can achieve and what might get in their way and keep them from doing so. Help them take ownership of the goals to turn your goals into their goals and make accomplishing those goals a reality.

5. Do You Set Goals for Your Sales Team and Then Forget About Them?

Once you set the goals, check in with your team regularly to see where they are in accomplishing those goals. If you let too much time pass before you check in and someone is behind, it may be impossible for them to catch up. Check in at least once per month to make sure they are on target. Ideally, check in more often than that.

6. Does Your Team Have All the Training They Need to Be Successful?

The myth of the born salesperson is just that—a myth. You may have hired a very talented newbie, but they will need training to become a top performer. Think about how many very talented athletes have never made it to the Olympics or played pro sports. Prospecting is not intuitive, and it’s not magic. It’s a skill set. Salespeople need to learn their craft to be successful. If they fail at prospecting, it’s not their fault—it’s yours.

7. Does Your Team Have All the Tools and Resources They Need to Be Successful?

Salespeople need a plan of action and the tools and resources to make that plan a reality. They need more than a laptop and a cellphone. You need customer relationship management or preferably prospecting software because it’s impossible to manage salespeople without it. Not having the appropriate software will slow your salespeople down and make them inefficient and ineffective. They will also be quite frustrated. You will be, too. If you don’t have the right software, you cannot benchmark, you don’t know how your salespeople are doing, and opportunities are guaranteed to fall through the cracks.


Wendy Weiss is the founder of the Salesology® Prospecting Method, which generates predictable sales revenue. She is an author, speaker, sales trainer, and sales coach and is recognized as a leading authority on lead generation, new business development, and sales. Contact her at

Learn more about Wendy’s upcoming programs with AICC at