A common hurdle for Sales Managers is learning how to actually 'manage' their sales team. Much like a football coach, it is your job to assess the talent on your team.

A good way to begin assessing your team is to evaluate each player, and assign them to one of three categories. This will allow you to focus the proper attention on the appropriate team members. There are three basic types of sales people.

Those you Teach:

This type has very little, if any sales training. Whether a 'rookie' or a ten year veteran, they survive on raw talent. Blessed with a disarming demeanor and a 'gift of gab', these folks make an honest living in sales. Arming them with some basic tools of the trade will do wonders in getting them off the practice squad and into the game.

For starters, schedule weekly sessions to go over scripting and roll playing exercises that cover common client interactions. Allow these players to 'sit in' on a few of your client consultations. If you have a video camera, tape their client interaction (with their knowledge, of course) and review it with them to correct common mistakes.

Those you Coach:

These are your starters. They consistently meet their sales goals. However, they seem to set their sights too low and 'take plays off' when they are ahead.

For this group, motivation is the key. Track their conversion rates for leads to sales. This will stress that every opportunity counts. Inspire friendly competition with weekly or monthly rewards such as "Lunch on the Boss" or a 'Get Out of A Meeting Free" card. Meet with them weekly and give them a good ribbing if they start to slack off. Don't worry, they can take it.

Those you Leave Alone:

The MVPs! Every sales manager has a list of 'go to' team members. They regularly exceed expectations and are self-motivated. It is important that you not over-manage these star performers.

Remember that professionals in this category are confident in their ability and know what they bring to your team. If you stifle them with burdensome reports and meetings, or with doing things 'your way', they will demand a trade! If they aren't broken, don't try to fix them.

In conclusion, using these profiles will help you build your team into a winner! And just like Vince Lombardi said, "Winning isn't everything, it's the only thing!"