Being a sales manager or small business owner is a lot like being an airline pilot, says Al Davidson, founder of Strategic Sales and Marketing (ManageYourLeads.com), a B2B lead generation and sales management consultant.
Automation helps, but…
People think planes can practically “fly themselves” with the advanced technologies available today. But there are a number of complex situations and subtle nuances of piloting a plane that require human intuition and skills.
In the same way, even though today’s sales teams have access to a lot of convenient automated tools like CRM systems and auto-reply e-mails, you still need the human touch of actual phone calls and real personal conversations. If you rely too much on automation in your sales process, your next deal may never get off the ground.
Manage contingencies
Flying a plane has been described as “managing contingencies.” Pilots have to know how to handle lots of complex situations that might arise, whether it’s a weather delay to approach an airport, or a mechanical malfunction, or a worst-case scenario like a catastrophic engine failure.
In the same way, the sales business is often a matter of planning and reacting to various factors and occasional emergencies beyond your control. Exhibiting sales leadership is not just about being at the controls when things are going smoothly. It’s about finding the resourcefulness and improvisational ability that difficult situations demand.
Delegate and rely on your team
Airline pilots are not just technically skilled, they have to have great people skills, too. They work closely with flight attendants, co-pilots and air traffic control personnel to quickly assess situations and relay information in a time-sensitive environment.
In the same way, sales teams need to have great collaboration and delegation. No matter how great you are at closing deals, your company’s performance (and your personal results) will be better if you know how to collaborate, draw upon the expertise of the people around you and help other people on your team get better at their jobs, too.
Sales leadership is not just about being a great individual performer. It’s about building a winning team where everyone can share in the success.
