What Is the Best Way to Lead A Sales Organization?
Imagine that you are a young sales representative. Your boss comes along and tells you exactly how he wants you to present the new product your company is launching, to which customers, when he wants it all done, and the results he expects you to achieve.
Again, imagine that you are a young sales representative. Your boss comes along and consults with you to determine the best method to present the new product to which customers, what order you will present to which customers, and what results you expect to achieve.
In the first scenario, the boss is exhibiting what is known as task behavior. In the second scenario, the boss is exhibiting relationship behavior.
There is a lot of research which found both task and relationship behaviors are effective, and both are needed to lead and influence employees in different situations.
Task Behavior
Back in the dark ages when I started my sales career, many of my bosses were ex-military officers. Lower level managers mostly came from the Vietnam era. Whereas, the higher-level managers and executives were WWII and Korean War veterans.
But they all had one thing in common. They all had a command and control leadership style. When it comes to command and control leadership the individual says here’s what I want you to do, how to do it, when to do it, and where to do it.
In the command and control leadership style, there’s not a lot of room for creative problem-solving. The command and control style is also known as a task behavior leadership model because it focuses on the behavior of the individual completing a task.
Relationship Behavior
I noticed more and more leaders who were people-oriented, as my career progressed. These people-oriented leaders listened to their employees. They provided an overall direction but also took the time to solicit input on goals and objectives from employees. They even used positive feedback to reinforce the employee’s confidence.
Another substantial difference for relational leaders is their willingness to delegate decision making to employees. The manager is there to provide guidance if it is necessary, but also allows the employee to establish goals, priorities, approaches, and the expected results.
Task Relationship Continuum
The task behavior style of leadership is autocratic and even has dictatorial traits. Communication is one-way. The boss informs the employee what to do. Supervision is close at hand as the boss monitors the employee to make sure the task is completed as directed.
The relationship behavior leadership style is at the other end of the continuum. This style is characterized by two-way communication. A high degree of delegation means direct supervision is limited but available when needed.
Between the extremes of task and relationship behavior are two intermediate positions on the continuum. They are leaders that persuade and the leader that will participate.
The leader who persuades has a specific task, approach, and expected results in mind. The persuading leader seeks to gain alignment with the employee by convincing the employee to accept the leader’s approach.
The participative leader also has specific tasks, approaches, and results in mind. However, the participative leader engages the employee by seeking input into the proposed plan. Together they develop a plan that melds their thinking and expertise.
The Best Approach
The best way to lead a sales organization depends on two things: the salesperson and the situation. There is no one “best” way to lead all sales representatives in all situations.
For example, if a sales representative is new, a leader may tell the sales representative how to create a presentation. This telling/teaching approach is a characteristic of the task behavior style.
On the other hand, if the sales representative is a seasoned, high performer, the leader may delegate responsibility for developing and delivering a presentation. This approach is characteristic of the relationship behavior style of leadership.
In our next article, we will look at the Task versus Relationship behavior continuum in more detail by examining the strengths and weaknesses of each element of the continuum. We will also consider which is most effective in a given situation.
Join the Conversation
As always, questions and comments are welcome. What leadership style, task versus relationship, have you encountered most often in your career? Which style do you prefer?
I’d love your help. This blog is read primarily because of the people like you who share it with friends. Would you be kind enough to share it by pressing the share button?
Category: Sales Management