“You have to understand that people stand in the shadow of the leader.”
This comment came from the top executive of a very large corporate client of ours. I had to ask, “George, what do you mean by ‘shadow of the leader’?” He replied, “It’s pretty simple, Tony. People will do what they see the leader do, not what the leader says.”
The profound concept of “Shadow of the Leader” helps us understand where to “fix” problems. The good and the bad of leadership at every level are reflected in the followership of your sales team, based on the commitment, work, communication, leadership, and management demonstrated by the sales leaders in the organization.
Sales Leaders Must Lead by Example
If YOU function inconsistently with the vision and mission of the company, then you can expect the same from your followers.
If YOU tell your salespeople that it is important to treat customers and clients with exceptional care and respect, but you show up late for meetings, then you can expect the same from your salespeople.
If YOU tell your salespeople that prospecting is critical and you don’t have a full pipeline of salesperson candidates, then where is the substance of your argument for a full pipeline?
If YOU expect your salespeople to be closers, but you fail to make timely decisions, then they will follow your lead.
As the leader, you have a heavy burden of responsibility to make sure everything you say is reflected in what you do. Your salespeople are like sponges. Their recorders are always running, and they capture your every word and action. So, what you must do is this: Make sure that you perform what you expect from your people.
The Role of Commitment in Sales Leadership
This takes complete commitment on your part as the sales leader. Our highly respected sales assessment resource from Objective Management Group defines commitment as “doing everything possible to succeed.”
Notice that the definition does not say “willing to do”; it says “doing.”
When I coach and consult with senior sales executives, sales managers, and salespeople, I address commitment as doing everything possible to succeed. Oftentimes, when I question someone’s level of commitment, I get pushback, and it is often with an element of emotional defensiveness.
No one likes to be accused of not having the commitment to succeed. I know I was defensive when I was approached with this idea in the past.
But my mentor was right.
I wasn’t doing everything possible to succeed. I was only doing what was comfortable and doing those activities that kept me busy instead of those activities that generated real results.
I made excuses instead of progress. As the leader of an organization, I was not casting the shadow that would ensure sales results.
Evaluate the Shadow You Are Casting
If you are currently failing to get the sales results you say you want, you must ask yourself:
- Am I doing everything possible to succeed?
- What am I doing that is not helping?
- Am I making excuses?
- What shadow am I casting?
Only after you honestly answer these questions can you begin the process of succeeding in sales at extraordinary levels.
This takes courage and a complete commitment to inspecting all of your sales leadership activities. The shadow of the leader begins and ends with you.
