Managing a sales team? Then you know the drill. One minute, you’re helping your reps map out big goals for the month. The next, you’re putting out fires because a major client is having a crisis. Balancing proactive planning with reacting to daily surprises isn’t easy, but it’s exactly what makes you an effective sales manager.
So, how do you make sure your team stays on track without getting derailed by unexpected chaos? Let’s dive in.
Why Proactive Management Matters
First, let’s talk about the proactive side of things. Being proactive is all about having a plan. It’s setting clear goals, giving your team a roadmap, and making sure they know what’s expected.
Imagine this: your rep, Sam, is working on a huge potential deal. He’s got a meeting coming up with a big decision-maker, and he’s feeling ready. But when you check in, you realize he hasn’t planned for a few key objections the client might raise. A proactive sales manager would sit down with Sam, go over the meeting goals, and prep him with answers to common pushbacks. Now, Sam isn’t just going into that meeting—he’s going in prepared.
Without proactive planning, your reps might just “wing it” in important situations. And that’s risky. Good sales teams don’t just react; they prepare, strategize, and walk into meetings with a clear game plan.
The Role of Reactive Management
Now, let’s flip it. Reactive management is where you step in to handle those surprises. It’s when a customer needs something urgently, or a deal starts to go cold. Sometimes, you have to act fast.
Here’s an example. Imagine you get a call from a client who’s unhappy with a product feature. They’re on the edge of leaving. This isn’t something you can put off or plan out later. You jump in, handle the issue, and work with the rep to turn things around. In this moment, being reactive saves the day.
But if you spend all your time reacting to issues like this, you’ll never have time for the big-picture stuff. It’s a cycle—one urgent issue after another—and before you know it, the whole day’s gone.
How to Balance Proactive and Reactive Sales Management
So, how do you find the right balance? Here are five simple steps to help you stay proactive while handling the unexpected without losing focus.
1. Set Aside Time for Planning
First, carve out time each week for proactive planning. This could be as simple as a weekly check-in with each rep to review their goals, targets, and upcoming calls. Use this time to discuss strategies, answer their questions, and help them prepare for challenges ahead.
Think of it like a mini strategy session. During this time, keep the focus on long-term goals, not daily tasks. This helps your team know where they’re heading, even if things get busy.
2. Handle Reactive Work at Specific Times
Reactive issues will come up, no doubt. But don’t let them hijack your whole day. One way to keep control is by setting specific times for handling urgent issues. Maybe you start each day by checking emails for anything that needs an immediate response. Then, once or twice throughout the day, you take another look.
If something truly urgent pops up, of course, handle it. But having set times for reactive work helps you stay focused on the proactive side too.
3. Encourage Your Team to Solve Problems First
One of the best things you can do as a manager is to empower your team to handle smaller issues on their own. Instead of always jumping in, encourage them to think through problems. When a rep brings a problem to you, ask, “What do you think the best approach would be?” This helps them learn to think strategically and handle issues confidently.
This way, they’re not coming to you for every little issue, and you can focus on bigger tasks.
4. Create a Game Plan for Crises
Big issues? They happen. But they’re easier to handle when there’s a plan in place. Set up a basic “crisis protocol” that your team can follow. For example, if a client has a major complaint, maybe your reps know to reach out to you directly, check with support, and then follow up with the client within an hour.
By having a clear plan, your team knows what to do when things go wrong, and you can react quickly without scrambling.
5. Reflect and Adjust Regularly
Finally, make time to review how things are going. Once a month, sit down with your team and talk about what’s working and what’s not. Are there any surprises that keep coming up? Is there anything you could address proactively so it doesn’t turn into a fire drill later?
These reviews help you adjust and improve your approach, making each month smoother than the last.
Finding Your Balance
Balancing proactive and reactive management isn’t easy, but it’s key to leading a successful sales team. The best sales managers know when to plan ahead and when to jump in—and they teach their teams to handle issues on their own as much as possible.
Remember, proactive planning keeps your team focused on their goals, while smart reactive management lets you handle surprises without losing sight of the big picture. Keep both in balance, and you’ll see your team grow, handle challenges more confidently, and win more deals.
So, set aside time to plan, handle surprises strategically, and keep your team prepared for anything. Because when you’re balanced, your team is stronger, more focused, and ready for whatever comes next.
