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Insights and Guidelines for Managing Your Sales Team

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By Kunle Adebiyi

The right sales team is a critical factor that determines sales success and revenue growth for an organization. Your sales force isn’t just a group of people, it’s an engine that can propel your organization to get better results and bigger profits. This means that there is a connection between the sales team, the customers and the organization. A highly functional sales team is made of good salesmen and women and the right sales lead. Thus, the ability to develop a top-performing sales team falls on one person — the sales manager.

The sales team structure is an essential component in determining the success of an organization. With over 25 years of experience in consulting, managing sales operations, and developing new businesses across telecommunications, and other industries, I’ll be sharing a few sales tips that can enable you to manage a sales team and invariably close more deals.

The onboarding process is crucial

First, it is important to have a successful onboarding procedure for new sales representatives. Onboarding helps link the overall sales force capacity and staffing. Research shows that the businesses that properly onboard new sales team entrants achieve their profit goals 14% more successfully and have average sales growth rates that are 10% higher.  New hires need to be in sync with recent features and updates about business products and services and are knowledgeable about how the product functions. A knowledgeable sales team is profitable, but this begins with an intentional onboarding process.

Ineffective onboarding may have unintended effects on hiring and turnover, such as prolonging firing decisions and stalling hiring while new salespeople become accustomed. As such, the success of your sales team hinges on this process. Pfizer Products PLC like most pharmaceutical companies in Nigeria has been big on its salesmen induction processes. It is during induction that the basic selling processes are taught and the fire of sales gets ignited in the newcomers. The likes of Doctor Adebodun Sanyaolu, Mr Lere Baale, now a Professor and the CEO of Business School Netherlands and a host of others will take their time to educate the newly hired salesmen on various modules ranging from an in-depth understanding of the company, the products and the competition. You cannot compete successfully without a full understanding of your position in the market relative to your competitors

Automate the processes

Next,  acquire industry tools that help automate repetitive and unproductive tasks.  Sales productivity is a lot easier if the team is not impeded by tasks that do not necessarily help achieve the overall target. Over 400 sales professionals with director-level ranks were surveyed for a 2017 report by CITE Research, and the results showed that most respondents use an average of 11 sales tools.  The #1 “most valuable tool in increasing the effectiveness of a sales team” among those tools, according to the survey, was CRM platforms, which received 4.6 out of 5 ratings. The use of a CRM streamlines the sales process by enabling your sales teams to track prospect activity, engage and follow up with customers, and automate routine processes. The trigger enables reps to respond more rapidly while exerting less effort.

Sales productivity in the field demands a certain level of structure. It requires the sales team to organize their daily schedules. Once the necessary tasks have been listed, they must be prioritized. How many repetitive tasks do your reps perform each day? Your sales reps will have more unproductive tasks and less time to sell if you are not deliberate about automating processes and reducing redundancies. The scheduling and structure of a sales representative’s day are also incredibly essential. Create an effective structure and share it with the team. With Omatsola Barrow,  Managing Director, Tingo, selling does not just happen. Results happen as an outcome of various activities that the salesmen engage in at the right time. This is the reason why he introduced the Sales Conference activities as the gateway into each sales year.

Also, always include enough life in your work-life balance to make your career meaningful!

Communication will ALWAYS be key

In my experience, the key competency for sales managers is communication. Schedules are far more difficult to organize than they are for sales teams, which means that more communications take place via phone conversations than in person. Managers need to regularly check in with the sales team to learn about their attitudes and performance to boost productivity. Having salesmen across a country like Nigeria is even riskier. Salesmen can easily default to the attitude of the forgotten. If Managers do not speak to team members spread across remote territories, they will assume that they have been forgotten and this impacts their productivity. It works like magic to call on some weekends to check up on your salesmen spread far and wide. It’s always a good idea to organize a one-on-one meeting in addition to checking in, especially post-covid. Always make sure to inquire about how you can increase their productivity. A simple ‘How can I help?”, may go a long way.

It is vital to also acknowledge successes and hard work openly.

Avoid Micromanaging

While leading a sales team requires strong leadership skills, avoid micromanaging the group. For example, while it is important to set deadlines and targets, you do not want to control how they get it done. Leaders that micromanage their staff often lack faith in the team’s abilities to stay focused and meet objectives. This will erode employee trust and motivation.

After agreeing on the numbers,  salesmen need to come up with smart plans for achieving the numbers. Conversations are easier when the targets are being met. This unfortunately is not always the case. Managers must avoid dictating solutions but teasing out homegrown solutions from the salesmen in their various territories. The best way to do this is by asking probing questions and listening effectively. Mazen Mroue, MTN Group Chief Technology and Information Officer will always ask, “What more can you do ?” As short as this question is, the embedded power to stimulate thinking is huge.

Remain human

Finally, remain human. Sales managers get so focused on hitting targets, that they sometimes lose sight of the people they work with. These tips have helped me in managing diverse sales teams, implementing global operating plans, supporting product development, customer value management, and brand management. They have helped in revenue-creating processes, increasing market share, applying revenue-generating plans, and leading growth strategies across teams.

Messages like this “You are the best… I can not stop telling people about you, You made me who I am today… You trained me to be hardworking and creative” sent via WhatsApp by Dolapo Kehinde of 9mobile to me are simple testimonies that great results can still be delivered through disciplined execution without leaving blood on the tarmac.

Kunle Adebiyi is an award-winning business leader dedicated to helping corporate organizations achieve scale through excellent sales growth and channel development.


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FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

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Federal Competition and Consumer Protection Commission (FCCPC) has declined to oppose the preliminary objection of Multichoice Nigeria,  Pay-TV operator, which challenged the jurisdiction of a court sitting in Abuja that recently restrained it from increasing the prices of its DStv and GOtv packages.

FCCPC Refuses to Challenge Multichoice over Hike of DStv, GOtv Subscriptions @ Tribunal

Nikiomari Abeke, counsel for the FCCPC, told the Competition and Consumer Protection Tribunal (CCPT) on Thursday that he was not opposing the application of Multichoice Nigeria.

Recall that the he tribunal had restrained MultiChoice from increasing its subscription rates pending the hearing and determination of a motion on notice filed by Festus Onifade through Ejiro Awaritoma, his lawyer,.

Onifade, who sued Multichoice Nigeria Ltd, had accused the former of unjustly increasing subscription fees without one month’s notice to customers, seeking interim orders against the Pay TV.

A three-member tribunal, chaired by Saratu Shafii, had ruled in favor of Onifade by restraining Multichoice in the interim, in the suit marked CCPT/OP/2/2024.

The court  held that “the 1st Defendant(Multichoice) is hereby restrained, whether by themselves, her privies, assigns by whatsoever name called, from going ahead with impending price increase schedule to take effect from 1st May 2024 pending the hearing and determination of the Motion on Notice already filed before this Honourable Tribunal.”

But M.J. Onibanjo (SAN), Multichoice’s lawyer, filed a preliminary objection urging the court to decline jurisdiction on the suit filed by Festus Onifade because such price dispute case had been decided before in favor of his client.

Onifade also asked the tribunal to direct Multichoice Nigeria Limited to pay the sum of N1 billion  or any amount the tribunal deemed fit in this circumstance for “deliberately disobeying, contravening, and failure to comply with the Interim Order of this Honourable Tribunal granted on the 29th April, 2024.”

At the resumed sitting, Onibanjo tendered and adopted the previous judgment of the tribunal in suit no CCPT/OP/1/2022(Exhibit A), alongside his application, saying when a court had determined an issue between the same parties on the same subject matter before, that matter cannot be re-litigated again by any tribunal or court.

“This tribunal cannot sit on appeal on its decision. This tribunal is bound by its own decision in Exhibit A; that it is not the forum where the claimant can come to seek to regulate the prices and services offered by Multichoice,” Onibanjo said, urging the tribunal to strike out the suit.

On his part, Onifade argued that the issue he placed before the court is whether Multichoice Nigeria gave adequate notice in respect of the May 1, 2024 price TV subscription increase, and not price regulation or increase.

“It is our submission that the eight-day notice issued by Multichoice Nigeria is insufficient in law. A monthly subscriber should be given at least a month.

The FCCP counsel, Abeke, said his client “is not in opposition of the first defendant (Multichoice) and to that extent, no process and no counter was filed to the motion of the first defendant.”

After hearing from the parties, the three-man panel chaired by Justice Thomas Okosu adjourned the suit to June  7 for ruling.

Multichoice announced new price adjustments on DStv and GOtv packages on Wednesday, April 24, 2024.


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9mobile Unveils Treelz Entertainment Platform

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Nigeria’s customer-focused telecommunications company, 9mobile, has unveiled Treelz, an innovative digital entertainment platform for customers on the 9mobile network.

Treelz is a platform designed for customers to experience a world of entertainment through Movies, e-learning, fun videos, gaming, music, sports, photo filters and lots more!

Speaking during the unveiling, the Products and Digital Services Champion at 9mobile, John Muo, stated that, “Treelz is a comprehensive entertainment ecosystem that combines advanced features and seamless connectivity to deliver an unparalleled user experience.

With Treelz, users can enjoy a wide range of exciting and engaging rich media contents, including video games, movie and music hubs, sports and e-learning platforms, which are all accessible through a single, intuitive platform.”

“Treelz is available on the 9mobile website and can be accessed under the “Digital Services” tab on 9mobile.com.ng or by simply clicking the link https://9mobile.com.ng/treelz.

Customers who are not on the 9mobile network but wish to enjoy the thrills of the platform should activate a 9mobile SIM or port their existing line to 9mobile to enjoy the service,” Mou added.

The platform represents the culmination of 9mobile’s commitment to innovation and customer-centricity, offering unparalleled features and capabilities.

Customers can access the rich contents on Treelz for as low as N30 per service via airtime subscription only. The daily or weekly subscription guarantees access to play games, watch movie, and listen to music on the website.

Chineze Amanfo, Public Relations Lead at 9mobile, while expressing her delight at the unveiling said, “The expertise and influence of the media are invaluable in helping 9mobile spread the word about this groundbreaking platform and its transformative impact on communication and entertainment.

Your endorsement and coverage will not only help raise awareness about Treelz by 9mobile but also empower individuals to embrace its unique qualities especially its ability to entertain and educate.”

With Treelz, 9mobile continues to push the boundaries of innovation within the digital interactive space. Experience the power of seamless connectivity, enhanced collaboration, and unmatched convenience with Treelz by 9mobile.


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Again, Financial Times Recognises BHM as one of Africa’s Fastest Growing Companies

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In a remarkable achievement, Nigerian company BHM has earned a coveted spot in the Financial Times ranking of Africa’s fastest-growing companies for the second consecutive year.

The prestigious FT ranking, rapidly becoming one of the critical barometers of business success across the African continent, recognises BHM’s stellar performance and solidifies its position as one of the nation’s corporate frontrunners.

The list ranks independent African companies by their organic, internally stimulated compound annual growth rate (CAGR) in revenue for the period under review.

“The incredible support from our clients and partners across the world has been instrumental in our growth,” said Ayeni Adekunle, Founder and CEO of BHM.

“This recognition is further validation of our strategic vision, and our ambition to build the first truly global communications services company with African roots.”

BHM’s inclusion in the FT ranking is another milestone, as the company continues to lead the industry with its innovative approach to communications.

The company’s impressive financial performance, spearheaded by robust revenue growth and strategic market expansion, has captured the attention of industry analysts and investors alike.

Despite the economic challenges in Africa within the period Abebe Selassie, Head of the IMF’s Africa department pointed out that many businesses still managed to survive: “Much of the private sector, particularly the private sector that’s not directly reliant on government business, has shown incredible resilience.”

The ranking was created by the FT and Statista to showcase the continent’s private growth champions. “The FT-Statista ranking reveals the type of companies that, even in hard times, have managed to grow, often by disrupting markets,” the article stated.

BHM’s ability to capitalise on emerging opportunities while navigating the complexities of the African business landscape has solidified its reputation as a force to be reckoned with. With research-led innovations such as the continent’s first PR & Communications Report (APCR), and the UK’s Cost of Living Survey, among others, the company has continuously exhibited its breadth for data-led solutions. World PR Day (WPRD) which is celebrated every July 16, is also one of the company’s interventions in the global communications landscape.

Femi Falodun, Executive Director, BHM Holdings said: this is a testament to the hard work of our people and the incredible support we’ve enjoyed from partners and clients,

BHM’s story demonstrates the immense potential that exists within the country’s vibrant communications sector. The company’s ambitious plans for further expansion across Africa and beyond point towards an even brighter future.


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