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Insights and Guidelines for Managing Your Sales Team
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.
By Ope Adeoye
In the bustling market of Bodija in Ibadan, you’ll find Mama Fola sitting under her umbrella stall, a ledger open beside her cooler of peppered ponmo and egusi. She’s not just a food seller — she’s also a long-time member of the Ire Ayo Traders Cooperative, a savings group that has supported women in the market for nearly 15 years.
Ope Adeoye
But until recently, that support came with a cost — not just in naira, but in time, energy, and emotional stress.
“Every week, our collection officer would walk stall to stall to collect our contributions,” Mama Fola says. “Sometimes we’d forget. Sometimes there was no change. And sometimes, we’d say ‘come back tomorrow’ — and she’d have to come back again.”
Across Nigeria, cooperative societies have long served as community lifelines — helping everyday people save money, access loans, and weather economic storms. But for all the good they do, many cooperatives still face one silent struggle: getting members to pay consistently, and on time.
And at a time when Nigeria is grappling with record inflation, currency devaluation, and reduced access to formal credit, the stakes have never been higher. If cooperatives — which serve as the main financial entry point for nearly half of adult Nigerians — cannot function efficiently, millions could be locked out of essential economic support.
In markets from Lagos to Kaduna, collection officers make daily rounds, send endless reminders, and often spend more time chasing payments than managing finances. This friction doesn’t just cause stress — it limits the ability of cooperatives to grow, plan, and include more members.
The high cost of missed contributions
For Ire Ayo, late payments weren’t just an annoyance — they were a structural challenge. Delays meant they couldn’t disburse loans on time. New members were limited, because it was too hard to track everyone. And when members dropped out, they rarely came back.
“People think running a cooperative is just about collecting money,” says Titilayo Adebayo, the society’s administrator. “But it’s really about trust. If members don’t pay, the group suffers. And if you’re always chasing people for money, that trust breaks down.”
A 2023 study by Enhancing Financial Innovation & Access (EFInA) found that nearly 46% of adult Nigerians rely on informal financial groups like cooperatives. Yet many of these groups still operate with pen and paper, and struggle to scale or sustain their services.
A quiet shift: From reminders to reliability
In 2024, Titilayo introduced a small but significant change. After consulting with members and local tech partners, Ire Ayo moved to a direct debit system that allowed members to approve a one-time mandate for monthly contributions.
“I was skeptical at first,” she says. “Would members trust it? Would it work with all our banks?”
But within the first month, collection rates went up by 30%. Members started receiving debit alerts — without reminders, without awkward follow-ups. Contributions became predictable. And Titilayo? She finally had time to do more than chase money.
“Now, I help members plan how to use their savings. We’ve started financial literacy sessions. We’re even exploring group insurance.”
What automation unlocked
The benefits weren’t just operational. For members like Mama Fola, the system gave her dignity — and peace of mind.
“Sometimes I’d feel ashamed when I delayed payment,” she admits. “Now, the money goes quietly, and I feel proud that I’m still part of something.”
The cooperative also began welcoming younger traders, okada riders, and even diaspora members who wanted to support family members back home.
One of the tools the group used was PaywithAccount — a direct debit solution developed by Nigerian fintech company OnePipe, which allows businesses and organisations to securely pull payments from customer bank accounts with consent.
For cooperatives, this kind of tool isn’t about going digital for the sake of it. It’s about removing the friction that slows down their mission.
“We’re not trying to be a tech company,” Titilayo laughs. “We just want to help people save better, borrow responsibly, and build something together.”
Why this matters now
Cooperatives are the frontline institutions of Nigeria’s financial resilience — especially for people the formal banking sector still hasn’t reached.
In a country where small businesses account for over 80% of employment, and where trust in digital finance is still growing, making it easier for people to save and contribute consistently can have ripple effects. It can stabilise communities, fuel micro-enterprises, reduce reliance on predatory lending, and help millions move from survival to stability.
“When our people save better, they live better,” Titilayo reflects. “And when they live better, the economy can breathe.”
A new kind of progress
The shift may look like a technical adjustment — but in reality, it’s a quiet revolution. Not just in how people pay, but in how they build control, confidence, and collective progress.
It’s a reminder that financial inclusion doesn’t always mean big ideas or flashy innovations. Sometimes, it’s as simple — and powerful — as making it easier to pay what you already planned to.
And for cooperatives like Ire Ayo, that kind of ease is helping turn every contribution into something greater: a pathway to stability, dignity, and shared success.
Broadcasting
Anambra State Government Launches SolutionLens to Drive Transparency and Citizen Engagement
Anambra State Government has launched SolutionLens, a technology-driven platform aimed at enhancing transparency, accountability, and citizen engagement in governance.
The platform, developed through a collaborative effort by the Ministry of Budget and Economic Planning, the Ministry of Information, and the Anambra State ICT Agency, was unveiled on Thursday, May 15, 2025, at the Solution Innovation District (SID) Building in Awka.
Speaking at the launch, Mrs. Chiamaka Nnake, Honourable Commissioner for Budget and Economic Planning, described SolutionLens as a democratic tool that simplifies the Open Government Partnership (OGP) process.
She emphasized its role in planning, budgeting, and fostering investor confidence through community-based feedback mechanisms.
In her remarks, Mrs. Ogochukwu Orji, the State Coordinator of OGP, noted that SolutionLens is designed to shine a light on public projects, empowering citizens to ask questions, hold the government accountable, and ensure resources are used for the common good.
Key Features of SolutionLens
Centralized digital hub for government projects
Interactive maps with a user-friendly interface
Live chat feature to connect citizens directly with MDAs
A live demonstration of the platform was conducted, followed by the formal inauguration of MDA focal persons, who will ensure the platform remains updated and responsive.
Participants commended Governor Charles Chukwuma Soludo, CFR, for this forward-thinking initiative, describing SolutionLens as a game-changer in governance.
The government urged citizens to actively engage with the platform and spread awareness, emphasizing that this initiative will safeguard the integrity and prosperity of Anambra State for generations to come.
Benue State Governor, Rev. Fr. Dr. Hyacinth Iormem Alia, has been named among the “50 Most Valuable Personalities (50MVPs) in Nigeria’s Digital Economy 2025,” a prestigious recognition celebrating visionary leadership in technology-driven governance.
Governor Alia’s administration has prioritized digital inclusion and ICT development, introducing groundbreaking initiatives that position Benue State at the forefront of Nigeria’s digital economy. Under his leadership, the government has established three key institutions: the Ministry of Communications, Innovation & Digital Economy, the Benue State Digital Infrastructure Company (BDIC), and the Benue State Digital Infrastructure Services Management and Enforcement Agency (BENDISMEA).
Since assuming office, Alia has launched several digital initiatives, including training over 40,000 civil servants in e-governance tools and equipping 10,000 youths with digital skills. Additionally, the government has set up 276 e-commerce hubs across council wards to support local businesses and young entrepreneurs.
The BDIC, a core driver of Benue’s tech transformation, has spearheaded projects in digital financial inclusion, AI education, and broadband expansion. The state has also partnered with the Digital Bridge Institute (DBI) to establish digital training hubs in all local government areas, targeting 23,000 trainees annually.
Alia’s recognition as one of Nigeria’s top digital leaders will be formalized at the West Africa Convergence Conference (WACC) 2025, scheduled for May 22 at The Colosseum, Lagos. The annual event, organized by Knowhow Media, brings together policymakers and innovators shaping Nigeria’s digital future.
Speaking on the selection process, Dr. Sola Afolabi, Chairman of the 2025 Nomination Committee, praised Alia’s contribution, describing his digital initiatives as “transformational steps that set the benchmark for technology-driven governance.”
Previous editions of the 50MVPs in Nigeria’s Digital Economy have honored notable figures such as Minister of Humanitarian Affairs, Prof. Nentawe Goshwe Yilwatda, and NDPC CEO, Dr. Vincent Olatunji.
Governor Alia’s reforms reflect a broader shift towards digital governance in Nigeria, highlighting the potential of technology to drive inclusive economic growth and efficient public administration.
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