A star sales rep doesn’t always translate to being a great sales manager. They are very different roles. Becoming a top-performing sales rep is a major achievement, but it doesn’t automatically make someone a great sales manager. While promotion into management may seem like the next logical step, the transition is often more difficult than expected. Sales and leadership require very different skill sets, and without the proper training or mindset shift, even high achievers can struggle in management roles. 

In this article, as both a sales leader and veteran recruiter of sales leaders, I’ll explore why the leap from rep to manager is so challenging, which sales skills can successfully transfer into leadership, and the core competencies needed to thrive as a sales manager.

In this blog:

• Top sales rep doesn’t always translate to a successful sales manager
• Why don’t sales reps have success in management roles?
• What skills are transferable between sales reps and management roles?
• What are the 6 key skills to be a sales manager?

Top sales rep doesn’t always translate to a successful sales manager

While it seems like a natural career progression, moving from a sales rep to manager is not a natural fit for most people. Selling and managing are very different skill sets.

“Technical abilities don’t translate to leadership abilities. Without providing leadership skills to complement sales training, high performing salespeople transitioning to the role of sales leader are being set up for failure. The Sales Management Association’s Hiring Top Sales Management report states 19 per cent of firms are effective at onboarding sales leaders,” says Callum Hughson from The Ivey Academy.  

That is a very low success rate. Most sales reps who move on to management roles return to sales quickly. 

“…a whopping 75 per cent of sales representatives who have been promoted to a management position will return to a frontline sales position within two years,” says Hughson. 

Why don’t sales reps have success in management roles?

Many sales reps fail to succeed in management positions. However, this is not specific to the sales industry. It’s a broad management theory called the Peter Principle. This is a concept in management theory that states, “In a hierarchy, every employee tends to rise to their level of incompetence.”

In the context of sales, this often looks like:

1. A top-performing sales rep is promoted to sales manager or director because they were good at selling.
2. However, the skills required to sell are very different from the skills needed to lead a sales team (e.g., coaching, strategic planning, managing people).
3. As a result, they may struggle in their new role and perform poorly — they’ve been promoted to a level where they’re no longer effective.

This principle highlights the risk of promoting someone based solely on performance in their current role, without considering whether they have the right abilities for the next one. 

As a sales talent, it’s important to think about your skill set and whether you would be suited for a management role. What are these skills? We’ll discuss these next. 

What skills are transferable between sales reps and management roles?

While sales and management require different skills, many strengths from top sales reps translate well into leadership roles. Here are the key qualities that carry over:

1. Emotional intelligence: Top salespeople excel at reading people and adjusting their approach—skills that are just as valuable when managing and coaching a team.
2. Coachability: High-performing reps are open to learning and growth. That same willingness to be coached helps new managers quickly adapt to their new responsibilities.
3. Time management: Great reps know how to prioritize high-value opportunities. As managers, they apply that same focus to team goals, coaching, and resource allocation.
4. Resourcefulness: Turning “no” into “yes” takes persistence and creativity. That problem-solving mindset helps leaders push through challenges and drive their teams forward.

What are the 6 key skills to be a sales manager?

The issue many sales reps run into when they become a sales manager is not that they lack knowledge or sales abilities. They lack specific leadership skills to manage a team. Here’s a list of the top skills to be a sales manager:

1. Leadership & People Management

Effective sales managers excel at motivating and inspiring their teams to achieve targets. They provide constructive feedback that drives improvement, resolve conflicts quickly and fairly, and are skilled at recognizing and nurturing individual strengths to support each team member’s growth.

2. Coaching & Mentoring

A strong manager helps sales reps refine their techniques and build confidence. This includes hands-on coaching through role-plays, call reviews, and training sessions. They are also able to identify specific skill gaps and tailor development plans to help reps improve.

3. Communication Skills

Clear and effective communication is essential for managing a team. Sales managers must articulate expectations, provide updates, and deliver feedback. They must also listen carefully to their team members’ concerns and upper management’s directives. They must be comfortable presenting strategies, reports, and performance updates.

4. Analytical Thinking

Sales managers must be data-driven. They need to understand key sales metrics and KPIs, analyze pipeline data, and produce accurate forecasts. This analytical approach helps them make informed, strategic decisions that drive performance.

5. Strategic Planning

Setting clear sales goals and aligning them with broader company objectives is a core responsibility. Sales managers also create detailed sales plans and territory strategies, ensuring efficient use of time, talent, and resources.

6. CRM & Sales Tools Proficiency

Familiarity with tools like Salesforce, HubSpot, and other CRM systems is critical. Sales managers must know how to track team performance, leverage automation, and use reporting features to gain insight and improve operations.

A final word on getting promoted from sales rep to manager

Transitioning from sales to management isn’t just a promotion, it’s a complete career shift that demands new capabilities. While some traits from high-performing sales reps can support that shift, true leadership success depends on developing distinct skills such as coaching, strategic planning, and team management. Organizations must recognize this gap and support new managers with the right training and development opportunities. And for sales reps considering the move, it’s crucial to evaluate whether your strengths align with leadership responsibilities.

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