10 Signs of a Bad Sales Manager and How to Address Them?
Being a sales manager is tough, but when done badly, it can affect the whole team. From missed targets to unhappy staff, bad management can quickly bring down the success of even the most talented salespeople. The trouble is, spotting the signs of a bad manager isn’t always obvious. In this article, we’ll look at 10 bad manager signs that indicate things are going wrong—and, more importantly, how to fix them. Whether you’re a business owner, team leader or just curious about what makes a good manager, this will help you know where to look and how to turn things around. Let’s get started!
They Hire Unqualified Salespeople:
A bad sales manager hires the wrong people for the job, which can affect the whole team’s performance. Instead of looking for candidates with the right skills, experience and potential, they hire someone who seems confident in the interview but can’t deliver. They may even skip important steps like checking references or asking meaningful questions and go with their gut feeling. This can mean high turnover, missed targets and frustration for everyone.
Sales managers need proper sales management training on how to interview and select candidates. They should prioritise genuine skills and actual outcomes instead of superficial likeability. This could include adding trial tasks or role-playing in the interview, which would allow one to observe the fit of the candidate. The manager should also build a profile of the kind of salesperson who can fit into the team so that every new hire is an improvement, not a setback.
They Stay Detached Behind Their Desk:
A bad sales manager spends too much time hiding behind their desk. They’re focused on emails, reports or other admin tasks instead of being with their team. You’ll rarely see them on the floor giving advice, attending meetings or checking in with their salespeople. This kind of distancing gives them an unapproachable and aloof feeling and makes the entire team feel neglected and demotivated.
Sales managers need to get out from behind the desk and connect with their team. Spend time coaching, observing calls or even joining sales pitches. Face-to-face interactions build trust, show leadership and help managers understand what the team really needs to succeed.
They Neglect Training Opportunities:
Bad sales managers don’t provide proper sales training for their team. They see it as a waste of time or money or just assume their staff already know what to do. At times, they may only provide basic product training at the beginning when a new team member joins but do not provide further training (account management training, objection handling training). Without training, salespeople can’t improve their skills or adapt to market changes. The team will feel stuck and unprepared to perform at their best.
Sales managers should make training a priority. This could be workshops, role-playing sessions or bringing in experts to share their knowledge. Regular coaching and feedback during one-on-one meetings can also help. When the team feels supported and learns new skills, they’ll deliver better results.
They Overload Sales Reps with Unrealistic Expectations:
A bad sales manager sets targets that are completely unachievable and burdens their team with excessive pressure. Some stress can motivate, but too much can leave sales reps feeling overwhelmed, burnt out or even ready to quit. Unrealistic goals also lead to frustration when hard work doesn’t deliver results and kills morale and overall performance.
Managers need to set goals that are challenging but fair. Take time to understand the market, team capabilities and resources before setting targets. Regular check-ins can help adjust expectations if needed. Recognising effort and small wins along the way keeps reps motivated. A balanced approach will get better results without breaking the team.
They Fail to Provide Proper Coaching:
Bad sales managers either skip coaching altogether or treat it as a tick-box exercise. Without regular guidance, sales reps are left guessing how to improve, and their performance will stagnate. Coaching isn’t just about pointing out mistakes. It’s about helping team members grow, refine their skills and build confidence. Lack of coaching leaves reps feeling unsupported and can result in missed opportunities for growth.
Managers should schedule regular one-on-one sessions to review progress, provide feedback and offer practical tips. Role-playing scenarios or shadowing high performing reps during sales calls can also be helpful. By taking an active interest in each team member’s development, managers can boost individual performance and team results.
They Struggle with Emotional Stability:
Sales managers who let their emotions get the better of them create a tense and unpredictable environment for their team. Whether it’s sudden outbursts of anger, mood swings or becoming defensive under pressure, this kind of behaviour can damage morale and make staff feel uneasy.
Sales managers should work on managing their emotions, especially during stressful situations. Taking a moment to pause before reacting can help. Regular stress management practices like exercise or mindfulness can also make a difference. Companies might consider offering leadership training or support to help managers develop better emotional control and set a calm, positive example for their team.
They Hinder the Growth of Their Team:
A bad sales manager can hold their team back by not supporting their development. They may focus on short-term targets and ignore the need for coaching or training that helps staff improve over time. Without clear opportunities to learn and progress, team members can feel stuck and undervalued.
Managers should focus on helping their team grow. This can include regular coaching sessions, sharing knowledge and personalised development plans. Celebrating achievements big and small also boosts motivation. By investing in their team’s growth, managers can build a stronger, more engaged team that will achieve long-term success.
They Don’t Take Accountability for Team Performance:
Bad sales managers blame when their team underperforms. Instead of owning the results, they point the finger at the sales reps, the market or external factors. This attitude damages trust and prevents the team from dealing with the real issues that need to be fixed. A good leader takes responsibility and works with their team to find solutions.
Sales managers need to own both the wins and the losses. They should analyse what’s not working and provide guidance to improve results. Open communication is key—managers should listen to their team’s challenges and support them in overcoming obstacles. When managers take accountability, they build trust and create a culture of teamwork and improvement.
They Have No Vision or Strategic Direction:
It is very common for an unskilled sales manager to work with no strategy or end goal, which creates an environment of chaos and directionlessness. Their team lacks guidance, while they remain busy with day-to-day operations, addressing problems as they arise. This can lead to confusion, wasted effort, and lack of motivation among sales reps who don’t see the bigger picture.
Sales managers need to develop and communicate a clear strategy that aligns with the company’s goals. Share the plan with the team regularly and break it down into achievable steps. Involve the team in discussions; A strong, shared vision keeps everyone focused and moving forward together.
They Don’t Create a Positive Team Culture:
A bad sales manager creates a toxic or competitive environment where people feel unsupported or undervalued. If team members are constantly blamed for mistakes or pitted against each other, morale drops quickly. Without a positive culture, trust and teamwork break down, and even top performers may lose motivation or leave.
Managers should encourage collaboration, celebrate achievements and recognise effort—not just results. Build trust by being approachable, fair and supportive. Create opportunities for team bonding, whether through regular check-ins, team lunches or shared goals. When people feel valued and supported, they’re more likely to work together, stay motivated and contribute to a stronger, healthier team culture.
FAQs
What Is A Bad Sales Manager?
A bad sales manager is someone whose actions or leadership style damages their team’s performance and morale. They may not have the skills to support their team, set unrealistic goals or fail to provide coaching and guidance. Bad sales managers focus too much on short-term results or personal gain, leaving their team feeling unsupported, stressed or undervalued. Instead of inspiring and leading their team to success, they create frustration and a lack of trust, which can harm the whole business.
How To Spot A Weak Sales Manager?
A weak sales manager shows signs like poor communication, avoiding accountability or failing to train and motivate their sales teams. They may micromanage, play favourites or blame others for missing targets. You’ll often see high staff turnover, low team morale or unclear strategy under their leadership. To spot one, pay attention to how they support and interact with their team. A good manager helps their team grow, listens to their challenges and creates an environment where everyone can succeed. If a manager is doing the opposite, they may need development or leadership training.
What Are The Flaws Of A Sales Manager?
A sales manager’s flaws can be poor communication, lack of organisation and inability to adapt to changing markets. Some managers micromanage their team, stifling creativity and independence, while others avoid accountability when things go wrong. Weak managers may not provide proper coaching or support, leaving their team unsure of how to improve. Lack of vision or strategic direction is another common issue, as it leaves the team without clear goals. These flaws can lead to low morale, high turnover and missed targets.
What Does A Good Sales Manager Look Like?
A good sales manager is a supportive and inspiring leader who helps their team succeed. They set clear goals, communicate openly and provide regular coaching to develop each team member’s skills. A strong manager builds trust, creates a positive team culture and celebrates small wins and big achievements.
