Field Sales Leaders handle multiple responsibilities. Each one competes with one another to get into the good books of the manager. The Field Sales Leaders should focus on the following areas:

• Revenue – to study the overall production, margins, and joint sales calls.
• Predictability – to forecast as well as adopt and use CRM.
• Cost of Sales – to handle resources of the firm efficiently and effectively.
• Sales Development – to involve quota attainment, turnover ratio, training and general development of team members.

Many authors and mangers have released books and journals regarding the various aspects of Marketing. Stephen Coy in his book Time Management Matrix, "The 7 Habits of Highly Effective People” explains the third habit which is to put first things first. We always respond to things whose due date is approaching thus neglecting the really crucial items simply as no date limit is attached to them. Its high time we start setting up are priorities.

One thing that tends to be most effective for sales is to spare some free time for the field leader in order to assess and to train all team members.

In the movie "12 O'Clock High" (1940) General Frank Savage (Gregory Peck) is assigned to a poorly performing bomber squadron. The group was disorganized , and their current leader busied himself in administrative duties . The first thing Savage did ,was to get out of the office and fly lead in the missions. In order to find out the loop holes in the team and then to bring the team members into action.

In his first address to the squadron, General Frank Savage said, "There will be a briefing for a practice mission at 1100 this morning. That's right, practice. I've been sent here to take over what has come to be known as a hard luck group. Well, I don't believe in hard luck. So we're going to find out what the trouble is".

So, Chief Sales Officers, here is a piece of advice. Insist upon your field managers to invest no less than 50% of their time assessing, coaching and training their sales people for optimal results. .

Do it now; tomorrow never comes!