Have you ever wondered why some of the greatest players in sports history struggle when they transition to coaching roles?

In 2022, the NBA celebrated its 75th Anniversary by honoring the 75 best basketball players in history. Combined, these players amassed staggering achievements: 158 NBA Championship, 730 NBA All-Star selections, 110 MVP awards, and more than 1.5 million points.

At the same time, they announced the 15 Greatest Coaches in NBA history. Do you know how many of those 75 players made the coaches list?

ONE. Lenny Wilkens.

Not Michael Jordan. Not Magic Johnson. Not Larry Bird.

Why is that? Why doesn’t excellence on the on the court translate to the sideline?

And why doesn’t excellence as a salesperson translate to leading and managing other salespeople?

In this blog, I’ll help you understand why you may be struggling with your transition to leadership and what you can do about it.

Player vs. Coach

Let's begin by acknowledging the stark contrasts between the roles of a salesperson and a sales manager.

Player (salesperson)

• Top sales performers are known to be fiercely protective of their time.
• They excel at prioritizing high-value activities such as closing deals and prospecting.
• Collaboration and teamwork may not be their strong suit.

Coach (sales leader / manager)

• Success hinges on empowering the team to excel collectively.
• They facilitate team meetings, foster development, and offer guidance.
• Listening, encouraging, and removing obstacles are paramount.
• The team's success takes precedence over personal accolades.

Drawing parallels from basketball, consider the contrasting styles of Michael Jordan and Phil Jackson, his legendary coach.

Michael Jordan, widely regarded as the greatest basketball player in history, led his team to 6 NBA championships, 2 Olympic gold medals, and an NCAA championship. His relentless pursuit of victory, confidence, and competitiveness were unmatched. If you watched “The Last Dance,” you witnessed his uncompromising commitment to excellence, even if it meant clashing with teammates.

In stark contrast, his post-playing career as the former Owner & General Manager of the Charlotte Bobcats was filled with disappointment. In 13 seasons under his leadership, the team endured a 41% winning percentage, made just 3 playoff appearances, and failed to win a single series.

Michael Jordan’s coach, Phil Jackson, is widely regarded as the best basketball coach of all time, boasting 11 NBA championships, 1,155 wins, and a 70% career winning percentage. His ability to connect with players on a deeper level, understand their strengths and weaknesses, and foster creativity and harmony within the team set him apart.

Why the Struggle?

The adage "What got you here won’t get you there" holds true in this scenario. The qualities that make a great player often differ significantly from those of an effective coach or leader.

So — if you’re trading in your sneakers (briefcase) for a whistle (corner office), it’s crucial to pause and assess your strengths and weaknesses.

What Can You Do?

Above all, ensure your team has the clarity and direction necessary to excel in their roles.

Strategy: Provide a crystal clear Blue Chip client profile to ensure they are maximizing time with the right prospects/clients and minimizing time with misaligned prospects/clients.

Process: Clearly define “what good looks like” at each incremental stage of your sales process to ensure consistency and quality.

Structure: Specialize your sales team with clear “Success Profiles” so that each member of the team knows exactly what is expected of them.

Coaching: Create a “safe environment” to onboard, train & develop your team without fear of failure.

Self-Improvement: Invest in books, courses, and workshops to develop essential leadership competencies. Some of my favorite books are:

• First, Break All of the Rules, by Marcus Buckingham
• Drive, by Daniel Pink
• 5 Dysfunctions of a Team, by Patrick Lencioni
• Switch, by Chip Heath & Dan Heath
• Leadership and the One Minute Manager, by Ken Blanchard

Delegation: For you Founders out there, assess if there's someone better suited within your team to lead, or consider hiring for the role.

Conclusion:

While the best players may not always make the best coaches, the journey from player to coach can be navigated with self-awareness and strategic action.

Just as a star player wouldn't seamlessly transition to coaching without guidance, recognize that effective sales leadership demands its own set of skills and development.

By embracing the challenges and committing to growth, you can elevate not only yourself but also your sales team to new heights of success.

Go Deeper

• The Pros & Cons of Promoting your Top-Performing Salesperson into your Sales Manager Role
• Choosing the Right Sales Leader: Prioritizing “Slope” Over “Height”
• Turning Lemons into Lemonade: Leveraging Sales Leadership Turnover for Business Improvement
• Beyond the Founder Rainmaker: Building an Effective Outbound Sales Strategy
• High Volatility: Annual Turnover Rate of U.S. Salespeople is 30%!
• Why do nearly 1 out of 3 salespeople turnover annually?

Carver Peterson helps growth-minded leaders of B2B technical services firms build high-performing sales teams so that they can confidently grow & scale.

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