A lot of sales managers start the same way.
They were top producers. The company needed more of that success, so leadership promoted them and expected the results to multiply. Overnight they were responsible for other people’s performance, often with little training, unclear expectations, and no real picture of what the new job actually required.
On a recent episode of the Authentic Sales Manager Podcast, I sat down with Rene Zamora, founder of Sales Manager Now and a fractional sales leader with more than 20 years in the work. He talked about what authentic sales leadership really means, and how to lead without trying to control everything.
If you are a new sales manager, a player-coach, or an owner thinking about promoting your next leader, this one is for you.
Authenticity starts with owning your stuff
When I asked Rene what an authentic sales manager means to him, his answer was simple and strong:
“Being true to yourself. And really owning your stuff as you challenge other people to manage theirs.”
No finger-pointing. No blaming the economy, the product, or the team. Just ownership. That mindset sets the tone for everything else.
The player-coach reality
Rene was once that high-performing salesperson who got asked to manage someone else. He took the override, quickly realized he was not ready to develop another person, and gave the responsibility back.
His advice today is clear. Do not automatically pull your best producer into management. Make sure it is the right person, at the right time, who actually wants the role.
If someone is wearing both hats, carrying a personal quota while leading others, the key is clarity.
Define the two roles separately.
Do not let the roles bleed into constant multitasking.
Be present when you are with your people
One of the strongest points Rene made was about intentional presence.
When you are in a sales meeting or riding with a rep, the purpose of that time is to help them sell more. Not catch up on emails. Not take “important” calls in front of them. Not half-listen while your mind is somewhere else.
Be fully there.
Then, when you are not with them, it is okay to focus on your own work. You do not have to be available every second to prove you care. Care shows up in the quality of the time you give.
How to handle top performers and resistance
Rene shared a story about joining a company where one salesperson dominated the results. That producer did not need managing and resisted new initiatives aimed at larger accounts.
Instead of forcing change, Rene put his energy on the rest of the team. As the newer reps started winning bigger deals, the top producer eventually joined in, without being pushed.
Sometimes the best move is to put your energy where people are open to learning. Others will often follow when they see results.
Here is how I see it.
Authentic sales leadership is not about having all the answers or controlling every outcome. It is about owning your side of the equation, being fully present when it matters, and creating conditions where people can succeed. The heavy lifting still belongs to the individual. Your job is to serve, equip, and challenge them.
Practical steps for new sales leaders
Final thought
Authentic sales leadership starts with ownership. Own your development. Own your presence. Own the culture you allow. When you do that consistently, you create the conditions for others to grow, and the results follow.
What’s one area where you need to “own your stuff” more as a sales leader right now?
Share it in the comments. I read every one.
Listen to the full episode of the Authentic Sales Manager Podcast with Rene Zamora for more real-world leadership insights: https://www.youtube.com/watch?v=gNPzeJ9Es7Q&t=14s
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