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Cheerleader Approach Fumbles

 

"A Cheerleader, Not a Quarterback," (Sales Management, April) is completely off base. I believe sales managers (as well as other officers) should get out into the field and sell. They should call on accounts, and lead and teach by example. My experience indicates that leadership by doing results in substantial growth at the lowest possible cost. A cheerleader is overhead that gets in the way of the real goal of marketing, which is to bring in new business and expand penetration into existing accounts. I have tried the cheerleader approach, and it doesn't work. In the same issue, the hands-on approach of Nucor Corp. (Face-to-Face: Ken Iverson) is discussed, which is right on target.