Leading a sales organization is one of the most demanding roles in business. Sales leaders are constantly pulled in multiple directions. Marketing needs input for a new product launch. Operations wants the latest revenue forecast to plan production. Finance needs sales context for their performance-to-budget report. And amidst all of that, the sales leader still has to do the most important job of all—lead the sales team.
The single most impactful way to develop a high-performing sales organization is to get out from behind the computer screen and into the field with your team. When I was recruited by a Fortune 500 commercial products company to turn around a struggling national field sales organization, the first thing I did was hit the road. Within 90 days, I visited all seven regions and met with teams and customers face-to-face. That time investment paid off immediately—and here’s why:
It Builds Trust with the Team
Field sales reps are often geographically dispersed and can feel isolated. They talk more with each other than with their manager—and yes, they talk about everything. While I couldn’t ride along with all 50+ reps in those first 90 days, my early visits built immediate credibility. The team saw that I was knowledgeable, had realistic goals, and was there to remove barriers to their success. That message spread quickly, uniting the organization around a shared sense of purpose.
It Builds Credibility with Customers
Across every industry—consumer or B2B—customers notice when leadership shows up. A visit from “the boss” signals that their company values their business and is invested in their success. It creates goodwill that strengthens relationships and makes future conversations easier. It also accelerates deals, since key decision-makers are often in the room during these visits.
It Builds a Learning Culture
Spend eight hours in the car with a salesperson, and you’ll learn more than you ever could from a CRM report. Reps open up about challenges they’d never raise in a team meeting, and leaders gain unfiltered insights into what’s really happening in the market. These conversations also dispel rumors, clarify expectations, and surface opportunities to improve processes that affect both reps and customers.
Bottom Line
CRM dashboards and video conferences have made it easier than ever to manage from a distance—but they’ve also made it easier to lose touch. Don’t let that happen. Leadership happens behind the windshield, not behind the monitor. If you want a high-performing sales team, make time to get in the field. That’s where the real leadership—and real results—begin.
Billy Henry is a 40-year business executive and the founder of Ardaigh Management. Ardaigh (pronounced ar-day) is an Irish Gaelic word meaning to elevate. We partner with owners—whether family, angel, venture, or private equity—and CEOs of small to midsize companies on a part-time basis to enhance performance by developing scalable sales and marketing strategies that unlock revenue growth. Need our help? Visit www.ardaighmgmt.com or email info@ardaighmgmt.com to learn more.
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