"Leadership is not about being in charge. It is about taking care of those in your charge."

— Simon Sinek

At some point, every team embarks on a journey. Along this path, leaders emerge as the pivotal figures—the heroes who guide their teams to victory or the villains who derail their success. The impact of leadership in sales isn’t just about numbers on a spreadsheet; it’s a saga of inspiration, motivation, and sometimes, downfall. Let’s dive into the story of these heroes and villains, and how they shape the destiny of their teams.

The Hero: A Leader Who Elevates

Our story begins with the Hero, the leader who lights the way for their team. This leader understands that the true measure of success isn’t just in hitting targets, but in the growth and satisfaction of their people. Imagine a captain who leads their ship through stormy seas not by sheer force, but by empowering each crew member to play their part perfectly.

1. Rallying the Team: The Hero-Leader is the beacon of hope and direction. They inspire their team to push beyond their limits, to see challenges as opportunities. According to Zenger Folkman, sales teams under effective leadership are 50% more likely to surpass their goals. This leader knows that by setting clear objectives and providing the tools and support needed, they create an environment where success is not just possible, but inevitable.
2. Building Trust and Loyalty: Just as a hero earns the unwavering loyalty of their allies, a great leader earns the trust of their team. They communicate openly, celebrate wins, and stand by their team during tough times. Gallup’s research shows that teams with such leaders see a 21% boost in profitability. The Hero-Leader knows that when their team feels valued and supported, they’ll give their best, leading to not just better performance, but stronger bonds and lower turnover.
3. Championing Innovation: The Hero-Leader encourages creativity, knowing that innovation is the sword that cuts through the noise of competition. By fostering a culture of experimentation and learning, they enable their team to find new, effective ways to engage with customers and close deals. This forward-thinking approach is the hallmark of a hero who doesn’t just follow a map but charts new territories.

A Personal Hero Story I once worked under a sales leader named Ben (name changed to protect privacy), who epitomized the Hero-Leader. Ben had an uncanny ability to see the potential in every team member. I remember joining his team as a junior sales rep, full of enthusiasm but lacking experience. Rather than micromanaging, Ben spent time understanding my strengths and weaknesses. He paired me with a mentor, set clear goals, and gave me the freedom to explore different sales techniques.

One particular moment stands out. After a rough quarter where I struggled to meet my targets, Ben didn’t criticize or reprimand me. Instead, he scheduled a one-on-one meeting, where we reviewed my approach together. He offered constructive feedback and shared stories of his own early struggles in sales. Ben’s belief in my potential was unwavering, and his support rekindled my confidence. By the next quarter, I not only met but exceeded my sales targets. This wasn’t just my victory; it was ours. Ben’s leadership had transformed me from a struggling newbie into a top performer, and he did it by empowering rather than controlling.

Tips for Making the Most of a Good Leader

• Seek Mentorship: A strong leader is often willing to mentor their team members. Take advantage of this by seeking regular feedback and advice. This will help you grow faster and align your efforts with the broader goals of the team.
• Contribute Ideas: Good leaders encourage innovation. Don’t be afraid to share your ideas and suggestions. This not only helps the team but also shows your leader that you’re engaged and proactive.
• Embrace the Culture: Align yourself with the values and culture your leader promotes. This could involve collaboration, continuous learning, or customer focus. By doing so, you’ll not only thrive under their leadership but also contribute to the team’s success.

The Villain: A Leader Who Destroys

But not all stories have a happy beginning. Enter the Villain-Leader, whose actions and decisions cast a shadow over the team’s journey. This leader might wear the title of a leader, but their behaviors tell a different story—one of confusion, frustration, and decline.

1. Sowing Discord: The Villain-Leader is often a poor communicator, leaving their team in the dark. They might bark orders without context, shift blame when things go wrong, and fail to recognize their team’s hard work. According to the Harvard Business Review, 65% of employees would prefer a new manager over a raise—a stark reminder of how detrimental poor leadership can be. When the Villain-Leader is at the helm, morale plummets, productivity stalls, and the ship drifts aimlessly.
2. The Betrayer: Perhaps the most insidious type of villain is the one who takes credit for others' work. This behavior erodes trust and demoralizes the team. The team members, feeling unrecognized and undervalued, are likely to abandon ship, seeking out environments where their contributions are acknowledged. Work Institute reports that 22% of employees leave their jobs due to bad management—proof that a Villain-Leader can drive away the very talent they should be nurturing.
3. Creating a Toxic Environment: Under the rule of a Villain-Leader, the workplace becomes a battlefield. Instead of collaboration, there’s competition; instead of support, there’s sabotage. This toxic environment not only hampers current performance but sets the organization on a path to long-term decline. The cost is immense—not just in lost revenue but in the reputational damage and the loss of future leaders who might have thrived under better guidance.

A Personal Villain Story In another chapter of my career, I worked under a leader named Horatio (name changed to protect privacy), who perfectly embodied the Villain-Leader. Horatio was quick to take credit for our team’s successes but even quicker to point fingers when things went wrong. He rarely communicated with us unless it was to highlight a mistake or to implement a new, arbitrary rule. During meetings, he would present ideas as his own, even though they were the result of hours of collaboration among the team.

I recall one instance where our team landed a major client after months of hard work. Rather than acknowledging the collective effort, Horatio took full credit in front of upper management. The team’s morale plummeted. We felt invisible, unappreciated, and disconnected. Gradually, our productivity waned, and several talented colleagues left the company, unwilling to work under such stifling conditions. The once high-performing team became a shadow of its former self, not because we lacked skill, but because our leader had become our greatest obstacle.

Tips for Succeeding with a Bad Leader

• Focus on What You Can Control: When working under a bad leader, focus on your own performance and the things within your control. Maintain a high standard of work and continue to develop your skills.
• Build a Support Network: Create strong relationships with your peers. A supportive team can help mitigate the negative effects of a bad leader by providing encouragement and assistance when needed.
• Document Your Work: In environments where credit is misappropriated, it’s important to document your contributions clearly. This can help protect your reputation and provide evidence of your accomplishments when needed.
• Seek External Mentorship: If internal support is lacking, look for mentors outside your immediate team. This can provide you with guidance and support, helping you navigate a difficult work environment.
• Know When to Move On: Finally, if the environment becomes too toxic, recognize when it’s time to move on. No job is worth sacrificing your mental well-being or career growth.

Conclusion: Choosing Your Path

Every sales leader stands at a crossroads: to be the Hero who leads their team to glory or the Villain who drags them into despair. The choice may seem clear, but it requires more than good intentions—it demands a commitment to communication, trust-building, and empowerment. And whatever choice the leader makes will have vast implications on the team they manage.

Great leaders understand that their role is to lift others, to inspire them to achieve more than they ever thought possible. They know that by investing in their team, they’re investing in the future success of the organization. On the other hand, those who succumb to the pitfalls of poor leadership risk not only their own downfall but the downfall of those they lead.

In the end, the story of a sales team is written by its leader. Whether you are on team hero or team villain, you can still choose to succeed for yourself. The pen is in your hand, write your story.