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So You Want to Promote Your “All-Star” Sales Rep to Be Your Next Sales Leader—What Could Go Wrong?

Writer's picture: Shawn  DunahueShawn Dunahue
So You Want to Promote Your “All-Star” Sales Rep to Be Your Next Sales Leader-What Could Go Wrong?

Promoting a top-performing salesperson into a leadership role might seem like an obvious decision. They’ve consistently delivered exceptional results, outperformed their peers, and know the business inside out. What could go wrong? As someone who’s seen this play out many times in my career leading sales teams, I can tell you—plenty.


A Story of Transition and Challenge

I recall one particular promotion vividly. We had a rockstar salesperson—let’s call him Mark—who consistently crushed his numbers and built incredible client relationships. When a sales leadership position opened up, he was the clear frontrunner. The decision felt like a no-brainer. Mark was thrilled to take on the challenge, and the team initially welcomed him with enthusiasm.


But as the months went on, cracks began to show. Mark struggled to balance his new responsibilities with his instinct to step in and close deals himself. Team members started feeling micromanaged, and some resented his lack of coaching experience. Meanwhile, our revenue dipped as Mark’s transition left a gap in individual contributions. It became clear that excelling as an individual contributor didn’t automatically translate into excelling as a leader.


Key Risks and Pitfalls


1. Skill Set Gap

Being a great seller doesn’t mean someone is prepared to lead. Leadership requires coaching, strategic thinking, and people management—skills that are often outside a salesperson’s expertise.

2. Loss of Revenue

Promoting your top performer means losing their direct contributions to the bottom line. Without a solid plan to fill the gap, the team’s overall revenue may suffer.

3. People Management Challenges

Leading a team means managing diverse personalities, resolving conflicts, and fostering collaboration. These skills don’t always come naturally to high-performing individual contributors.

4. Role Misalignment

The mindset shift from individual success to team success can be difficult. Top salespeople often find it hard to prioritize the team’s achievements over their own instinct to step in and take control.

5. Morale Issues

Other team members may feel overlooked or resentful of the promotion, especially if they perceive it as favoritism or if the new leader struggles in the role.


Ensuring a Positive Transition


While promoting an “All-Star” salesperson comes with risks, it can be done successfully with the right approach. Here’s how:

1. Evaluate Readiness

Assess their leadership potential beyond sales performance. Look for traits like empathy, communication skills, and a willingness to prioritize team success.

2. Provide Training and Development

Offer targeted training in leadership, coaching, and communication. Equip them with the tools and knowledge needed to lead effectively.

3. Mentoring and Coaching

Pair the new leader with an experienced mentor who can guide them through the transition, provide feedback, and share best practices.

4. Clarify Expectations

Clearly define their new responsibilities and set measurable goals for leadership success. Help them understand how their role has shifted from “doing” to “enabling.”

5. Gradual Transition

Allow time for the salesperson to ease into the leadership role. Provide support to ensure their accounts are transitioned smoothly to other team members.



Positioning the Salesperson for Success


To set your new sales leader up for success:

  • Build Trust: Encourage them to establish credibility with the team by being transparent and consistent.

  • Foster Collaboration: Shift their focus from individual wins to team achievements, emphasizing the value of collective success.

  • Develop New Skills: Provide resources for learning how to motivate, coach, and handle difficult conversations effectively.

  • Leverage Technology: Utilize CRMs and performance dashboards to help them guide the team with data-driven insights.


Final Thoughts

Promoting a top-performing salesperson to a leadership role is a pivotal decision that can shape the future of your sales organization. By recognizing the risks, providing the right training and support, and fostering a culture of collaboration, you can ensure a successful transition that benefits both the individual and the team.


Call to Action

At Tidewater Solutions Group, LLC, we specialize in helping businesses identify and prepare future leaders, implement standardized processes, and build scalable sales organizations. With our expertise, we ensure smooth transitions and long-term success for your sales team.

If you’re ready to empower your next sales leader and restructure your sales organization for growth, contact Shawn Dunahue at sdunahue@tidewatersg.com or 941-320-2131 to schedule a free consultation.


Together, we can turn your “All-Star” into a leader who drives results and inspires the team to thrive.

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