By: Maria Williams

When making the transition from agent to owner, John Wetmore shows that education and inspiration stand out over numeration.

How Lessons in Leadership Can Mobilize Your Multi-Million-Dollar Sales Team

For decades, sales has been misconstrued as a hyper-individualistic arena where everyone is pitted against one another in a gladiator-style showdown. This toxic approach to success often prevents salespeople from recognizing the importance of outward-facing leadership skills. 

But basic math—and the exemplary model of John Wetmore, CEO of Agent Force and Managing Partner with Integrity Marketing Group—shows there is power in numbers. With 200 million in sales to back up his wisdom, John is an inspirational leader who demonstrates that if you want to push beyond that seven-figure threshold, you cannot rely solely on number one. 

John Wetmore started doing what many insurance salespeople do; he developed his career by developing himself and his skills. Then, he realized that was not enough to make the big bucks. Slowly but surely, he realized that the real entrepreneurial legacy is built by investing in the potential of others and curating a high-performing group of collaborators. Now, he teaches people how to lead well and which mistakes will undoubtedly sink their gilded ship.

Spend some time getting to know the journey of CEO and visionary John Wetmore through his own personal insights below.

When Your Foundation of Leadership Is Faulty, Metrics Provide Lackluster Motivation: A Lesson in Humility by John Wetmore

Remember Alec Baldwin in Glengarry, Glen Ross, screaming at his sales team about how they – not their leads – were weak? While sales people around the world can appreciate the urge to put the coffee down and pick up their phones, this autocratic model is better left to the movies. A sales environment based solely on fear and metrics will create a lot of nervous energy, but it will not lay the foundation for sustainable success. 

If you see your sales team as a means to a monetary end, you will treat them as cattle, rather than meaningful contributors to a productive ecosystem. Every conversation will focus around success or failure, and you will leave no room for mistakes. This, in turn, means you will leave no room for growth. Your sales will plateau, your attrition rate will be atrocious, and you will not adequately prepare your team members to transition into smash-hit managers.

Great Leadership, Not Leads, Is What Is at the Heart of a High-Performing Sales Team

Salespeople are just that, people. They have unique motivations for what they do. We assume they all have similar traits and interests, which draw them to the field. However, as the profession becomes increasingly diverse and we welcome a new generation of agents, our leadership model has to evolve to bring on and keep the right talent. 

A great team leader knows how to build more than skill. They understand how to communicate, motivate and empower their team members with transferable skills. They readily and skillfully then nurture these strengths, so they translate into better client relationships, higher sales and leadership capacity. Importantly, exceptional leaders invest in their ability to lead and continuously grow as people and professionals.

The Sales People You Hire Will Not Be Your Carbon Copies

A great leader aims to be a magnifier, not a mirror. So, don’t look for a reflection of yourself in your team members. The first step in your leadership journey should be learning the goals of each person you aim to inspire. Find out what short-term and lofty long-term ambitions have brought your agents to the floor. Then, work with them to demonstrate how micro-decisions and actions will help them achieve their personal goals: not the ones you have forced upon them. 

When your managerial style is defined solely by your sales targets, you will miss out on the big picture. While numbers may be your main motivation, your salespeople could have other priorities that push them to pick up the phone. They may also have different communication styles, quirks and strengths – all of which, when cultivated effectively – will add value to the mosaic of your sales floor. 

Honor Each Individual’s Goals & Fully Understand Their Definition of Success

You can be the convincing manager in the world, but if you do not have your team members’ buy-in, they will never perform as well as they could. People do not want to be sold your dream. They want you to lead them towards their own. By assessing their goals and truly “getting” who/what they are, you can support your team members to articulate their lofty ambitions in SMART ways.

By doing this well, you will catalyze their commitment to your overarching strategic vision. Equally, you will do this in ways that increase employee retention, satisfaction and company growth. As they begin to put specific, measurable and timely goals on the board, you will see how leadership – not a sole focus on leads – pushes the envelope of success in new and surprising ways.

Prioritize People as Much as Profits, and Watch Both Grow

Create a culture of self investment and improvement by encouraging your team members to participate in professional development. If your salespeople are not willing to set goals and sacrifice their time and effort to grow, they are likely never going to be the types of leaders who will push that million dollar mark. 

When you establish that professional development is a priority upfront, you will show your employees you are willing to connect them with career-enriching resources. You will also weed out the people who are simply looking for a paycheck, not a legacy of aspirational achievement. PD is a career expectation of millennials and Gen Zs – plus it’s a great way to get everyone singing from the same song sheet. 

Don’t Become Hyper-Focused on Your Funnel, Tune Into Your Style of Leadership and Secure Your Spot as a Leading-Producing Agency

If you are happy with generating six figures as a solo salesperson, keep it up. Agency leadership is not for the faint of heart. With that said, if you are willing to be brutally honest with yourself about your leadership gaps and work hard to bridge them, you could set yourself up for a lifetime of flexibility and success. 

Think beyond the first year or so of growing pains towards a future where you can spend more time on the green while generating more green than you ever thought possible. That can be the return on your investment in a team of committed, results-oriented individuals.

 Disclaimer: “This content is for informational purposes only and is not intended as financial advice, nor does it replace professional financial advice, investment advice, or any other type of advice. You should seek the advice of a qualified financial advisor or other professional before making any financial decisions.”

Published by: Nelly Chavez