This was one of Bill Brooks’ favorite principles. He always preached that managers need to get out from behind their desks and get into the field. This doesn’t just mean sales managers, but also VP’s and C-level executives. Top organizations have executives and managers that “walk the walk.”

I made a sales presentation to the executive team of a Fortune 500 financial company. The CEO, CFO, COO, Divisional VPs, and Directors attended the meeting to evaluate our company against five others for training and consulting services. During the Q&A portion of my presentation, the COO asked me, “Why is it that when other organizations do sales training they get results, but when we do it we don’t see any change?”

Being the blunt, direct person I’m known to be, I responded, “The difference is everyone in this room. If you decide to work with us – or any of the other five companies you’re considering – you will be choosing an excellent organization with success stories from clients who’ve achieved positive results. We all have excellent tools. The difference is what you do with those tools. You’re fooling yourselves if you think you will see strong results simply by choosing a training company, then going back to your offices to wait for the P&L to change. Great organizations drive training from top down – they not only establish expectations, but they get out in the field and set the example for those expectations.”

Here’s an example from the NBA: Mitch Kupchek is the general manager of the LA Lakers, and Michael Jordan is part-owner and GM of the Charlotte Bobcats. Recently, the hosts of a sports talk show interviewed an NBA “insider” who observed that Mitch Kupchek goes to practice every day. He also attends almost every game, before which you’ll find him down on the floor talking with the media and meeting the fans. He’s also highly visible promoting the Lakers in the community.

In contrast, Michael Jordan drops into practice about once a week. He’s rarely seen at games – and when he does attend, he’s not out talking with the press and the fans – nor is out promoting the Bobcats in the community. The Lakers are competing for the championship and the Bobcats were at the bottom of the standings all year.

If you want to be one of the top organizations in your industry, look at where you’ve set the bar for your sales force, your executive team, and yourself. How often are you and your executive managers visible in the field, setting the example?

As Bill Brooks always said, “You can’t lead where you won’t go and you can’t teach what you don’t know.” (Sales Management Principle #6)

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