Being an exceptional OOH sales leader requires more than achieving revenue goals. True leadership is about cultivating a culture of accountability, motivation, and growth while preparing your team to thrive in an ever-changing market. To excel, OOH leaders must hone four critical traits: coaching, motivating, accountability, and recruiting. Let’s explore how these skills can transform your leadership approach and drive success in 2025.
Coaching: Empowering Your Team Coaching is the bedrock of effective leadership. It fosters skill development, independence, and long-term success, but many leaders misunderstand what great coaching truly entails.
• Coaching effectively: At its core, coaching is about building trust and respect. When your team believes in your intentions and expertise, they’re more likely to embrace your guidance. But coaching isn’t about telling—it’s about guiding. Instead of providing answers, ask thoughtful questions that prompt team members to reflect and find solutions themselves. This approach builds self-sufficiency and confidence. Think of yourself as a facilitator of growth, helping your team discover their strengths and areas for improvement.
• Coaching frequently: Top-performing managers dedicate more than 50% of their time to coaching. Daily coaching interactions—such as pre-call strategizing, post-call reviews, and skill-building discussions—keep your team sharp and engaged. Shift your focus from efficiency to meaningful effectiveness, making every interaction count.
Motivating: Reigniting the DriveMotivation isn’t static; it fluctuates with challenges like burnout, stress, and external pressures. A great leader understands how to reignite motivation when it wanes.
• Understand individual drivers: Not everyone is motivated by the same factors. While financial incentives might inspire one person, another might value personal growth or work-life balance. Take the time to uncover what drives each team member, and use that knowledge to provide personalized support and encouragement.
• Recognize contributions: Appreciation is a cornerstone of motivation. Celebrate achievements and acknowledge efforts, no matter how small. When team members feel valued, they develop a stronger connection to their work and a deeper commitment to organizational success.
Accountability: Shaping Future Success Accountability is essential for performance, yet many leaders struggle with implementing it effectively. The key lies in setting clear expectations and focusing on forward-looking actions.
• Focus on activities, not just outcomes: Managing solely by quotas means you’re looking backward. Instead, track activities like prospecting, meetings, and conversations—actions that drive results. By influencing these behaviors, you set your team up for future success.
• Avoid enabling mediocrity: Fear of being disliked often prevents leaders from holding their teams accountable. However, accepting excuses or low standards does a disservice to both the individual and the organization. Setting high expectations shows you believe in your team’s potential and are invested in their success.
Recruiting: Building a High-Performing Team Recruiting isn’t just about filling positions; it’s about finding the right fit to build a strong, cohesive team.
• Hire with intention: Avoid rushing to fill vacancies. Prioritize candidates who align with your team’s culture and objectives. A poor hire can be costly and disruptive, so take the time to identify individuals with the skills and mindset needed to succeed.
• Conduct insightful interviews: Interviews should be less about selling the role and more about assessing the candidate’s abilities. Use role-playing exercises to evaluate sales skills and focus on gathering information that reveals true potential. A structured, skill-focused approach ensures you’re selecting top talent.
Leading with Purpose Exceptional OOH leaders know that success is about more than hitting targets. It’s about fostering a team culture where individuals feel supported, motivated, and empowered to excel. By:
• Coaching to build independence and self-awareness,
• Motivating through understanding and recognition,
• Driving accountability with clear expectations and proactive management,
• Recruiting thoughtfully to create a high-performing team, you can position yourself as a proactive, transformative leader who inspires excellence. As the OOH industry evolves, your leadership will shape not just results, but the culture and resilience of your team. The time to lead boldly is now. Are you ready to be the leader your team needs in 2025?
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
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Lisa & Dan Nausley and Reggie Piercy of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching thousands of OOH Operators across the country in sales, leadership, and executive coaching.
