30 Sep The Unsung Heroes of Sales Success
The Unsung Heroes of Sales Success: Why Support Staff and Product Managers Deserve Recognition
In business literature, sales success is often attributed almost exclusively to the charisma, persistence, and skill of quota-carrying sales professionals. Yet in my decades of experience—spanning selling solutions from accounting, human resource and payroll, manufacturing, electronic medical records, electronic payments software to anti-money laundering compliance systems—I’ve learned a fundamental truth: no high-performing salesperson closes complex B2B deals alone.
Behind every signed contract are the tireless efforts of product managers and sales support staff. Their technical expertise, market insight, and ability to engage with client challenges are often the decisive factors that transform a promising lead into a committed customer.
Throughout my career, my own achievements were never just the product of personal drive or polished sales techniques. They were built on the quality of the solutions I represented, the effectiveness of marketing and lead generation, and—critically—the support of professionals who worked behind the scenes. These individuals helped refine presentations, anticipate objections, and answer highly technical questions that no salesperson could credibly address on their own. In many cases, their knowledge and preparation made the difference between winning and losing a deal. And they are often called upon to travel most of the week.
For example, one sales support person stayed up all night working to stabilize a new software system, including adding new code, so we could perform a successful demonstration. More recently, one person expertly handled very difficult and detailed questions from the company’s development team regarding how the anti-money laundering system would function in an environment with tens of millions of transactions every day.
And yet, despite this vital role, most sales organizations under-recognize these contributors. Leadership discussions, incentive plans, and recognition programs overwhelmingly focus on revenue-carrying sellers, leaving the backbone of the sales process overlooked. This imbalance doesn’t just hurt morale—it risks undermining long-term performance.
Why Recognition Matters Strategically
- Retention of Expertise – Product managers and support staff often hold deep institutional knowledge. Failing to recognize their contributions risks turnover that can erode organizational capability.
- Customer Experience – In today’s B2B sales environment, buyers demand credible, detailed answers. A salesperson alone cannot deliver the depth that customers expect—support teams provide the expertise that establishes trust.
- Stronger Collaboration – When non-selling staff feel respected as true partners, they are more proactive, engaged, and committed to helping sales win.
- Competitive Advantage – Organizations that integrate and reward all contributors create a more cohesive, effective sales engine than rivals who focus narrowly on sales reps.
Practical Ways to Elevate Support Roles
Executives don’t need sweeping policy changes to make an impact. Small but consistent actions can shift culture and drive stronger performance:
- Acknowledge them as equals in the process. Treat sales support as partners, not assistants. Invite them into strategic discussions and respect their expertise.
- Align incentives. Offer financial bonuses or recognition tied to closed sales, ensuring support staff share in the wins they help create.
- Celebrate contributions publicly. Recognize top support performers at company meetings, in internal newsletters, or during sales kickoffs.
- Show personal appreciation. Gestures such as the salesperson taking the person out to dinner at a high-end restaurant, gifting a dinner for the salesperson to share with her spouse or friends, or even a simple acknowledgment in front of peers can go a long way.
- Loop in leadership. Sending a note to a support professional’s manager, highlighting their role in a significant deal, amplifies recognition and reinforces their value. Help get them promoted!
A Sales Partnership, Not a Solo Act
B2B Sales should never be framed as an individual pursuit. Just as Butch Cassidy needed the Sundance Kid, every successful salesperson needs a skilled team around them. Recognizing this truth not only honors those who work tirelessly behind the scenes but also strengthens the overall sales ecosystem.
At the executive level, this isn’t just about appreciation; it’s also about best practices and strategy. Organizations that treat sales as a partnership of diverse roles create more resilient teams, deliver better customer experiences, and ultimately drive higher performance.
The next time a deal closes, don’t just congratulate the account executive. Celebrate the team that made it possible.