5 'Risks' You Don't See Coming When You Become a Sales Manager
Anyone who knows me realizes that I am a big fan of post-it notes. There’s no better way to make sense of your thoughts than to write them all down and put them all together visually.
Everyone thinks becoming a sales manager is the “safe” move.
Steady paycheck. Less pressure. More predictability.
But here’s the truth:
Management doesn’t eliminate risk.
It multiplies it—and in ways that feel completely unfamiliar.
As an AE, your risks were clear and personal:
Deal Risk – Will this opportunity close?
Quota Risk – Will I hit my number?
Paycheck Risk – Will I make my commission?
But when you become a leader, your entire risk portfolio shifts.
And how you handle those risks are what makes or breaks your entire leadership trajectory.
Think about some of the best sales leaders you’ve worked for.
They’ve likely figured out a way to embrace these risks and transform their uncertainty into their superpowers.
The 5 Hidden Risks of New Sales Managers
1. Performance Risk
You're no longer evaluated by what you do—but by what your team achieves. Letting go of direct control is terrifying. But mastering this is the first step toward systems-level, big-picture thinking. And that is what sets apart managers from executives.
2. Trust Risk
You’re building relationships in every direction—reps, peers, cross functional partners, execs. And you find out fast that earning trust internally is different from earning trust with customers. The good news? When you learn to build internal trust, you unlock a network of all-stars that will have your back wherever you go.
3. Strategic Risk
You stop thinking in weeks. You start thinking in quarters (or years). You’re juggling the tension between short-term revenue and long-term growth. That means releasing your grip on immediate results and playing the long game. Get good here, and you’ll develop the #1 skill execs look for in future VPs.
4. Development Risk
Your people’s growth becomes your responsibility. While their performance is on them; but their potential is on you. Master this, and you become a talent magnet—someone any company wants to keep.
5. Identity Risk
You’re no longer the hero. You don’t close the deals, instead you build the environment where others do. And when things go wrong? You take the hit. This is where true leaders are forged; not in the spotlight, but from a place of service.
Becoming a sales leader doesn’t remove risk.
It introduces new ones that stretch far beyond money.
But here’s the tradeoff in making the move to leadership:
✅ Greater influence
✅ Higher long-term earning potential
✅ Career opportunities that go far beyond quota
When you learn to lead through this uncertainty, you're not just building a great team. You're building executive-level capabilities that will benefit you for a lifetime, whether you move on to become an executive, entrepreneur, youth sports coach, investor, you name it!
What risk helped you grow most as a leader?
#SalesLeadership #LeadershipDevelopment #ServantLeadership #FromAEtoVP
