What is the Difference Between Catabolic and Anabolic Sales Leadership?

“The greatest leader is not necessarily the one who does the greatest things.  He is the one that gets people to do the greatest things.”  -- Ronald Reagan

I’ve had several discussions recently with sales representatives who resigned due to poor leadership.  I felt compelled to write about this topic as it should concern everyone.  Whether you’re a sales leader, or aspire to become one, your leadership style can have a tremendous impact in your team’s performance and organization’s profitability.  According to several studies, a significant number of sales representatives leave their jobs due to poor leadership, with estimates suggesting that around 57% of employees quit because of their manager or company leadership, making it a major factor in sales turnover. 

Reasons such as lack of recognition, not taking the time to connect on a personal level, not providing professional development opportunities, unclear expectations, and micro-managing all contribute to high turnover in sales. 

Let’s examine the two primary styles of leadership you’re likely to encounter if you’re in sales – the catabolic and anabolic sales leader.  These styles represent different approaches to leadership in sales.  Here's a breakdown of the key differences between the two:

1.      CATABOLIC SALES LEADER:

o   Focuses on competition and individual achievement.

o   Emotionally disconnects and does not display empathy.

o   Operates from a scarcity mindset, believing that there is a limited amount of success to go around.

o   Emphasizes short-term results and may prioritize closing deals at any cost.

o   Creates a high-pressure environment that can lead to stress and burnout among the sales team.

o   May use fear-based tactics to motivate the team, such as threats or punishment.

o   Uses left brain analysis and focuses on problems.

o   Can foster a culture of internal competition and lack of collaboration.

2.    ANABOLIC SALES LEADER:

o   Focuses on collaboration and team success.

o   Operates from an abundance mindset, believing that there is enough success for everyone.

o   Emphasizes long-term relationships and customer satisfaction.

o   Creates a supportive and empowering environment that encourages personal and professional growth.

o   Leads by example and is not hesitant to jump in and provide assistance.

o   Motivates the team through inspiration, recognition, and rewards.

o   Uses whole brain thinking and focuses on opportunities.

o   Utilizes emotional intelligence.

o   Fosters a culture of teamwork, trust, and open communication.

The key distinction between a catabolic and anabolic sales leader lies in their mindset, approach to relationships, and the overall culture they create within their sales teams.  A good leader doesn’t care about looking better than everyone else. They want their team to be as successful as possible, which they do by giving credit generously.  They jump in and help team members who are struggling, helping them develop professionally.  They don’t point the finger and blame, but take personal responsibility when they should.

While a catabolic leader may achieve short-term results through intense competition, an anabolic leader focuses on building a sustainable and thriving sales organization by prioritizing collaboration, growth, and customer satisfaction.

It's important to note that these leadership styles are not fixed categories, and leaders may exhibit traits from both approaches. Leadership styles can be chronic and situational. However, striving to embody the qualities of an anabolic sales leader can lead to a more positive and successful sales environment in the long run which will retain top performers and contribute to higher productivity and profitability.

Angie Lambrou is a Professional Development Career Coach dedicated to helping sales professionals find the right career path in the medical industry. She is the author of Master the Medical Sales Interview (2023), and Job Search Breakthrough for Sales Professionals (E-Book, 2024).  Angie is the creator of The Medical Sales Job Search Blueprint that Gets Interviews masterclass which can be accessed through her website, www.Elevateyoursalescareer.com