5 THINGS YOUR SALESPEOPLE ARE NOT TELLING YOU
You thought you had built a solid team.
– Marco, the charmer.
– Sarah, the steady performer.
– Lena, the eager newbie.
– David, methodical and precise.
But lately, the spark is missing. Sales are stalling. Calls are down. Every 1:1 ends with the same vague promise: “I’ll try harder”. You want to believe them. But something is off. Here is what they are not telling you – not because they are hiding it, but because they do not have the words.
1. Marco Knows What To Do – He Just Does Not Know Why He Cannot Do It
Marco’s desk is tidy. His pipeline? A mess. He has completed every onboarding module, sat through countless product demos and memorised the pitch. But when it is time to prospect? He freezes.
Like 80% of salespeople worldwide, Marco experiences some form of Call Reluctance – fear of rejection, self-promotion or judgement. But he has been told that “real” salespeople do not feel this way – so he stays silent and internalises it as a personal flaw. This is not a skills gap. It is a mindset barrier. Until it is identified and addressed, no amount of incentives, encouragement or product training will fix it. Marco does not need more coaching – he needs someone to help him understand what is holding him back.
2. Sarah Does Not Need Motivation – She Is Unheard
Sarah is the dream hire: punctual, respectful, consistent. Even as her KPI’s slip, she keeps showing up. You take her for coffee. You remind her how talented she is. She smiles – but her eyes do not light up. Sarah does not need motivation. She needs to feel safe saying, “This is hard” and hear you say: “I’ve struggled with selling discomfort too. Let us figure it out together”.
Leadership is not about having all the answers. It is about creating psychological safety – a space for honest conversations, growth and vulnerability. That is what your team is craving.
3. Telling Lena To “Just Produce More” Is Making Things Worse
Lena is bright, ambitious and still finding her feet. But lately, her outreach is lagging and deals are slipping. When you ask, she blames the CRM. The truth is, she is overwhelmed and afraid she is not cut out for sales. She has heard the mantras: “Own your pipeline”. “Embrace the tools”. “Push through the fear”. But those messages only deepen her shame.
Lena does not need more pressure. She needs someone who sees past the performance metrics – someone who can help her unpack what is really holding her back and guide her forward with empathy, not judgement. Because no one thrives when they feel like they are failing alone.
4. David Does Not Need A Fancy Title – He Needs Clarity About His Role
David’s title is “Client Success Strategist”. It sounds modern and consultative. But he spends his days running discovery calls and chasing deals. When sales fall short, his colleagues start whispering: “Is he really a closer?”, “Does he even want to sell?”.
Rebranding sales roles does not eliminate sales discomfort – it just disguises it. Do not use soft language to ease your discomfort with selling. Phrases like “We do not sell – we provide solutions” may feel nice, but they create misalignment and lead to poor results. If you expect your people to generate revenue, do not dress the role up with a softer title unless the compensation and expectations match. Clarity builds confidence. Vagueness breeds anxiety.
5. You Downplayed The Sales Role In The Job Description
When Lena applied, the job description said “relationship-builder”. Now she is being asked to prospect Sportsbook Operators across Europe – alone. She is trying but she feels blindsided.
If your job ad emphasises nurturing but your KPIs reward closing, your team will feel the disconnect – in motivation, performance and retention. Great people do not mind pressure – they mind misalignment. If the goal is sales, say so. Hire for it. Train for it. Reward it.
Is It Hopeless? Are You Destined To Beat Your Head Against The Wall Day After Day?
No! When your team takes the SPQ*Gold®/FSA™ Assessment, we uncover the hidden barriers holding them back – possibly for decades – and equip you with tools to help each person perform at their best. Do not keep pushing harder, hoping for change. Schedule an appointment and get your key to more revenue and less stress.
