Hey there, Nathan Jamail here! I’ve worked with hundreds of sales teams over the years, and I can tell you this—when a team is underperforming, it’s almost never just about the salespeople.
Leaders love to blame the economy, the market, or even the reps themselves. But here’s the hard truth: underperforming sales teams are a leadership problem, not just a sales problem.
Yes, you read that right. If your team isn’t hitting their numbers, it’s time to stop pointing fingers at external factors and start looking inward. Because great leadership, clear expectations, and the right coaching can turn any team into a high-performing one.
Let’s break down why sales teams underperform and, more importantly, how to fix it.
Lack of Clear Expectations (Your Team Can’t Hit a Target They Can’t See)
One of the biggest reasons sales teams underperform and struggle is because they don’t actually know what’s expected of them. Sure, they know their quota, but do they know what daily, weekly, and monthly actions lead to success?
Too many leaders assume that because a salesperson has experience, they should just “figure it out.” That’s not leadership—that’s guesswork.
How to Fix It:
- Set crystal-clear expectations for daily activities, prospecting, follow-ups, and client engagement.
- Make sure every rep knows what success looks like beyond just their quota.
- Hold consistent check-ins to reinforce expectations and adjust as needed.
Pro Tip: Expectations aren’t just about numbers—they’re about behaviors. Are your reps doing the right things consistently, or just hoping for results?
Leaders Are Managing Instead of Coaching
There’s a huge difference between managing numbers and coaching people. If your entire leadership approach is reviewing reports, checking dashboards, and sending out emails about missed targets, you’re managing—not coaching.
Salespeople don’t need more managers. They need coaches. They need leaders who are willing to get in the trenches, listen to their calls, and help them refine their skills.
How to Fix It:
- Spend time in the field (or on calls) with your reps. Watch them in action.
- Hold weekly one-on-ones that focus on skill development, not just performance reviews.
- Practice with your team. Run through objections, scrimmaging (role-play) tough conversations, and sharpen their skills.
Pro Tip: The best sales teams practice like professional athletes. If your team only “practices” when they’re in front of a client, they’re already losing.
No Culture of Accountability (Which Leads to Excuses & Low Standards)
Underperforming teams often have one or two reps who drag the whole team down. They miss targets, show up late, or make excuses—and leadership lets it slide.
What happens next? The top performers start getting frustrated, the culture erodes, and soon everyone’s standards drop.
Accountability isn’t about punishment—it’s about ensuring that everyone is playing at their best.
How to Fix It:
- Set non-negotiable standards for effort, activity, and professionalism.
- Address issues immediately. Don’t let poor performance linger.
- Hold every rep accountable—from your top seller to your struggling new hire.
Pro Tip: Accountability should feel like a team standard, not a personal attack. When it’s built into the culture, high performers thrive, and low performers either step up or step out.
No Energy, No Motivation, No Fun = No Sales
If your team isn’t excited, engaged, and competing to win, guess what? Neither are your customers.
Sales is a game, and winning teams know how to bring energy and momentum into their work. Underperforming teams? They’re just going through the motions.
How to Fix It:
- Celebrate wins—big and small. Recognize success publicly.
- Fuel competition with leaderboards, challenges, and friendly rivalries.
- Make winning fun—because when winning is fun, people work harder.
Pro Tip: A lack of energy usually means a lack of purpose. If your team doesn’t see the impact of what they do, they’ll never be fully invested.
Leaders Aren’t Recruiting & Developing the Right People
You can’t build a winning team if you’re settling for average talent. Underperforming teams often have the wrong people in the wrong seats—or they’ve stopped developing their good people into great ones.
If you’re not actively recruiting and developing top talent, you’re falling behind.
How to Fix It:
- Always be recruiting—even if you’re not hiring. Build relationships with potential A-players.
- Develop your current team—invest in training, coaching, and skill-building.
- Don’t tolerate mediocrity. If someone isn’t the right fit, move on.
Pro Tip: A-players want to work with other A-players. The stronger your team, the more top talent will want to join you.
Final Thoughts: Sales Success is a Culture, Not Just a Goal
Sales teams don’t underperform because of bad markets, slow seasons, or tough competition. They underperform because they lack clear expectations, strong coaching, accountability, energy, and the right people.
If you’re a sales leader, ask yourself:
+ Am I coaching, or just managing?
+ Do my reps know exactly what’s expected of them?
+ Is accountability a core part of my team culture?
+ Does my team bring energy and passion into their work?
+ Am I recruiting and developing top talent?
If the answer isn’t YES to all of the above, then that’s where your fix starts. Your team will only perform at the level that leadership allows and encourages.
Now, go build a high-performance sales team—because the best teams don’t wait for success, they create it.
