The Secret to Sales Team Success: Addressing Skill Gaps Strategically
High-performing sales teams don’t happen by accident. Behind every standout team is a leader who identifies and addresses skill gaps—both shared and individual—with intention.
Whether you're navigating shifting markets or introducing new tools and processes, understanding where your team struggles is the first step toward sustained growth.
Let’s break down the two types of skill gaps and how to solve them.
📊 What Are Cohort Skill Gaps?
Cohort skill gaps are weaknesses shared across your sales team. These are often rooted in shared training experiences, exposure to the same market conditions, or new initiatives rolled out across the team.
Common Examples:
Underused CRM Tools: Many teams struggle to fully leverage the power of newly implemented CRM systems.
Product Knowledge Gaps: Launching a new product often exposes gaps in readiness to handle detailed customer questions.
Virtual Selling Struggles: Despite being the norm, virtual selling still presents challenges for teams used to in-person interactions.
How to Close Cohort Gaps:
Team Training Workshops: Run focused sessions to upskill the group on specific challenges.
Standardized Best Practices: Create playbooks and sales enablement materials for consistency.
Peer Learning: Encourage high-performers to lead sessions and share real-life success tactics.
Example in Action:
If your team struggles with virtual selling, develop a playbook using input from your top reps. Host role-play exercises to boost confidence and reinforce best practices.
🔍 What Are Individual Skill Gaps?
Individual gaps stem from a salesperson’s personal experience, confidence, or exposure. These gaps may not affect the whole team but can significantly limit personal performance—and your overall results.
Common Examples:
Discounting Too Soon: Some reps struggle to hold firm on pricing during negotiations.
Managing Complex Sales Cycles: Others may find it difficult to juggle multiple stakeholders in a B2B environment.
Industry Fluency: New hires may lack market-specific knowledge critical to gaining credibility.
How to Close Individual Gaps:
One-on-One Coaching: Personalize sessions to focus on the rep’s unique growth areas.
Targeted Microlearning: Offer access to courses and resources based on specific needs.
Career-Aligned Development Plans: Use feedback and assessments to align growth with long-term goals.
Example in Action:
If a team member is struggling with LinkedIn prospecting, pair them with a colleague who excels on the platform. Offer LinkedIn-focused training modules and weekly coaching to track progress.
🚀 The Sales Leader’s Role: Build With Intention
Sales leaders who diagnose and address both team-wide and individual gaps are far more likely to build a high-performing, resilient team. You don’t need a one-size-fits-all solution. You need the right combination of coaching, training, and reinforcement that meets your team where they are—and helps them grow.
Take the Next Step: Experience Sandler in Action
Want to see how elite teams close skill gaps and drive consistent sales growth?
Join us for a complimentary session and explore the tools, coaching, and techniques that help sales leaders build stronger teams and close more deals.
