What’s behind a salesperson’s results: attitude, behavior, or technique?
Sales numbers show what’s happening, but they don’t always explain why. The Sandler Success Triangle gives sales managers a practical framework for looking beyond results and identifying where coaching can help.
The triangle has three parts: Behavior, Attitude, and Technique {B.A.T.}. They work together, so a challenge in one area can affect the others.
Behavior: What the salesperson does
Behavior refers to the actions that create sales opportunities. This includes prospecting and following a plan to move opportunities forward.
A salesperson may have strong sales skills, but if they aren’t having enough conversations with potential buyers, results will suffer. Managers can track activity and help salespeople connect their daily actions to their goals.
Attitude: What the salesperson believes
Attitude includes how someone views themselves, their company, and the marketplace. Those beliefs can influence how they show up in sales conversations.
For example, a salesperson who feels uncomfortable discussing money may avoid budget questions or discount too quickly. Someone who lacks confidence in their company’s offering may struggle to communicate its value.
Understanding these beliefs takes more than reviewing a sales report. It calls for thoughtful coaching conversations about what the salesperson wants to achieve and what may be getting in the way.
Technique: How the salesperson sells
Technique includes the skills used in sales conversations. Can the salesperson ask questions that uncover a buyer’s needs? How do they respond to objections or stalls? Do they know how to discuss budget and next steps?
Sales managers can observe calls and practice these skills with their team. When technique is the issue, targeted sales training and coaching can help.
Use the triangle to coach the cause, not just the result
When performance drops, ask whether the challenge is related to attitude, behavior, or technique. A salesperson may need more prospecting activity, practice handling objections, or support building confidence. The right coaching starts with understanding what’s behind the numbers.
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Dale Bierce of Sandler Sacramento helps sales managers and teams improve sales performance through sales training, coaching, and leadership development. The Sandler Success Triangle offers a practical way to identify coaching needs and help salespeople move forward. Contact me HERE if you want to talk further.
