Let’s get brutally honest:
Right now, there are too many sales leaders who know their team isn’t producing but won’t do a damn thing about it.
They’re watching bloated pipelines roll from quarter to quarter. Watching the same reps recycle the same excuses. “Deals are delayed.” “Decision-makers went quiet.” “They said they’d get back to me next week.” And instead of challenging it, they nod.
They attend QBRs, which are basically update meetings. They tolerate CRM notes that say nothing. They protect culture by avoiding confrontation.
They’re wimping out. Not because they don’t care, but because they’re stuck in the same story their reps are in: I’m busy. I’m overwhelmed. I don’t have time to coach, question, or reset expectations.
But here’s the truth no one wants to say out loud: Being busy is not the problem. Avoiding responsibility is.
You Don’t Have a Time Problem. You Have a Clarity Problem.
"Busy" is the safest hiding place in the modern sales org. It feels productive. It looks like effort, but it’s where progress goes to die.
Most sales leaders and reps aren’t managing time; they’re dodging pressure. They keep the calendar full, not because it drives revenue, but because it keeps them from facing hard conversations.
Here’s what that looks like:
- Pipeline reviews where no one gets disqualified
- One-on-ones where everyone leaves feeling “supported,” but nothing changes
- Selling activity that feels like traction but isn’t tied to any real outcome
If you’re not saying no to deals that don’t have urgency, budget, or access, you’re just playing make-believe with your forecast.
Responsibility Is a Leadership Muscle.
You don’t fix this with motivation. You fix it by raising the floor. You fix it by creating real accountability where everyone knows what’s expected, what’s acceptable, and what gets confronted.
Here’s how we help sales leaders start:
1. Reset Expectations
Don’t assume your team knows what good looks like. Define it. Publicly.
- What does a qualified deal actually require?
- What questions must be answered by week 3 of the quarter?
- What’s your non-negotiable follow-up cadence?
Write it down. Share it. Coach to it. No more gray area.
2. Audit Your Calendar and Calls
Your team mimics what you model. If you’re spending time on internal ops, posturing in exec meetings, or riding shotgun on deals that should’ve been qualified out, you’re telling them that’s the job.
Review your last 30 days. How much of your time was spent on strategic accountability vs. activity management?
3. Stop Being Surprised by the Same Excuses
If you hear “I thought they were the decision-maker” more than once per month, that’s not a rep problem; it’s a leadership issue. The standard is too low. Raise it.
If You’re Avoiding Accountability, You’re Teaching It
With every rep you allow to slide by with fluff, you're training them to waste their own and your time.
This isn’t about being a jerk or running the team on fear. It’s about telling the truth with clarity, structure, and backbone.
Because when your team knows exactly what’s expected and what gets coached, you’ll stop managing behavior after the fact. And start driving performance before it’s too late.
Want to know where your team’s wasting the most time?
Start with one question in your next one-on-one:
What are you avoiding right now that’s hurting your number?
Let them answer. Then start leading.
Contact us if you want help changing your sales culture.
