As sales leaders, certain words probably resonate deeply with you: frustrated, challenged, opportunity, growth, fear, worry, and maybe a little stress. If any of these words hit home, you’re not alone. After working with sales leaders across various industries for 17 years, I can confidently say these are the feelings often swirling in the minds of sales managers.
The biggest challenge sales leaders face is a lack of clear direction. We juggle countless responsibilities, from managing team performance to hitting aggressive sales targets while navigating the complexities of human behavior. It’s easy to feel overwhelmed.
To truly lead, we must first acknowledge a tough truth: we might be the problem.
As leaders, we often think it’s the team’s fault—“they’re not motivated,” “they’re not hitting targets,”—but in reality, we need to look in the mirror. That self-reflection is the first step toward transforming how we lead and support our sales teams.
We’ve all seen the stats: employees leave companies due to poor salaries, lack of growth opportunities, or a toxic culture. But behind these surface reasons lies something even more fundamental—the relationship with their manager.
If your team members aren’t feeling supported or aligned with your expectations, it doesn’t matter how great the compensation package is. People crave clarity, trust, and connection. And that starts with us, as leaders.
The 2 Biggest Causes of Leadership Failure
- Poor Communication
- Mismanaged or Unfulfilled Expectations
These two elements are the root of most leadership breakdowns. When relationships in the workplace (or any relationship) falter, it’s almost always because of unmet expectations or a failure to communicate effectively.
The Power of Expectations
As sales leaders, we create meaningful and purposeful conversations that influence outcomes. But, to impact those outcomes, we must establish clear expectations with our team members.
Most expectations remain unspoken, which is a major pitfall. We think our team members should know what we expect, but unless we clearly articulate these expectations, we set ourselves and our teams up for failure.
The 3-Part Expectations Conversation
Every sales leader needs to implement the following framework for setting expectations. It’s simple but transformative:
Here’s what you can expect of me – Be specific about how you’ll support your team, whether it’s regular one-on-ones, feedback sessions, or providing resources.
Here’s what I expect of you – Spell out your expectations in concrete terms: preparation before sales calls, using a pre-call plan, or hitting certain metrics.
Consequences – Make it clear what happens if expectations are met or not met. This isn’t about punishment; it’s about clarity. Positive outcomes should be rewarded with greater flexibility and opportunities, while unmet expectations need structured follow-ups.
The Benefits of Managing Expectations
When you clearly define expectations, several positive outcomes unfold:
Boundaries: People thrive within boundaries. They know where they stand and what’s required, leading to greater focus and accountability.
Trust: You build a culture of adult-to-adult communication where your team feels empowered rather than micromanaged.
Courage: Your team will be more courageous, knowing exactly what’s expected of them. They’ll feel empowered to ask tough questions, raise concerns early, and be more proactive.
The next time you sit down with your team—whether in a sales meeting, coaching session, or review—start with this phrase:
"My job is to help you be successful, either here or somewhere else."
This statement signals that you’re invested in their personal and professional growth, not just the company’s bottom line. This simple but powerful phrase opens the door to more meaningful conversations, aligned goals, and stronger commitment from your team.
Are you ready to transform your sales leadership approach? It’s time to stop the guessing game and start managing expectations with clarity and purpose. At Next Level, we specialize in helping sales leaders develop the skills and strategies to build high-performing, engaged teams.
Connect with us to learn how our Sales Leadership Training can help you set clear expectations, empower your team, and achieve sustainable growth.
