Most sales leaders make the same critical mistake: they try to manage their team as one cohesive unit, overlooking the unique personalities, strengths, and challenges of the individuals within it.
But here's the truth: You can’t manage a team—you can only manage individuals.
In this post, we’ll break down key insights from Sandler Training’s leadership philosophy and why individualized coaching is the secret weapon for boosting sales team performance.
The Leadership Rule You’re Probably Ignoring
“Leadership Rule #12: Manage individuals. Lead a team.”
Sales leaders are often pressed for time, juggling tasks and feeling the pressure to deliver results. It’s tempting to treat the team as a single entity—sending mass memos, holding generic meetings, and expecting everyone to align.
The problem? People don’t respond to one-size-fits-all leadership. They want eye contact. Personal attention. Tailored feedback.
Why Personalized Coaching Works
Think of your salespeople as unique puzzle pieces:
Each person has a distinct DISC communication style
Different motivators drive performance
Personal goals influence behavior
Gaps in skills and experience shape growth opportunities
By investing time to understand and coach each individual, leaders unlock performance that can’t be achieved through blanket strategies.
Pro tip: Ask questions like:
What motivates you?
What’s your “why”?
Where do you feel stuck?
Avoid the Mass Memo Mistake
The video shares a real-world example: a leader sent out a team-wide memo about a performance issue, but only one person needed the feedback.
Result? The rest of the team felt unfairly criticized and demotivated.
Lesson: When addressing problems, go directly to the person involved. Blanket communication damages morale and erodes trust.
The ROI of Individual Attention
Some leaders argue they don’t have time for one-on-one coaching. But the cost of not doing it?
Repeating instructions
Fixing avoidable mistakes
Damaging team morale
Ironically, individualized coaching saves time and increases performance. Sales reps feel seen, supported, and more engaged. The result? Teams that smash quotas and thrive.
Take Action Today
If your team is underperforming, don’t double down on team meetings and emails. Instead:
Schedule one-on-one time with each rep
Learn their goals, motivators, and challenges
Provide tailored support
When you stop managing a group and start coaching individuals, you’ll transform your leadership—and your results.
Ready to Lead Differently?
Bonus Sandler Resource: 100 Great Sandler Questions
As a sales professional, your job is to ask the buyer questions until you understand what is needed to close the gap between where they are and where they want to be. Download now to take charge of your next conversation by asking the right questions at the right time.
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