The short version
When a salesperson misses target, the first question is whether it’s a problem of will (motivation) or skill (capability). Get the diagnosis right and the fix is usually clear. Get it wrong and you’ll coach someone who needs re-engaging, or push someone who needs training.
Rule out the system first
Before looking at the person, check the environment. Underperformance is often caused by:
- Unrealistic targets or a weak territory
- Poor lead quality or too few leads
- Unclear sales process or qualification criteria
- Tools, data or pricing that get in the way
If several people are struggling in the same way, it’s probably the system, not the individual.
Look at the data
Activity and conversion numbers tell you a lot:
| What you see | What it often means |
|---|---|
| Low activity, decent conversion | Likely a will issue |
| High activity, poor conversion | Likely a skill issue |
| Low activity, poor conversion | Could be both, look closer |
| Strong early stages, deals stall late | A specific skill gap, such as negotiation or closing |
Watch and listen
Join calls, review recordings and look at CRM notes. Skill gaps show up in discovery, objection handling and next steps. Will issues show up in effort, attitude, follow-through and how they talk about the role.
Have the conversation
Ask open questions and listen: What’s getting in the way? Which parts of the role do you enjoy? Where do you feel least confident? People will often tell you whether it’s will or skill if you create the space.
The four combinations and how to manage each
| Low skill | High skill | |
|---|---|---|
| High will | Train. Coach, role-play and pair them with top performers. Set short-term skill goals. | Stretch. Give bigger accounts, more autonomy and a growth path. Retain them. |
| Low will | Decide. Set clear expectations and a short timeframe. If nothing changes, act quickly. | Re-engage. Find the cause: recognition, career path, workload or personal issues. Reset goals together. |
Managing a skill gap
- Pinpoint the exact skill, such as discovery or closing
- Coach weekly using real calls
- Practise through role-play before live deals
- Measure improvement in that specific stage over 30 to 60 days
Managing a will gap
- Understand what’s changed and why
- Reconnect their goals with the role, including earnings and progression
- Agree specific commitments and review them weekly
- Recognise progress quickly and publicly
When to make a call
If a clear plan, support and a fair timeframe haven’t moved performance, it’s time for a harder conversation. Keeping an underperformer too long hurts results and the rest of the team’s morale.
Put it into action
Your playbook checklist
- Check targets, leads, process and tools first
- Review activity and conversion data
- Listen to calls and review CRM notes
- Hold an open, honest conversation
- Agree a 30 to 60 day plan with clear measures
Written by Amelia Howell
Founder of The Fractional Revenue Group, with experience scaling B2B businesses to $1M, $10M or $100M in revenue.