One of the biggest mistakes sales leaders make is assuming they already know why someone is underperforming.
A producer isn’t selling enough life insurance, so the manager assumes they need better scripts.
A service team member isn’t pivoting to sales, so the manager assumes they don’t care enough.
A longtime employee misses production goals, so the manager assumes they’re not motivated.
Maybe those explanations are true. Maybe they’re not.
The problem is that coaching without diagnosis rarely works.
Stop Reading Your Own Story Into the Team Member
Many sales leaders were successful producers before becoming managers. As a result, they often assume their team thinks like they do.
They think:
- “I’d make the call.”
- “I’d want the commission.”
- “I’d figure it out.”
But not everyone is motivated by the same things.
Some people are income-driven. Others are competitive. Some love relationships but dislike closing. Some are hardworking but simply in the wrong role.
That’s why diagnosis matters.
Start With Their Goal
Before coaching performance, understand what the person wants.
Ask:
“How much money do you want to make in the next 12 months?”
Then ask:
“If you made that amount, what would it allow you to do that would make your life better?”
When sales goals become connected to something personally meaningful, coaching shifts from pressure to alignment.
Turn Goals Into Activity
Once the goal is clear, convert it into measurable behaviors.
For salespeople, that may include:
- Quotes
- Applications
- Life conversations
- Follow-ups
- Premium production
Vague coaching creates frustration.
Specific coaching creates progress.
Ask Three Diagnostic Questions
When someone is struggling, determine:
1. Can they learn the role?
Do they have the cognitive ability and learning capacity required?
2. Are they wired for the role?
Do their personality traits fit the sales environment?
3. Do they have the character, attitude, and motivation?
Do they possess the work ethic, responsibility, coachability, and drive needed to succeed?
Match the Coaching to the Diagnosis
Not every underperformer has the same problem.
Some need training.
Some need accountability.
Some need confidence.
Some may simply be in the wrong seat.
The most effective coaching isn’t generic. It’s tailored to the person, the role, and the real reason performance is falling short.
The Bottom Line
Before asking, “How do I get them to perform better?”
Ask:
“Why aren’t they doing what the role requires?”
That single question changes everything.
Better diagnosis leads to better coaching, stronger performance, and healthier sales cultures.