Don’t look now, but we’re already into the second quarter of 2025. The first quarter is in the books and, if you’re like most sellers and sales leaders, you probably fall into one of three categories:
Your year got off to a great start and you’re on track to set billing and revenue records.
You’re maintaining the status quo, continuing along at about the same pace as last year.
You’ve noticed that you’re already lagging, but you’re determined to “kick it into gear” starting next week.
If you fall into the first category, turn the page and keep reading—there are some great articles in this month’s issue. But if you’re in categories two or three, consider how you can make meaningful changes to boost your performance before the year gets away from you.
The process begins by creating a step-by-step action plan that will:
Identify the specific areas where you, or your sales team, are falling short.
Establish realistic, and measurable, sales goals to get back on track.
Define the next steps needed to improve performance.
1. Identify Root Causes of Poor Sales Performance
Poor sales numbers and behaviors can stem from various factors such as a lack of product knowledge, poor lead qualification or even low motivation. Take time to gather insights, and data, to assess where the challenges lie. Consider:
Are you and your reps following the sales process effectively?
Are there gaps in training or product knowledge?
Is the sales pipeline lacking qualified leads?
Are external factors, such as economic conditions, affecting buyer behavior?
Once you pinpoint the contributing factors, you can design a more targeted action plan to improve sales performance.
2. Set Clear, Measurable Goals
Establish specific goals that will drive sales efforts—something more concrete than “let’s go out and sell more!” Your action plan should focus on measurable outcomes that you can revisit weekly. Define what success looks like and set benchmarks for tracking progress, such as:
Increase the number of qualified leads by 20%, over the next quarter.
Improve conversion rates by 10%, within the next three months.
Reduce the sales cycle from 45 days to 30 days by improving follow-up efficiency.
Setting clear, measurable targets gives you and your sales reps something concrete to work toward and allows you to monitor improvement more effectively.
3. Provide Targeted Training and Ongoing Support
Tailored training and resources are critical components of any action plan to improve poor sales performance. You, or your reps, may need a refresher on sales processes, products or techniques to engage prospects more effectively. Consider:
Organizing workshops or role-playing sessions to refine key selling skills.
Offering one-on-one sales performance coaching for struggling team members.
Using real-time data to deliver feedback on specific skill gaps.
Providing continuous coaching and reinforcing a learning culture will empower sales reps to overcome their current hurdles.
4. Monitor Progress and Continuously Adjust
As you implement your plan, monitor progress closely and be ready to make adjustments. Schedule weekly, or biweekly, check-ins to discuss individual progress and team performance. If certain tactics aren’t working, don’t hesitate to pivot—whether that means adjusting training efforts, altering goals or redistributing leads.
What’s Next?
Sales slumps are challenging, but with a well-thought-out action plan, sellers and sales leaders can turn underperformance into opportunities. When implemented effectively, this process not only enhances short-term results but also fosters long-term growth and resilience in your sales organization. Try it and revisit your performance at the end of Q2—you’ll likely be pleased with the results.
Jim Marshall is the founder of Sandler Training of Tampa Bay, which provides sales and management training and coaching to high-achieving companies and individuals.
Contact him at 813.287.1500 or jmarshall@sandler.com.
