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Mike Lieberman, CEO and Chief Revenue ScientistTue, Aug 8, 2017 4 min read

5 Reasons Your Sales Reps Aren’t Closing

{}When sales numbers are low, it can seem like there’s no hope of recovery. However, as a sales manager, it’s up to you to get your sales reps back on the winning track.

The first step in solving the problem is finding the root cause. Here are five possible reasons your sales reps aren’t performing their best.

1. Not Enough (or Too Much) Confidence

There is no denying that sales is tough. It’s not uncommon for reps to hit a dry spell, leading to demotivation. Perhaps your reps are tired of hearing the word “no.” Perhaps they don’t really believe in what you’re selling. Maybe they don’t think they’re good enough reps to make the sale. Whatever the reasons, customers can sense self-doubt and back off from the sale because of it.

The opposite is just as harmful. Sometimes success breeds ego. Past wins are not indicative of the future, which can result in complacency in your sales reps.

Find the source of your team’s attitude issues and fix them as soon as possible.

2. Head-Butting with Marketing

When sales numbers are down, reps are quick to point fingers at the marketing team (and vice versa). Sales complains how marketing promotes the product to the public. Marketing hates how sales doesn’t follow through. It’s a classic rivalry, and it can lead to low morale for both parties. Fortunately, this is relatively easy to fix.

Get your sales and marketing teams working on the same projects together. Increased communication, problem solving, and teamwork will allow each team to gain perspective into each other’s worlds. Integration will likely lead to both teams becoming better and more efficient as well.

3. Disorganization            

While a cluttered and disorganized desk may be an eye sore, disorganization with your selling process is potentially a much bigger pain. Disorganization mean there is a lack of focus and drive in finding and following up with leads. If your team isn’t closing, this could be the issue plaguing your business.

Proper follow through with leads requires both experience and research to find the best approach. Creating a formal sales process could help your sales reps in the long run.

Using sales coaching can also help re-focus your team’s techniques and build up motivation.

4. Not “Social” Enough

Social media and inbound marketing are not just buzzwords being thrown around at conferences, nor are they simply fads. These techniques are proven to increase sales numbers. Yet many companies are hesitant to use social media to their advantage.

Depending on your business, you can use a multitude of platforms to advertise your product and create an online following. Instead of using traditional methods (e.g. cold calling, TV ads, etc.) to search for your leads, you’ll get your leads to come to you!

It almost goes without saying, but an increase in interested leads can in turn make it easier for your reps to close the deal.

Learning how to use inbound marketing may seem foreign at first, but it can be much easier than you think.

5. Lack of Leadership

As a sales manager, before pointing any fingers, you should first look inward at yourself. If your team isn’t selling, can you be doing anything differently? Are you motivating your team? Are you allowing reps to focus on their leads without getting distracted? If your sales team isn’t performing and is disorganized, it may be due to systemic reasons in your organization.

If you’re concerned about sales performance, it is vital to check these issues. Be honest with yourself and talk to your reps; maybe they have insight into the problems.

Having the right attitude, right tools, and right organization will set your sales reps up for success and they will (hopefully) always be closing.       


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.