Manage the Middle & Grow Your Sales

Blog | Sales & Marketing

Your sales people can be classified as top, average or low performers. Most businesses easily have a top 20%, middle 60% and bottom 20% in their sales team.

It is that 60 % that make up the core group of your sales team and should be focused on to improve your overall sales:


In fact according to research from Maritz, since the 60 percent core group is so large, by increasing performance by 5 percent from the middle, an organization can yield more than 70 percent more revenue than they can through a 5 percent performance boost among top performers.

A level performers are already exceeding your expectations. Recognize their performance to retain this top performing group. –

You can see how your workers could break down, based on their sales level, to imaginary grades.

Where to Place Your Focus

You will want to focus your management efforts on B/C (mid-level) performers – or those that have the ability to become A-Level performers with coaching, clear goals and the proper incentive program to perform.

These employees have the potential to become A-Level performers and achieving this creates a huge shift in your organization’s overall sales performance.

The time, energy and budget needed to focus on encouraging the B/C-Level performers should come directly from the D/F-Levels.

Quickly identify and, when appropriate, dismiss D/F (low level) performers or shift them into a more appropriate role. This sales group does not have the ability or motivation to perform at high levels.

The Advantage of This Strategy

Most managers wait too long and invest too much energy into low-level performers.

When you move or dismiss a low-level performer, you are not only benefiting the company, but you are giving that individual an opportunity to move on to a new role where they might find greater success.

Many managers spend a disproportionate amount of time focused on underperforming employees and miss the opportunity to grow their average employees and improve sales.


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