Risks in sales – Sales Amnesia 


Risk: Sales amnesia. 

Sales is a “what have you done for me lately?” business. It doesn’t matter what you did last year or even last quarter. Low performance in a measured time period, for whatever reason, puts your tenure-your status within your organization – in jeopardy. Some sales organizations are rather ruthless when it comes to recent results and can develop “amnesia” when it comes to sales performance, even if you were a top performer and made president’s club in prior years. 


A Sales VP once referenced Bill Parcells, Super Bowl Champion Coach of the New York Giants, who said this: 

“You are what your record says you are.”


What happens when your management evaluates your record? What does your record say?


Sales is a results-based business. Your record is documented: your pipeline, your forecasts, deals you’ve won, percentage of wins, total revenue generated, new customer acquisitions… whatever primary metrics are measured. There’s nowhere to run, nowhere to hide. 


It doesn’t matter if you are trying to build a territory from scratch… it doesn’t matter if you created a good plan… it doesn’t matter if you write polished proposals… There are no excuses. Your results speak for themselves and indicate how you will be measured. 


Just like Coach Parcells knew so well, you were hired to win… and when you don’t deliver the results you signed up for, a new salesperson could soon be called up from the bench, replacing you to get it done. 


So closely track your metrics using a dashboard (if you don’t have access to a dashboard, you can easily create one in Excel).

Here you can evaluate what is working well and how you will adapt your plan and strategies to achieve the desired results.


I’m DJ Sebastian, and we’ll continue our discussion on the risks of a sales career in the next briefing.