Sales is the lifeblood of any business. When deals aren’t closing, everything stops: growth, revenue, and often your patience. If you’ve got a sales rep struggling to close leads, the problem might be the lead quality—or it might be the person. Either way, ignoring the issue will hurt your business. So, how do you figure it out? You create a systematic approach to identify and remove the bottleneck.
Let’s dive into the hard questions every business owner or manager must ask to diagnose and fix the issue.
Step 1: Evaluate the Sales Rep
Start with the person handling the leads. The leads may be average, but a great rep can still close deals. So, ask yourself:
1. Skills & Track Record:
• Are they skilled? Did they come to you with a proven track record of closing deals?
• What’s their total closing percentage across all lead sources (not just one)?
2. Comparative Performance:
• How do their results compare to their colleagues handling the same leads?
• Are they closing any deals? If so, what’s different about those deals?
• How is the number of leads they receive determined?
3. Follow-Up Process:
• What is their follow-up like?
• Are they tracking leads objectively in a CRM, or lead management system, or are they subjectively reporting results, or not collecting meaningful data?
• Do you have visibility into their follow-up metrics (e.g., time to first contact, number of touchpoints)?
4. Incentives:
• How are they compensated? Are they commission-only, base plus commission, just base, or something else?
• Is there a meaningful incentive for them to close deals, or are they coasting?
• Do they receive commission or bonuses on residuals?
5. Accountability:
• What happens if they don’t close deals? Is there a consequence?
• Have you set a clear timeline for improvement?
6. Work Environment:
• Are they working in the office or remotely?
• Are their calls recorded and reviewed regularly?
7. Training & Support:
• Did they go through formal training? Were they evaluated after it?
• Have you provided ongoing coaching or resources to help them improve?
8. References:
• Did you check their references before hiring them?
There are many, many more questions you can ask to evaluate what’s going on but the questions above are a starting point.
Step 2: Evaluate the Leads
Sometimes, it’s not the rep—it’s the leads. Even the best salesperson can’t sell garbage. Here’s how to determine if lead quality is the problem:
1. Lead Source:
• Where are the leads coming from? Are they sourced from high-intent channels or generic lists?
• Do you trust the lead provider, or have there been complaints in the past?
2. Lead Expectations:
• Were your reps given realistic expectations about the quality of these leads?
• Are the leads warm, cold, or completely unqualified?
3. Conversion Metrics:
• What’s the average conversion rate for these leads across all reps?
• How do these leads perform compared to others from different providers?
4. Targeting & Intent:
• Do the leads match your ideal customer profile?
• Are they from the right industry, budget range, or demographic?
Again here too, there are many questions to ask in addition to these. But use these as a starting point. Call us if you’d like help assessing.
Step 3: Compare the Two
Once you’ve assessed both the rep and the leads, compare their performance and alignment:
• How are other reps performing with the same leads?
If others are closing deals, the issue is likely the rep. If no one is closing, the leads are probably subpar.
• Have deals been closed from this lead source at all?
If anyone has made it work, that’s your baseline for what’s possible.
• How does the struggling rep handle the leads that did convert?
Review their process step by step. Did they handle those leads differently, or was it a lucky break?
Step 4: Take Action
Once you’ve identified the bottleneck—whether it’s the leads, the rep, or both—it’s time to take action.
If the Rep is the Problem
1. Set Clear Expectations:
• Provide measurable, time-bound targets for improvement.
2. Provide Training & Coaching:
• Record and review calls together. Role-play scenarios.
3. Establish Accountability:
• Implement consequences for poor performance (e.g., reduced leads, probation).
4. Monitor Progress:
• Track performance improvement in real-time through objective metrics like closing rate, follow-up speed, and conversion time.
5. Cut Losses if Necessary:
• If the rep isn’t improving after documented attempts to help, it’s time to move on.
If the Leads are the Problem…
1. Audit Your Lead Provider:
• Evaluate their targeting and qualifications. Ask for replacements if needed.
2. Refine Your Lead Criteria:
• Clearly define your ideal customer and ensure lead providers meet that standard.
3. Diversify Lead Sources:
• Don’t put all your eggs in one basket. Test leads from multiple sources.
4. Provide Feedback to Reps:
• Let your team know you’re addressing the issue and share updated expectations.
Step 5: Create a System to Prevent Future Bottlenecks
The ultimate goal is to prevent these issues from recurring. Build a system that tracks:
• Lead Performance: Regularly review closing rates by lead source.
• Rep Performance: Monitor individual rep metrics and provide continuous feedback.
• Training & Development: Invest in your reps to improve skills and motivation.
• Lead Quality: Audit your providers and re-evaluate your targeting criteria. Daily, weekly, month, it’s up to you. We recommend daily or twice weekly.
Bottom Line
Sales reps a leads are two sides of the same coin. Not all leads are good, and not all people are good at sales. Your job is to identify the bottleneck, fix it fast, and keep the pipeline moving. If you’re struggling to pinpoint the problem, we can help you figure it out. Call us if you need help and we’ll do our best to strategize with you.
Sales is too important to your business to allow inefficiencies to drag you down. Make the hard decisions now—your company’s growth depends on it.
