This podcast episode is focused on sales leadership. As a sales leader, whether we are a CSO, VP of Sales or frontline Sales Manager – we want A-level results from our sales teams.



Here’s a hard sales leadership truth we need to realize:




You can’t get A-level results with C & D players on your team. You need a team full of A-level players or players that are willing to pay the price to become an A.




It’s my belief that we can talk about A-level goals and exceeded targets but if we tolerate C and D level mindsets and behaviours it will erode the momentum and sales productivity of the entire team.



In this sales leadership podcast I dive into how to segment your sales team and where to invest your time. I also dig into when you want to move people up, across or out QUICKLY.



Identifying the Players:



A Players: The Absolute Performers A players represent the top 20% of your team, contributing to 80% of the sales results and energy within the organization. These individuals possess a growth mindset, are eager to develop personally and professionally, and understand the importance of teamwork. They strive for more than just closing deals; they seek to contribute to something larger, making them invaluable assets to your team.



B Players: The Beneficial Team Members B players are open, aware, and show significant potential for growth. They may face challenges such as lack of confidence, newness to the market, or a need for skill development, but they are receptive to growth and improvement. Investing in B players can yield substantial returns as they have the potential to ascend to A player status with the right guidance and support.



C Players: The Convenient Players C players tend to be complacent, content with their current status, and lack the desire to grow. They may not actively harm the team’s performance, but they do not contribute to innovation or energy either. For C players, the choice is clear: grow or go. As a leader, it is crucial to help them make this decision swiftly to maintain team momentum.



D Players: The Disengaged Sales Team Members D players are in urgent need of change; they either need to adjust their attitude and performance quickly or exit the team. Their negative impact can erode team morale and drain energy from leaders that could be better invested in A and B players. Swift action is required to address the issues posed by D players to preserve the team’s integrity and performance.



Understanding the different types of players in your sales team is crucial for effective team management and success. By identifying and investing in A and B players, addressing the issues posed by C players, and swiftly dealing with D players, you can create a high-performing, motivated, and energetic sales team. Remember, the key is not just to manage but to lead and inspire your team towards growth and excellence. This also means making the hard decisions to protect your A’s and B’s from being pulled down by a C or D level sales culture.