Last week's discussion about The Zero Accountability Salesperson seemed to resonate with a lot of people. And the biggest questions I got were related to how to fix this. How can I help myself and/or my salespeople to be more conscious of the actions we need to take, and to take those actions on a consistent basis?



Hi and welcome back. In our last episode, we touched on a lot of important points related to what I would call The Zero Accountability Salesperson Culture:

Most businesses don’t deliberately create a zero accountability culture. It just happens when systems and processes are missing.
When salespeople say things like, "It’s going great, I'm having a lot of good conversations. I’ve got a lot of people in the pipeline," that tells you nothing. Without metrics, it’s just wasted words.
Accountability is not punishment. It’s about providing clarity on what’s working, what’s not, and how to fix it.

If you haven't thoroughly reviewed that episode, I encourage you to go back and check it out now.
But today, I'd like to give you a quick, bullet-pointed list on the things you can do right now to start creating a culture of accountability for yourself and your sales team.
To get started:


✅ Start with one key metric. Don’t overwhelm your team. Begin by tracking a single activity, like the number of new targets acquired or prospects qualified in or out each week. In our Total Market Domination program, we have an Activity/Results Audit that our clients use to track the ten most important activities that lead to sales. But even starting out small will begin to create a sense of accountability for yourself and your people.
✅ Define what counts. Be clear about what “initiating contact” means in your organization. Making a phone call and not getting an answer doesn’t count if no contact is initiated. Real contact, conversations, and interactions count. The rest is meaningless.
✅ Add one metric at a time. As you start getting consistent application on the first key metric, introduce the next one that flows from there. What are steps you and your salespeople need to take to move a new prospect from total stranger to paying client? Those are the activities that need to be taken and tracked in your business.
✅ Create a cadence of accountability. Establish a weekly rhythm where salespeople report on the metrics you require. Make it consistent, like a drumbeat. Miss just one or two and the whole thing will be forgotten in no time.
✅ Build accountability into your systems. Use your CRM or even a simple shared Google Doc to capture and share activity. The easier it is to track, the less resistance you’ll face.
✅ Focus on metrics that matter. Don’t waste time with busywork stats that don’t impact sales outcomes. There are a lot of those, so be sure to measure only the activities that truly drive sales results.
✅ Link activity to outcomes. Help salespeople understand how improving even one single metric (like initiating new contacts) drives the next step (like getting those prospects qualified in our out as quickly as possible.) When you do this correctly, accountability feels more like a reward than a punishment.
✅ Frame accountability as support. Make sure your team understands this isn’t about a lack of trust. It's about you helping them to systematically identify and eliminate the bottlenecks that keep them from selling up to their potential.
✅ Stay consistent. Don’t let reporting slide over time. The moment accountability becomes optional, the culture of zero accountability will come roaring back to life.
✅ Adapt for individuals. High performers might require less oversight, but everyone benefits from clarity. Make sure everyone in your organization knows that you're there to help them thrive.