Leaders often misuse the word "team." A true team, like in basketball, requires members to make sacrifices for a single collective score. Many sales groups are actually "golf teams," where individuals work alone and their scores are simply added up. Defining this distinction clarifies expectations around collaboration and support.
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Promoting top individual contributors into management often backfires. Their competitive nature, which drove individual success, makes it hard to share tips, empathize with struggling team members, or handle interpersonal issues, turning a perceived win-win into a lose-lose situation.
Teams often mistake compromise for collaboration, leading to average outcomes. True collaboration requires balancing high assertiveness (people speaking their mind directly) with high cooperativeness (openly listening to others). It is not about meeting in the middle.
A sales leader's job isn't to ask their team how to sell more; it's to find the answers themselves by joining sales calls. Leaders must directly hear customer objections and see reps' mistakes to understand what's really happening. The burden of finding the solution is on the leader.
Most sales teams function like golf or swim teams—a group of individuals pursuing personal commissions that are later aggregated. This is unlike interdependent teams like basketball. Leaders must recognize this structure to connect effectively, starting with the individual, not the group.
Focusing on individual performance metrics can be counterproductive. As seen in the "super chicken" experiment, top individual performers often succeed by suppressing others. This lowers team collaboration and harms long-term group output, which can be up to 160% more productive than a group of siloed high-achievers.
Ineffective leaders use Quarterly Business Reviews to demonstrate their power by grilling reps. Great leaders use a single deal review as a live coaching session for the entire sales floor, knowing one person's mistake is likely a problem for hundreds of others.
Many leaders mistakenly manage their team as a single entity, delivering one-size-fits-all messages in team meetings. This fails because each person is unique. True connection and performance improvement begin by understanding and connecting with each salesperson on a one-on-one basis first.
To break down silos, leaders should encourage teams to "move as a group." This means using shared, informal communication channels like group texts to brainstorm and tackle challenges collectively in real-time, rather than having individual members work in isolation.
The Waterline Model suggests 80% of team dysfunctions are rooted in structural problems (unclear goals, roles), not interpersonal issues. Before you 'scuba dive' into individual conflicts, 'snorkel' at the surface by clarifying roles and expectations. This simple act solves the majority of problems.
A team of stars can fail if individuals aren't happy with their roles. Former hockey pro Steve Munn notes his most successful teams had players who knew and embraced their specific jobs. In contrast, teams with "cancer" had players jockeying for more glory, a direct parallel to sales team dynamics.
