Based on my contact with thousands of sales managers over the past 30 years, one of the most common mistakes I see is sales managers who spend most of their time with either their poorest performers or their top producers.
Focusing on the poorest performers is misguided.
Suppose your coaching efforts result in a 10% increase in production amongst your bottom-producers. How much better off are your numbers? Not much.
Focusing your one-on-one coaching time on your top performers also is misguided.
How much of a difference can you really make in their sales effectiveness? Should you talk to them about their career goals? Absolutely. Recognize them for their valuable contributions to the team? Yes, for sure. But don’t spend all your hands-on sales coaching time with them because they have less room for improvement.