The Real Problem: We Fix the Result, Not the Root Cause
When sales numbers fall, most leaders react by turning up the pressure — more reviews, more calls, more “motivation.”
But seasoned sales leaders know this truth: underperformance doesn’t begin at the target stage — it starts much earlier, in the process.
You don’t fix underperformance by demanding results.
You fix it by diagnosing where the sales execution chain broke down — in the process, the people, or the performance system.
The Science Behind Sales Performance
At GASP® Sales Academy, we use a simple but powerful diagnostic principle called CoreX:
Performance = Willingness × Conviction × Capability
Each of these is a multiplier — if even one drops to zero, overall performance collapses.
| Variable | What It Means | What It Looks Like in Reality |
|---|---|---|
| Willingness | The drive to sell | “I’ll do it if I have to.” |
| Conviction | Belief in the product and company | “I’m not sure this is better than the competition.” |
| Capability | Skills and competence | “They try hard, but can’t close.” |
💬 Example:
A capable but unconvinced salesperson can’t sell with passion.
A willing but untrained team works hard but achieves little.
And a skilled team with poor leadership loses the will to push forward.
Sales is Not an Art — It’s a Science
70% of sales underperformance, as our audits show, begins with absence of defined sales processes and standards.
Finance, Production, and R&D have structured SOPs.
But sales? Too often it’s left to personality, pressure, or luck.
The truth is simple:
You cannot “do” sales — you can only execute a process to achieve sales goals.
When processes are clear and measured, results become predictable.
When they aren’t, teams chase targets with no control over success.
The 4 Diagnostic Lenses of GASP®
When sales performance dips, look at which of these four pillars is broken:
| Pillar | What to Check | Typical Issues |
|---|---|---|
| Customer Management | Is the Value Proposition truly Differentiated & Unique (DUVP)? Is pricing aligned to value? Are funnel stages clearly tracked? | Weak DUVP, poor funnel hygiene, discounting to survive |
| Sales Partner Management | Are partners selected, trained, and motivated with clear SLAs? | Partners lack targets, low accountability |
| Sales Team Management | Are roles, KRAs, and competencies well defined? Are reviews and PDPs regular? | Role confusion, reactive reviews, untrained managers |
| Sales Operations Management | Are we tracking leading indicators (calls, funnel ratios, FFE)? Is the CRM reflecting reality? | Only lagging metrics, no field review culture |
Each pillar has measurable processes.
When one weakens, your entire sales structure starts wobbling.
The People Lens: Applying CoreX in Real Life
Use this simple diagnostic grid to identify where your sales team really stands:
| Willingness | Conviction | Typical Symptoms | Action Plan |
|---|---|---|---|
| High | High | Consistent performers | Build as internal trainers, mentors |
| High | Low | Energetic but unconvinced | Reinforce belief via product demos, success stories, customer testimonials |
| Low | High | Believe in product but not motivated | Rebuild incentives, field coaching, BOSF-led reviews |
| Low | Low | Silent quitters | Review hiring fit, leadership culture, and R&R fairness |
The Review Lens: Build a BOSF Culture
One of the most powerful GASP® disciplines is BOSF — Brutal Obsession for Sales Fundamentals.
In a BOSF-led culture:
- Reviews are non-negotiable.
- Data replaces opinions.
- The Sales Oath applies: “Only in the Word of God do we trust — everybody else in Sales must produce hard facts and data.”
The moment review discipline slips, underperformance creeps in quietly.
The Field Lens: OJT — Where Diagnosis Meets Action
You can’t diagnose sales underperformance from the boardroom.
10% of learning happens in classrooms.
90% happens on the job — through structured field accompaniment, observation, and coaching.
On-the-job training (OJT) helps identify:
- Missing call discipline
- Weak objection handling
- Lack of follow-through
- And most importantly, the salesperson’s willingness and conviction in real time
An effective OJT program often reduces external training costs and immediately lifts morale and output.
🎯 The Wrap-Up: Diagnose, Don’t Just Demand
Sales underperformance isn’t a mystery — it’s a measurement problem.
It’s not about how loud your targets are shouted, but how deep your processes are executed.
In sales, results don’t fail at the finish line — they fail at the starting line when the process is ignored.
Diagnose. Don’t blame.
Coach. Don’t command.
Because sales excellence is not about pressure — it’s about precision.
🚀 Over to You
👉 Are you struggling with inconsistent sales results?
👉 Do you sense potential but can’t pinpoint where the leak is?
Let’s talk about conducting a GASP® Audit — a structured diagnosis across your Customer, Partner, Team, and Operations processes that identifies the real blockers to sales productivity.
📩 Connect with me or visit www.gaspsalesacademy.com
Let’s help your team sell better — scientifically.
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