8 Reasons You‘ll Never Get Better at Selling (and What to Do About It)
As a sales professional, your income and career trajectory are directly tied to your ability to persuade prospects and close deals. So why do so many reps struggle to consistently hit their quotas and reach their full potential?
According to sales performance expert Carole Mahoney, it often comes down to coachability (or lack thereof). Salespeople who think they have it all figured out are destined to stagnate, while those with a growth mindset are primed to thrive.
In her ebook "Is Sales Coaching Right for You?", Mahoney identifies 8 red flags that a rep is resistant to coaching and therefore unlikely to move the needle on their performance. Do any of these apply to you?
1. You Don‘t Have Time to Improve
When Mahoney asks struggling reps why they haven‘t invested in their own development, a common refrain is "I just need to spend more time selling."
But as she points out, if your current sales approach isn‘t working, more of the same won‘t magically improve your results. It‘s not about how many hours you put in, it‘s what you do with those hours that counts.
Data from SiriusDecisions shows that high-performing sales teams spend 30% more time on training compared to average and underperforming teams. Making learning a priority is what enables them to continuously hone their skills and adapt to changing buyer needs.
2. You‘re Content With the Status Quo
Ambitious goal setting is one of the hallmarks of top sales performers. If your targets are too conservative or you‘re not connecting them to a greater purpose, you‘ll have little incentive to up your game.
Before you resign yourself to mediocrity, Mahoney suggests taking a step back to examine what you really want in life. What kind of lifestyle do you aspire to? What impact do you want to make for your customers and company? Use those big picture objectives as fuel to dream bigger and push past your comfort zone.
3. You Don‘t Follow Through on Feedback
As part of her coaching evaluation process, Mahoney gives prospects a simple homework assignment to complete before their next meeting. Inevitably, a percentage of them show up empty-handed.
If you want to get better at anything, you have to be willing to put in the reps. Knowing what to do isn‘t enough — you have to apply those learnings and turn them into habits. Knowledge without action is worthless.
Research from the Center for Creative Leadership found that leaders who ask for feedback are seen as more effective by their bosses, peers, and subordinates. Actively soliciting advice is the first step, but you also have to be intentional about following through if you want to see results.
4. You Think You‘re Always Right
Some salespeople are more interested in proving themselves right than actually improving. They view feedback as criticism rather than an opportunity to learn.
If you find yourself constantly making excuses and blaming external factors for your performance, it‘s a telltale sign that your ego is holding you back. Great sellers take full ownership for their outcomes — both wins and losses.
A study from the sales training firm Rain Group found that extreme ownership is one of the key attributes that separate the best salespeople from the rest. Instead of complaining about things outside their control, top performers focus relentlessly on their sphere of influence.
5. You‘re Too Smart to Be Coached
This might sound counterintuitive, but Mahoney has seen many "brilliant" salespeople struggle precisely because they think they‘re above coaching. Their intellectual arrogance convinces them that they can figure everything out on their own.
In reality, the most successful people in any field are typically the most open to outside perspective. They understand the power of tapping into others‘ knowledge and experience to accelerate their own growth.
Even if you‘re a veteran seller, you can still benefit tremendously from a coach who can spot your blind spots and hold you accountable to a higher standard. As the saying goes, "everyone needs a coach."
6. Your Sales Context Is Totally Unique
When a coach gives them advice, some reps are quick to dismiss it because "my industry/product/buyer is different." They believe their situation is so special that proven best practices don‘t apply.
Here‘s the thing — the fundamentals of selling are universal. While tactics may need to be tailored to your specific context, the core principles of influence, objection handling, and consultative selling are remarkably consistent across industries.
In fact, cross-pollinating ideas from other fields is often what gives you an edge. Instead of thinking your scenario is one-of-a-kind, look for the common threads and patterns that can guide your approach.
7. You Want Someone Else to Invest in You First
Many organizations take a sink-or-swim approach to sales talent development. They‘ll provide some initial onboarding and then leave reps to figure it out on their own. As a result, many sellers hesitate to invest in themselves, thinking it‘s their company‘s responsibility.
But as Mahoney points out, you are the CEO of your own career. Waiting for someone else to recognize your potential and hand you opportunities is a recipe for stagnation. The most successful salespeople take a proactive approach to their own growth, whether that means hiring a coach, signing up for a course, or seeking out a mentor.
Studies show that companies that provide comprehensive sales training programs see 34% higher win rates on forecasted deals. If your manager isn‘t willing to invest in your development, consider it a sign to start exploring other options. The best sales organizations make coaching and continuous learning a key part of their culture.
8. You Can‘t Handle Tough Love
Significant growth requires getting comfortable with discomfort. A good coach won‘t just validate everything you‘re doing well — they‘ll also shine a light on your weaknesses and push you to address them.
Some salespeople crumble in the face of direct, unfiltered feedback. Their egos are so fragile that they interpret any critique as a personal attack and shut down or lash out in response.
If you want to get to the next level, you have to be able to take your medicine. The best coaches are the ones who care enough to call you out and hold you to a higher standard. Trusting that they have your best interests at heart will allow you to metabolize their tough love and channel it into positive changes.
Embracing Your Inner Coachability
If you found yourself feeling attacked while reading this article, that‘s a pretty good indication that you have some blind spots around your own coachability. Instead of getting defensive, use this as an opportunity for honest self-reflection.
Are you truly open to feedback and committed to implementing it? Do you have a burning desire to get better or are you content to coast? Are you willing to invest time, money and ego into your own growth?
Getting crystal clear on your answers to these questions is the first step towards transforming your sales performance. Admitting that you don‘t know it all and proactively seeking out coaching is a sign of strength, not weakness.
Even the most experienced salespeople can benefit from an external perspective to help them spot opportunities for improvement. The key is to find a coach who has a proven track record and approach that resonates with your style and goals.
Look for someone who balances supportive encouragement with constructive criticism. The best coaches act as a mirror, showing you how your behaviors are impacting your results and empowering you to make positive changes.
Once you start implementation, the most important thing is consistency. None of the insights you gain from coaching will make a difference unless you‘re willing to put in the reps. True behavior change is hard, but it‘s also what separates the good from the great.
Carole Mahoney has seen firsthand the transformative impact coaching can have on sales performance. Her most successful clients are the ones who take ownership of their development and commit to doing the work.
So if you‘re serious about getting better at selling, it‘s time to look in the mirror. Cultivating a growth mindset and embracing your own coachability is the key to unlocking your full potential. It won‘t always be comfortable, but it will be worth it.
