Let’s cut through the noise: if your sales team isn’t hitting targets, it’s probably not a motivation issue. It’s a system issue.

In my time coaching business owners and sales managers, I’ve learned something most folks don’t want to admit: talented salespeople will fail in a broken system. And average ones? They disappear.

That’s why I rely on a proven process I call the Sales Management System—a structured, repeatable framework built on three foundational drivers: Attitude, Activity, and Acumen. These are what I call the “3 A’s,” and they form the bedrock of every high-performing sales force I’ve coached.

This isn’t theory. It’s process. And it works.

The Broken Sales Machine
Here’s what I usually find when I walk into a business:
- No defined sales process—just “go sell something.”
- CRM? Maybe. Used correctly? Never.
- Sales activity measured by gut feel.
- Compensation plans with zero link to performance.
If you’re nodding your head, you’re not alone. But here’s the problem: businesses like this are flying blind. They’re burning payroll with no measurable return.

The Fix: A Sales System That Manages What Matters
The Sales Management System brings order to the chaos by focusing on four process-driven actions:
1. Script the sales approach – Every salesperson follows a tested structure.
2. Manage activity in a CRM – If it’s not tracked, it didn’t happen.
3. Measure performance weekly – Not monthly. Not quarterly. Weekly.
4. Tie pay to results – Period.

When I implement this with my clients, we don’t “hope” for better results—we create them. Salespeople become accountable. Managers gain visibility. Owners get leverage.

Coaching, Not Cheerleading
Here’s the key: fixing a sales team isn’t about pumping them up with motivational speeches. That’s not my style. As a certified Co-Active Coach, I focus on drawing out what’s already there. I use tools like the Silver Bullet Scorecard to help business owners self-assess where their system breaks down.

And then, we rebuild it—systematically.

What Comes Next
In the next few posts, I’ll break down each of the 3 A’s starting with Attitude—not the rah-rah kind, but the internal story that drives every sales conversation. You’ll learn how to coach your team to reshape their mindset, develop professional confidence, and win with intention.

Because sales success isn’t magic. It’s a system.

Don VanPool helps business owners scale strategically and exit successfully by transforming chaos into structure, and operations into cash-flowing assets buyers want. His specialty: building teams and systems that grow enterprise value.