The Hidden Cost of Silence – Coaching a Sales Leader to Reignite Team Performance
The Problem
A newly promoted Head of Sales at a professional services firm was struggling to find their voice. While the team continued to meet targets, early warning signs were emerging—slower deal cycles, rising client churn, and quiet disengagement within the sales team. The leader was technically capable but hesitant to challenge long-standing behaviours or reset expectations. One-on-one conversations were surface-level, and team meetings lacked energy. Senior management sensed something was off but couldn't pinpoint the issue.
Why It Mattered
Sales performance is often driven as much by rhythm and culture as it is by process and targets. When a sales leader is unable—or unwilling—to surface tough issues, teams drift into safe routines and avoid accountability. This kind of passive underperformance is hard to spot but deeply damaging over time. Left unaddressed, it risks losing top talent, missing growth opportunities, and weakening client relationships just when the market demands sharp execution.
What We Did
We were brought in to coach the Head of Sales, not to 'fix' the numbers, but to rebuild confidence, communication, and leadership presence. Through a tailored coaching plan, we focused on helping the leader identify and name the unspoken tensions, reframe their role from problem-solver to performance enabler, and reintroduce structured accountability. We worked on cadence: redesigning weekly check-ins, sharpening pipeline reviews, and modelling how to give feedback without being adversarial. We also facilitated one joint session with the team to reset norms and expectations.
The Results
Over two quarters, the shift was clear. The Head of Sales became more direct, proactive, and grounded—earning renewed respect from the team. Deal velocity improved, with close rates increasing by 28% and client churn dropping by 15%. Internally, team engagement scores rose, and the executive team noted a stronger sales leadership presence at the table. What started as a quiet coaching intervention became a turning point for team culture and business performance.
If you're looking to strengthen your sales leadership or improve team performance, we'd be happy to discuss our coaching approach.