Study . One must know the competitor inside and out . Also gather proper information on how to wiggle in. A toe in the door is better than none at all. Sometimes a toe is an insurance your product covers vs the competitor. FIND the in . Being humble and taking the tiny opportunity and not asking for all of the business is a great way to get in and also learn the needs and how you can truly better service vs your competitor.

Invest time in both a personal audit of the rep and an audit of their pipeline. By doing this with them they can uncover areas where they have been struggling. Once these areas have been identified we can work on actionable changes to help them succeed.

To thrive in a challenging sales environment, it's essential to equip reps with the right tools and mindset. Identifying strengths, analyzing competitor strategies, and encouraging resilience are key strategies. Leveraging unique skills boosts confidence and effectiveness. Analyzing competitor strategies helps identify market gaps, while setbacks provide learning opportunities to refine sales tactics.

First, you should listen to understand their challenges—whether it's the market, confidence, or skills. Then, work with them to create a clear, step-by-step plan, breaking down their targets into manageable goals. Role-play difficult conversations and provide real-time feedback to build their confidence. Encourage them to focus on nurturing relationships rather than just closing deals, as trust takes time in a competitive market. Lastly, celebrate small wins along the way to keep them motivated and feeling supported.

You could support the sales rep by encouraging them to focus on understanding the client's pain points, business goals, and long-term vision. Empower the rep to go beyond transactional selling and position themselves as a trusted advisor, offering strategic solutions that directly address the client’s challenges. For example, if the sales rep is offering a CRM solution, guide them to propose a customized approach that enhances the client’s customer management efficiency, drives revenue growth, or improves data-driven decision-making. By aligning the solution with the client’s specific objectives, the sales rep not only adds value but also fosters a deeper partnership, which can lead to long-term business opportunities.

I would start with detailed gap analysis, this helps to identify reasons for poor performance of sales rep. Some of the most common gaps could be: 1. Lack of sales skills & knowledge required for the target industry or market segment. 2. Insufficient training of offerings, customer needs, competition etc. 3. Unable to adapt new technology & tools in the sales process. 4. Unable to get enough support from the peers or seniors for final conversions. In one such example, we found that sales rep was not fit for the enterprise segment, due to insufficient exposure and knowledge. When shifted him to SME segment, with requisite training and guidance, we found good performance improvement in just 2 months.

To help anyone improve their performance, you must understand where they are starting from. Audit their pitch, understanding of the product or service, their communication style, rejection handling, negotiation skills, and ultimately, what they are selling (value? partnerships? convenience? efficiency?). Remember, your job is not to micromanage, but coach. Hear how they interact, both in an individual setting, but also as a support on calls/meetings. It's also important to understand how they themselves prefer to hear feedback. Some encourage blunt honest truth, while some prefer encouragement. Emphasize that you are investing in their success. A more disarming approach could be pairing them with a more successful rep, to learn and watch.

Primeiro você precisa entender quais as crenças daquela pessoa para analisar quais forças e desafios devem ser treinados e elevados. Após isso, você precisa criar um plano de ação que o motive com empatia, de forma que ele entenda sua própria capacidade de enfrentar os desafios. Esteja a disposição e dê abertura para que ele possa contar com você no dia a dia, sempre o incentivando e trazendo bons cases como exemplo. Incentive-o a estudar o mercado, o produto e treinar suas capacidades de resiliência e adaptação para que se sinta mais confiante e pronto