The Power of Leadership in Reviving Underperforming Sales Team
- matt507236
- Apr 8
- 3 min read
In the fast-paced, target-driven world of call centre sales, performance is everything. But what happens when the numbers aren’t adding up and the team starts to lose its edge?
When agents aren’t making enough calls, ignore coaching, and spend more time socialising than selling, strong leadership becomes not just helpful—but absolutely essential. Managing a sales team that’s underperforming requires more than just metrics and KPIs. It demands leadership with emotional intelligence, strategic communication, and the ability to re-engage, refocus, and realign individuals with the broader mission.
Identifying the Challenges
Before exploring solutions, let’s break down some of the typical performance issues faced in a call centre sales environment:
Low call volumes: Reps aren’t making the expected number of daily calls.
Resistance to guidance: Team members believe they “know better” and reject leadership input.
Poor call quality: Conversations lack thoughtful questioning, active listening, and meaningful dialogue.
Neglecting the CRM system: Follow-ups aren’t scheduled, notes are incomplete or missing, and the system is poorly utilised.
Lack of focus: Too much time spent chatting, taking extended breaks, or blaming the quality of the data.
Low accountability: Team members aren’t taking ownership or seeking to improve their performance.
These behaviours often point to deeper motivational or cultural issues. This is where effective leadership becomes critical.
"A struggling sales team doesn’t need more pressure; it needs direction, purpose, and someone to lead the way."
Why Leadership Is More Important Than Ever
A strong leader sets the tone, shapes the culture, and inspires commitment. When a team isn’t performing, here’s how leadership can make the difference:
1. Re-establishing Expectations and Accountability
Clear, firm expectations must be reset. A strong leader doesn’t assume people know what’s required—they make it crystal clear. Metrics like daily dials, talk time, and proper use of the CRM system should be non-negotiable. Accountability must follow, but this should be done with fairness and consistency, not fear.
2. Coaching with Purpose, Not Just Process
Outstanding leaders don’t just tell people what to do—they help them understand why it matters. When team members resist guidance, the leader must step into the role of coach. This includes giving real-time feedback, reviewing call recordings, and turning each coaching session into a learning opportunity.
When staff understand that asking the right questions, truly listening, and responding intelligently aren’t just formalities but essential to success, they start to adopt better habits.
3. Motivating Through Vision and Values
Motivation doesn’t flourish in an environment of micromanagement. It thrives when people feel inspired, appreciated, and part of something meaningful. A strong leader connects daily tasks to a bigger purpose—whether that’s helping clients, growing the business, or advancing personal career goals.
Celebrate successes, however small. Acknowledge effort, not just outcomes. Share examples of great calls, excellent CRM use, or outstanding customer service. Recognition breeds motivation.
4. Tackling Culture Head-On
When team members are taking excessive breaks, chatting too much, or complaining about the data, it’s a cultural issue—not just a productivity one. It’s up to the leader to set and protect a culture of professionalism and performance.
This doesn’t mean stifling personality—it means creating a team environment that values focus and achievement. Daily stand-ups, friendly competitions, or team challenges can help reignite energy and focus—without killing the atmosphere.
5. Leading by Example
The most powerful tool a leader has is their own behaviour. If you want your team to be switched on, proactive, and committed, they need to see that from you first. Show up with energy. Be present. Offer support. Lead from the front, and the team will follow.
Turning Things Around
Leadership isn’t about having all the answers—it’s about bringing out the best in others. A struggling sales team doesn’t need more pressure; it needs direction, purpose, and someone to lead the way.
By combining structure with empathy, clarity with encouragement, and accountability with inspiration, leaders can transform underperformance into momentum—and breathe new life into both results and morale.
