Here’s something I’ve noticed time and again…

Once most people get “good enough” at their job, they stop trying to get better.

In sales, it’s especially common. People hit a decent level of performance, hit target once or twice, and then just… level off.

That’s exactly why the top 1–3% stand out so clearly.

They keep learning. Keep sharpening the axe. Keep getting better—long after others have plateaued.

Now think about this:

If you studied your craft for just one hour a day, in a year you’d have racked up the equivalent of 9 full-time weeks of learning.

Keep that going for five years? That’s a whole year of focused, career-changing development.

That kind of commitment puts you miles ahead of your peers.

As a Sales Director, I’ve had to ask myself some tough questions over the years:

• How many of my team are consistently over target?
• And what am I actively doing to make sure average isn’t good enough?

Here’s the view I’ve come to believe—even if some think it’s unrealistic:

👉 Every salesperson should be able to hit and exceed target. Every single year.

Yes, it takes commitment. Yes, it means coaching.
But if someone’s in the right role, has the right mindset, and is willing to improve—there’s no reason they shouldn’t succeed.

And if they’re not?

It’s our job to coach them up—or coach them out.

Too often, we accept mediocrity because we think that’s just how it is.
But if 50–60% of your team are missing quota, the issue isn’t just performance—it’s leadership.

It doesn’t have to be that way.
If you’re curious about what’s really possible with the right approach to sales development, let’s have a conversation.