You've tried to fix this, and what you tried made sense.

You invested in sales training programs. Brought in consultants with proven frameworks. Implemented new CRMs and processes. Hired sales managers to coach the team.

You did what you're supposed to do.

 

Here's The Problem

Generic sales training teaches "value selling" and "consultative approaches," but those aren't your specific patterns; that's someone else's methodology.

Consultants bring frameworks that have worked at other companies. They're giving you their playbook, not decoding yours.

And when you ask your top performers to train others, they demonstrate what they do but can't explain why it works. So middle performers copy surface behaviors without understanding the underlying logic.

 

This Gets Expensive Fast

You invest in training that teaches generic skills while your actual success patterns remain invisible. New hires learn "best practices" that have nothing to do with why your top performers win.

When veterans retire, their expertise walks out the door because it was never decoded and documented. You lose 10-15 years of institutional knowledge in an afternoon.

Middle performers stay stuck because you're coaching them on activities and outcomes, not the actual patterns that drive success.

The real issue? You're trying to replicate something you haven't decoded. You can't train what you can't explain.