The main objective of sales professionals is to sell. They aim to hit their weekly, monthly, quarterly, and annual sales quotas. However, the reality is that finding a salesperson who consistently hits their sales targets is not as common as you think. In a previous blog, we wrote about reasons sales reps are not hitting their sales targets. Here’s were going to look at things from a sales manager’s perspective. 

As a top sales recruitment firm, we’ve conducted over 100,000 sales interviews and we know that only 58% of salespeople make quota and only 37% do it consistently- contrary to what a sales job candidate may tell you during an interview. As a veteran sales recruiter, I know first-hand that the reality is that salespeople are very good at selling you reasons for them coming up short. So, sales managers need to be aware of the many reasons salespeople may give for not achieving their sales targets. Even if you are not hiring, it’s important to know when a sales rep may give you the run around when they are not performing up to expectations. Below, our sales recruiters are going to list the biggest excuses salespeople give for not making quota. 

What Are The Best Excuses Salespeople Use For Not Achieving Sales Targets?

Salespeople may provide a variety of reasons for not hitting their sales targets. While some may reflect genuine challenges, others could be excuses. Sometimes it can be challenging to differentiate between the two. Often, the validity of the claim can come down to the individual sales rep. Regardless, here are some of the most commonly cited excuses reps give when they don’t hit their sales targets:

1. They Are Not Getting High-Quality Leads

Salespeople often point to the quality of leads as a reason for underperformance. If leads are poorly qualified or not aligned with the target market, it can be hard to close deals.

Poor customer fit can also be a commonly cited excuse. Some salespeople might claim they spent too much time chasing leads that weren’t the right fit for the product or service, resulting in wasted effort.

2. Tough Market Conditions

Economic downturns, increased competition, or shifts in consumer behaviour can make hitting sales targets more difficult. Salespeople may blame the broader market landscape for reduced opportunities, which may or may not be the case. 

3. They Are Given Unrealistic Sales Targets

When goals are set too high or don’t account for current market conditions, salespeople may argue that the targets were unattainable from the start. If this argument is brought up, compare the rep’s results with the rest of the team. Are other members also struggling to make quota? 

4. They Have Received Insufficient Training

Salespeople may feel they haven’t received adequate training or support to succeed. This could be in terms of product knowledge, sales techniques, or navigating complex deals. If they make this claim, see if there is an opportunity to provide additional training so the reps can improve their performance. 

5. There Are Product or Service Issues Customers Don’t Like

Problems with the product or service being sold, such as poor quality, lack of innovation, or missing features, can make it harder for salespeople to persuade potential customers. If reps make this argument, consider polling customers or monitoring calls to see if this is truly the case. 

6. Pricing Issues Are Scaring Customers Away

If the product or service is perceived as too expensive compared to competitors, salespeople may struggle to close deals and cite pricing as a key reason. When this occurs, you can encourage reps to focus their efforts on other things like value add and support. 

7. There Is A Lack of Marketing Support

Salespeople often depend on marketing to generate interest and awareness. If the marketing team isn’t effectively supporting the sales effort, salespeople may point to this as a reason for not reaching targets.

8. Internal Process Issues Are Getting in the Way

Delays or inefficiencies in the sales process (e.g., approvals, paperwork, or slow response times) can hinder progress. Salespeople may cite these as barriers to meeting their targets.

9. Poor Territory Management

Some salespeople might argue that their assigned territory doesn’t have enough potential customers or that they’re competing with other sales reps for the same clients.

10. Customers Are Taking Long To Decide 

Potential clients might delay their decisions due to budgeting issues, internal red tape, or other factors beyond the salesperson’s control.

11. There Is Increased Competition

A rise in competition or aggressive competitors offering better deals can lead salespeople to lose potential clients, affecting their ability to hit targets.

12. Personal Challenges

Personal issues such as health problems, family matters, or burnout can also impact a salesperson’s ability to perform at their best and meet targets.

13. Lack of Motivation or Burnout

Salespeople facing motivation issues or burnout might not push as hard to close deals. They may point to stress or lack of recognition as reasons for underperformance.

A Final Word On Common Reasons Salespeople Give For Not Making Quota

In conclusion, while there are many legitimate reasons a salesperson may struggle to hit their targets, some explanations are merely convenient excuses. Sales managers must be discerning, and understand the difference between genuine obstacles and avoidable challenges. By recognizing the most common reasons sales reps give for not reaching the quota, managers can more effectively address performance issues and support their team in overcoming real barriers. 

Whether it’s providing additional training, adjusting targets, or streamlining internal processes, a proactive approach can help mitigate these common issues and drive sales success. At the end of the day, awareness and open communication between sales reps and managers are key to fostering a high-performing sales team that consistently meets and exceeds its goals.

Want to find those 20% who are true top performers and not those who exaggerate their performance? Over the last 15 years we’ve become one of the leading Sales Recruitment Agencies in North America for over 15 years and, in that time, we’ve developed a 6-part process to cut through the pitch and get at the actual person. It doubles the amount of A players you interview. To find out more, give us a call at SalesForceSearch.com

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