Why Your Sales Team Knows Their Job But Not Their Role
I just wrapped up my coaching sessions for the week, and I need to share something that's been showing up in every single conversation with business leaders.
Your team knows their duties. But they don't understand their role.
Yesterday, I was reviewing growth trajectory and KPIs with one of my client's team members. When we identified areas where their team wasn't performing, I asked what their plan of action was. Their response? "Have a conversation about it."
But here's the problem - that struggling team member already knows they're failing. They're getting their face kicked in every day and barely hitting minimum standards.
As I told them: "Based on the data, I'm pretty sure they know they need work. They're getting their face kicked in every day and aren't closing any deals. So how are you going to train them to acquire the skills necessary to perform?"
The Numbers Don't Lie
According to Gallup's latest research, only 32% of employees are engaged at work - and this number has been flat for years despite all the "engagement initiatives" companies are implementing. Even more concerning? 51% of employees are actively looking or keeping an eye out for other opportunities.
For sales teams, this is devastating. Disengaged salespeople don't just underperform - they actively damage client relationships and company reputation.
The Critical Difference Between Duty and Role
Duty thinking: "My job says to teach the skill" → Insert PowerPoint, have a few conversations, hope they get it
Role thinking: "My role is to ensure this person can perform this skill" → I must continue until they can, period
But here's what's underneath this: Does each team member see how their work drives the bigger mission, or are they just completing tasks? More importantly, do they understand that their contribution - or lack thereof - is essential to the success or failure of the mission, whether that's at work or at home?
The research shows that 29% of employees lack clear, honest, or consistent communication from leaders.
Translation: Your leadership style might be actively driving disengagement without you realizing it.
The Transformation That Changes Everything
When your people embrace their true role and understand how they fit into the greater vision, they tap into their creativity and increased commitment. They become creative problem-solvers instead of task-completers, and their commitment deepens because they're connected to purpose, not just paychecks.
What You Need to Do Right Now
1. Connect to the Mission First
Before role clarity, ensure each person understands how their contribution impacts the organization's success. Help them see that their performance directly determines whether the mission succeeds or fails - just like it does in their personal life.
2. Map Out True Roles
Your sales rep isn't just closing deals - they're education specialists. Your team lead isn't just managing people - they're skill development coaches and growth accelerators.
3. Life Roles Exercise
Have each team member write out all the roles they play in life and how their contribution impacts success. When they see the pattern of how essential they are to every mission they're part of, they'll understand how their work role fits your organization.
4. Reframe Sales as Education
Help your team understand that sales is education and relationship building, not pressure and hype. This makes the work sustainable instead of draining.
5. Shift the Success Metric
Instead of "Did I deliver the training?" ask "Can they perform the skill?" This single shift transforms how leaders approach development.
The Bottom Line
Most team members think like employees (duty-focused) instead of entrepreneurs (role-focused). Your top performers naturally think like entrepreneurs - now you know why.
When you shift your team from duty to role while helping them understand their essential contribution to the mission's success or failure, you'll see:
Higher performance
Better retention
Less micromanagement
Stronger culture
Sustainable growth instead of constant firefighting
Here's What I Know About Your Sales Team
If your sales numbers aren't where they need to be, engagement is likely the root cause. Disengaged salespeople don't just miss quotas - they create a culture of mediocrity that spreads throughout your organization.
The good news? This is completely fixable when you know how to transform duty-focused employees into role-focused contributors who see themselves as essential to your mission's success.
Ready to Transform Your Team?
I'm opening up a few spots in my calendar this month to discuss specific strategies for getting your sales team more engaged and higher producing. These aren't generic "motivation" tactics - these are proven systems that help your people connect their personal growth to your business outcomes.
If you're ready to stop hoping your team will figure it out and start implementing systems that create lasting engagement and performance, let's talk about your specific situation.
Your success depends on their growth.
About the Author: Yanik Medor is the CEO of The Right Way LLC, helping purpose-driven business owners realign their vision, gifts, and purpose with daily operations for sustainable, joyful scaling. Through her faith-based approach to business coaching, she's helped clients achieve 25-40% revenue growth in just 30 days.
P.S. - During our strategy sessions, I'll show you exactly how to identify which team members are operating from duty vs. role thinking, and the specific steps to shift them. This one change typically results in 25-40% performance improvement within 30 days.
