When Sales Shrink, Look at the Strategy—Not the Team

It’s natural to want answers when revenue starts to drop. For many business owners, the first instinct is to blame the sales team, the marketing coordinator, or the economy. But in most cases, the real issue lies at the top—with leadership and the absence of a clear strategy.

Sales don’t just "happen." They’re the result of a chain of strategic actions that work together—from defining your audience to refining your message to creating a path that converts interest into revenue.

Here’s what I ask owners when they come to me about falling sales:

• Are you targeting the right audience, or just the loudest one?
• Are your offers still aligned with what the market is buying?
• Is your sales process clear, repeatable, and measured?

Blaming your team without these answers is like yelling at a GPS for taking the wrong route—when you never set the destination.

When I begin working with businesses that are struggling, we don’t start with personnel changes. We audit the entire strategy—and that usually reveals where the cracks begin.

Give your team something solid to stand on: a real plan, backed by experience and data. They’ll rise to the challenge when you lead with clarity. Connect with me here today.

Written by Darlene M. Ziebell