I Avoided the Truth — and My Sales Team Paid for It

It’s a lesson I learned early in my sales leadership career. A lesson I wish I learned sooner.

Chris was a salesperson everyone liked.

Great attitude. Always showed up. Easy to manage

But the results weren’t there. I knew it. Chris knew it.

And still… my feedback as the sales manager was way too soft.

“You’re close.”

“Couple more deals and you’re good.”

“It’s been a tough few quarters.”

I wasn’t coaching. I was cushioning.

I didn’t want to confront the truth.

It was classic avoidance of a difficult conversation.

Avoidance of the discomfort that comes with being a sales manager.

And the consequence?

The culture of the team took a hit.

My top rep started questioning standards.

Then she started taking liberties. Accountability got fuzzy. Expectations blurred.

Avoiding the truth doesn’t protect people, it erodes trust.

When one salesperson isn’t held accountable, the entire team feels it.

Standards aren’t spoken; they’re observed.

If you lead a sales team:

Tell the truth early.

Tell it often.

Tell it with respect.

Great cultures aren’t built on comfort.

They’re built on clarity.