Your Average Performers Are Costing You Millions.
Here's the Proof
Most Sales Leaders Focus on the Wrong 20%
You spend time coaching your bottom 10% out the door and celebrating your top 20%.
But here's what you're missing: Your middle 70%
Your average performers are where your biggest revenue opportunity lives.
The gap between an average performer and a top performer isn't effort. It's close rate and deal velocity.
- Top performers close 50-60% of qualified opportunities
- Average performers close 20-30%
- Bottom performers close 10-15% (if that)
The hidden cost?
Every average rep who stays average is leaving $200K–$500K per year on the table. Multiply that across your team and you're looking at millions in recoverable revenue.
The question isn't whether you can afford to invest in moving average performers up.
It's whether you can afford not to.
Use this calculator to see exactly how much revenue your average performers are leaving on the table.
High vs Average Close Calculator
Results
The pipeline is divided into three buyer types:
• Decisive (40%)
• Moderate (30%)
• Indecisive (30%)
Each performer type has different close rates for each buyer group. Expected revenue is calculated as:
Pipeline × Buyer Mix × Close Rate
This produces a weighted close rate:
• High Performer ≈ 54.0%
• Average Performer ≈ 25.2%
The final calculation shows how much additional pipeline an average performer would need to generate to sell the same amount as a high performer.
Why Average Performers Stay Average (And How to Fix It)
Average performers aren't lazy. They're missing two critical capabilities:
- They don't know how to coach themselves out of belief gaps that create inconsistent execution
- They don't know how to guide buyers through indecision—so deals stall at 70% and die to "no decision"
Top performers do both instinctively. Average performers can learn both—but only if their leaders know how to coach it.
That's exactly what Relational Influence™ does.
It gives leaders a diagnostic framework to identify where performance breaks down (belief, trust, skill, buyer psychology) and a coaching methodology to guide reps through fixing it.
When average performers learn to:
- Diagnose their own belief gaps before they sabotage execution
- Guide customers across the indecision gap instead of waiting for them to "think about it"
They stop being average.
And your revenue growth stops depending on hiring more people or building bigger pipelines.
