As the sales landscape shifts under the pressure of AI, buyer behavior, and economic uncertainty, traditional sales roles are being redefined. But while most organizations focus on training reps to adapt, they often overlook the true agent of transformation: the sales manager.
In our latest Sales with ASLAN podcast, Tom Stanfill and Tab Norris explore how frontline leaders can stop simply managing and start becoming catalysts for change.
Watch the 34 minute episode below:
“Change happens one-to-one, not in a workshop.”
— Tom Stanfill, CEO of ASLAN Training
Why Sales Needs a Redefinition—Now
Tom kicks off by noting a truth many are feeling: what used to work isn't working anymore. It's time to shift how we do things.
While hard data may be sparse, anecdotal evidence is clear: buyers are harder to reach, and reps are falling short of quota more often. The reasons?
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The rise of AI, which empowers customers to self-educate.
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A lack of trust in sellers.
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An increasingly complex buying journey.
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And a general environment of uncertainty.
McKinsey & Co. supports this trend, noting in their 2024 B2B Pulse report that over 70% of B2B buyers prefer rep-free sales experiences, particularly in the early stages of their journey.
The Rep’s Role Must Evolve
Gone are the days when strong relationships or deep product knowledge were enough to close deals. Buyers are seeking strategic collaborators, those who understand their industry, challenges, and long-term goals.
According to Gartner, 77% of B2B buyers say their latest purchase was very complex or difficult. They don’t just need a rep, they need a guide.
So Who Makes That Happen? The Manager.
This is the heart of the conversation. While reps must change, they won’t without the daily influence of a frontline leader who can inspire, manage, and coach.
Workshops light the spark. But transformation only sticks through intentional, consistent one-on-one leadership.
The Sales Catalyst Dashboard: 3 Levers that Drive Results
Every sales catalyst must know how to adjust three critical dials to produce sustainable change:
1. Desire: The "Why"
Is the rep motivated to change? Do they understand why the shift matters, not just to the company, but to them personally?
Tom notes that motivation has to be intrinsic. That means tapping into a rep’s personal goals, not relying solely on threats or incentives.
2. Productivity: The "What"
Is the rep doing the right activities? Are the KPIs clear?
Here, the manager must wear the manager's hat, ensuring reps have a plan and are following it.
3. Capability: The "How"
Does the rep have the skill to execute? Can they deliver in the real world?
This is where the coach hat comes in. True capability is built through practice, feedback, and repetition, not just conversation.
Most importantly, Everything Comes Back to Results
At the center of the dashboard? Results.
But not just any results, clearly defined, non-negotiable outcomes.
“If the results line isn’t clear, reps and managers will constantly negotiate what success looks like. That’s a problem.”
— Tab Norris
Organizations often fail here, especially when roles are fuzzy, accounts are shared, or product mixes are complex. But the lack of a clear results definition:
Holding the Line Builds Culture
Creating clarity around the "line," that is, the minimum acceptable result, isn’t about micromanagement. It’s about building a culture where excellence is expected and supported.
At ASLAN, we have seen that high-performing teams have both clear expectations and strong psychological safety.
The Next Step: Driving Intrinsic Motivation
This post kicks off a series on becoming a Sales Catalyst. Next up: How to lead in a way that ignites desire without dangling carrots or threatening sticks.
If your frontline leaders can master that, they’ll do more than manage performance; they’ll transform people.
Key Takeaways for Sales Leaders:
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Your frontline managers are the key to driving lasting sales transformation.
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Every catalyst needs a clear dashboard: Desire, Productivity, Capability.
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Practice, not just talk, is the key to capability.
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A clearly defined results line ensures accountability and team culture.
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Motivation is most powerful when it’s intrinsic, not extrinsic.
Further Reading:
Listen to the full episode of Sales with ASLAN to explore these strategies in a real-world context. Whether you’re trying to hit quota, build a business, or complete a marathon, the key to lasting motivation is simpler and more human than you think.
Listen Now
Available on Apple, Spotify, and all major podcast platforms.
