In part two of Moving From Sales Manager to Sales Catalyst, Tom Stanfill and Tab Norris dive into the first dial every sales leader must master: desire. Change doesn’t happen in workshops or dashboards; it happens one-on-one when frontline managers know how to connect change to what reps truly want.
From extrinsic vs. intrinsic motivation to tackling ego, relationships, and competing beliefs, Tom and Tab unpack why “action, not attitude, determines desire” and how leaders can spark lasting change.
Watch the 46 minute episode below:
Why Desire Comes First
Without desire, no amount of coaching, process, or technology will drive results. This is why desire is the first step in moving from a sales manager to a sales catalyst. Managers need to connect with their reps to determine the ultimate goal and how they can overcome any barriers that are hindering sales performance. Leaders often mistake a good attitude for genuine motivation. But as Tom reminds us:
“Action, not attitude, determines desire.”
A rep who smiles and nods may look engaged, but if they aren’t putting in effort to practice, develop, and follow through, desire isn’t present. That’s where the frontline manager steps in.
The Four Barriers to Desire
Tom and Tab identify four common barriers that keep reps from wanting to change:
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Ego – “I don’t need help.”
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Relationships – unresolved tension or trust issues.
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Payoff – unclear value in making the change.
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Competing Beliefs – “My way works better.”
Good managers don’t push harder; they diagnose the barrier and coach through it.
“You can’t motivate people to change unless you connect change to something they want.”
-Tom Stanfill
What Leaders Can Do
The best sales leaders start by knowing what each team member personally values, whether it’s career growth, financial goals, or lifestyle. From there, they link behaviors and skills directly to those outcomes. When clarity and customer focus are woven into the message, change becomes possible.
This is the foundation of ASLAN’s Catalyst program, where frontline managers learn how to identify the right dials to turn —desire, productivity, and capability —to unlock growth.
👉 Want to learn how to equip your managers to drive real change?
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.
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