The top 10 reasons for frustration in sales

The sales sector is often perceived, and rightly so, as an attractive and dynamic field. However, this profession sometimes hides a more mixed reality. It can be a source of professional frustration, affecting salespeople's well-being and performance. This article takes a look at the 10 main reasons for job frustration in sales, and suggests practical solutions to alleviate them. 

Disappointment, irritation, loss of meaning or a feeling of powerlessness: these are the most common forms of professional frustration, as experienced by an individual or a team in their working environment. It can be caused by a number of factors: ineffective or even toxic management, unrealistic objectives or poor working conditions.  

However, identifying these factors is crucial to improving employee satisfaction, optimising their performance and retaining them over time.

A poorly defined or poorly expressed strategy is a major source of frustration. To feel committed to a shared vision, sales people need clear direction. When sales strategy is unclear or inconsistent, they can feel lost and demotivated. Sales managers need to know how to get their teams ‘on board’ in a positive dynamic, and this is only possible with a clearly established and shared strategy. Communicating this strategy transparently and at regular intervals is essential if sales people are to feel aligned and motivated. 

Unrealistic targets are one of the main reasons for frustration in sales. When sales targets are too high or do not take account of market realities, sales people lose all motivation... before they've even started to fight. This situation inevitably leads to a feeling of failure, and affects their self-confidence and that of their management. To avoid this pitfall, companies need to set realistic, measurable objectives that take account of past performance and current market conditions. Clear, regular communication between the manager and his sales staff enables interim progress reports to be made, and targets to be adjusted if necessary. 

While pressure is an intrinsic part of the sales profession, excessive pressure has harmful effects and can be another major source of frustration. Salespeople are often subject to tight deadlines and high turnover requirements, which can generate stress and anxiety. It is not uncommon for excessive pressure to affect the mental and physical health of salespeople, impacting on their long-term effectiveness.  

To help their sales staff deal with this pressure, companies can put in place support measures, such as coaching sessions or stress management workshops. It is also essential to make employees aware of the importance of a good work-life balance. 

To be successful, sales people need to be guided by their managers, and to receive constructive feedback. The absence or lack of support from management can be a major source of frustration, especially for junior staff. It leaves them to face the challenges alone, and inevitably impacts on their commitment and results. 

Aware of this risk, companies are increasingly investing in training managers so that they are able to provide beneficial support to their teams. Regular meetings and open communication channels are essential to ensure that sales people receive the support they need, when they need it. 

What could be more frustrating for a salesperson than remuneration that doesn't reflect their performance? If salespeople are above all evaluated on the basis of the sales they generate, it is only normal that they should be remunerated in line with their results. Inadequate or capped remuneration is an obvious source of frustration. When remuneration does not reflect their commitment, they can feel exploited and lose all motivation to fulfil their mission. 

To retain the best people, companies need to ensure that their remuneration policies are attractive and competitive. This may involve adjusting salary structures, commission levels or bonuses to reward individual contributions more fairly. 

The lack of reward, whether in the form of financial bonuses or recognition from the hierarchy, can lead to real frustration among sales staff. An insignificant bonus or a promotion that slips through your fingers for no reason is enough to create a feeling of injustice and disengagement.  

To avoid employees feeling under-recognised, managers need to put in place transparent and fair reward systems based on measurable criteria. These systems can include performance bonuses, gifts in kind or new career opportunities.

Although they can ask for support from their manager if they run into difficulties, on a day-to-day basis sales staff appreciate a certain amount of autonomy in the management of their business. Denying their teams this autonomy is often counter-productive and gives the impression that they are being held too tightly. Sales people, especially the most experienced, need a great deal of freedom to manage their action plan and make decisions.  

A well-informed manager will delegate tasks according to the profile of his employees, be flexible about working hours and allow a certain amount of latitude with regard to sales methods. 

The sales profession is constantly evolving, and regular training is essential to perfect your practices. Whether it's a question of perfecting technical skills or developing interpersonal skills, ongoing training is a relevant solution to help sales staff remain competitive. It ensures that they are better equipped to face the challenges ahead. 

High-performing companies are well aware of the benefits, and are stepping up the number of training programmes, including workshops, seminars and distance learning courses.  

To excel in their profession, salespeople depend on high-quality leads that generate sales. If these leads are rare, or of poor quality, the conversion rate suffers and the efforts made don't pay off.  

To support sales reps in their efforts, companies need to ensure that they are implementing effective strategies to generate qualified leads. These strategies can be based on digital marketing, targeted advertising campaigns or strategic partnerships. These are all key factors in optimising the success of sales staff and combating demotivation. 

It may not seem like much, but a pleasant, friendly working environment is very important for many salespeople. A quality working environment can influence their morale, their well-being... and their performance. 

Conversely, a negative environment, where criticism, excessive competition or a lack of respect prevail, has a strong power to frustrate and demotivate. 

Whether pragmatic or benevolent, companies have every interest in promoting a positive and inclusive working environment. Whether it's providing relaxation areas for their teams, organising social events or installing sports facilities on their premises, they are making a worthwhile investment.

Lack of strategic vision, unattractive remuneration, lack of autonomy... professional frustration in the sales sector is a complex feeling that can result from very different causes. Managers who are concerned about the well-being and commitment of their teams have a number of levers at their disposal to improve the satisfaction and performance of their sales staff. By intelligently balancing these means of action, companies have all the cards in hand to transform frustration into motivation, and build the long-term loyalty of high-performance sales teams.

Are you a successful salesperson in the IT equipment and services or leasing sectors? Would you like to work independently and become your own boss? 

Econocom, the European leader in digital business transformation, is recruiting 100 sales agents across Europe.