TL;DR — Most CEOs want a team of high-performing sellers, but very few companies actually create an environment where sellers thrive. Expert Tania Doub, a former top enterprise seller turned sales coach, shares the framework that helped her close multi-million dollar deals and how to apply it to your team. Listen on Apple or Spotify.

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Hi Reader,

Every CEO wants a team of top-performing sellers, but if you're like most, only a handful of your reps are hitting quota consistently. That’s because most sales teams aren’t actually set up to win.

Expert Tania Doub knows this first-hand. She spent years in enterprise sales, working at both startups and industry giants like Salesforce. She figured out how to consistently outperform her peers, close massive deals, and break company records. Her secret? A simple framework that helps sellers take ownership of their success.

If you want to turn your average sellers into top performers, this expert episode is for you.

Key Takeaways & Actions You Can Take:

1. Most Sales Teams Are Set Up to Fail. Only 38.7% of sellers in B2B tech hit their quota, which means more than half of your team may be struggling. Not because they lack talent, but because they don’t see a clear path to success. Instead of assuming it’s a performance issue, ask yourself: Are my sellers truly set up to win?

• ✅ Action: Conduct a candid assessment of your team’s onboarding, training, and coaching. Identify gaps in support that could be holding sellers back.

2. More Sales Enablement Isn’t Always the Answer. When sales teams struggle, the knee-jerk reaction is to throw more tools, scripts, and training at them. But sellers don’t need more enablement—they need clarity. "We are so bogged down by frameworks and processes that sometimes we lose sight of the bigger picture," Tania says. Instead of adding complexity, strip away the noise and let your sellers do what they do best.

• ✅ Action: Audit your sales enablement initiatives. Are they helping reps sell or just giving them more boxes to check? Simplify where possible.

3. Top Sellers Know How to Challenge the System. The best sellers don’t just follow a process—they challenge it. When Tania was working on a deal, she asked a simple but powerful question: “If you had unlimited resources, how would you solve this problem?” The response changed everything. That deal, initially at $68K, turned into $3.2 million. Instead of micromanaging sellers into rigid processes, empower them to ask better questions and find creative solutions that drive results.

• ✅ Action: Encourage your sales team to dig deeper with customers. Train them to ask open-ended questions that reveal the real problems and allow them to challenge the status quo.

4. Hiring More Sales Reps Won’t Fix a Broken System. If your current team isn’t consistently closing, adding more people won’t help. Too often, companies hire more reps before fixing what’s broken in the process, creating a cycle of underperformance and high churn.

• ✅ Action: Before hiring another rep, evaluate your sales process. Are you making it easy for sellers to succeed, or are you just adding more people to a flawed system?

If you want to turn average sellers into top performers, it starts with rethinking how you set them up for success. Listen to the full episode now and learn how to build a high-performing sales team!

🎧 ➡️ [Click Here to Listen Now]

To Your Sales Success,

Alice Heiman