The sales manager’s guide to troubleshooting

Things don’t always go according to plan in sales. Whether it’s dealing with technical errors with your sales stack or more fundamental issues with your process, problems inevitably occur.

Troubleshooting is an invaluable skill for sales managers. The sooner you identify and resolve those issues successfully, the faster your team can get back to selling.

In this article, we’ll break down the troubleshooting process for sales teams. We’ll also look at specific examples of how effective troubleshooting can keep your sales at peak performance.

What is troubleshooting?

Troubleshooting is the process of identifying, diagnosing and resolving problems or issues in a system, process or piece of equipment. It involves an organized approach to finding the source of a problem and implementing a solution.

People tend to think of troubleshooting in relation to technical issues and computer problems – like getting an app to work with Windows or a vital piece of hardware failing. They either use a manufacturer’s dedicated troubleshooting guide, seek technical support or attempt to identify and fix the issue themselves.

You can apply troubleshooting principles far more broadly, including within complex business processes like sales management.

Troubleshooting in sales

The same approach used to diagnose and solve technical problems can be just as effective when addressing sales challenges, from bottlenecks to team performance issues.

When troubleshooting a technical issue, you look for an error code or record the symptoms to figure out what’s going on. In the same way, you can use your sales metrics and KPIs to narrow down the root cause of underperforming sales.

You can also use a similarly methodical approach to troubleshoot your sales process. You might start by examining your lead generation efforts, then move on to your lead qualification process, your sales pitch effectiveness and, finally, your deal-closing techniques.

At each stage, you gather data, consider different possibilities and test solutions until you identify and resolve the core issue impacting your sales performance.

A systematic approach to troubleshooting

You can use several different frameworks and approaches for troubleshooting issues.

For example, CompTIA (a training and certification provider for the IT industry) recommends the following troubleshooting steps:

1. Identify the problem

2. Come up with a theory for what’s causing the issue

3. Test the theory to see if it’s right

4. Create a plan of action to resolve the problem

5. Implement the solution

6. Verify that you’ve fully resolved the issue and implement preventive measures

7. Document your findings, actions, outcomes and lessons learned

CompTIA’s recommended approach echoes the scientific method, encouraging you to come up with and test potential solutions instead of jumping to conclusions. The last two steps help you go beyond simply fixing the error and put safeguards in place to prevent the issue (or similar ones) from happening again.

While CompTIA’s methodology specifically applies to IT, other troubleshooting methods take a more generalized approach.

Six Sigma is a collection of different tools and techniques created to minimize errors and improve quality in manufacturing. Today, businesses of all sorts use Six Sigma to optimize their processes.

DMAIC is a Six Sigma project methodology that can be useful as a troubleshooting checklist:

• Define. Precisely outline the problem

• Measure. Collect data to establish a baseline

• Analyze. Review the data to verify the root cause and its effect

• Improve. Identify, test and implement a solution

• Control. Embed the changes to ensure they’re permanent

While data collection is implied in traditional troubleshooting techniques, one of DMAIC’s advantages is that it explicitly includes a data collection step. Whatever type of sales problem or error you’re troubleshooting, you’ll get better results if you take the time to gather information rather than rely on hunches or guesswork.

Finding the root cause

To troubleshoot a problem effectively, you need to understand the difference between correlation and causality. It’s easy to fall into the trap of assuming that two events occurring simultaneously or in sequence are directly related.

For example, you might notice that sales drop whenever a particular team member is on vacation, so you conclude that their absence is causing the decline.

Critical thinking demands that we look deeper. Could it be that this individual tends to take their vacation during typically slow periods, perhaps due to seasonal fluctuations or competitor promotions?

By questioning your assumptions and rigorously examining the data, you avoid misattributing causes and instead focus on the real root cause of the problem.

Start by looking for the simplest possible solution. You can then use a process of elimination to rule out other possible causes without unnecessarily complicating the troubleshooting process.

Technical troubleshooting for sales teams

The days of a salesperson relying on just a landline and a list of numbers to do their job are long gone. Today, organizations make extensive use of sales technology to empower their teams. According to our State of Sales and Marketing 2024 report, 81% of respondents use CRM software with automation to boost productivity and efficiency.

While technology continues to have a positive impact on modern sales teams, it can also cause major problems when it stops working properly.

One of the most important sales tools is your CRM, serving as the single source of truth for your customer-facing teams. If your CRM isn’t performing as expected, it can lead to unreliable data, delays and lost sales opportunities.

Here are some of the more common technical issues you’re likely to face, with some tips on how to resolve them. Remember to start with the simplest, most likely explanation.

Slow performance

If your cloud-based CRM seems to be slowing down, the most likely explanation would be a problem with your browser, network or device.

Following CompTIA’s troubleshooting process, the next step is to test each of the above possible causes. For example:

Automation failures

Automations save you time so you can focus on more important issues, but if they’re not working properly they can waste even more time.

If your CRM automations aren’t functioning as expected, likely culprits can include incorrect setup or permission issues.

Integration issues

When your CRM isn’t working with other tools, the usual suspects are outdated integrations, API keys or compatibility issues.

Outreach tool problems

If your sales outreach tools (like email or dialer software) aren’t functioning correctly, your carefully crafted messages might not reach your prospects. Common issues include delivery failures, tracking errors or integration problems with your CRM (see above).

Data accuracy issues

Unreliable sales data is worse than no data at all. Basing your decisions and sales strategies on inaccurate information will negatively affect your sales.

Possible causes of inaccurate or inconsistent CRM data include input errors, synchronization problems or duplicate entries.

Troubleshooting your sales process

While technical issues can be frustrating, problems within your sales process itself can have an even more significant impact on your bottom line. From how you reach out to prospective leads to closing sales deals, here are some challenges you may need to troubleshoot.

Lead generation issues

Struggling to generate enough quality leads can significantly impact your entire sales funnel.

Before you attempt any kind of solution, verify what the exact problem is. Perhaps you’re targeting the wrong leads, your outreach channels aren’t performing as well as expected or your lead capture process is flawed.

Analyze your current leads and the channels you’re using to see if there are any patterns. Examine your lead capture forms and the other technical parts of the process to ensure they’re functioning correctly.

Once you’ve identified the root cause, test different potential solutions. For example, if you’ve determined that you’re targeting the wrong leads:

• Carry out additional market research

• Revise your ideal customer profile (ICP)

• Update your lead scoring criteria

• Adjust your marketing messaging to better resonate with your target audience

Pipeline bottlenecks

When deals stall at various pipeline stages, they can slow down your entire sales cycle and impact revenue forecasts.

To understand the fundamental issue and ensure effective sales pipeline management, identify the stages where progression is lowest. What do they have in common? Are the stage definitions clear to everyone on your team?

Similarly, use your CRM to review the different deal types and notice any patterns. Does the deal velocity vary? Is your team adequately qualifying deals before moving them onto the relevant stage?

When your deals stall due to inadequate qualification, try these solutions:

• Create a qualification criteria checklist for each pipeline stage

• Develop a standardized qualification framework (e.g., BANT or MEDDIC)

• Add required fields in your CRM for capturing key qualification data

• Train your sales team on effective qualification techniques

If the problem persists, you might need to reassess your overall pipeline structure, schedule regular pipeline review meetings or implement more robust qualification criteria.

Low conversion rates

A deal can move smoothly through the pipeline, then fall at the last hurdle. Sometimes, a low conversion rate might be due to your sales approach, your positioning or your product-market fit.

To troubleshoot low conversion rates, break down your conversion rates based on products and sales reps to see if any patterns emerge. Compare your won and lost deals to spot any commonalities.

If you find that your sales approach is no longer effective, here are some ways to improve it:

• Review your successful deals and top-performing reps to identify effective sales techniques

• Use those techniques to develop a standardized sales playbook

• Implement additional sales training for the latest methodologies

• Review your value proposition to ensure it addresses relevant pain points

Troubleshooting sales team performance

Even with a well-designed sales process and robust tech stack, issues within your sales team can impact overall performance.

While it’s usually clear when a piece of hardware or software goes wrong, it’s not always as easy to spot when your sales team needs some extra attention. Let’s explore several common issues that can affect any sales team and how you can get things back on track.

Underperforming team members

Every sales team is made up of individuals with differing skills and abilities. Even if you’ve followed best practices for hiring salespeople and built a team of people with the right qualities for sales, it’s likely that at some point a rep will struggle to meet their quota.

There are plenty of reasons why a salesperson might be struggling, making pinpointing the root cause particularly difficult. To identify the real reasons for underperformance, follow these steps:

• Analyze the individual’s sales metrics to know how they compare to the rest of the team

• Arrange a one-on-one meeting with the rep

• Share your concerns and then listen to what they have to say

• Offer constructive employee feedback without being overly critical

• Collaborate with the rep to create a personal performance improvement plan

• Schedule a follow-up meeting to review progress

The performance review meeting isn’t there to assign blame or argue with the salesperson. Rather, use it as an opportunity to learn more about the challenges from the rep’s perspective. They might have had insufficient training, be unclear on their roles, or are currently dealing with personal issues affecting their work.

Miscommunication

General communication is one of the most important soft skills a salesperson can develop. With strong sales communication, your reps can better understand the prospect’s requirements and clearly explain how your solution meets those customer needs.

Communication isn’t just about the conversations between your reps and prospects though. It also includes internal team communication. Consider the following questions:

• What channels are you using to share prospect information within teams and between departments?

• Are you sharing the information in a timely and accurate manner?

Are individuals able to access the data they need to perform their work effectively, or do silos hamper them?

Lack of motivation and engagement

A motivated sales team is an unstoppable force, but what happens when that drive starts to wane? Consistently low motivation or engagement can silently erode your team’s performance over time.

Recognize the signs of disengagement and reignite your salespeople’s passion to maintain peak performance.

What motivates one salesperson may have no effect on another, so it’s essential to get to know each of your team members and what drives them. For some, it’ll be the opportunity to progress in their career. For others, enjoying a healthy work-life balance will be a priority. Some see sales as the best way to make a lot of money.

Whatever the cause, the only way to find out what’s driving your sales reps is to ask them. Here’s how:

• Schedule one-on-one meetings to discuss their motivations and any challenges they might be facing. Approach these conversations with empathy and an open mind, making it clear that your goal is to support them.

• Create a plan to address your team’s issues and boost sales motivation. Depending on the individual, this could involve setting clear career development paths, offering regular recognition and rewards for achievements and providing skill development and training opportunities. Ensure each person feels valued and has a sense of purpose within the team.

Proactive troubleshooting

While reactive troubleshooting is essential, proactive measures can help you avoid many issues altogether.

Here are three steps for anticipating and addressing problems early to maintain a smoother, more efficient sales operation.

1. Audit your existing sales process

Start by mapping out every step of your sales process, from lead generation to closing deals. For each step, note what tools and other resources your sales team is using and check that they’re up to date.

The audit can uncover previously unrecognized problems to troubleshoot, but it’s also an opportunity to identify potential concerns before they negatively affect your team. By regularly conducting these audits, you can pinpoint areas for improvement and implement changes to streamline your operations and prevent future issues.

2. Gather feedback

Use regular check-ins and informal discussions with your sales team to get their input. Your reps are on the front lines interacting with your tools and processes daily, so their feedback is invaluable for identifying potential problems and improvement opportunities.

3. Create relevant training

Use what you’ve learned from your audit and team to design a bespoke training program. Regular training sessions for both new hires and experienced reps can prevent problems by ensuring everyone is up to date with the latest tools, techniques and best practices.

Ongoing training helps your team remain capable and confident, reducing the likelihood of errors and inefficiencies.

Final thoughts

It might not be the first skill you think of when it comes to sales management, but effective troubleshooting is as crucial as the strategies you use to drive sales success.

With a systematic process for your troubleshooting, you can identify and resolve common problems while ensuring they don’t reoccur. By taking a proactive stance, you’ll enjoy smoother sales operations today and into the future.