One of the biggest misconceptions in sales is believing that product knowledge automatically leads to better sales results.
In reality, many sales teams already know their products extremely well.
The challenge is often elsewhere:
• Discovery conversations stay too superficial
• Reps talk too much and listen too little
• Objections are handled inconsistently
• Managers review calls, but there is no structured coaching process
• Every salesperson develops their own style without shared best practices
The result?
A team full of knowledgeable salespeople, but inconsistent sales outcomes.
One of the biggest opportunities for sales leaders today is not more product training.
It’s creating a coaching culture.
This includes:
✓ Call calibration
✓ Structured feedback
✓ Coaching frameworks
✓ Consistent qualification methods
✓ Manager coaching skills
Sales performance improves when coaching becomes systematic rather than occasional.
How structured is coaching within your sales organisation today?
What is the biggest sales performance gap you see in your organisation today: product knowledge, process, or conversation skills?
Originally published 08 June 2026 on LinkedIn. Follow Eric Stijnman on LinkedIn for more sales coaching and leadership insights