How do you manage the pressure of sales performance expectations? - Prevent burnout (too)
This morning, in a business group, the question that I have heard or been asked many times elsewhere and that plagues countless salespeople around the world came up again: how do we cope with constant sales performance pressure?
The numbers, the monthly targets, the daily expectations - they all add up to a burden that not only reduces motivation in the long run, but can also lead to severe burnout.
I don't just want to write about burnout here, I want to emphasise the fact that neither salespeople nor their managers really talk about it or even care about it. In other words, how do we salespeople deal with the fact that as good as we are quarter by quarter and year by year, these projections are reset to zero (quota-spiral trap) and last but not least, the targets are increasing. I myself have almost always overachieved, both as a sales and as a sales director, but this has not changed the pressure and frustration that I feel almost everyone in the sales profession treats as natural. But it is not!
I've done some research and the statistics speak for themselves: even 70% of B2B sellers have not reached their sales quota in 2024, indicating a significant gap between performance expectations and reality. And this gap is not just about numbers - it is also about human destinies, careers and mental health. Yes, because if it's depressing for high performers, imagine what a burden it can be for low performers. Which, of course, is at the discretion of the company as to how long it will tolerate, and it could be that not only a good part of the salary, but even the job, is lost for a sales person who has, say, a bad quarter, and this is often the case in the industry...
What causes the sales performance pressure?
Sales performance pressures have many sources, which often act in combination on salespeople. Among the most important factors are unrealistic quota expectations (which are very common elements in annual plans), short-term thinking and constant accountability.
The quota spiral trap can be particularly harmful. When a salesperson reaches a target, they often face even higher expectations in the following quarter. This means that success does not bring relief, but new pressures. As one experienced IT and telecom sales executive put it, "The projected numbers will still zero out quarter after quarter even if you've been good."
The psychological effects of pressure
A sales burnout negatively affect learning and performance, while people perform better in a supportive, stress-free environment, and work with more determination and passion. This is especially important when you consider that a recent study found that two-thirds of sales professionals feel close to burnout.
The sales performance pressure has an impact on several levels:
- On a physical level: sleep problems, headaches, digestive problems
- On an emotional level: anxiety, frustration, lack of self-confidence
- At the cognitive level: concentration difficulties, decision-making problems
- At the social level: relationship conflicts, isolation
How to recognise the signs of sales burnout?
One of the most dangerous consequences of sales performance pressure is burnout, which often sneaks into salespeople's lives unnoticed. Decreased productivity, noticeable sales performance declines and more frequent illnesses can all be indicators of burnout.
An example of a real case: Peter is a great salesman who has excelled over the years. But gradually the fire in his eyes has gone out. His clients, friends and colleagues noticed the change - but he didn't. During the coaching process, it became clear that under constant pressure he had lost his motivation and passion for sales.
| Early signs | Middle stage | Severe burnout |
|---|---|---|
| Fatigue after work | Constant fatigue | Total lack of motivation |
| Minor errors | Performance degradation | Avoiding going to work |
| Irritability | Relationship problems | Depression, anxiety |
| Concentration difficulties | Cinism | Physical symptoms |
Why should we think differently about sales performance?
According to Harvard Business Review research excessive stress in any professional situation can mask talent and lead to poor decision-making. Instead we need to focus on three areas: creating an exceptional sales experience, the sales process (not the result) and performance improvement coaching.
In CoachLab's experience, the most effective approach is when the salespeople learn to manage internal pressures while also getting external support. This does not mean that targets should be dropped, but that they must be achieved in a sustainable way.
The role of SMART objectives in improving sales performance
The use of SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives is essential to sustainably improve sales performance. This is particularly important when setting quotas:
- Specific: Well-defined sales targets
- Measurable: Concrete numerical results
- Available: realisticbut challenging plan numbers
- Relevant: Objectives aligned with the business strategy
- Time-bound: Setting clear deadlines
How to build a sustainable sales performance strategy?
The three pillars of sustainable sales performance: appropriate target setting, ongoing support and regular evaluation. Together, they ensure that salespeople can work effectively over the long term without burning out, which has the added positive benefit of making them perform well. 🙂
1. Realistic quota setting
One of the most important steps to reduce sales performance pressure is to realistic quotas definition. This means that the plan numbers should be based on data, not just on ambitious expectations /Unfortunately, in real business, ambitious plans almost always win at the top level./ 🙁 And I know exactly that most places refuse to take this into account for any reason - I too, as a sales director, have had many struggles with international management or even the local board team, both pro and con, in every year and quarter planning. That said, the key to long term operations is to keep it real, to keep it achievable through hard work, but actually achievable.
Key factors in quota setting:
- Analysis of historical (past) performance data, taking into account both the current market situation and competitive positions
- Taking market conditions into account
- Considering individual skills and experience
- Taking seasonal variations into account
- Customer base (both existing and potential new customers)
2. The role of coaching and mentoring
For example, I didn't have a coach as a sales manager, or even as a sales director, although in hindsight it would have been a great help. But now I have CoachLab and even if I am mostly from the other side, the coach side, I have a lot to offer current and future sales and sales managers on the subject of sales and executive coaching.
Let's look at some facts. According to CoachLab Coaching Services' survey and experience, 80% of salespeople achieve significant performance improvements when they receive the right coaching support to manage pressure. Coaching is not just about techniquesbut also the revitalising intrinsic motivation is.
As Albert Einstein said:
"Crisis is the greatest blessing that can come to people and countries, because crisis brings creativity."
3. Stress management techniques
Effective stress management is essential to maintain sales performance. This includes breathing techniques, regular rest and work-life balance. But the focus is more on discussing, resolving and solving problems, for example in a coaching session. But these ideas are not just related to coaching, but rather complementary to it, yet they can also bring significant improvements on their own. Of course, not everyone likes these techniques and I can accept that, but I think they help a lot!
What concrete steps can be taken to reduce the pressure?
Managing sales performance pressure starts with practical steps. Below are concrete methods that can be applied immediately.
Establishing a daily routine
Structure provides certainty and reduces uncertainty. A well-planned daily routine helps to maintain the level of sales performance:
- Breakfast planning (15 minutes): setting daily targets
- Priority list preparation of the most important tasks
- Prospecting time signing for each day
- Tracking activities schedule
- Daily assessment (10 minutes): what did I learn today?
The power of "no"
Many salespeople overcommit themselves, which increases the pressure on sales performance. It's important to learn when and how to say no to tasks that don't contribute to the main goals.
Building a support network
Constant quota pressure and the need to deliver can lead to burnout, especially when expectations are not based on data. It is therefore particularly important to build a strong support network, including colleagues, mentors and even professional coaches.
When should you seek coaching help?
A sales performance coaching is most effective when the salesperson is not yet completely burnt out, but is already feeling the negative effects of the pressure. Timing is key to successful change.
Warning signs when coaching, sales coaching is needed:
- Performance degradation: Previous results cannot be repeated
- Lack of motivation: Sales are no longer a pleasure
- Exhaustion: Constant fatigue and lack of energy
- Relationship problems: Conflicts with clients or colleagues
- Health symptoms: Physical or mental symptoms caused by stress
Our insight is that the best results are achieved when the salesperson is looking for a solution on their own, rather than being pressured by external coaching.
Steps in the coaching process
A sales performance coaching a structured process consisting of the following phases:
- Situation analysis: Assessing the current situation
- Goal setting: What are we trying to achieve?
- Identifying barriers: What hinders progress?
- Developing solutions: Concrete action plan
- Support for implementation: Ongoing mentoring
- Evaluation of results: Looking back and lessons learned
How to prevent sales burnout?
Prevention is always better than cure. To maintain sales performance at a sustainable level, a proactive approach is needed, covering several areas at the same time.
Changes at organisational level
Companies have a responsibility to create an environment that supports the long-term success of their sales force:
- Realistic goals targeting based on data
- Regular feedback insurance (positive too!)
- Career development opportunities offer
- Work-life balance support
- Recognition schemes design
Strategies at individual level
Vendors themselves can do much to reduce the pressure on sales performance:
- Continuous learning: Learning new techniques and approaches
- Networking: Cultivating relationships in the industry
- Healthy lifestyle: Regular exercise, proper nutrition
- Hobbies: Activities that are a turn-off
- Self-reflection: Regular evaluation and learning from experience
New approaches to measuring sales performance
In addition to traditional quota-based measurement, there is a growing emphasis on holistic performance assessment, which takes into account the overall well-being and sustainable performance of the seller.
KPIs for sustainable sales performance
| Traditional metrics | A holistic approach |
|---|---|
| Monthly/quarterly income | Annual growth trend |
| Number of closed transactions | Customer satisfaction index |
| Conversion rate | Long-term customer value |
| Activity indicators | Labour retention rate |
| Race position | Level of team collaboration |
Modern research from the Harvard Business Review
According to research by the Harvard Business Review, more frequent quotas increase sales volume but reduce profitability, as salespeople tend to focus on lower-value, more easily attainable targets. This highlights the need for a more complex way of measuring sales performance.
Practical tools and techniques
There are a number of practical tools to manage the pressure of sales performance that salespeople can immediately apply in their daily work.
Using the STAR method in difficult situations
The STAR (Situation, Task, Action, Result) method helps to approach challenges in a structured way:
- Situation: What situation am I facing?
- Task: What is my role in this situation?
- Action: What concrete steps am I taking?
- Result: What outcome do I expect?
Mindfulness techniques for salespeople
Practising mindful presence can reduce stress and improve sales performance:
- 5 minute morning meditation before the start of the day
- Conscious breathing before difficult client meetings
- Present-moment awareness during the negotiations
- Celebrating small achievements to recognise achievements
What is the real role of coaching in improving sales performance?
Coaching is not just another management tool, but an in-depth process that develops the salesperson's intrinsic motivation and skills. internal pressure and external expectations.
The role of sales coaching in managing performance expectations and burnout
Salespeople always have, but perhaps it is also true that under increasing pressure are subjected to: quarterly quotas, daily KPIs, customer expectations, constant accountability - all of which can lead to mental and physical exhaustion in the long run. A sales coaching is not a luxury in this environment, but a vital form of support that helps balance performance and mental well-being.
The essence of sales coaching is that salespeople are not alone in their challenges. It provides a structured framework for working towards your goals while helping you to deal with stress, lack of confidence, loss of motivation or even early signs of burnout. A well-designed coaching programme will help:
- redefine performance targets on a human scale,
- raise awareness of how to work with a sense of purpose instead of a burden of targets,
- make expectations more transparent and manageable through SMART objectives,
- develop self-management and stress management skills,
- and rediscover the meaning and joy of selling.
The client - you as a salesperson - not only becomes more effective through coaching, but also mentally empowered. Instead of a quota spiral sustainable power curve where you're not burnt out by the time you reach the numbers, but you've made progress along the way. This is particularly important when you are already feeling the signs of burnout - coaching can be the turning point.
How does sales coaching work and what results can it bring you?: https://coachlab.hu/sales-coaching/
A Sales Coach, and the sales coaching not luxury, but strategic need. Your results can be many times your investment and your emotional life, not to mention the results of work-life balance and preventing burnout (which is important).
Sales coaching is not just about improving sales techniques or increasing numbers. It is much more than that: coaching gives the salesperson the opportunity to reconnect with your own motivation, values and goals. It helps you to decouple your sense of personal worth from the numbers - while giving you the tools for sustainable performance.
Benefits of executive coaching for sales managers
The executive coaching can be particularly useful for sales managers who struggle with both their own performance pressures and motivating their team.
Executive coaching helps:
- Developing a more effective driving style
- Developing team motivation strategies
- Increasing conflict management skills
- Formulating long-term visions
The role of career coaching
A career coaching can help salespeople rethink their career goals and find a balance between ambition and well-being. This is particularly important for those who are already experiencing burnout symptoms.
Related research and trends in 2025
The field of sales changes, if not much, from year to year, and understanding new trends can help you manage performance pressures more effectively. The latest research shows that sales automation and the use of artificial intelligence are creating new opportunities to reduce pressure.
Organisations are experiencing sales burn-out at an alarming rate, suggesting that new approaches and solutions are urgently needed.
Technological support to improve sales performance
Modern CRM systems and AI-based tools can help:
- Automated prospecting: Saving time and increasing efficiency
- Predictive analytics: Better forecasting and planning
- Personalised communication: More effective customer relationships
- Performance tracking: Real-time feedback
The salesperson of the future
A successful salesperson in 2025 is no longer just a salesperson, but a consultant, problem solver and relationship builder. This expanding role brings new challenges and opportunities for sales performance.
Practical tips for everyday use
Managing sales performance pressure starts with practical steps. Below are some immediately applicable tips:
Daily routines to reduce stress
Morning routine:
- 10 minutes of meditation or breathing exercises
- Set daily targets by priority
- Positive reinforcements and their repetition
Breaks during work:
- 5 minutes of walking or any kind of exercise, stretching every hour...
- Breathing consciously before difficult conversations
- Successes, celebrating even small successes is important
Evening closure:
- Daily summary of results
- Preparing tomorrow's priorities
- Recall 3-4 positive experiences
Communication strategies
It is important to learn how to communicate effectively about pressures and expectations:
- Honest conversation with leaders on realistic targets
- Request support from colleagues in difficult times
- Drawing boundaries between overtime and private life
- Putting results into context taking into account market conditions
Summary: Towards sustainable sales performance
The pressure of sales performance expectations is a real challenge that affects every salesperson throughout their career. But this pressure is not an inevitable fate - it can be managed with the right strategies, support and attitude.
The key insight is that sustainable sales performance is not about meeting continuous growth expectations, but about perform to a high standard in the long term without sacrificing our health, relationships or quality of life.
Coaching in this process is not a luxury, but a necessity. It helps you find the balance that allows you to succeed in business without excessive personal sacrifice.
If you feel you are struggling under the pressure of sales performance, don't hesitate to ask for help. A CoachLab experienced coaches are ready to support you in rediscovering your passion for sales, while creating a healthy work-life balance.
Remember: the best salespeople are not the ones who work the hardest, but the ones who are most effective at managing challenges and delivering sustainable performance over the long term.
More information on coaching opportunities and the about coaching prices can be found on our website. If you want to read more useful content, visit our our blogwhere we regularly share practical tips and methods for a successful sales career.
Frequently asked questions (FAQ)
How can I recognise that I am under too much pressure to perform in sales?
Signs of excessive sales performance pressure include constant fatigue, lack of motivation, reduced performance, and physical symptoms such as headaches or insomnia. If you are sick more often, become irritable or lose your passion for selling, you are probably under too much pressure. It is important to recognise these signs early and seek help.
What specific ways can I reduce sales pressure?
The most effective ways to reduce sales performance pressure are: setting SMART goals, establishing daily routines, practising stress management techniques (e.g. breathing exercises), building a support network and using regular coaching or mentoring. It is also important to set realistic expectations and to achieve a work-life balance.
When should you seek sales coaching help for performance problems?
You should seek sales coaching help when you are experiencing a lack of motivation, relationship problems with clients or colleagues, or symptoms of physical/mental exhaustion in addition to a decrease in performance. Coaching is most effective when burnout has not yet developed, but you are already feeling the negative effects of the pressure. Do not wait until the situation becomes critical!
