10/22/2026
Your salespeople don’t always have a skills problem.
Sometimes they have a 𝗪𝗜𝗟𝗟 problem.
And you may be spending thousands of dollars training the wrong one.
Here’s what I mean.
Your rep knows they should ask about budget.
They’ve been trained. They can explain why it matters. They can even role-play the conversation perfectly.
Then they get in front of a real buyer.
And they don’t ask.
That’s not necessarily a CAN’T. It may be a WON’T.
And confusing the two is one of the most expensive mistakes in sales development.
A CAN’T is a skills gap. The rep doesn’t know how to execute.
A WON’T is different.
It may be a need to be liked. Discomfort discussing money. Fear of rejection. Or a deeply held belief that asking tough questions will damage the relationship.
Research from Objective Management Group, drawing on assessments of more than 2.5 million salespeople, examines these underlying factors through Will to Sell and Sales DNA.
And here’s why that matters.
You can’t fix a belief problem with another sales technique.
It’s like teaching someone better swimming strokes when they’re afraid to get in the pool.
Yet that’s exactly what happens in sales organizations every day.
Companies invest in training.
Reps learn new skills.
Then they return to the field with the same beliefs, the same discomfort, and the same behaviors.
Six months later, leadership wonders why performance hasn’t improved.
And the sales managers?
They’re coaching the swimming stroke when the real obstacle may be the fear of the water.
Here’s what should concern every sales leader:
𝗔 𝗖𝗔𝗡’𝗧 𝗮𝗻𝗱 𝗮 𝗪𝗢𝗡’𝗧 𝗰𝗮𝗻 𝗹𝗼𝗼𝗸 𝗿𝗲𝗺𝗮𝗿𝗸𝗮𝗯𝗹𝘆 𝘀𝗶𝗺𝗶𝗹𝗮𝗿.
Same skipped discovery question.
Same stalled opportunity.
Same inaccurate forecast.
Same missed revenue target.
But they require very different development strategies.
And unless you know what’s driving the behavior, you’re guessing.
The good news? These underlying factors can be assessed.
And what the data reveals often surprises even experienced sales leaders.
So here’s my question:
How confident are you that your underperforming reps CAN’T execute — versus WON’T?
If you’re investing in sales training but not seeing sustained behavior change and more consistent and predictable sales results, that’s a conversation worth having.
I’d welcome it.
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