You're Creating Lazy Sales People

Sales representatives are becoming increasingly dependent on new content "deliverables" for their work.

This over reliance results in a lack of initiative & a decrease in the quality of customer conversations.

In other words, “Lazy-Ass Salesmanship”!

A sales rep faces a problem—they need to discuss a complicated product with a potential client. Instead of having a meaningful conversation, they request a new one-pager or slide deck from you or the marketing team.

This is a temporary solution that doesn't solve the main problem.

The rep may be avoiding a difficult conversation or may not fully understand the product.

The answer isn't to produce content for each request.

Get in the habit of saying NO.

First, we should evaluate.

Can we use existing material? Many resources can be updated or repurposed.

If not, we must identify whether this is a lack of content or a lack of skill in our sales team.

If it's a lack of skill, the solution isn't more content—it's better skills.

Sales reps should have the knowledge & confidence for in-depth, informative discussions and relate previous customers to the new buyers.

Red Flag:

In many scenarios you will hear a rep say:

“I’ll send that case study over after the call”. - Lazy Ass Rep

This is a sign they do not have the confidence, or understanding, of how to use third party stories in their conversations. You can extend this out to other scenarios and deliverables, it all means the same thing.

Then, there's the avoidance factor.

Some might prefer to use a polished PDF instead of having a real conversation.

This habit needs to change.

Sales is about relationships, which can't be built with a one-pager. Clients want to talk to a person, have their questions answered, feel heard, and be reassured there’s others out there who are just like them.

Data from Corporate Vision found that 74% of buyers choose the sales rep who was first to add value and insight, underlining the importance of meaningful conversations over just providing content.

So, what's the plan?

Cultivate continuous learning within our sales teams. Encourage curiosity, provide safe areas to practice, and ensure reps can easily access existing content.

Next, enable our reps to handle difficult conversations through role-playing (deliberate practice), coaching, and peer learning.

Now, hold our team and managers, accountable.

If a rep consistently asks for new content without using what's available, it's time for individual discussion about their sales approach. Are they truly engaging with prospects, or just going through the motions?

A strong team doesn't require endless new content. It needs wise resource use, continuous learning, and genuine client engagement.

Stop creating a crutch with content.

Instead, build a foundation of knowledge & skills that will enable our sales reps to succeed in any situation.

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Love,

Enablement