In many companies, sales are managed "by feel." They rely on impressions, spontaneous conversations in the hallways, or the general feeling that "things are going well." But without clear indicators, it becomes impossible to manage performance, identify roadblocks, or make informed decisions.
What we often observe:
- No tracking of the conversion rate at each stage of the cycle
- No idea how many follow-ups are needed before reaching a conclusion
- A complete lack of comparison between acquisition channels
- Decisions made based on gut feeling, without any support from figures.
Without reliable data, it is difficult to know if a representative is actually performing, if a marketing campaign is profitable, or if follow-ups are being made at the right time.
What you need to implement: You don't need a complex tool to get started. What matters is rigorously tracking the right metrics: average sales cycle length, conversion rate per stage, average sales value, and number of follow-ups per opportunity. A simple spreadsheet updated weekly can be enough to highlight trends, quickly adjust your strategy, and align the entire team on the right objectives.
5 reasons why your sales are stagnating (and how to fix it)
Why are your sales plateauing despite all your efforts?
Your sales aren't growing like they used to. You're putting in the effort, launching campaigns, your salespeople are working hard… but the results remain stagnant, or even declining. If you're a business owner in Quebec, this situation might sound familiar.
Sales stagnation is not always caused by a lack of effort or motivation. In many cases, it stems from strategic or structural errors invisible to the naked eye, but which hinder growth month after month.
This article presents the 5 most frequent causes behind stagnant sales in small and medium-sized businesses… and above all, how to remedy them with concrete actions that can be applied right now.
1. You do not have a clear sales process
Too many companies still operate on instinct or a case-by-case basis. Each salesperson follows their own method, without a structured framework or well-defined steps. As a result, your sales depend more on personalities than on the system.
A well-structured sales process is a logical sequence of steps, from qualification to closing, that all team members follow. This process allows you to:
Without this foundation, it's nearly impossible to improve your results, because you don't know what works... or what doesn't. And as long as your sales rely on different methods, your results will remain inconsistent.
What to do
Create a clear roadmap of your sales process, with measurable steps and precise indicators. Ensure the entire team speaks the same language, follows the same guidelines, and uses the right tools. This is the starting point for unlocking growth.
2. You're focusing on the wrong acquisition channels
Many SMEs persist in investing time and money in acquisition channels that don't deliver the expected results. Why? Because they rely on habits, intuitions… or what the competition is doing.
Some common mistakes that are observed:
The problem isn't trying. It's not measuring. Without data, you keep investing in channels that don't bring in qualified leads… and you miss out on more profitable opportunities elsewhere.
What to do: Start by analyzing your current lead sources. Which channels are bringing you real prospects? At what cost? Then, test new channels in a structured way: set an objective, a budget, a trial period, and then analyze the results. By focusing your efforts on what actually works, you maximize your return on investment and better align your acquisition with your sales strategy.
3. Your salespeople are not following a clear method
In many SMEs, each salesperson has their own approach. One favors small talk, another gets straight to the point. Some follow up frequently, others not at all. The result: significant inconsistency in approaches… and performance that is difficult to track or improve.
What we often observe:
Without a common method, it becomes almost impossible to train new salespeople effectively, analyze results, or correct course in case of declining performance.
What you need to put in place: A structured framework doesn't stifle the personality of salespeople. It provides them with guidance: clear steps in the sales cycle, documented best practices, adaptable call scripts, scheduled follow-ups, and shared tools. By training your teams in this method, you reduce improvisation, increase consistency, and multiply your chances of closing sales.
4. You are attracting the wrong prospects
Even with a good sales strategy, it's difficult to close deals if the right people aren't knocking on your door. Too often, businesses waste time and energy talking to prospects who aren't interested, aren't ready to buy, or simply aren't a good fit for their offer.
What is often noticed:
The result: a stagnant conversion rate, exhausted salespeople, and a feeling of frustration on both sides.
What needs fixing: It all starts with good targeting. Who is your ideal customer? What are their needs, priorities, and budget? Once this profile is defined, your marketing messages must speak directly to them. And above all, your campaigns must be aligned with the reality on the ground: the leads passed on to sales must be qualified, interested, and consistent with your value proposition. Good alignment between marketing and sales allows you to focus your efforts on the right people at the right time. This is what makes all the difference between a strategy that generates noise… and a strategy that generates results.
5. You are not tracking the right performance indicators
In many companies, sales are managed "by feel." They rely on impressions, spontaneous conversations in the hallways, or the general feeling that "things are going well." But without clear indicators, it becomes impossible to manage performance, identify roadblocks, or make informed decisions.
What we often observe:
Without reliable data, it is difficult to know if a representative is actually performing, if a marketing campaign is profitable, or if follow-ups are being made at the right time.
What you need to implement: You don't need a complex tool to get started. What matters is rigorously tracking the right metrics: average sales cycle length, conversion rate per stage, average sales value, and number of follow-ups per opportunity. A simple spreadsheet updated weekly can be enough to highlight trends, quickly adjust your strategy, and align the entire team on the right objectives.
Key takeaways
Stagnant sales are never a matter of chance. A close analysis of the situation often reveals the same underlying causes:
But stagnation is not inevitable. With a clear structure, aligned processes, and good management, even a small team can generate excellent results. It's not about revolutionizing everything, but about adjusting what's holding things back and laying a solid foundation.
At NOVERA, we act as an external Revenue Director. We don't just diagnose. We structure sales, train teams, monitor key performance indicators, and support the transformation. Step by step, with you.
Need to start over on a solid foundation? Let's talk about it.