Common mistakes seen in sales by Quebec SMEs

Selling isn't just a matter of instinct.

In Quebec, many SMEs still rely on the instinct or individual experience of their salespeople to ensure growth. They value "natural" salespeople, those with charisma or a good network. But in reality, these qualities are no longer enough.

Having a good product or service guarantees nothing if sales rely solely on isolated efforts. And it's not for lack of will. On the contrary, managers and their teams put in a lot of energy… but this energy is often scattered.


The real difference doesn't come from flair, but from a structured framework.

When sales are structured with clear processes, appropriate tools, and concrete indicators, they shift from a haphazard approach to a predictable one. This is when sales become a strategic lever, not a constant headache.


Yet, despite all the good intentions, certain mistakes are repeated time and again in Quebec SMEs. Mistakes that hinder growth… but that can be corrected once they are recognized.


In this article, we share with you the most frequent ones observed directly in the field.

Error 1: No visibility into the sales pipeline

In too many SMEs, when you ask a simple question like "How many opportunities are currently open?", the answer is often vague. People rely on memory, email exchanges, or poorly maintained Excel files. You hear phrases like, "We've sent several submissions; we're waiting to hear back."


But without a clear pipeline with defined stages, probabilities of completion, and a precise timeline, it is impossible to:

  • Making strategic decisions
  • Identify the blockages in the process
  • Forecasting future sales
  • Motivate the team with realistic goals


This lack of visibility means that sales efforts are disconnected from the reality on the ground.

The result: we never really know where we stand… or where we are going.

Error 2: Lack of rigorous tracking of submissions

In many SMEs, sending a bid is seen as the final step… when it is often where it all begins.


Too often, a quote is sent out and the client is expected to call back. But without a clear follow-up system, here's what actually happens:

  • The customer forgets
  • A competitor does better tracking
  • The opportunity falls between two stools


A submission that isn't followed up is a lost opportunity. A good process involves planned reminders, strategic follow-up (without being pushy), and ongoing communication to reassure and guide the client in their decision.


Lack of rigor at this stage is one of the most frequent causes of revenue loss in SMEs.

Error 3: No alignment between marketing and sales

In many SMEs, marketing and sales operate like two separate departments… when they should be moving forward together.


We invest in campaigns (Google Ads, newsletters, trade shows, social media), but once the leads arrive:

  • The sellers are unaware
  • The leads are not qualified
  • No one is doing effective follow-up


The result: marketing believes that sales are not closing enough, sales believe that marketing is sending bad leads… and everyone loses time, money and motivation.


Good alignment is when:

  • Marketing and sales objectives are shared.
  • The leads are well-defined and well-transmitted
  • The campaigns are designed according to sales objectives.


Without this connection, efforts are diluted. With it, every dollar invested in visibility can actually generate revenue.

Mistake 4: Putting too much energy into the wrong prospects

It's a classic: sales teams exhausting themselves following up with prospects who will never sign.


Why is this happening?

  • Because we don't clearly know who a good customer is.
  • Because we lack objective criteria to qualify opportunities.
  • Because sometimes we prefer to stay busy… rather than admit that a client is not right for us.


The result: weeks wasted making submissions, follow-ups, reminders… for prospects who have neither a budget nor a real intention to sign.


A good customer is someone who:

  • Matches your offer and prices
  • Is able to make a decision
  • Shows a genuine interest in moving forward


Once we clearly define this with the sellers, everything changes. We spend less time running around and more time closing the right deals.

Error 5: No performance indicators are being seriously tracked.

It's simple: what you don't measure, you can't improve. But far too many SMEs still operate "by feel" when it comes to evaluating their sales performance.


We often hear:

  • "I think it's going well."
  • "We've had a lot of calls this month."
  • "Sales should pick up soon."


The problem? These impressions are no substitute for clear data.

Without figures, it's impossible to:

  • Knowing what works and what doesn't
  • Identify bottlenecks in the sales cycle
  • Compare the performance of the representatives
  • Adapting your strategy at the right time


Some basic indicators to monitor:

  • Conversion rate (from lead to sale)
  • Sales cycle length
  • Average value per sale
  • Number of follow-ups per opportunity


You don't need a complex CRM to get started. A simple method, applied weekly, is all you need. And that's often where the magic happens: as soon as the team sees the numbers, the right habits fall into place.

What we often see with our clients

When an SME contacts us, it's often because they think their salespeople aren't delivering. But in most cases, it's not a question of individual competence. It's a question of management.

The teams lack clear guidelines, an action plan, and a common methodology. Everyone is doing their best, but in different directions.

And of course:

  • Opportunities are not being properly pursued.
  • Marketing campaigns are achieving nothing.
  • The management lacks visibility.
  • The salespeople end up demotivated.


What we put in place changes the game quickly:

  • A structured pipeline
  • Clear sales steps
  • A common language between the teams
  • A dashboard to track the right indicators


The result: the same team, with a better structure, delivers much better results.

What it really costs you

These structural errors are not mere irritants. They have a real cost, often underestimated.


Every missed opportunity, every poorly qualified lead, every misaligned campaign costs you more than just a few sales:

  • Months of work wasted on leads that will never come to fruition.
  • Marketing budgets are wasted because no one is converting the leads.
  • Discouraged sellers, who end up giving up or leaving.
  • Ideal clients who sign elsewhere, with a better-structured competitor.


And meanwhile, you believe the problem lies with the people. When it often stems from a lack of structure.

How can we avoid these pitfalls?

The good news is that all these mistakes can be avoided. Not with more willpower or extra hours, but with a better structure:

  • Structure your pipeline with clear, measurable steps aligned with your field reality.
  • Implement a rigorous tracking system for all submissions, with reminders and precise deadlines.
  • Create a concrete link between marketing and sales, so that every lead is handled with a common approach.
  • Train your teams to target the right profiles, follow a uniform sales process, and prioritize their time effectively.
  • Measure what matters: conversion rate, cycle length, performance per representative, lead quality.

A simple structure, when properly implemented, can transform your sales.

Key takeaways

You can have the best salespeople in the world. But without structure, without vision, without alignment… your sales will plateau. The mistakes we see in Quebec SMEs don't stem from a lack of talent, but from a lack of methodology. And this lack is costly: in time, money, and opportunities.


At NOVERA, we act as External Revenue Directors. We don't just tell people what to do. We structure the sales department, implement the right processes, coach the teams, and monitor the results.


A well-structured sales department is a lever for growth.

And this leverage can (and should) exist, even in a small team.