5 Reasons Your Sales Are Stagnant (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, you're launching campaigns, your salespeople are working hard... but results remain stable, or even declining. If you run a business in Quebec, this situation may sound familiar.


Sales stagnation isn't always caused by a lack of effort or motivation. In many cases, it stems from strategic or structural errors that are invisible to the naked eye but that hinder growth month after month.

In this article, we present the 5 most common causes behind sales stagnation in small and medium-sized businesses... and, above all, how to remedy them with concrete actions that can be implemented immediately.

1. You don't have a clear sales process

Too many businesses still operate on instinct or on 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:

  • Shorten sales cycles
  • Standardize the customer experience
  • Identify blockages faster
  • Train new salespeople more easily



Without this foundation, it's nearly impossible to improve your results because you don't know what's working... or what's not. And as long as your sales rely on different methods, your results will remain uneven.



What to do

Create a clear map of your sales process, with measurable steps and specific metrics. Make sure the entire team speaks the same language, follows the same benchmarks and uses the right tools. This is the starting point for unlocking growth.

2. You're relying on the wrong acquisition channels

Many SMEs persist in investing time and money in acquisition channels that don't deliver the desired results. Why? Because they rely on habits, intuition... or what the competition is doing.


 Some common mistakes we see:

  • Spending on Google Ads without a real conversion strategy
  • Being active on multiple social networks without knowing their real impact
  • Participating in events or fairs without measurable return
  • Use word of mouth as your only prospecting method


The problem isn't trying. It's not measuring. Without data, you continue to invest in channels that aren't bringing in qualified leads… and you miss out on more profitable opportunities elsewhere.


What to do: Start by analyzing your current lead sources. Which channels bring you real prospects? At what cost? Then, test new channels in a structured way: a goal, a budget, a trial period and then an analysis of the results. By adjusting your efforts to what actually works, you maximize your return on investment and better align your acquisition with your sales strategy.

3. Your salespeople don't follow a clear method

In many SMEs, each salesperson has their own approach. One favors small talk, another goes straight to the point. Some follow up a lot, others not at all. The result: a great deal of inconsistency in approaches... and performance that's difficult to track or improve.


What we often observe:

  • Improvised or incoherent sales pitches
  • Case-by-case objection management
  • Random reminders depending on mood or workload
  • No follow-up routine or shared structure



Without a common method, it becomes almost impossible to train new salespeople effectively, analyze results or correct course in the event of a decline in performance.


What to put in place: A structured framework doesn't restrict salespeople's personalities. It gives them guidelines: clear steps in the sales cycle, documented best practices, adaptable call scripts, planned follow-ups, shared tools. By training your teams in this method, you reduce improvisation, increase consistency... and increase your chances of closing sales.

4. You attract the wrong prospects

Even with a good sales strategy, it's difficult to close 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 offering.


 What we often notice:

  • Marketing messages that are too broad or vague
  • Campaigns that attract curious people, not buyers
  • A gap between the promises made online and what the sales team can deliver

The result: a stagnant conversion rate, salespeople running out of steam and a sense of frustration on both sides.


What to Fix: 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 one that generates results.

5. You are not tracking the right performance indicators

In many companies, sales are managed "by eye." We rely on impressions, spontaneous conversations in the hallways, or the general feeling that "things are going well." But without clear metrics, it becomes impossible to manage performance, identify bottlenecks, or make informed decisions.


 What we often observe:

  • No conversion rate tracking at every stage of the cycle
  • No idea how many follow-ups are needed before concluding.
  • A total lack of comparison between acquisition channels
  • Decisions made on instinct, without relying on figures

Without reliable data, it's difficult to know whether a representative is actually performing, whether a marketing campaign is profitable, or whether follow-ups are being made at the right time.


What to Set Up: 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 chart updated weekly can be enough to highlight trends, quickly adjust course and align the entire team with the right goals.

What to remember

 Stagnant sales are never a coincidence. A closer look at the situation often reveals the same causes:

  • A sales cycle that is too long or poorly defined, which prevents teams from moving forward with clarity.
  • Poorly chosen acquisition channels waste time and budget without delivering concrete results.
  • A lack of a sales method, which leads to inconsistency and hinders the performance of representatives.
  • Unclear targeting, which attracts the wrong prospects and unnecessarily complicates prospecting.
  • A lack of rigorously monitored indicators, which prevents any effective decision-making.


But stagnation isn't inevitable. With a clear structure, aligned processes and good leadership, even a small team can generate great results. It's not about revolutionizing everything, but rather about adjusting what's holding you back and establishing solid foundations.


 At DETA, we act as a Chief Revenue Officer. We don't just diagnose. We structure sales, train teams, track the right metrics and guide transformation. Step by step, with you.


 Need to get back on solid ground? Let's talk about it.