Common mistakes seen in sales by Quebec SMBs
Selling isn't just about instinct.
In Quebec, many SMBs still rely on the instincts or individual experience of their salespeople to ensure growth. "Natural" salespeople are valued, those with charisma or a strong network. But in reality, these qualities are no longer enough.
Having a good product or service doesn't guarantee anything if the sale relies solely on isolated efforts. And it's not for lack of will. On the contrary, leaders and their teams put a lot of energy into it... but that energy is often scattered.
The real difference comes not from flair, but from a structured framework.
When you frame sales with clear processes, appropriate tools, and concrete metrics, you move from a random approach to a predictable one. This is where sales becomes a strategic lever, not a constant headache.
Mistake 1: No visibility into the sales pipeline
In many SMBs, action is valued. Seeing a representative make calls, follow up, or rush between meetings gives the impression that the sale is moving forward. But when you look at the results more closely, you see something else: a lot of effort, few conversions.
What we often observe:
- Follow-ups that drag on without a clear structure
- Salespeople who don't prioritize the right opportunities
- Repeated tasks that do not lead to concrete decisions
Why this is a problem
Being busy gives a false sense of control. But without priorities, a method, and clear metrics, you end up wasting time... and sales.
What we recommend at DETA
We start by clarifying the stages of the sales cycle, then we structure the team's daily routine with simple tools: pipeline, tracking rules, performance indicators. The goal: each action taken must bring a decision closer, not simply fill the agenda.
Mistake 2: Not understanding why the conversion rate is dropping
In many cases, managers notice a decline in results, but are unsure of exactly where it comes from. Sometimes the market is blamed, sometimes the sellers... without concrete evidence.
What we often observe:
- No structured tracking of conversion rates at each stage of the sales cycle
- No distinction between process, supply or execution issues
- Decisions made on impressions rather than data
Why it's a problem: Without a clear diagnosis, we implement solutions that don't address the real issue. We may invest in advertising when the problem lies in scheduling appointments. Or we may blame the salespeople when the process is unclear.
What we recommend at DETA: We segment the sales cycle analysis: How many prospects enter? How many move on to the next stage? Where are the bottlenecks? This clarity allows us to identify weak points and act where it really matters.
Mistake 3: Having salespeople without a clear process
In many SMBs, they hire one or two salespeople... and then leave them to their own devices. Each person works in their own way, with their own words, tools, and approach. The result: it's impossible to know what really works and why it doesn't.
What we often observe
- No sales script or structured discussion framework
- No common tracking or follow-up tools
- Each seller builds his own method without alignment with the company's strategy
Why it's a problem This lack of consistency hurts results. The company relies too heavily on individual talent and loses direction if a salesperson leaves. Additionally, it becomes difficult to train, evaluate, and improve the team.
What we recommend at DETA: We create a common foundation: a sales plan, shared tools, and collectively tracked metrics. Each salesperson retains their individuality but follows a proven process. This is the difference between "making sales" and "building a sales department."
Mistake 4: Relying solely on emotions to make decisions
Some sales decisions are still too often made "on feeling." We think a pitch works because a customer smiled. We judge a salesperson to be successful because they seem motivated. We believe a month is good because "the phone rings more."
What we often observe
- No reliable data on conversion rates, lead sources, or closing times
- Decisions made based on intuition or team impressions
- No concrete measurement of the impact of commercial actions
Why it's a problem: Without data, it becomes impossible to know what needs to be optimized. We waste time on the wrong priorities. And above all, we can't repeat what works well since nothing is actually measured.
What we recommend at DETA: We install simple yet powerful indicators, adapted to the reality of each SMB. We track the right numbers at the right time. Because a successful sales team doesn't work in a fog; it works with clarity.
Mistake 5: Changing your approach too often without ever getting to the bottom of things
When a company isn't seeing the expected results, the reflex is often to change everything. They modify offerings, prices, messaging, tools, or even salespeople. Sometimes all at once.
What we often observe
- Constant changes without analysis of real causes
- A team that no longer knows what to rely on or how to sell
- A feeling of instability that hinders performance
Why it's a problem: Change for the sake of change tires teams. And without a thorough diagnosis, we're not solving the real problem. We're only shifting the symptoms. A drop in performance, for example, may be due to a targeting problem... not the seller.
What we recommend at DETA: Before making any changes, we take the time to understand. We analyze the data, the processes, and the structure. A good sales strategy isn't based on quick decisions, but on thoughtful, consistent, and well-executed decisions.
What to remember
The sales errors we regularly observe in Quebec SMBs are not due to a lack of will. They primarily reflect a lack of structure, clarity of priorities, and reliable indicators to guide decisions.
Poorly defined goals, a poorly managed team, or a lack of follow-up may seem like minor issues on a day-to-day basis. But when combined, these factors slow your growth, eat into your margins, and undermine your salespeople's motivation.
Correcting these mistakes requires more than a few adjustments. It often requires reviewing the entire sales strategy, ensuring that every action has a clear purpose and that every team member knows how to contribute. This is exactly where DETA comes in.
As an external Revenue Director, we help you structure your sales, clarify your business vision and build solid foundations for sustainable growth.
Do you recognize yourself in one or more of these mistakes? It's never too early to get your sales back on track.
Discover how DETA can support you towards healthier and more predictable growth.
