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I was reviewing call recordings with a VP of Sales at a technical company.
She was frustrated: the reps were going through the motions but missing connection.
No real discovery. No curiosity... just surface-level selling.
We didn’t start by layering in new techniques.
We paused. Why aren’t they engaging more deeply?
Here’s what we uncovered: They didn’t trust themselves.
Not enough to go off script. Not enough to handle an objection in the moment. Not enough to believe they could guide the conversation instead of controlling it.
When a rep avoids asking questions, it’s rarely about skill. It’s about self-trust.
And that is a leadership issue.
Because without safety and clarity from the top,even the most well-trained reps will default to safe.
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