The Biggest Mistake Sales Managers Make (And How You Can Avoid It)

1) For Teams of 20+ Agents | $200M+ Production 

Managing a high-performing real estate team of 20+ agents generating $200M+ in annual production is no small feat. With numbers like these, sales managers often focus on hitting production goals, pipeline management, and market share—but sometimes they overlook the foundational element that drives consistent performance: call quality and communication standards. According to the National Association of Realtors (NAR), 87% of buyers prefer to communicate directly with agents via phone or in person, emphasizing the importance of effective conversations in closing deals. Failing to monitor and coach call quality is arguably the single biggest mistake sales managers make at scale. 

Source: NAR 2023 Home Buyer & Seller Generational Trends 

Why Call Quality Matters More Than Ever 

In a team this size, even minor inefficiencies compound quickly. A single agent struggling with objection handling or failing to maintain momentum on calls can result in missed appointments, lost leads, and ultimately, decreased revenue. Studies show that 60% of sellers who choose an agent do so based on trust and confidence communicated during the initial interaction. Without a standardized system to track, review, and improve call interactions, managers are left relying on anecdotal performance metrics, which often miss the nuances of a conversation 

Source: HubSpot Sales Stats 2022 

High-volume teams also face the challenge of training consistency. While new hires may receive the same onboarding materials, ongoing coaching becomes sporadic if managers don’t have insight into every call. Research from Salesforce indicates that teams with regular call coaching and performance feedback see a 20% higher conversion rate. Without consistent evaluation, even top producers risk plateauing. 

Source: Salesforce State of Sales 2023

The Root of the Mistake 

Many sales managers assume that hitting production numbers is proof that the team is operating optimally. However, quantity often masks quality. Agents may be closing deals, but if calls lack empathy, confidence, or structure, they are leaving long-term opportunities on the table—referrals, repeat business, and brand reputation. This oversight is particularly costly in luxury or high-ticket markets where buyers expect not just competency but an experience that builds trust and rapport. 

Another common pitfall is over-relying on dashboards. While metrics like appointments set, sales closed, and average deal size provide useful insight, they cannot capture the subtleties of a conversation. Research from the Harvard Business Review notes that “emotional intelligence during client interactions is a stronger predictor of sales success than raw sales metrics alone.” 

How to Avoid It 

The solution isn’t more meetings or stricter quotas—it’s a structured approach to coaching that includes call monitoring, role play, and standardized evaluation criteria. Here are practical steps high-performing managers implement: 

1. Implement Call Review Processes 

Regularly reviewing calls allows managers to identify patterns in objection handling, confidence, and closing techniques. High-performing teams often use a structured rubric to evaluate calls across key dimensions: inspiring confidence, handling objections, and maintaining sales momentum. 

2. Use Role Play and Scenario Training 

Simulated calls provide a safe environment for agents to practice and refine their skills. For example, recreating a real client call where the agent struggled allows the manager to provide immediate, actionable feedback. 

3. Track Improvement and Recognize Excellence 

Rather than focusing only on shortcomings, managers should highlight calls that demonstrate exceptional skill. Recognizing excellence motivates the team and provides concrete examples for others to emulate.

4. Leverage Technology for Scalability 

High-performing teams use platforms that track, analyze, and suggest improvements for every call. These tools can aggregate insights across the team, highlight areas for improvement, and even provide AI-driven coaching recommendations. The result is a consistent and measurable increase in call quality, leading to higher conversion rates and stronger client relationships. 

Conclusion 

For teams generating $200M+ annually, overlooking call quality is not a minor error—it’s a strategic misstep that can limit growth and diminish client trust. By investing in structured coaching, role play, and continuous evaluation, sales managers can ensure their agents not only hit production numbers but also deliver consistently exceptional client experiences. High-quality calls today set the foundation for referrals, repeat business, and a reputation that sustains long-term success. 

2) For 10+ Agents | $50M+ Production 

Title: The Biggest Mistake Sales Managers Make (And How You Can Avoid It) 

Introduction 

Managing a growing real estate team of 10 or more agents generating $50 million or more in production is a unique challenge. Teams of this size are no longer small, but they haven’t yet reached the scale of larger enterprises. At this stage, sales managers often focus heavily on 

metrics like lead volume, appointments, and closed deals. While these numbers are important, the quality of client interactions is often overlooked. How your agents communicate with prospects and clients can directly impact conversion rates, client retention, and overall team growth. 

Why Call Quality Matters

Even productive teams can be leaving opportunities on the table if call quality is inconsistent. A lead might respond positively to initial outreach but drop off later due to unclear next steps, poor objection handling, or a lack of trust-building during the conversation. Call quality isn’t about being friendly—it’s about guiding a prospect through a structured, confident conversation that builds trust, addresses concerns, and clearly outlines next steps. 

For teams at the $50M production level, small inconsistencies can scale quickly. One agent struggling with objections or follow-ups can affect multiple deals, creating inefficiencies that compound across the team. Without a structured approach to evaluating and improving call quality, managers risk letting these issues persist unnoticed. 

Common Pitfalls for Mid-Sized Teams 

One common mistake is assuming that numbers alone indicate performance. Managers may see agents hitting their targets and believe everything is running smoothly. But high production can mask inconsistencies in client experiences. 

Another mistake is irregular coaching. Many mid-sized teams focus on urgent deal-specific issues rather than implementing systematic skill development. While it’s necessary to address immediate challenges, failing to create a structured approach for improving call quality can result in uneven experiences for clients and missed opportunities for agents to improve. 

Practical Strategies for Improvement 

Managers can take several practical steps to ensure consistency and improvement: 

1. Call Evaluation Metrics: Establish a rating system based on confidence, objection handling, and maintaining momentum. This provides objective insights into agent performance beyond just numbers. 

2. Regular Coaching: Provide structured feedback sessions where agents review past calls, discuss challenges, and practice improvements. 

3. Role-Play Exercises: Encourage agents to rehearse real-world scenarios in a low-pressure environment. Practicing challenging conversations helps reinforce good habits and builds confidence.

4. Track Improvement: Use consistent metrics to measure progress over time, identifying trends and highlighting best practices for the team. 

The Business Impact 

Focusing on call quality has measurable results. Even minor improvements in objection handling or confidence can increase lead conversion rates, improve client satisfaction, and reduce missed opportunities. For a team at $50M production, these gains can translate to significant revenue growth and a stronger reputation in the market. 

Conclusion 

For mid-sized teams, growth is not just about the number of leads or deals—it’s about ensuring every client interaction is structured, confident, and consistent. By implementing objective evaluation, structured coaching, and regular practice, sales managers can elevate their team’s performance and create a culture of continuous improvement. 

3️) Generic Version 

Title: The Biggest Mistake Sales Managers Make (And How You Can Avoid It) 

Introduction 

Sales management is a complex role. Whether you’re leading a small team of a few agents or a larger group, the goal is always the same: help your team close more deals while providing a consistent, high-quality experience for clients. Yet, even experienced managers often overlook one critical factor that can make or break team performance—call quality. Many managers focus on metrics like leads generated, appointments booked, or deals closed. While these numbers matter, they don’t tell the full story. How your team communicates with prospects and clients can have a direct impact on conversions, client retention, and long-term success. 

Why Call Quality Matters 

The way an agent handles a conversation is more than just friendly banter—it’s the foundation of trust and influence. When calls are inconsistent or poorly structured, even a

highly motivated agent may lose a lead or fail to secure a next step. Calls that lack confidence, clear next steps, or effective objection handling can silently cost your team opportunities and revenue. 

Managers who don’t actively assess and improve call quality risk letting these issues persist. Over time, these gaps become habits that affect multiple team members, ultimately creating inefficiencies that numbers alone cannot reveal. A structured approach to evaluating and improving calls ensures that your clients have a reliable, professional experience with every interaction. 

Common Mistakes Sales Managers Make 

One frequent misstep is assuming that high production automatically equals high performance. Agents may be closing deals, but inconsistencies in client interactions can still be harming conversions. Another common issue is irregular coaching. Managers often respond to urgent deal-related problems while neglecting systematic skill development. Without consistent coaching and feedback, team performance can plateau, and agents may repeat the same mistakes 

Practical Steps for Improvement 

There are actionable ways to address these challenges: 

1. Call Evaluation: Implement a grading system that evaluates calls based on confidence, objection handling, and the clarity of next steps. Objective metrics help identify patterns and skill gaps. 

2. Structured Coaching: Schedule regular sessions where agents review past calls, discuss challenges, and implement improvements. 

3. Role-Playing: Encourage agents to practice difficult conversations in a low-pressure setting. Repetition and simulation build confidence and reinforce effective techniques. 

4. Track Progress: Use analytics to measure improvement over time, highlight best practices, and provide data-driven insights for coaching.

The Bigger Picture 

Improving call quality has a direct impact on both revenue and client experience. Better objection handling, more confident conversations, and clearer next steps can increase conversions and client satisfaction, even if lead volume remains constant. Over time, these incremental improvements compound, creating stronger teams and more predictable results. 

Conclusion 

The biggest mistake sales managers make isn’t ignoring numbers—it’s overlooking the quality of conversations that generate those numbers. By evaluating calls systematically, coaching consistently, and incorporating practice opportunities, managers can elevate their team’s performance, foster continuous improvement, and deliver consistent client experiences.