The Pareto Principle

Why You Should Train the 80%, Not Just Reward the 20%

The Pareto Principle shows up everywhere in sales teams. You've probably noticed it: roughly 20% of your salespeople generate 80% of your revenue.

It's tempting to shower these high performers with rewards, recognition, and resources while letting the rest coast along.

But here's the counterintuitive truth: your most significant growth opportunity isn't with your top performers—it's with everyone else.

The Numbers That Change Everything

Let's say your top 20% are already performing at 90% of their potential. Even with intensive coaching, you might be able to squeeze out another 10% improvement from them.

Your bottom 80%, however, might be operating at just 50% of their potential. A modest 20% improvement across this larger group delivers exponential returns to your bottom line.

The numbers don't lie:

• Improving top performers by 10% = small gains on a small group

• Improving average performers by 20% = massive gains on a large group

• The aggregate impact of training the 80% far exceeds focusing solely on the 20%

Why the 80% Underperform (It's Not What You Think)

Most underperformance isn't about talent or motivation. It's about gaps that training can fix

Skill Gaps:

• Lack of proper discovery techniques

• Weak objection-handling abilities

• Poor time management and prioritisation

• Inadequate product knowledge

Process Gaps:

• Inconsistent follow-up systems

• Unclear qualification criteria

• No standardised sales methodology

• Missing or outdated sales tools training

Mindset Gaps:

• The belief that they can succeed

• Low confidence in high-stakes conversations

• Fear of rejection limits activity levels

• Unclear understanding of their value proposition

• No personal development plan or career path

The Compound Effect of Training the Majority

When you invest in training your 80%, you create a ripple effect that transforms your entire sales culture:

Immediate Benefits:

• Higher overall team quota attainment

• More consistent month-to-month performance

• Reduced reliance on a few key performers

• Lower turnover as people feel more confident and capable

Long-Term Benefits:

• A larger pool of potential future top performers

• Stronger bench strength for leadership roles

• More resilient revenue streams

• Improved team morale and collaboration

How to Train the 80% Effectively

Start with fundamentals:

• Master the basics of your sales process

• Change their mindset to one of success

• Develop core communication skills

• Build product and industry expertise

• Establish consistent daily/weekly habits

Focus on practical application:

• Role-play common scenarios

• Shadow top performers

• Practice with real prospects in low-stakes situations

• Get immediate feedback and coaching

Create accountability systems:

• Set specific, measurable improvement goals

• Track leading indicators, not just results

• Provide regular one-on-one coaching sessions

• Celebrate progress and small wins

Make it ongoing, not one-time:

• Monthly skills workshops

• Peer learning groups

• Continuous reinforcement of key concepts

• Regular assessment and course correction

The Top 20% Aren't Going Anywhere

Here's the beautiful part: focusing on the 80% doesn't mean neglecting your stars. Top performers are typically self-motivated and will continue excelling regardless.

They often become your best coaches and mentors for the developing team members. This creates a virtuous cycle where your high performers feel valued for their expertise while your average performers get the guidance they need to improve.

The Bottom Line

Your current top performers don't cap your sales team's potential—it's limited by how much you can elevate everyone else.

Stop putting all your coaching eggs in the basket of people who are already crushing it. Start investing in the majority of your team who have the most room to grow.

The 20% will take care of themselves. It's time to unlock the potential of the 80%.

Ready to transform your sales team's performance? Drop me a line, and I will be happy to provide a proof of concept for your teams.