Leading Sales – The Big Mistake that Will Cost You

“I am doing it all wrong.”

This week, during my Masterclass on Leading Sales – The First 90 Days, this phrase rippled through the chat as owners reflected on their onboarding programs. Almost unanimously, they admitted to rolling through the first 90 days with the wrong focus.

Instead of keeping sales top of mind, most onboarding programs were focused on product knowledge, technology, commission reconciliation, and a wide array of important—but not urgent—topics.

Here is the big mistake: Prioritizing knowledge over connection with customers.

Product knowledge is important. Technology is important. But in the first 90 days, the priority must shift to sales—specifically, how to attract, qualify, and research options for customers.

Many owners hesitate to let new advisors sell early, worried it may damage their brand or lead to errors. This concern is valid—and presents a powerful opportunity for growth as a leader. Leaders play a pivotal role in guiding advisors through the early sales process, ensuring they gain confidence and competency while representing your brand effectively.

For example, when a new advisor’s first prospect is interested in a Caribbean cruise, they don’t need in-depth knowledge about European tours—or even cruises. They need to know how to ask the right questions, identify the client’s needs, and research options to recommend the perfect trip, with your guidance.

They will never know “enough” in their first 90 days. Knowledge takes time to build, but without learning how to find customers and generate sales, they may not stick around long enough to use it.

“Keep the main thing the main thing.” – Stephen Covey In the first 90 days, the main thing is ensuring that advisors know how to create customers.

“The purpose of every business is to create and keep customers.” – Peter Drucker

When I started my business, my mentor stressed, “40% of your time needs to be spent on business development.” I never forgot it. I’ve witnessed thousands of advisors and small business owners come and go in this industry. Those who succeed keep their eye on sales! They know their numbers, and have a specific goal in mind of how many customers a new advisor can create in the first 90 days.

“The best salespeople aren’t the ones who know the most about the product—they’re the ones who know the most about the customer.” – Jeffrey Gitomer

Sadly, those who fail to focus on sales often quit. They become overwhelmed by how much there is to learn, feel inadequate, and lose confidence. This mistake doesn’t just cost your business—it costs new advisors the chance to experience the most rewarding part of this job: creating customers for life.

Geraldine Ree helps Travel Agency Owners grow their business and engage high-performing teams. Learn more here, discover more here, and Find out more here.