What to Do After You Miss Quota (And Why It Might Be the Best Thing That Ever Happened to You)
Everyone celebrates the win. But if you’re in sales long enough, the real story—the one that shapes you—is what you do after you miss.
Sales is the ultimate meritocracy. You’re only as good as your last number. But sometimes—despite working hard, doing the right things, and showing up every day—you still fall short.
You question your talent.
You wonder what leadership thinks.
You think about all the people who did hit.
You overanalyze every lost deal.
And maybe, just maybe, you start thinking it’s time to move on.
But let me offer another perspective. Here’s what I’ve learned about bouncing back—and winning bigger than ever:
1. Reflect. But Don’t Dwell.
When you miss goal, you’re handed a gift: clarity.
Look in the mirror—not to beat yourself up, but to learn.
What could I have done differently that was within my control?
Did I prospect enough—in the right places?
Did I tailor my message or fall back on lazy pitches?
Was I listening more than I talked?
Sales is probability. You can’t guarantee success. But you can raise your odds. And that starts with honest diagnosis.
2. Tweak the Process, Not Your Identity.
Missing quota doesn’t mean you’re not great. It means your process needs work.
Think about a golfer adjusting their swing. A tiny tweak—almost invisible to the eye—can change everything.
That’s what sales is.
Don’t focus on the scoreboard. Focus on the reps. The habits. The tempo. The message. The intention.
3. Execute Like Your Career Depends on It.
You’ve diagnosed. You’ve adjusted.
Now? Go all in.
This is where most people fail.
They try the new process once or twice… it feels weird… and they retreat to old habits.
But old habits got you here. They won’t get you to quota.
When I was nearly run out of my first AE role at Microsoft, I didn’t abandon what made me different—I doubled down.
I built my brand. I studied my clients. I followed up relentlessly.
I didn’t get better because I hoped I would. I got better because I had no other choice.
4. Own It. Track It. Hold Yourself Accountable.
Don’t just measure results. Measure behavior.
Did I do what I said I would do today?
Did I push myself outside my comfort zone?
Did I follow up the 4th or 5th time when others stopped at 2?
Did I study the customer’s mission like my job depended on it?
There’s no scoreboard for effort. But your future self is watching.
5. Steal Shamelessly from the Best.
You don’t have to reinvent the wheel.
Ask your peers what’s working. Get curious. Set your pride aside. Learn how THEY’re winning.
Then take what works—and add your spin.
Missing goal is painful. But it’s also powerful. It forces you to evolve, adapt, and get gritty again.
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