Will You Live Up to Your Sales Potential?
It has been said before that the word potential simply means you have not done it yet. Your company is waiting on you to get there, your family is waiting on you to get there, and even you are waiting to reach your goals.
Understanding Your Sales Potential vs. Your Capabilities Gap
Let’s talk about the word potential for just a minute. Nick Saban, the former Alabama football coach, does not even use the word potential when he talks about success. He talks about an individual’s “capabilities gap.” Your capabilities gap is the space between what you can do and what you actually do. And here is the reality: most of us have a capabilities gap that is quite sizeable because we overestimate our current delivery or output of work while, at the same time, underestimating what our true capabilities might be.
Take the salesperson who is supposed to make eight calls per week but is only making two calls per week. Forget about their potential—just ask what would happen if they closed their capabilities gap. You can talk about sales potential all you want, but who really cares? Do you have the sales potential to lead your company? Sure you do. But will you do it? Not unless you have actionable steps that will close your capabilities gap.
How to Reach Your Full Sales Potential
There is no doubt that sales motivation plays an important part in the success of a salesperson. But motivation will only take you so far. Commitment is also important, but everyone is committed until being so becomes inconvenient. Remember this: it is you against you. Every. Single. Day.
The most important conversation you can have as you head into 2026 is the one you need to have with yourself. It is the conversation about when you are going to finally become everything you could have always been (by the way, it is never too late in your life to do that). Will you list out your dreams in terms of where you want to go, what you want to buy, who you want to bless, and the impact you want to make? Most of those things require money—and that money comes in greater abundance with a smaller capabilities gap.
Tom Brady said in his Hall of Fame induction speech, “You don’t need to be special to be great. You just need to do the things that most people don’t want to do—like being consistent, determined, and willing to work hard.”
So, about that conversation you need to have with yourself—maybe you should schedule that call sooner rather than later. Remember, the graveyards are filled with people who thought they had more time.
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FAQ: Sales Potential
Q: What does “sales potential” really mean?
A: Sales potential refers to the results you could achieve if you performed at your highest capability—closing the gap between your current habits and your true capacity for success.
Q: How can I increase my sales potential?
A: Start by identifying your “capabilities gap.” Set measurable activity goals, hold yourself accountable, and focus on consistency over motivation.
Q: Why does sales potential matter?
A: Recognizing your sales potential helps you focus on growth opportunities and eliminate the habits holding you back from long-term success.
