Most people’s one-to-one meetings with their managers are a wandering waste of time and energy.
As a sales manager, you were promoted because you were a great seller. But now? Your success isn’t just about hitting your own targets—it’s about making sure your team hits theirs. And the biggest lever you have? Your one-to-one meetings.
Early in my career, I managed five people, all in the same room. We talked constantly, so I assumed I knew what was going on. I didn’t. Later, when I had eight direct reports spread across seven countries and five time zones, I realised the only way to truly lead was through structured, focused, and strategic one-to-ones.
The problem: Sales managers default to the wrong conversations
Most new sales managers make two mistakes when it comes to one-to-ones:
- They turn them into pipeline reviews. Sales numbers matter, but your one-to-one is about the person, not just the performance.
- They wing it. Without a structured approach, meetings turn into casual check-ins rather than productivity-driving conversations.
If you’re doing either of these, you’re leaving leadership potential—and revenue—on the table.
The 5-step framework for transformative one-to-ones
If you want to lead a high-performing team, your one-to-one meetings must follow a clear, repeatable structure. Here’s the format I’ve used to drive results:
1. Check-In – Connect beyond the numbers
Start every session by asking about them—not just their work. A simple “What’s been exciting for you this week?” builds trust and sets the stage for an open conversation.
2. Update – Focus on objectives, not just activity
This isn’t a sales status update. Ask, “Are you on track?” If not, “What do you need to get back on track?” This keeps accountability high without making people defensive.
3. Feedback – Make it clear and actionable
Great leaders don’t wait for annual reviews to give feedback. Use the formula:
- What you observed: (“I noticed in last week’s call that…”)
- The impact: (“As a result, the client reacted by…”)
- The coaching question: (“Help me understand what happened?”)
4. Coaching – Develop their thinking
Instead of giving solutions, guide them with questions:
- “What’s your biggest challenge right now?”
- “What options have you considered?”
- “What’s stopping you?”
5. Planning – Turn talk into action
Every meeting must end with a concrete next step. Use a shared document to track commitments and ensure progress.
Why this works
Sales managers who master this process see dramatic improvements in team performance. Their reps feel more supported, accountability increases, and small issues don’t snowball into big problems.
The key is consistency. Put 15 minutes of prep time on your calendar before every session and treat these meetings as sacred. Never cancel. Never improvise.
Ready to lead instead of just managing to manage?
If you’re serious about upskilling from a top seller to a top leader, start by transforming your one-to-ones. And if you want to learn the exact strategies that the best sales leaders use, join my live event on How to improve your 1-to-1 meetings with your team.
Paul Morton,
CEO
PS: If you’re ready to take your leadership skills further, the Practical Leadership Course will help you become the leader your team deserves—and your own managers demand.
