by William Gilchrist, founder and CEO of Konsyg
Let’s talk about a harsh truth no one likes to admit: most companies are setting themselves up to fail when it comes to sales. How? By chasing quick wins, pricing themselves out of the market, and setting forecasts that belong in a fairy tale.
We’ve all seen it. The pressure to deliver results fast means companies jack up prices to hit big numbers, set sky-high targets, and expect deals to close yesterday. But here’s the problem: these strategies might look good on a slide deck, but they’re killing your long-term growth.
The reality is, these short-sighted moves create a vicious cycle. Overpricing drives customers away, missed targets kill morale, and an over-reliance on quick wins means there is no foundation for long-term success. Sales is not just about closing deals today—it is about building a system that keeps delivering tomorrow.
The Quick Win Fantasy.
It’s easy to get caught up in the idea of landing that one huge client or closing a big deal overnight. But sales doesn’t work like that. Quick wins rarely happen, and when they do, they’re often unsustainable.
Building relationships, trust, and real value takes time. Customers see right through desperation. If your entire strategy is built on landing whales with little effort, you’re ignoring the majority of prospects who could be your bread and butter.
High Pricing, Low Success.
Pricing for the stars doesn’t mean you’ll get there. Sure, premium pricing can work when your value backs it up, but overpricing just to hit aggressive targets is a fast track to losing deals.
Buyers are savvier than ever. They’re comparing you to competitors, checking reviews, and expecting more for their money. If you’re pricing your product or service out of the market while underdelivering on value, you’re pushing prospects to your competitors.
Forecasting Fumbles.
Now, let’s talk about forecasting. Setting unrealistic sales goals might sound inspiring in meetings, but it’s demoralising when your team keeps falling short. Overpromising and underdelivering not only crushes morale but also shatters credibility with stakeholders.
Your sales forecasts should be grounded in reality—based on data, market conditions, and the capabilities of your team. Anything else? It’s a recipe for missed targets and frustration.
How to Fix It
Play the Long Game.
Stop chasing instant gratification. Build pipelines, nurture leads, and create value that compounds over time. Quick wins might spike your numbers, but they are not a strategy but a distraction. Real success comes from a steady, repeatable process that keeps delivering long after the initial rush fades.
Right-Size Your Pricing.
Be competitive without undervaluing yourself. When pricing is driven by desperation rather than strategy, it backfires—pushing away customers and eroding trust. Set prices that align with the value you deliver, not just the numbers you want to hit.
Set Realistic Forecasts.
Let data drive your targets, not wishful thinking. Unrealistic goals set your team up for failure, creating pressure without progress. Strong forecasts push your team to perform while staying grounded in reality.
Focus on the Right Metrics.
Instead of just chasing big deals, look at metrics like pipeline growth, conversion rates, and customer lifetime value. Those are the real indicators of long-term success.
The desire for quick wins, big price tags, and eye-popping forecasts isn’t inherently bad, it’s the execution that’s the issue. When these tactics aren’t grounded in reality, they do more harm than good.
So, if your sales strategy feels stuck or underwhelming, take a step back. Ask yourself: are we setting ourselves up for real, sustainable growth? Or are we chasing the impossible?
It’s time to stop killing your sales expectations and start building a strategy that works. Because success isn’t about quick wins, it’s about playing the long game.
William Gilchrist is the founder and CEO of Konsyg, a global leader in on-demand sales solutions. With over 15 years of experience in enterprise sales across Asia, the US, and Europe, William has built and led high-performing sales teams for tech companies of all sizes, from startups to multinational corporations.
