“A” players generate 5x more revenue than “B” players and 10x more than “C” players.

Relying on the heroic efforts of a few eventually catches up with you. When 20% of the sales team produces 80% of the revenue, something is wrong. The labor expense associated with the sales team incurred by the company has to be justified, or a head count reduction is warranted. Tolerating under-performers, hiring mistakes, and very long new hire productivity cycles all lead to missed revenue targets — and job loss for the head of sales.


For a complete resource of emerging best practices to attract and develop A-Player talent, review the How to Make Your Number in 2018 Workbook. Flip to the People Plan phase starting on page 367.


Before you get beyond Q2, consider some unexpected advice about B players. Also, take advantage of a downloadable tool to make the most of your human capital.


Time for Topgrading


Topgrading is a proven method for continuous talent improvement. It directs leaders to rank each player with an A, B or C designation. (For more details on how to grade talent, refer to Topgrading for Sales.) Once the assessment is done, take the following actions:


  1. Nudge C players out of the organization
  2. Challenge and cultivate A players
  3. Maximize the potential of B players


Step 1 above can be difficult, but it is straightforward. Use persistence and compassion to move C players to more suitable roles.


Step 2 requires more creativity and diligence. A players are the ones most likely to leave. Competitors actively pursue them. Fortunately, they are worth every minute invested. They deliver beyond expectations and make upside deals happen.


Step 3 is the focus of this article to learn how to develop your B Players.


The Oreo Factor


The secret is in the middle. B players are often overlooked.  Think of them as the fixed income investments in your portfolio. They lack the glamour and upside of high-risk investments. However, they pay off consistently without drama. Who are they and what makes them tick?


B players value stability in their professional and home lives. They quietly strive for career progression with little fanfare. Over time, they build a deep familiarity with company methods and history. During times of change, they provide a perspective that sustains organizational performance. Their low profiles make them some of the most secure and focused contributors.


Harvard Business Review published Let’s Hear it for B Players  with insights offered by Thomas DeLong and Vineeta Vijayaraghavan.  These insights are timeless, and relevant today. Their research sub-divided B players into 4 groups:


  1. Former A players
  2. Truth tellers
  3. Go-to managers
  4. Middling people


The Faces of B Players 


To leverage B player strengths, learn what motivates them. Here is a brief synopsis of each category:


1. Former A Players 


Some A players step off the fast track for a better work and home life balance. These B players are often tenured and politically astute – they can step up during times of crisis. They are capable of A-level achievements, but under their own conditions.


2. Truth Tellers 


Brutal honesty often keeps these B players from ascending to higher responsibility. They often probe topics that others are afraid to question aloud. Their preference for truth over personal advancement makes their opinions highly valued.


3. Go-to Players 


These B players lack the skills and charisma of top sales performers – and they know it. Their success is due to the extensive network of relationships they have developed. They have a deep understanding of how to get things done. Others readily confide in them and enrich their store of collective wisdom.


4. Middling people 


‘Middling’ people are dependable team players. They require little maintenance and tend to be risk-averse. Perhaps less competent than the other B players, they are still solidly motivated and loyal. Treated appropriately, they will produce acceptable results every year.


Five Ways to Foster 


B players are motivated and developed differently than A players. Here are 5 key areas to focus on:


  1. Acceptance. A players are likely to undervalue B performers. Leaders often try to mold others to conform to their own standards. It is best to find out what they want from their careers. Pair them with advisors who can help them achieve it.
  2. Stress. A players thrive on high stress and large quantities of work. B players can perform when workloads increase, but they cannot sustain extreme work levels. Design the role to give them the work-life balance they need.
  3. Time. B players will gratefully accept coaching time, but they won’t demand it. Managers must be careful to give them the time they deserve. A regular coaching cadence will ensure they are not overlooked.
  4. Rewards. B players are less likely to be assigned to high profile opportunities. Be sure they are rewarded in other ways. Look beyond the compensation plan design. Non-cash recognition can play an important role.
  5. Choices. There is a temptation to advance only the careers of star performers. High-potential B players need something similar but suited to their unique ambitions.  Offer the opportunity to work on cross-functional teams. Find creative ways to engage them with senior leaders.


Next Steps and a Tool


Assessing talent should be an annual initiative. The ratings are temporary. People grow, mature, get cranky or become complacent. Ensure that your talent is tracking in the right direction. Download and use the Development Planning Tool as a first step.


This tool organizes A, B and C players, enabling a more detailed planning for each individual. Initial assessments can be difficult if you have not done them before. Engaging experienced professionals for the first iteration can help establish a repeatable process.


Don’t wait to put a plan in place to get the most out of your talent. Don’t overlook the contributions of your B players. Assess the sales force to find out who they are. Develop programs that are tailored to maximize the strengths of your human sales capital. 


Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job


Sales Revenue Growth