January sets the tone for the year, and for many sales leaders, it brings sleepless nights. The pressure to hit ambitious targets, lead high-performing teams, and navigate global uncertainty is real. Add informed, skeptical buyers and rapid tech changes, and the challenge is clear: success in 2026 demands resilience, trust, and adaptability.
We spoke to Graham Perkins, Director of Sales at Dale Carnegie, about the biggest stressors sales leaders face and asked him for his practical tips for overcoming them.
1. Fragile Economy
Economic volatility and buyer skepticism make selling tougher than ever. 71% of buyers prefer purchasing from someone they trust, yet only 31% trust their salesperson most of the time. (Dale Carnegie Research)
Graham’s Tip:
“Resilience is everything. Build confidence and keep communication open. Share the bigger purpose so people feel connected. And don’t forget trust – buyers want advisors, not order-takers. Even when they’re not ready to buy, stay in touch and add value. That’s how you stand out.”
2. Pipeline Challenges
A healthy pipeline is critical, yet only 22% of managers spend more than 20% of their time coaching, even though coaching drives pipeline quality (CSO Insights).
Graham’s Tip:
“Block time for coaching. It’s non-negotiable. And use AI smartly – let it speed up prospecting, but don’t let it replace the human touch. Relationships close deals, not algorithms.”
3. Hiring and Retaining Sales Talent
Let’s face it, most kids don’t dream about working in sales. And 58% of salespeople say lack of training is their biggest barrier to success (Forbes).
Graham’s Tip:
“Be real with your team. Share your own vulnerabilities – what worked, what failed. If you’re remote, create an engaging WhatsApp group. Celebrate all wins, even the small ones like getting an email reply. It keeps energy high and people connected. And never forget to keep learning and developing – it’s critical organisation’s continually invest in”
4. Personal Sales Pressure
Many leaders carry their own targets alongside managing a team. That’s a lot of weight—and burnout is real.
Graham’s Tip:
“Time management is key. Protect your calendar for leadership and selling. And delegate—don’t try to do it all. Share the load and trust your team.”
5. Managing Underperformance
Tough conversations are part of the job—but they don’t have to be painful.
Graham’s Tip:
“Feedback isn’t punishment for you or your team – it’s a chance to help someone succeed. Be clear, be constructive, and act fast. Accountability keeps everyone moving forward.”
But What About AI?
AI is changing the game in sales – speeding up prospecting, automating tasks, and streamlining processes. But as Graham points out:
“AI can speed up prospecting and streamline processes, but it can’t replace the human connection that builds trust and drives long-term results.”
That human connection is the foundation of consultative selling, and it’s why Dale Carnegie’s Winning with Relationship Selling programme delivers such strong results for salespeople at every level. Whether you’re new to sales or a seasoned pro, the principles apply because they focus on what buyers value most: trust, credibility, and genuine relationships.
Here’s what makes the program so effective:
Build credibility with informed buyers who are more skeptical than ever.
Uncover deeper customer needs to create solutions that resonate.
Sell on value—not price, reducing discount pressure and protecting margins.
Leverage AI and digital tools without losing the human touch that closes deals and drives loyalty.
Develop habits and frameworks that sustain high performance over time.
The Bottom Line:
Sales leadership isn’t about avoiding pressure – it’s about mastering it and setting your team up for sustainable success.
