How to Overcome Your “Locker Room” Problem (So Your Biz-Dev Strategies Can Start Generating Results)

We’ve all been there:

Your leads just trickle in, or don’t come in at all. There’s no lack of effort—you’re trying hard, implementing strategies and processes you were sure would lead to more sales.

But they haven’t, and you’re about to bang your head against the wall looking for an answer.

You’re not cursed. But you may have a “locker room” problem.

Sports fans know the concept. But as you’re about to read, it can affect all kinds of teams, including teams of B2B sales reps and marketers.

When your locker room problem reaches the disaster stage, it can render your business development strategies ineffective, no matter how hard you work to implement them.

Here’s why:

“Locker room” culture creates the environment where success happens.

Even if you’re not a sports fan, you’ve probably heard about “cursed” sports teams that can’t find a way to win.

Just like you, they do everything by the book. They look to hire talented players. They use the latest tactics and techniques. They practice.

But it doesn’t translate to wins.

At the other end of the spectrum, there are teams that always seem to win, year in and year out.


Organizational culture is a big part of the reason.

Because here’s the thing:

Culture eats strategy’s lunch.

In business (even more than in sports), culture trumps strategy.

A strong sales culture creates strong sales hunters, and strong sales hunters use strategies to get better.

On the other hand, strategies and processes by themselves don’t do anything.

They exist on paper, or on a computer.

They can’t motivate an unmotivated sales rep, or focus an aimless one. They can’t set organizational goals, or instill core values. They can’t facilitate discussions, or offer support when things don’t go as planned.

In fact…

Strategy without culture can backfire.

If you only have mandated strategies or processes that you force on your sales team, it can create apathy, resentment, and high turnover. 

That’s the opposite of what you’re looking for: motivated, positive sales reps who want to be part of a winning team.

So if your well-planned strategies aren’t getting results, take a time out.

Look beneath the tactics and techniques, and examine the kind of “locker room” culture you need to ensure success.

If you’re not sure what to look for, check out these common elements of a positive sales culture.

Then start the process of creating a “locker room” that leads to success, year in and year out.