It’s a conversation I’ve had with many business owners and sales directors here in Dubai. The numbers are down, the team isn’t hitting targets, and everyone’s looking for the “fix” a new hire, a better CRM, maybe a marketing push. But before any of that works, there’s a harder step to take: look in the mirror.

Sales performance problems aren’t always about the team’s talent or effort. More often than we admit, they start at the top. If the leader’s focus is scattered, communication inconsistent, or accountability soft, the ripple effect is felt in every sales call, meeting, and client interaction.

A sales leader’s role is more than setting targets it’s about setting the tone. If you’re stressed, reactive, or disengaged, your team feels it. If you’re calm, clear, and present, they’ll mirror that too.

Here’s what I ask my clients when we diagnose a struggling sales team:

• Clarity: Have you clearly communicated what matters most this quarter?

• Consistency: Do you hold people accountable regularly, not just at crisis points?

• Coaching: Are you developing your people, or just managing their numbers?

• Example: Are you demonstrating the habits you want them to adopt?

I’ve watched teams here in Dubai turn around within months without changing headcount or product simply because the leader tightened their own discipline first. They became more visible in the field, more intentional in meetings, and more focused on reinforcing the right behaviours.

The truth is, your team is looking to you for more than instructions. They’re watching how you handle challenges, how you celebrate wins, and how you carry yourself under pressure. And in a competitive, fast-moving market like ours, that leadership presence can make the difference between a team that survives and a team that thrives.

So if you want your team to step up, start by stepping up yourself. Fix the leadership mirror first and you might be surprised how quickly the reflection changes.