(And What Overscheduling Is Quietly Costing Your Sales Culture)
We usually think trust erodes because of dishonesty, missed commitments, or unethical behavior. But there’s another, far more subtle trust-killer plaguing sales teams today: being overscheduled.
Overscheduled salespeople and leaders rarely see themselves as the problem. They see themselves as hardworking. Busy. In demand. But to everyone around them—colleagues, clients, and direct reports—their busyness quietly communicates something else: You’re not important. I don’t have time for you.
Revenue is lost. Credibility is weakened. Relationships stay shallow.
Let’s break it down using the word TRUST.
T = ime.
Yup, overscheduled people are almost always late to meetings and deliver well-rehearsed apologies and excuses. What they don’t realize is that being late is a glaring signal of disrespect. And disrespect signals a lack of integrity. The unintended consequence is lost credibility.
A sales manager blocks 30 minutes for a coaching session but walks in ten minutes late. This is after the sales manager has delivered multiple sermons to the salesperson on the importance of being on time for sales meetings. The sales manager’s incongruent behavior (walking the talk) decreases credibility and trust.
A salesperson consistently shows up three minutes late for Zoom calls with prospects. The prospect may not say anything—but they’re thinking, “If you can’t manage your own calendar, how will you manage my business?” Deal momentum erodes.
R = ushed.
Overscheduled people live in a state of constant hurry. And because they are in a rush, they aren’t fully engaged in conversations. Their non-verbal message: “Hurry up, I have things to do and places to be.”
Their conversations with people are superficial as are their relationships.
A rushed sales manager rarely earns their reps’ trust because people only share real concerns and goals with people with whom they have a relationship.
A rushed salesperson can’t build a referral network because we only give referrals to people we trust. I have a talented colleague whom I’ve stopped giving referrals. Why? She is so overscheduled that she often didn’t follow up in a timely manner, which was a reflection on my reputation.
U = derstanding. (Empathy)
Empathy is a thinking skill, not just a feeling skill. It requires time—time to observe, to notice nuance, to pay attention to what’s not being said.
An overscheduled person never takes the time to think much less about the feelings or concerns of others. They’re too busy mentally racing off to their next task missing the verbal and non-verbal cues to influence.
Overscheduled sales managers aren’t tuned into the emotions of their team, the people they are charged with developing.
An overscheduled salesperson isn’t tuned into the emotions of their prospects and customers, the people they are charged with developing a relationship.
S = loppy.
Okay, let’s say you show up on time. You pay attention. However, when you go to execute, you take shortcuts. Why? Because you don’t have time to prepare!
Sales managers show up on time to a coaching session. They are present. But because they are so busy, they didn’t schedule time for pre-call planning. The session is reactive, not developmental.
Salespeople run average sales meetings with average results. They’re so overscheduled they don’t take time to evaluate wins and losses. They continue to lose for the same reasons because they don’t take the time figure out why and where they win!
T = urnover.
Some healthy turnover is good because we want people on our teams who are still passionate about their work, the products they sell and the people they serve. However, losing good salespeople and good customers is a revenue killer.
Busy sales leaders who default to cancelling or not running meetings create cultures of mediocrity.
Top producers thrive in environments, one where the learning is rich. They eventually leave to find a sales culture where learning is valued.
Busy salespeople don’t conduct the basics of follow-up—even after they’ve crafted a proposal. They’re so busy that they don’t nurture clients and provide value outside of the sales cycle. Clients feel it and drift to a competitor who does have the time.
Being overscheduled isn’t a badge of honor.
It’s a breach of trust.
And in sales leadership—where trust is the currency—overscheduling is a silent revenue leak, a culture killer, and a credibility destroyer.
Your calendar is speaking. Make sure it’s saying: “You can trust me.”
Good Selling and Leading!