Richard Higham pinpoints the industrys strengths and weaknesses and provides some tips for improving sales performance In one way sales performance is easy to measure. In many businesses it is simply a question of beating target. Anyone over target is seen as a high performer. Anyone under target must therefore be a failure. The high performer is therefore virtually bomb proof. They can get away with attitude and behaviour that would spell doom for a mid-ranking salesperson. This approach is often fostered by sales managers who are haunted by the fear of their star performer walking and their sales result for the year crashing and burning. But is this all that sales performance is about?