{"id":5678,"date":"2026-07-07T10:00:00","date_gmt":"2026-07-07T09:00:00","guid":{"rendered":"https:\/\/www.biworldwide.com\/eu\/?p=5678"},"modified":"2026-07-03T13:54:18","modified_gmt":"2026-07-03T12:54:18","slug":"how-to-turn-middle-performers-into-consistent-high-performers","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/eu\/our-work\/blog\/how-to-turn-middle-performers-into-consistent-high-performers\/","title":{"rendered":"How to turn middle performers into consistent high performers"},"content":{"rendered":"<div class=\" has-content-align-left has-overlay has-overlay--light alignwide wp-block-biw-block-theme-hero\">\n\t<div class=\"biw-hero__grid\">\n\t\t\t\t\t<div class=\"biw-hero__breadcrumbs\">\n\t\t\t\t<div id=\"breadcrumbs\" class=\"breadcrumb-nav__wrapper\"><span class=\"breadcrumb-nav\"><span><a href=\"https:\/\/www.biworldwide.com\/eu\/\">Home<\/a><\/span><\/span><\/div>\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<div class=\"biw-hero__media has-dynamic-border-radius\">\n\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__overlay overlay-light\"><\/div>\n\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.biworldwide.com\/uk\/wp-content\/uploads\/sites\/16\/2026\/06\/website-banners-24.png\" alt=\"A runner in a yellow shirt and green shoes kneels at the starting line of a track, preparing to sprint. Colorful overlays in pink, orange, and purple highlight parts of the lanes.\" class=\"biw-hero__bg-image\" style=\"object-position: 71% 41%;\">\t\t\t<\/div>\n\t\t\t\t<div class=\"biw-hero__content\">\n\t\t\t\t\t\t<h1 class=\"biw-hero__title\" style=\"line-height: 1.2\">\n\t\t\t\tHow to turn middle performers into consistent high performers\t\t\t<\/h1>\n\t\t\t\t\t\t\t<h2 class=\"biw-hero__subtitle\">\n\t\t\t\t\tWhat sales leaders can learn from elite performance psychology and what this teaches us about sales motivation\t\t\t\t<\/h2>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__text\">\n\t\t\t\t\t\n\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Let&#8217;s Talk<\/a><\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__experts\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert\">\n\t\t\t\t\t\t\tJamie MacPherson\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert-title\">, Founder of CultureEQ<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert\">\n\t\t\t\t\t\t\tToby Crane\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert-title\">, Business Development Director, BI WORLDWIDE EMEA<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#related-experts\" class=\"biw-hero__experts-link\">More about the authors<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>If you lead a sales team, you\u2019ll recognise the dynamic.<\/p>\n\n\n\n<p><strong>A small group at the top delivers consistently. At the other end, there are people who are still finding their feet. And then there\u2019s the middle,&nbsp;the largest group by far.<\/strong><\/p>\n\n\n\n<p>These are capable people. Reliable, often hard-working. But performance tends to ebb and flow more than you\u2019d like.<\/p>\n\n\n\n<p>That inconsistency is one of the biggest challenges sales leaders face, not just operationally, but commercially too.<\/p>\n\n\n\n<p>In a recent conversation with <strong><a href=\"https:\/\/www.linkedin.com\/in\/jamie-macpherson-b48a3b\/\">Jamie McPherson<\/a>, <a href=\"https:\/\/cultureeq.co.uk\/\">Founder of CultureEQ<\/a><\/strong> and a specialist in performance psychology, we explored what sits behind this pattern and what helps shift it. What stood out was how closely his perspective aligns with something we\u2019ve believed at BI WORLDWIDE for a long time.<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Jamie Macpherson, Toby Crane - What is flow and why it matters?\" src=\"https:\/\/player.vimeo.com\/video\/1206064408?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Why \u201cmoving the middle\u201d matters<\/h2>\n\n\n\n<p>In most sales teams, the real opportunity for growth sits in the middle.<\/p>\n\n\n\n<p>Top performers are already operating close to their ceiling. They still need challenge and recognition, but the room for step-change improvement is limited.<\/p>\n\n\n\n<p>At the other end, lower performers often require more foundational support.<\/p>\n\n\n\n<p>The middle is different. It\u2019s where small, deliberate shifts can create a disproportionate impact, simply because of the number of people involved.<\/p>\n\n\n\n<p>That\u2019s the thinking behind our &#8216;Move the Middle&#8217; philosophy. And it came through clearly in how Jamie described high-performing environments.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why middle performers get stuck<\/h2>\n\n\n\n<p>One of Jamie\u2019s key points was that performance differences are often explained less by talent, and more by environment.<\/p>\n\n\n\n<p>He challenged the idea that the gap between top and middle performers is fixed. Instead, he pointed to factors leaders can directly influence.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left has-xl-font-size is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center\"><strong>\u201cIf you are clearer about your goals, performance goes up.\u201d<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>That idea sounds simple, but it\u2019s often where things break down.<\/p>\n\n\n\n<p>In practice, most people in the middle aren\u2019t lacking ability. More often, they\u2019re working without the conditions that allow them to perform consistently. When those conditions improve, it\u2019s usually this group that responds fastest. This is where the right incentive design can unlock huge potential within your sales team.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Jamie Macpherson, Toby Crane - Talent vs learning middle performers\" src=\"https:\/\/player.vimeo.com\/video\/1206064329?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u201cMy team is inconsistent. What\u2019s really driving that?\u201d<\/h2>\n\n\n\n<p>This is one of the most common questions we hear.<\/p>\n\n\n\n<p>Teams often go through strong periods followed by quieter ones. Leaders describe it as peaks and dips, hard to predict, harder still to manage.<\/p>\n\n\n\n<p>Jamie\u2019s perspective was that inconsistency in results tends to reflect inconsistency in what sits underneath.<\/p>\n\n\n\n<p>People in the middle are often dealing with a mix of:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>unclear expectations &#8211; what does good really look like?<\/li>\n\n\n\n<li>uncertain belief &#8211; am I capable of hitting this consistently?<\/li>\n\n\n\n<li>limited feedback &#8211; am I improving, or just staying busy?<\/li>\n\n\n\n<li>weak personal connection &#8211; why does this matter to me?<\/li>\n<\/ul>\n\n\n\n<p>When those elements shift, performance usually follows.<\/p>\n\n\n\n<p>Which is why increasing pressure or activity on its own rarely solves the issue. What makes a difference is stabilising the environment around performance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Three drivers that help the middle move<\/h2>\n\n\n\n<p>Throughout the conversation, Jamie kept coming back to a small number of fundamentals. They\u2019re not new ideas, but they are often inconsistently applied.<\/p>\n\n\n<div class=\" has-dynamic-border-radius has-image-size-cover has-image-radius-none wp-block-biw-block-theme-biw-card\">\n\t\t<div class=\"biw-card__content\">\n\t\t<h3 class=\"biw-card__title\">\n\t\t\t\t\t\t\t<strong>1. Clarity<\/strong>\t\t\t\t\t<\/h3>\n\t\t<div class=\"biw-card__text\">\n\n<p>Clarity is often underestimated.<\/p>\n\n\n\n<p>People need a clear sense of what they\u2019re working towards, how success is measured, and what good looks like in their day-to-day activity. They also need to understand how their role fits into the bigger picture.<\/p>\n\n\n\n<p>Without that, it\u2019s difficult to build confidence or maintain momentum.<\/p>\n\n\n\n<p>As Jamie put it:<\/p>\n\n\n\n<p><strong><em>\u201cIf you are clearer about your goals, performance goes up.\u201d<\/em><\/strong><\/p>\n\n\n\n<p>In practice, improving clarity might mean making goals more tangible, simplifying communication, or being more explicit about expectations. When people no longer have to fill in the gaps themselves, performance tends to become more stable.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n<div class=\" has-dynamic-border-radius has-image-size-cover has-image-radius-none wp-block-biw-block-theme-biw-card\">\n\t\t<div class=\"biw-card__content\">\n\t\t<h3 class=\"biw-card__title\">\n\t\t\t\t\t\t\t<strong>2. Interest (or personal motivation)<\/strong>\t\t\t\t\t<\/h3>\n\t\t<div class=\"biw-card__text\">\n\n<p>Motivation becomes far more consistent when it\u2019s personal.<\/p>\n\n\n\n<p>Jamie made this point very directly:<\/p>\n\n\n\n<p><strong>\u201cI can\u2019t tell you what will motivate you.\u201d<\/strong><\/p>\n\n\n\n<p>Instead, the role of a leader is to create the space for individuals to work that out for themselves.<\/p>\n\n\n\n<p>Different people are driven by different things, financial reward, progression, confidence, recognition, or even goals outside of work.<\/p>\n\n\n\n<p>What matters is helping people connect what they\u2019re doing now with something that matters to them.<\/p>\n\n\n\n<p>When that link is clear, effort feels more deliberate. Giving individuals some ownership, whether over their goals, targets or rewards, often shifts the dynamic from obligation to intent.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div>\n\n<div class=\" has-dynamic-border-radius has-image-size-cover has-image-radius-none wp-block-biw-block-theme-biw-card\">\n\t\t<div class=\"biw-card__content\">\n\t\t<h3 class=\"biw-card__title\">\n\t\t\t\t\t\t\t<strong>3. Learning<\/strong>\t\t\t\t\t<\/h3>\n\t\t<div class=\"biw-card__text\">\n\n<p>If there\u2019s one behaviour that consistently separates high performers from the rest, it\u2019s the speed at which they learn.<\/p>\n\n\n\n<p>They reflect on what\u2019s worked, notice patterns, and adjust accordingly. Over time, those small adjustments compound.<\/p>\n\n\n\n<p>Jamie spoke about how important it is to build this into team routines:<\/p>\n\n\n\n<p><strong>\u201cWhat have we done that\u2019s moved us forward?\u201d<\/strong><\/p>\n\n\n\n<p>It\u2019s a deceptively simple question, but one that many teams don\u2019t ask often enough.<\/p>\n\n\n\n<p>Middle performers are not necessarily less capable, but they are often missing that feedback loop.<\/p>\n\n\n\n<p>Introducing more structured moments to pause and reflect can help here. Regular check-ins that focus on progress, better conversations about how work gets done, and small repeatable habits all make a difference.<\/p>\n\n\n\n<p>When people can clearly see the connection between what they do and the results they get, performance becomes far less erratic.<\/p>\n\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The role of belief<\/h2>\n\n\n\n<p>Belief came up repeatedly in our discussion, and for good reason. It\u2019s surprisingly fragile.<\/p>\n\n\n\n<p>A poor meeting or missed opportunity can be enough to knock someone\u2019s confidence. Once that happens, hesitation creeps in, and performance can dip quickly.<\/p>\n\n\n\n<p>This is where leadership makes a tangible difference. Not just in setting direction, but in helping people recognise progress, reinforcing what\u2019s working, and reminding them of what they\u2019re capable of.<\/p>\n\n\n\n<p>Often, it\u2019s the accumulation of small moments, rather than big interventions, that rebuilds belief over time.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Jamie Macpherson, Toby Crane - why your best people lose confidence and how to fix it.\" src=\"https:\/\/player.vimeo.com\/video\/1206064330?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Consistency comes from systems, not just effort<\/h2>\n\n\n\n<p>One idea that captured this well was Jamie\u2019s distinction between \u201c<strong>doing time\u201d and \u201cstopping time.\u201d<\/strong><\/p>\n\n\n\n<p>Most teams are highly active. Calls, meetings, emails, there\u2019s no shortage of activity.<\/p>\n\n\n\n<p>What\u2019s often missing is the pause. The chance to step back, review what\u2019s happening, and make conscious adjustments.<\/p>\n\n\n\n<p>As Jamie put it, <strong>high-performing teams are deliberate about both<\/strong>.<\/p>\n\n\n\n<p>That balance is where improvement tends to happen.<\/p>\n\n\n\n<p>Even modest changes, creating space to reflect on what\u2019s working, what isn\u2019t, and why, &nbsp;can start to reduce inconsistency.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What it takes to move the middle<\/h2>\n\n\n\n<p>Looking across all of this, a clear pattern begins to emerge.<\/p>\n\n\n\n<p>When you <strong>improve<\/strong> <strong>clarity, strengthen personal motivation, increase learning speed and support belief,<\/strong> the variability in performance starts to reduce.<\/p>\n\n\n\n<p>That shift doesn\u2019t happen overnight. It\u2019s gradual, and sometimes easy to miss in the moment. But over time, it builds.<\/p>\n\n\n\n<p>And as it does, the middle starts to move, not in sudden jumps, but through steady, compounding progress.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Jamie Macpherson, Toby Crane - What high performers do differently\" src=\"https:\/\/player.vimeo.com\/video\/1206064331?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>If there\u2019s one thing to take from our conversation with Jamie, it\u2019s this:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center has-xl-font-size is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>The middle of a team isn\u2019t where performance settles. It\u2019s where it can accelerate.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>And often, the biggest gains don\u2019t come from hiring differently. They come from creating the conditions where more people can perform at their best, more consistently.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Want to hear more? Watch the full interview with Jamie here.<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How to Turn Middle Performers into Consistent High Performers\" src=\"https:\/\/player.vimeo.com\/video\/1206064332?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Looking to build more consistency in your team?<\/h2>\n\n\n\n<p>This is something we spend a lot of time working on with organisations, using careful incentive design to shape the conditions that support sustained sales team performance. <\/p>\n\n\n\n<p>If it\u2019s something you\u2019re thinking about, we\u2019re always happy to share more of what we\u2019re seeing and what\u2019s working in practice.<\/p>\n\n\n\n<div class=\"wp-block-group  layout-columns-10 has-global-padding is-layout-constrained wp-container-core-group-is-layout-0b5f5b40 wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-base-two-background-color has-background  has-dynamic-border-radius  layout-columns-4 has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-645d8aa7 wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--60);padding-right:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--60);padding-left:var(--wp--preset--spacing--60);background-image:url(&#039;https:\/\/www.biworldwide.com\/eu\/wp-content\/uploads\/sites\/16\/2025\/03\/CTA8.png&#039;);background-position:50% 50%;background-size:cover;\">\n<h2 class=\"wp-block-heading has-xxl-font-size\">The best way to get started is to get in touch!<\/h2>\n\n\n\n<p>Speak to a member of our expert team to learn how our solutions can motivate your sales teams.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-secondary-fill\"><a aria-expanded=\"false\" aria-haspopup=\"dialog\" href=\"#\" modal-id=\"header-lead-gen\" role=\"button\" tabindex=\"0\" class=\"wp-block-button__link wp-element-button modal-trigger core-button-trigger\">Let&#8217;s talk<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Most sales teams see the same pattern, a few high performers, a few struggling, and a large middle with inconsistent results. In this blog, we explore how to turn that middle into a reliable engine of performance, drawing on insights from our conversation with elite performance expert Jamie McPherson.<\/p>\n","protected":false},"author":18,"featured_media":5680,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"associated_experts":[{"id":5684,"title":"Jamie MacPherson","type":"industry-expert","slug":"jamie-macpherson","industry_expert_title":"Founder of CultureEQ"},{"id":5686,"title":"Toby Crane","type":"industry-expert","slug":"toby-crane","industry_expert_title":"Business Development Director, BI WORLDWIDE EMEA"}],"featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[43,47],"problem-space":[52],"wf_post_folders":[],"class_list":["post-5678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","content-topic-incentives-and-rewards","content-topic-recognition-and-motivation","problem-space-sales-team-motivation"],"featured_media_global":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - 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