Build Accountability to Create an Unstoppable Business When you hold team members accountable, you're telling them you value them and their place on the team.

By Jason Forrest

Opinions expressed by Entrepreneur contributors are their own.

Bob Donnan | USA TODAY Sports

"When your teammate looks you in the eye and holds you accountable, that's the greatest kind of leadership there is," Philadelphia 76ers Coach Doug Collins said.

When you hold team members accountable, it's a way of expressing that you value them and their place on the team.

Even after leaders equip teams with information and training, the teams need someone to push them to reach their potential, to rise to the standard or simply to practice the behaviors that will lead to success.

Related: In Praise of the Stealth Leader: The Oft-Unsung Hero of the Office

People can be afraid of the word accountability, but it's because they often think it's going to mean that someone's shining a spotlight on their every misstep and making them feel they're just not enough. It doesn't have to be that way, but in order to build a culture of accountability, leaders must focus on long-term goals and be willing to embrace conflict.

Short-term efforts -- such as rallies -- may provide a shot-in-the-arm effect, but building accountability requires a long-term approach. Without continued coaching and daily reinforcement, team members don't retain training and knowledge. To succeed, teams need a support system to keep them on track, motivated and inspired.

They need leadership.

Related: Avoid the Dead Zone By Adopting 'Recruit Daily or Perish'

In order to play the role of a coach and equip sales professionals to become the best version of themselves, sales leaders must engage in conflict. There's a dangerously prominent idea that conflict equals death. Anytime we delay a tough conversation or sweep observations under a rug, we do our teams, ourselves and our companies a disservice.

It's a challenge to get people to exceed their own expectations, but conflict allows leaders to grow people and build trust. It's just about holding people accountable to doing what they're uncomfortable doing -- which leads them to become the best version of themselves.

One of the greatest benefits of embracing conflict is that it allows you to set new, higher expectations and then help people get out of their comfort zones to reach those expectations. While conflict can cause our hearts to pound and sweat to gather on our foreheads, a lack of conflict cheats us out of progress and growth. Balance is important here too -- embracing conflict doesn't mean you can't give a little sugar with the medicine. Set expectations, hold people accountable to those expectations, and then praise them when their behaviors line up.

Building a culture of accountability doesn't happen overnight, but it's worth the long-term effort. A team of people who are looking to improve is a worthy competitor. A team who embraces conflict is unstoppable. Build an unstoppable company by building accountability.

Related: This Is What Happens When Your Sales and Marketing Team Don't Mesh

Wavy Line
Jason Forrest

Author, Speaker, Coach

Jason Forrest is CEO at FPG, a national sales training company. He is an award-winning executive, the author of seven books, and the creator of cutting-edge sales and leadership training programs.

Editor's Pick

She's Been Coding Since Age 7 and Presented Her Life-Saving App to Tim Cook Last Year. Now 17, She's on Track to Solve Even Bigger Problems.
Lock
I Helped Grow 4 Unicorns Over 10 Years That Generated $18 Billion in Online Revenues. Here's What I've Learned.
Lock
Want to Break Bad Habits and Supercharge Your Business? Use This Technique.
Lock
Don't Have Any Clients But Need Customer Testimonials? Follow These 3 Tricks To Boost Your Rep.
Why Are Some Wines More Expensive Than Others? A Top Winemaker Gives a Full-Bodied Explanation.

Related Topics

Business News

California Woman Arrested For $60 Million Postal Service Scam

Lijuan "Angela" Chen faces two charges that each carry a maximum sentence of five years in prison.

Real Estate

Few Industries Are Better for First-Time Investors Than Real Estate. Here Are 4 Proven Ways to Make a Profit.

It's hard to overlook real estate's obvious advantages when it comes to investing. If you're venturing into this investment for the first time, here are some strategies to be the smartest investor that you can be.

Science & Technology

Is AI Killing Our Work Ethic and Purpose? A Balanced Perspective on Harnessing the Full Potential of Generative AI

Despite its popularity, human expertise and judgment remain essential in leveraging the complete potential of generative AI.

Business News

A Wegmans Employee Allegedly Stole Over $500,000 from the Company

Alicia Torres pleaded guilty to crimes carried out over nine years while working at Wegmans in Webster, New York.

Starting a Business

Ask Marc | Free Business Advice Session with the Co-Founder of Netflix

Get free business advice during our next Ask Marc, live Q&A, on 6/21/23 at 3 p.m. EDT. You don't want to miss it—send in your questions now.