Silver Medal Syndrome

8th July 2025 |   Andy Hough

Why your best sales reps are leaving and what you can do about it.

Sales leaders across industries are grappling with a hidden crisis that defies conventional wisdom: their highest-potential performers are walking out the door at alarming rates. New research reveals that sales representatives achieving 90-99% of quota demonstrate 60% higher turnover rates than those exceeding targets, despite delivering exceptional results. This counterintuitive phenomenon, which we term the silver medal syndrome, represents one of the most significant talent retention challenges facing modern sales organisations.

The syndrome draws its name from groundbreaking Olympic research conducted by Medvec, Madey, and Gilovich in 1995, which revealed that bronze medallists consistently appeared happier than silver medallists in post-competition interviews and on medal stands. The explanation lies in counterfactual thinking – our natural tendency to imagine alternative outcomes. Silver medallists focus upward on what they almost achieved: “If only I had run 0.1 seconds faster, I’d have gold.” Bronze medallists look downward at what they avoided: “At least I made the podium instead of finishing fourth.”

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