Chris Lytle Sales Management Tip: Too many companies have wishes instead of standards. "I wish my people would make more calls," one manager told me. A standard is a measurable indicator of performance involving a consequence. If you're a manager, confront lack of sustained effort with coaching. If you're in sales, take action instead of looking for excuses. Clementine Paddleford, put it this way, "Never grow a wishbone, where your backbone ought to be."