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The Promotion Trap: Why Great Performers Often Struggle as Managers
- June 17, 2026
How many times have we witnessed this, it happens in organisations every day.
Someone performs exceptionally well in their role, a highflyer as we always call them.
They consistently achieve results, solve problems and are recognised as one of the strongest members of the team.
The next logical step seems obvious.
Promote them into management…
Yet this is often where the challenges begin.
One of the biggest mistakes organisations make is assuming that being excellent at a job automatically means someone will be excellent at leading people.
The reality is that the skills required to perform a role and the skills required to lead others are often very different. Most find out afterwards and not before which is a huge issue.
In This Article You Will Learn
In this article, we explore why great performers sometimes struggle when promoted into management, what organisations often overlook and how leadership development can help bridge the gap.
Success in a Role Does Not Automatically Create Leadership Skills
When individuals are promoted, they often continue to rely on the skills that made them successful in the first place, which causes lots of problems. They stay with their already proven habits which have created success.
However, the problem is that management requires a completely different focus.
Success is no longer measured by what the individual achieves, it becomes measured by what their team achieves.
This is a difficult transition for the majority of people.
Many new managers find themselves caught between continuing to deliver personally and trying to support, develop and lead others.
Next The Challenge of Letting Go
One of the most common challenges for newly promoted managers is letting go… I hear this so much in my coaching sessions, see hear for my coaching services
They know how to do the job. In many cases, they can complete tasks faster, solve problems more quickly and achieve the outcome themselves.
However, leadership is not about doing everything.
It is about developing the capability of others.
This requires a shift in thinking and actions, this is very hard to do especially when you enjoy your job.
The manager has to move from being the expert to becoming the enabler.
For many people, this is one of the hardest transitions to make.
Technical Expertise Is Not Enough
Technical knowledge remains important.
However, leadership requires additional skills.
I am sure if you are reading this you will be aware of some of the key areas, see below. These include:
- Communication
- Coaching
- Emotional intelligence
- Decision-making
- Building trust
- Managing performance
- Handling difficult conversations
These skills are rarely developed simply by being good at a technical role.
They need focused development and practice; coaching and training comes in here. If you look at our management and leadership courses here you will see we have different levels, from lower management to senior. Different skills between all the levels of management up to board level.
What is shocking we see so many managers in roles, and they have received no training, and they are in a mess. It really is ridiculous and it does not have to be this way.
Why Leadership Development Matters
This is where organisations can make a significant difference.
Promoting someone into management without supporting their development is often setting them up to struggle.
The most successful organisations recognise that leadership is a skill set in its own right.
They invest in developing managers through leadership programmes, coaching and opportunities to reflect on their experiences.
At Target Training Associates, we see this regularly through our leadership and management programmes. We always add group coaching or individual 1-1 coaching depending on the organisation needs after our courses. To be honest they all need coaching, but some businesses like to cut corners which in the long run does not work and is a complete waste of money.
Individuals who are highly capable often benefit enormously from developing coaching skills, communication techniques and greater self-awareness as they move into leadership positions. In fact it is a no brainer.
Look at some of the company’s we have helped, here is a link to our website.
Reflection Supports Leadership Growth
I always talk about this and that is one of the most effective ways for managers to develop is through reflection.
Leadership is often learned through experience.
The challenge is taking time to think about those experiences and identify what can be learned.
Questions such as:
What worked well?
What would I do differently next time?
How did my approach impact others?
These can significantly improve leadership capability over time.
This is why we place such importance on reflective practice within our leadership development programmes and through our leadership and management reflective journals.
With over 60 journals available on Amazon, we have developed tools to help leaders build reflection into their routine and continue developing long after formal training has finished.
Frequently Asked Questions
Why do high performers struggle as managers?
Because the skills that make someone successful in a role are often different from the skills needed to lead people effectively.
What skills do new managers need?
Communication, coaching, emotional intelligence, delegation, decision-making and performance management are all important leadership skills.
Can leadership skills be learned?
Yes. Leadership skills can be developed through training, coaching, reflection and practical experience.
Why is leadership development important?
Leadership development helps managers build the skills, confidence and awareness needed to lead teams effectively and achieve organisational goals.
How can coaching help new managers?
Coaching helps managers develop self-awareness, leadership confidence and the ability to support and develop others.
Final Thoughts
Being excellent at a role is something to be recognised and celebrated.
However, leadership requires a different set of skills.
The most successful managers are not necessarily those who were the best performers.
They are often those who are willing to learn, adapt and develop their ability to lead others.
And that is where leadership development becomes essential.
If you would like to see how we can support your management & leadership development and coaching please get in touch with Target Training Associates.
Contact us here on Tel 0800 302 9344 or via the link below.
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