The

SALES COACHING
TEMPLATE
for High-Performing Teams

There are “random acts of coaching,” and then there’s high-impact coaching – the kind that motivates
your team AND shows up in dashboards. Learn the 5-point framework elite sales managers use to get
their coaching to pay dividends.

Tactical Coaching Strategic Coaching Personal Coaching

Step 1: Focus on one area This is coaching 101: You Don’t just coach on calls, Help reps shake off a bad
per quarter and your reps will focus coach on deals: strategic call, keep their
For your coaching plan to on your sales technique to coaching helps your reps momentum throughout
deliver results go deep in boost win rates. proactively counter the quarter, and set them
one area rather than deal-breaking risks. on an unstoppable
shallow across the board. winning streak.

Step 2: Identify coaching Tactical coaching moves Strategic coaching Personal coaching builds a
opportunities the needle for your reps in delivers big results for your winning mentality and
Use data to identify weak these key areas: team’s pipeline: momentum:
points: conversion at deal 1. Light discovery 1. Account strategy 1. Grow confidence
stage, deal cycle length, 2. Poor objection handling 2. De-risking pipeline 2. Boost motivation
forecast accuracy, or low 3. Low activity 3. Competitive deal 3. Encourage
activity.
playbook self-coaching

Your coaching Your coaching Your coaching

opportunity: opportunity: opportunity:
Step 3: Build your Give reps a framework to
coaching plan replicate success based
Give actionable on where problems are
frameworks to your reps showing up:
so they can replicate
winning behaviors. 1. Light discovery:
Too many rapid-fire
questions
Too few open-ended
questions
Dominating the
conversation
Strategize with your reps Support your team to
to find your path to close: improve rep productivity:
1. Account strategy: 1. Grow confidence:
How are we engaging What was the high point
decision makers? of the week?
What’s our next best What’s the toughest
step? part of your sales cycle
today?
What compelling event
(on the buyer side) are
we using?

2. Poor objection 2. De-risking pipeline: 2. Boost motivation:

handling:
Not clarifying objections
Steamrolling objections
Low talk track adoption
What main risks are
present in our deals?
How can we get ahead
of those?
What is our
contingency plan?
What are you trying to
achieve in this
[deal/call/activity]?
What would it mean to
you if you could
achieve this?

3. Low momentum 3. Competitive deal 3. Encourage self-

playbook: coaching:
Not driving next steps
How are we positioning Where are you trying
Lack of follow up
vs the competition? to improve?
Low prospect
What’s the context of What new techniques
engagement
this particular deal and are you learning?
how does this impact
our approach?

Your framework: Your framework: Your framework:

Step 4: Back it up
with data
Measure your coaching’s
impact against specific
goals rather than overall
revenue and pipeline
numbers.
Step 5: Track team
progress
This will show you if reps
are adopting new
frameworks and if they’re
coming into other
problems preventing
them from reaching
their goals.
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Example #1
Light discovery:
dominating the
conversation
Goal: 40% talk time on
discovery calls
Example #2
Poor objection handling:
steamrolling objections
Goal: Improve patience
score by 1.5 seconds
Example #3
Low momentum: not
driving next steps
Goal: set 5 minutes to
review next steps at the
end of every call
Your goal:
Is progress slow to show up:
- Why?
- What did you learn?
Is progress stagnating:
- Can we combine the approach from our coaching plan with another action to further
increase results?
- What other levers can you pull to get to goal?
Is a new problem coming up:
- Has the plan had unintended consequences?
- How can you address this new challenge?
Example #1
Account strategy: How are Example #1
we engaging decision Grow confidence: Low
makers? response rate from
Goal: Schedule 3 C-Suite prospecting
calls per week Goal: Send 10 highly
personalized outreach
Example #2
emails per week
De-risking pipeline: What
main risks are present in Example #2
our deals? Boost motivation: Win rate
Goal: Engage 5 prospects is decreasing
per account Goal: Get all prospects at
Stage 4 to agree to a
Example #3
mutual action plan.
Competitive deal
playbook: What’s the Example #3
context of this particular Encourage self-coaching:
deal and how does this Learning new techniques
impact our approach?
Goal: Listen to 15 calls
Goal: Use customer from teammates.
references for deals stuck
in Stage 4 for more than
2 weeks.
Your goal: Your goal: