Here Are Five Steps for You to Create Coaching Model

In the past, all you had to do was chase down your number.  Nowadays though, it’s not enough just to worry about getting a sale; there are many other things that come into play like % hitting quota or cycle time. Let’s know more on how to create coaching model.

There are a lot of new responsibilities that come with promotions. Expect to be doing more administrative work, board reporting and forecasting.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

4 Steps to Do Sales Coaching Tactically:

When I’m coaching salespeople, I focus on their perception of the role.

If you’re a sales coach, commit to these four things.

1. Use role perception to improve your sales coaching model.

2.Commit to the 4 non-negotiables in sales coaching.

3. Commit to Being Relevant to the Entire Team.

4. Understand your rep’s goals and work backward.

If you want to have a successful salesperson, it’s important for them to understand their goals. This way they can work backward from those points so they know what steps need to be taken.

If you follow these 4 steps to create coaching model, it will help your co-workers succeed.

With the average tenure of a VP of Sales dropping, this coaching series will give you an edge and help your chances for success!

Step 1: Utilize Role Perception to Improve Your Sales Coaching Model

A successful way to create coaching model is based on four levers:

1) The skills of who you hire.

Aptitude is a term for natural gifts of an individual.

You have to ask yourself: Would you rather hire people who are naturally talented in sales or just anyone?

2) The level of motivation of leam members.  

Motivation is the willingness to do whatever it takes for your team to win”no shortcuts.

Consider the fact that you might not need to jump-start your team every single day.

3) What does the team members possess.  

A skill is something a person can learn to be proficient at in six months or less. The following are two paragraph summaries of the same article:  “In today’s world, employers have been looking for qualified individuals who not only possess professional skills but also cultural awareness and knowledge from different backgrounds.” “Employers look for people with both general skills as well as those that will allow them to interact effectively with customers from diverse cultures.”

You should ask yourself: Do you want a team with high skill levels in the tasks that power your process, or do you want people still figuring things out?

4) A clear knowledge of a person’s role.  

Role is defined as the understanding of what a person’s responsibility is in their position at work.  

I always ask myself: would I rather have a team with clearly defined jobs or one that was constantly confused? Article: When it comes to hiring, particularly in the tech industry, there are many people who want to work for companies like Google and Facebook.  

Which of these are most important to drive the quickest wins?

The best way to ensure that your company is diverse and inclusive, with the most immediate impact and sustainability will be through Role Perception. When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough motivation for them. With my first salespeople, I made mistake of constantly testing pay structures.

Some employers think that motivation or skill provides the most immediate gains to short-term success. But successful organizations need all four elements of these qualities in order for sustained success.

Why is Role Perception a key lever?


The most valuable resource in any company is the time of every member, including the sales leader.

When it comes to performance, perception is everything. It can dictate how someone spends their time and the tools they use.

It’s common for salespeople to have seven or ten different roles. This is because of the lack of clarity in what they are expected to do.

Salespeople are often distracted by other tasks, so they spend less time selling. The article is about how to hire the right salesperson for your company. The paraphrase summarizes this idea and emphasizes that it’s important to have an understanding of what you’re looking for in a potential employee before hiring them because if not then there can be some difficulties when trying to find someone who fits these qualifications while also being able-bodied enough to do the job well.

How does this affect when you create coaching model?

Sales leaders spend the majority of their time on sales forecasting, prospecting and other administrative duties. The amount they dedicate to coaching is much lower than it should be.

The traditional role of a salesperson is to produce.

If you’re a salesperson, this could mean making more calls or going to more meetings. If you are in marketing and advertising, it might include coming up with new creative for digital platforms.

  • Leads.
  • Customers.
  • Sales.
  • Renewals.
  • Expansions.  

As a sales leader, you need to consistently work on coaching your employees and developing their skills. This will help them develop the necessary traits for success in this role.

The role of the salesperson is to produce, and their leader needs to reproduce skills that will lead them there. They need to help develop these skills by showing how they can be done.

This mindset will help you create a coaching model for your team that helps them figure out what is high-value or low-value activity.

[Summary] Action points on how to utilize Role Clarity into your sales coaching: 

  • Be sure to know what each salesperson wants from their work.
  • When you’re setting goals, help them visualize what success looks like.
  • Commit to doing your best to help each of the salespeople you hire reach their goals.

Step 2: Commit to theUse the 4 Non-Negotiables in Sales Coaching

1. A coach must have a personal investment in the success of those being coached.

2. The best coaches are willing to go all out, even if this means they will not be successful as salespeople themselves.

3. Sales coaching professionals know that it is important to continuously invest time into their coaching skills and knowledge base

4. Coaches need good people skills so that they can build trust with their clients quickly

1) Consistency 

The number one reason for failure in any business is inconsistency.

If you want to be a good coach, consistency is key. Consistency takes two forms:


The common response from the team when an organization initiates a coaching program is “This too shall pass.”

The main reason for inconsistency in 1:1 meetings with reps is because of the perception of what a sales leader’s role should be.

1:1s are important, but often times managers find that they don’t have time for them. That sends a message to employees that the manager isn’t their priority.


Salespeople should always know what they’re going to be talking about in their 1:1.

Too many organizations do not know the difference between coaching and having a conversation. They think that just because they have been talking to someone, it counts as being coached.

The art of coaching is about engineering moments of commitment. Here are some questions to ask when you sit down with your coworker: -What do I want from this conversation? -How can we create a plan for committing and sticking with it together? -What will the rewards be if we commit, and what could happen if we don’t follow through?”

  • What are the rep’s goals?
  • How willing were they to make a commitment and follow through?
  • What commitments will companies make to change and reach their goals?
  • How can you help people who are having trouble making these changes? English is a difficult language to master. There are many nuances that sometimes get lost in translation, but with good paraphrase skills it’s possible to capture the essence of an idea without being too literal about it.
  • How will they be measured?

When your reps come to a 1-on-1, they should be able to assess themselves and know what their game plan is. They also need high level direction for guidance.

2) Predictability

When I first began hiring, I didn’t know the difference between coaching and deal chasing.  I thought that more aggressive sales techniques would be enough of a motivator for them.

If you want to be able to predict what will happen when people are in the sales process, then just coach them on how they should do it. It would be best ot create coaching model. If your coaching is strong enough, success will come with ease. 

One of the most important things to do as a coach is make sure they understand their process and focus on it.

Salespeople need to have confidence in themselves, so you want them feeling pressure but not too much. The process should create predictability for the salesperson, which will make them more confident.

3) A level-up mentality

Coaching is for everyone.

Every salesperson needs help, even those who are hitting their numbers. As a manager or leader in the company, you have to think about what each person’s next goal should be.

If you can’t help your employees reach their goals as fast, or faster than they could on their own, then what value are you adding?

When you connect with your salespeople, they will become more committed to the company.

4) Collaboration 

Collaborative leaders don’t dictate to their employees, they help them do the best job possible.

You can help a salesperson learn by participating in the process.

If you want to create coaching model, it’s important to remember, your job is not just about reading articles and books. You have to go out there and do it!

You can stay in touch with what’s happening in your market by getting to know every member of the team. You will learn more about them and how you can help them find their next opportunity.

Step 3: Commit to Being Relevant to the Entire Team

In the past, it was perfectly acceptable to have a few top sellers make up 80% of your revenue.

The 8020 rule is simple: 20% of your team does 80% of the work. That means that only about 10-15 people are doing all the work!

But, chasing the 8080 principles has proven to be hard because so many sales leaders evaluate where coaching time should go.

Companies tend to look at performance in a binary way, either someone hit their goal or they didn’t. It’s all about winning.

If you operate under the assumption that there are only two types of reps: those who hit their goals and those who don’t, then this is a dangerous mindset.

I feel like I can’t fully relate to what my reps are going through.

Segmented vs. binary

The best sales coaches adopt a segmented approach to coaching their team. They create five segments, for example: those who are struggling at the start of the year and need more training; those who have been consistently successful throughout the first half of this year but now seem to be plateauing or running into obstacles they can’t overcome alone.

A Core performer is someone who meets the goal. They can go up to High Core or Star, and they can also slip down to Low Core or Poor.

By dividing performance levels, you can create a tool to help salespeople commit at moments of success or failure. You could also use this information as an example for what they should be doing.

Diving deep with examples

One of the most successful sales teams for a large financial institution beat their 2017 goal by 20%.  

This year was a record breaker, and it’s because the team completed 247% more sales process activities than their predictive model predicted. When the EVP got her new goal for next year, she didn’t get what she expected.

The company had invested more in the new salesperson, but they only met 22% of their quota.

She hit her goal because 8 of the people she hired were rainmakers.

The president wants to get better returns from the other 78% of the company, and set a goal for 50%. It’s almost twice what it was last year.

The sales leader was able to provide a way for each rep to set goals and move up the ladder.

After 60 days, the team’s attainment had improved by 38% and they were 240% above goal.

Leaders need to be aware of their employees and what they want, rather than focusing on themselves.

A compelling task to coach your pro reps

Some sales managers think it’s a waste of time to coach their star performers.

The word “coach” can be replaced with the word “relevant.” For example, “How do I coach my stars?” could become “How do I stay relevant to my stars?.”

Here’s why it’s important to spend time coaching your best people:

  • A 5% increase with the stars is generally greater than a 15% increase in pay for core employees. This math will help you get to know your star performers and how much they’re worth.
  • The best way to keep your top performers is through great coaching. If you want to make sure they are happy, stay relevant in their life and help them achieve their goals.

Step 4: Understand Your Rep’s Goals and Work Backwards 

Coaching is just more of a commitment than conversation.

Sales coaching professionals are able to engineer moments of commitment by adopting a tour guide mentality. This involves being prepared for the conversation, guiding it in the direction you want, and making sure that your client is on board with what they are saying.

Tour guide: has different information than what you will find online, and makes travel exciting.

Travel agent has a few brochures and stories about different destinations.

To get a sales rep to commit, you need to be their tour guide. The first step is asking them where they want to land on the segmented distribution chart. Once they tell you what goal it matters for, learn why.

This person may be motivated by commissions. Perhaps this person wants to earn President’s Club, or they need a strong year for promotion.

The first thing you need to do is determine what the sales rep wants and why they want it.

[Summary] Action points on how to set a roadmap based on your rep’s goals: 

  • To get the rep to the future state, map out what they need to do in order.
  • Define the desired outcomes that will motivate employees to meet certain competency levels.
  • If you want your salesperson to achieve a goal, make sure they have the resources necessary.


This was the first article in a five-part series about how to develop coaching skills for salespeople. Coaching does many things, including:

  • 30% improvement in production.
  • I noticed that 20% of my reps were hitting their goals, and I wanted to know why.
  • CRM use increased by 95%.
  • With these changes, our turnover rate has gone down by 30%.
  • 25% improvement in win rate.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.