--- name: sales-coaching-framework description: Build a comprehensive coaching program to continuously improve rep performance. Use when designing coaching programs, creating coaching cadences, implementing call review processes, developing role-play exercises, measuring coaching impact, or building coaching skills for managers. Triggers on phrases like "sales coaching", "coaching framework", "rep coaching", "call coaching", "coaching cadence", "role play", "sales training", "manager coaching". --- # Sales Coaching Framework Build a systematic coaching program that continuously improves rep skills, behaviors, and results through structured feedback and skill development. ## Workflow 1. Define coaching objectives aligned to sales process stages and performance gaps. 2. Establish coaching cadence: weekly 1:1s, monthly skill workshops, quarterly assessments. 3. Use conversation intelligence tools to identify coaching opportunities from actual calls. 4. Deliver targeted coaching: call review, role-play, skill-building exercises. 5. Set coaching goals and track progress against specific metrics. 6. Measure coaching impact on rep performance (conversion rates, win rates, deal size). 7. Iterate coaching approach based on results and feedback. ## Coaching Cadence and Structure ``` COACHING CALENDAR AND CADENCE ══════════════════════════════════════════════════════════════════════ Weekly Coaching (Every Week): → 1:1 Manager-Rep Meeting (60 minutes): Duration: 60 minutes Frequency: Weekly Agenda: 1. Review last week's metrics (calls, meetings, pipeline, deals) 2. Review 1–2 call recordings (from Gong/Chorus) 3. Discuss deal strategy for active opportunities 4. Identify coaching topic for the week 5. Set goals and action items for the week Focus: Tactical (deal-specific, immediate action) → Call Review Session (30 minutes): Duration: 30 minutes Frequency: Weekly (or bi-weekly if team is large) Method: Manager and rep listen to 1–2 call recordings together Focus: Specific skill (discovery, objection handling, closing, etc.) Framework: → Pre-call: Manager identifies call based on Gong/Chorus insights → Review: Listen together, pause and discuss key moments → Feedback: Specific praise + specific improvement areas → Action: Rep practices specific skill for next week → Team Huddle (15 minutes): Duration: 15 minutes Frequency: Daily or 3x per week Focus: Quick wins, pipeline updates, motivational check-in Format: Stand-up meeting, quick updates, one highlight per rep Monthly Coaching (Every Month): → Skill Workshop (90 minutes): Duration: 90 minutes Frequency: Monthly Topics: Discovery selling, objection handling, negotiation, demo skills, etc. Format: Presentation + group role-play + feedback Owner: Sales manager or sales enablement team → Pipeline Review (60 minutes per rep): Duration: 60 minutes Frequency: Monthly Focus: Deep dive into active deals, pipeline health, forecast accuracy Method: Deal-by-deal review with manager Output: Action plan for each deal, forecast confidence assessment → Coaching Assessment (30 minutes): Duration: 30 minutes Frequency: Monthly Method: Self-assessment + manager assessment of rep's skills Framework: Skills matrix (discovery, demo, negotiation, closing) Output: Skill development plan for next month Quarterly Coaching (Every Quarter): → Performance Review (90 minutes): Duration: 90 minutes Frequency: Quarterly Focus: Overall performance, goal attainment, career development Method: Data-driven review with self-assessment and manager assessment Output: Performance rating, development plan, career path discussion → Skills Certification (2–4 hours): Duration: 2–4 hours Frequency: Quarterly Focus: Certification on key sales skills (MEDDIC, SPIN, discovery, closing) Method: Assessment + role-play + manager evaluation Output: Certification level (beginner, intermediate, advanced) → Peer Coaching Session (60 minutes): Duration: 60 minutes Frequency: Quarterly Focus: Cross-team learning, best practice sharing Format: Top performers share techniques, group discussion Output: New techniques adopted by team ``` ## Coaching Framework by Skill ``` COACHING FRAMEWORK BY SKILL AREA ══════════════════════════════════════════════════════════════════════ Skill Area 1 — Prospecting and Outreach: Coaching Focus: → Opening hook effectiveness (first 15 seconds) → Value proposition clarity and relevance → Question quality and relevance → Handling gatekeepers → Follow-up persistence and timing Coaching Methods: → Call review: Analyze prospecting calls from Gong/Chorus → Role-play: Practice opening hooks and handling objections → A/B testing: Test different outreach messages and measure results → Shadowing: Listen to top performer prospecting calls Success Metrics: → Connection rate: % of calls reaching decision-maker → Meeting booking rate: % of connections resulting in scheduled meetings → Response rate: % of emails getting replies → Conversion rate: % of meetings resulting in qualified opportunities Skill Area 2 — Discovery and Qualification: Coaching Focus: → Question quality (open-ended vs. closed, exploratory vs. leading) → Pain point identification and quantification → Stakeholder mapping and multi-threading → Timeline and budget qualification → Competitor intelligence gathering Coaching Methods: → Call review: Analyze discovery calls for question quality → Role-play: Practice discovery conversations with simulated prospects → Framework training: MEDDIC, BANT, SPIN methodology → Scorecard review: Review qualification scorecards for completeness Success Metrics: → Qualification completion rate: % of deals with complete BANT/MEDDIC → Stakeholder depth: Average number of stakeholders per deal → Conversion rate: % of discovery calls resulting in demo/proposal → Win rate: % of qualified deals that close Skill Area 3 — Demo and Presentation: Coaching Focus: → Demo personalization to prospect's use case → Storytelling and narrative structure → Handling technical questions → Time management (staying within demo window) → Call-to-action clarity Coaching Methods: → Demo recording review: Analyze demo recordings for engagement → Role-play: Practice demo scenarios with different personas → Feedback collection: Gather prospect feedback post-demo → Best practice sharing: Top performer demo demonstrations Success Metrics: → Demo-to-proposal conversion rate → Prospect engagement score (from Gong/Chorus analytics) → Demo satisfaction score (post-demo survey) → Follow-up meeting booked rate Skill Area 4 — Negotiation and Closing: Coaching Focus: → Pricing justification and value communication → Handling price objections → Concession management (give-and-take) → Creating urgency and next steps → Contract terms negotiation Coaching Methods: → Call review: Analyze negotiation calls for concession patterns → Role-play: Practice negotiation scenarios with simulated objections → Framework training: BATNA, anchoring, concession frameworks → Deal review: Analyze closed deals for negotiation lessons Success Metrics: → Win rate on negotiated deals → Average discount rate → Negotiation cycle length → Contract terms acceptance rate Skill Area 5 — Executive Presence: Coaching Focus: → C-level communication style (strategic vs. tactical) → Business acumen and industry knowledge → Confidence and authority → Storytelling with data and metrics → Building executive relationships Coaching Methods: → Call review: Analyze executive meetings for communication quality → Executive mentoring: Pair rep with executive sponsor for mentoring → Industry training: Deep dive into target industry trends → Role-play: Practice executive conversations with simulated C-level Success Metrics: → Executive meeting success rate → Executive sponsor engagement level → Deal size (executive deals tend to be larger) → Win rate on deals with executive engagement ``` ## Edge Cases - **New manager coaching**: Managers who were top sellers may not have coaching skills - Resolution: Manager coaching training program; coaching certification; peer coaching circles; external coaching resources; regular manager calibration sessions - **Remote/distributed team coaching**: Remote teams lack in-person coaching opportunities - Resolution: Leverage conversation intelligence tools for remote call review; virtual role-play sessions; async coaching via video messages; regular video coaching sessions; Slack-based coaching prompts - **High performer coaching**: Top performers may resist coaching or have different development needs - Resolution: Focus coaching on advanced skills (executive presence, complex deal strategy); peer coaching (top performer coaches others); career development focus; self-directed learning opportunities - **Low performer coaching**: Reps struggling fundamentally may need intensive intervention - Resolution: Daily check-ins during PIP period; intensive call review and role-play; skill-building bootcamp; consider role change if fundamental fit is wrong; clear success criteria and timeline ## Integration Points - **Gong/Chorus**: Call recording, transcription, and coaching insights; $120–$240/month per user - **Salesforce CRM**: Coaching notes, activity tracking, performance data; $25–$3,000/month per user - **Outreach.io/SalesLoft**: Outreach coaching and sequence optimization; $80–$200/month per user - **Brainshark**: Coaching and training platform; $50–$200/month per user - **Lessonly (Docebo)**: Learning management system for coaching content; $25–$100/month per user - **Tableau/Looker**: Coaching impact analytics dashboards; $70–$1,200/month per user - **Slack**: Coaching prompts, reminders, and async feedback; custom channels - **Zoom/Teams**: Virtual coaching sessions and role-play; $15–$20/month per user - **Clari**: Revenue intelligence with coaching recommendations; custom pricing - **Revenue.io**: Sales analytics for coaching insights; $15,000–$50,000/year