If you’ve ever taken a golf lesson, you know the feeling.
You walk off the range thinking, “Wow… I finally get it!”
Then the next time you play 18 holes, everything falls apart.
Why?
Because one swing lesson doesn’t fix your game.
And one sales training doesn’t fix your team.
Real improvement—in golf or in sales—doesn’t happen in the big “aha” moment.
It happens in the repetition, the coaching, and the reinforcement that follows.
The Lesson vs. The Game
“Sales training events feel great—like a swing lesson with a pro. But performance doesn’t change without practice.”
Training events are energizing. Motivation spikes. Reps take great notes. Everyone swears they’re going to sell differently on Monday.
But here’s the truth:
Real growth happens between lessons—in the coaching, the repetition, and the feedback loop.
This is where Sandler’s BAT Triangle becomes your coaching compass:
Behavior: What reps actually do.
Attitude: What they believe.
Technique: How they execute.
Golf analogy:
You can’t fix a slice if you’re gripping the club wrong, thinking about your last bad round, and swinging on autopilot. Same in sales—behavior, attitude, and technique must align.
The Range Is Where Reps Are Built
“You don’t fix your swing in the tournament—you fix it on the range.”
Sales leaders often try to coach during deals—when the rep is already under pressure. That’s too late.
Build a sales driving range:
Weekly reinforcement sessions
Intentional roleplay (Pain Funnel, Budget Step, Negative Reverse)
Real deal debriefs: What happened? What did we learn? What’s next?
Golf analogy:
Tiger Woods didn’t master shots by playing 18 holes every day. He isolated specific moves on the range. Do your reps get that kind of focused coaching?
Under Pressure, Reps Revert
“Pressure doesn’t build new habits—it reveals your defaults.”
When a deal heats up, reps fall back into old habits: talking too much, skipping discovery, avoiding budget.
Golf analogy:
Even the best golfers revert to bad habits under tournament pressure. You don’t fix that mid-swing.
Coaching the Mental Game
“It’s not just about the swing—it’s about the mindset.”
Use Sandler’s Identity-Role Theory:
Identity: who I am
Role: what I do
Example:
“I’m a failure” vs. “That was a rough call, but I’m learning.”
Golf analogy:
When golfers tie their self-worth to their score, one bad hole wrecks the whole round. Same with reps after a lost deal.
The Real Job of a Sales Leader
“You’re not just the scorekeeper. You’re the swing coach.”
Stop inspecting—start coaching.
Use:
Behavior plans
Accountability tools
Pre-call plans & post-call debriefs
Golf analogy:
Golf coaches don’t just look at your scorecard. They watch your grip, stance, tempo, and follow-through.
Final Challenge
“You don’t coach after the tournament—you coach before it.”
“Training changes knowledge. Coaching changes behavior.”
What’s one thing you’ll do this week?
Shadow a sales call
Hold a 15-minute debrief
Run a team roleplay
Track behaviors—not just outcomes
Final Takeaways
Reinforcement is where results are made.
Reps revert to their training level under pressure—not their potential.
Managers must stop inspecting and start coaching.
If this resonated and you want to talk more about strengthening your team, improving your sales process, or building a real coaching culture, contact us anytime.
— Scott Bliss, Sandler Jersey Shore - Sales Training • Sales Coaching • Leadership Development • Sales Process Improvement • Sandler Training NJ • AI-Enhanced Selling Strategies
