There is no one-size-fits-all sales coaching model. Effective coaching adapts to individual people and specific circumstances.
Sales coaching is a process that uses one-on-one meetings to help salespeople achieve new levels of success by uncovering hidden issues that inhibit their performance. Importantly, it is not about “showing them how to do it.”
The 20/60/20 Rule in Sales Coaching
Understanding the Rule
Salespeople can generally be categorized into three groups:
High Performers (20%)
Variable Performers (60%)
Low Performers (20%)
This model is based on the Pareto Principle, which states that 80% of the effects come from 20% of the causes. For sales teams, this means high performers typically represent 20% of the team but contribute 80% of the revenue.
Tailoring Coaching for Each Group
Effective sales coaches use the same methodology across all groups but adjust their tactics:
Coaching the Top 20%
Focus on goal-directed thinking. These individuals are motivated by recognition and ambitious goals that challenge their current achievements.
Coaching the Middle 60%
Set incremental goals that build traction over time. Goals should build upon previous successes, helping these individuals move toward the top 20%.
Coaching the Bottom 20%
This group presents the greatest challenge. Coaching here involves testing their willingness to change and grow. While these individuals may have the aptitude to succeed, they often lack the willingness to perform. Coaches must evaluate whether these salespeople’s actions demonstrate their commitment to staying with the company.
The 3 C’s of Coaching Success
Conviction, Commitment, and Competency
An effective sales coach recognizes, evaluates, and nurtures these three key factors:
1. Conviction
Do salespeople have the conviction to consistently challenge themselves to improve?
High-performing salespeople focus on daily improvement, analyzing better ways to execute their behavior and fostering aspirational beliefs that support growth.
2. Commitment
Do salespeople demonstrate an unwavering commitment to success and a "do what it takes" attitude?
High performers build an internal system to stay resilient in the face of daily challenges.
3. Competency
Do salespeople have the proficiency to achieve their sales goals?
High performers continually enhance their selling effectiveness, staying one step ahead of today's buyers. They understand that yesterday’s "A" game may not be sufficient for today’s challenges.
The “More, Better, Different” Mindset
A crucial addition to the 3 C’s is the attitude of "more, better, and different."
High-performing salespeople approach challenges with a “failure is not an option” mindset. They:
Do more of the behaviors that drive success.
Adopt better behaviors to improve outcomes.
Execute different strategies when existing approaches fall short.
The Long-Term Nature of Coaching
Effective coaching is a long-term process. Change takes time and requires significant commitment from both the coach and the salesperson. Measurable progress—even in small doses—is the ultimate goal.
Sales coaches must understand that true transformation happens gradually. Patience, persistence, and consistent effort are essential to building lasting success.
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