Good morning, 

Coaching is not encouragement. It is performance design. 

If you do not coach clearly, consistently, and directly, your team defaults to habit. Habit produces average results. 

Coaching creates repeatable excellence. Without it, standards drift, underperformance hides, and your culture slowly lowers the bar.

For you as a seller, coaching sharpens your execution and removes blind spots you cannot see yourself. For you as a manager, coaching is your highest leverage activity. It multiplies output without adding headcount. For you as a business owner, coaching aligns performance to standards and protects margin. 

When coaching is done well, revenue becomes more predictable and customers feel the difference. They experience confidence, clarity, and consistency in every interaction.

Objective
You will clarify exactly what great performance looks like so coaching becomes objective, not emotional.

Introduction
You cannot coach what you cannot describe. Before you give feedback, you must define the behavior that separates average from great.

Tips
Avoid vague words like strong, good, or better. Write behaviors that can be heard, measured, or observed.

Examples
Instead of “be more consultative,” say “ask at least three quantified impact questions.” Instead of “improve closing,” say “confirm next step before ending every call.”

Case Study
Problem: A media sales team believed they were consultative, but close rates stagnated.
Solution: Leadership defined specific discovery standards and reviewed calls weekly.
Results: Close rate increased by 8 percent in 90 days and forecast accuracy improved.

Objective
You will design a repeatable system for coaching, not random conversations.

Introduction
Coaching must have cadence. If it is occasional, it is optional. Weekly review creates urgency and discipline.

Tips
Keep coaching short and focused. One improvement per week creates compounding growth.

Examples
For a seller: Review last week’s ICP meetings and confirm whether budget was discussed.
For a manager: Score one recorded call and identify one missed behavior.

Case Study
Problem: Managers held inconsistent 1:1s with no structure.
Solution: They implemented a fixed 30 minute coaching agenda weekly.
Results: Pipeline quality improved and underperformance surfaced earlier.

Enforce Accountability

Objective
You will ensure coaching leads to action, not conversation.

Introduction
Feedback without follow through is noise. Accountability transforms insight into performance.

Tips
Document commitments. Review them the following week. Close the loop.

Examples
If you agreed to confirm timeline on every call, review recordings next week and score it.
If you committed to increase ICP meetings, review the metric publicly.

Case Study
Problem: Sellers heard feedback but habits did not change.
Solution: Managers documented action items and reviewed them weekly.
Results: Behavior compliance increased and revenue growth followed.

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The Revenue Workshop isn’t theory. It’s a field-tested system used by real leaders, in real markets, under real pressure.  

Each newsletter is based on one of over 300 workshops and worksheets found in the eight books of the RevenueVsSales.com and TheFocusedSeller.com book series.

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