Good morning,
Championship teams do not win because they want it more. They win because they prepare, practice fundamentals, review performance honestly, and adjust early. When you apply that same discipline to sales, outcomes stop being accidental and start becoming repeatable.
For sellers, this approach creates clarity and confidence. You know what great looks like, how you are coached, and how you improve week over week. For managers, it changes your job from rescuing deals to developing people. You spend more time shaping skills and less time reacting to missed numbers. For business owners, it provides visibility. You can see where performance is breaking down before revenue is lost.
The impact on revenue and customer trust is direct. Consistent coaching improves conversion. Clear standards shorten sales cycles. Honest scoreboards expose risk early. Customers feel the difference immediately.
In preparation for this post, I consulted with my friend Kevin Dorsey. He talked through the top college and pro football coaches who he felt had the best impact on selling. The infographic below captures this conversation.
Turn to Best View Tables Below
TOOLS THAT TRANSLATE
Term | Definition |
Playbook | The agreed system for how you prospect, qualify, advance, and close |
Practice Reps | Repeated skill work tied to real selling situations |
Film Review | Reviewing calls and deals to see what actually happened |
Game Plan | A deal specific strategy set before engagement |
Fundamentals | Core skills that show up in every win |
TEST YOUR KNOWLEDGE
Question | Format | Correct Answer |
What is the real purpose of a sales playbook | A. Motivation tool B. CRM replacement C. Execution system, D. Training archive | C. Execution system |
Coaching should mainly happen when deals are already in trouble | True or False | False |
Name one leading indicator you should track weekly and why | Quick responses from clients, progress on open items. | Shows progress before revenue |
DO’S AND DON’TS
Do | Dont |
Coach skills before numbers miss | Wait until the quarter ends |
Practice weekly using live deals | Confuse activity with progress |
Track leading indicators | Let top sellers ignore standards |
THE WORKSHOP
MODULE 1: BUILD THE PLAYBOOK EVERYONE USES
Item | Details |
Objective | Create a shared system for how you win |
Introduction | Championship teams do not improvise under pressure. They rely on a playbook that removes guesswork and creates consistency. |
EXERCISE: THE WINNING PLAYBOOK
Sales Moment | Example Standard | Owner |
Prospecting | Ten targeted outreaches per week | Seller |
Discovery | Core question set used for every call | Seller |
Advancement | Next step confirmed in writing | Manager |
Close | Mutual action plan agreed | Seller |
Tips for completing the exercise: Document what actually works today. Keep it short enough that you will use it weekly. Update only when results prove a change is needed.
Real world examples: A shared discovery checklist across the team. One definition of a qualified deal. A standard close plan used by everyone.
CASE STUDY: Problem: Every seller ran their own process. Solution: One shared playbook adopted across the team. Results: Faster ramp time and higher win rates
DISCUSSION QUESTIONS AND ANSWERS
Question | Answer |
Why does simplicity matter | Simple systems get used |
Who owns the playbook | Leadership with seller input |
When should it change | When data proves it should |
MODULE 2: COACH PERFORMANCE BEFORE IT BREAKS
Item | Details |
Objective | Turn managers into real coaches |
Introduction | Great coaches develop players before game day. Sales coaching should focus on skills, not panic. |
EXERCISE: FILM REVIEW
Input Reviewed | Example | Insight |
Call recording | Discovery call | Missed buyer signal |
Deal notes | Late stage deal | Weak next step |
Follow up email | Post meeting message | Lack of clarity |
Tips for completing the exercise: Focus on one skill at a time. Use evidence instead of opinion. End each session with one clear improvement target.
Real world examples: Weekly call reviews. One coaching focus per seller per week. Written feedback after sessions.
CASE STUDY: Problem: Managers are constantly rescuing deals. Solution: Weekly coaching focused on fundamentals. Results: Improved conversion and stronger confidence
DISCUSSION QUESTIONS AND ANSWERS
Question | Answer |
What makes coaching effective | Specific feedback |
How often should coaching happen | Weekly |
What should be coached first | Fundamentals |
MODULE 3: RUN A SCOREBOARD THAT TELLS THE TRUTH
Item | Details |
Objective | Measure what drives wins early |
Introduction | Winning teams always know the score. Sales teams need a scoreboard that reveals reality before the quarter is lost. |
EXERCISE: THE SALES SCOREBOARD
Metric | Example Target | Reviewed By |
Qualified meetings | Ten per week | Seller |
Conversion rate | 25% | Manager |
Sales cycle length | 45 days | Leadership |
Tips for completing the exercise: Use fewer metrics. Review weekly. Let numbers guide coaching, not punishment.
Real world examples: Weekly team huddles. Visible dashboards. One on one reviews.
CASE STUDY: Problem: Surprise misses late in the quarter. Solution: Weekly review of leading indicators. Results: Predictable revenue and better forecasting
DISCUSSION QUESTIONS AND ANSWERS
Question | Answer |
Why do leading indicators matter | They predict outcomes |
Who reviews the scoreboard | Everyone |
What happens when metrics slip | Coaching adjusts immediately |
PATH TO FLUENCY
Area | 30 Days | 60 Days | 90 Days |
Playbook Usage | Documented | Used weekly | Refined with data |
Coaching Cadence | Inconsistent | Weekly | Embedded |
Forecast Accuracy | Baseline | Improving | Reliable |
Seller Confidence | Uneven | Growing | Consistent |
RECOMMENDED READING
Title | Author | Year | Publisher |
Bill Walsh | 2009 | Portfolio | |
John Doerr | 2018 | Portfolio | |
Mort Greenberg | 2025 | digitalCORE Publishing |
==
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.
We’d love your help growing the list. Please share with one person you think would benefit from the newsletter and ask them to sign up. Thank you!
To suggest workshops you’d like to read next, email [email protected]
Thank you for your time!
