Coaching and Managing Sales Reps

Learn exactly what to track and how to develop your sales reps so they get to quota faster. Understand the mechanics behind a sales process and how you coach a sales rep to consistent closing.

• Sales reps are underperforming, but not sure where to focus?
• Revenue is not where you expected, but not sure what lever to pull?
• Tracking sales metrics, but not getting better at selling?

Join us for a live expert session with Daniel Hebert, founder and coach at SalesMVP Lab, where he helps founders and teams who are struggling with sales. Formerly head of sales at Proposify and head of enablement at Q4 inc.

Sales Performance as a Mathematical Equation

Revenue is broken down into:

• Number of opportunities in pipeline
• Win rate (conversion rate)
• Average Contract Value (ACV)
• Importance of focusing on metrics that can actively be influenced rather than just historical data.
• Discussed challenges in early-stage companies without established data and how to make assumptions for new sales motions (e.g., inbound vs. outbound).
• Suggested using conservative benchmarks, such as assuming outbound win rate could be one-third of inbound initially.

Sales Team Metrics & Dashboard Management

• Track win rates, ACV, deal pipelines, and sales cycles by individual reps through CRM dashboards like HubSpot or Salesforce.
• Use these metrics to diagnose where reps may be underperforming and to identify areas for improvement.

The BPSM Model for Sales Performance

Daniel introduced the BPSM Model (Behaviors, Processes, Skills, Mindset):

• Behaviors: The actions reps take (e.g., discovery calls, follow-ups, cold calling).
• Processes: Tools, steps, scripts, templates, and frameworks supporting sales activities.
• Skills: The quality and effectiveness of reps' execution of processes and behaviors, such as asking questions or demo delivery.
• Mindset: Emotional and psychological state impacting performance, including confidence, stress, and attitude toward selling.
  • Mindset is critical and often hidden but influences behaviors and ultimately skills development.

Coaching Mindset and Emotional Support

• One-on-one sessions separate from metrics reviews are essential to address emotional and psychological challenges in salespeople.
• Emphasized listening, empathy, and acknowledging reps’ frustrations without immediately problem-solving.
• Recommended "The Coaching Habit" book for coaching frameworks and questions (see below for link).

Operating Rhythm for Sales Team Management

• Weekly routine essential for effective management:
  • Monday: Team metric sync (15 minutes) and pipeline/deal reviews (one-on-one with reps).
  • Tuesday: Individual coaching sessions focused on development and mindset.
  • Wednesday: Team training sessions focusing on specific sales skills (e.g., discovery questioning, demos).
  • Thursday: Team call reviews where reps listen to and critique recorded calls in a supportive environment.
  • Friday: Optional reps-only meeting for team bonding and venting.
• Recommended approximately 6-8 hours per week of direct coaching for 4 reps, plus time for review.

Pipeline and Deal Reviews

Focus on pipeline hygiene and deal progression: Prefer quantity of deals over pipeline dollar amount to avoid reliance on a few large, unlikely-to-close deals.

• Deal reviews focus on probable (not too easy or extremely difficult) deals.
• Key elements to inspect in deals include pain points, decision-makers, competition, risks, next steps, and calendar follow-ups.
• Pipeline reviews promote collaborative problem-solving to maximize close rates.

Hiring and Scaling Sales Teams

• Start by documenting your own successful sales process and motion before hiring.
• Hire salespeople with experience in sales motions similar to yours (inbound vs. outbound, ACV and sales cycle length).
• Advice: Avoid hiring sales leaders until at least two Account Executives are performing well.
• Delegate tasks based on your strengths and ensure pipeline support for reps.
• Focus on sustainable coaching and clear expectations to improve rep performance through metrics and behaviors.

Additional Resources

• Follow this link to Daniel's slide deck.
• Daniel's book recommendation: The Coaching Habit