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When close rates drop, the pipeline stalls or results swing between teams, the product is rarely to blame. Routines, steering and day-to-day coaching usually are. This white paper shows which problems sales coaching solves and how DStratiCX supports sales teams in B2B, B2C, inbound, outbound and account management, with proven leadership formats from the daily huddle to the business review. Results from practice: +30% revenue in three years and an average +21% performance across all sales channels.
At a glance
– Salespeople spend just 28% of their week actually selling (Salesforce).1 B2B buyers spend only 17% of their buying time talking to suppliers at all (Gartner) – so every conversation counts double.2
– The maths works in B2B too: with 400 qualified opportunities a year at €25,000 each, two points on the win rate are worth €200,000.
– A sample 100-day programme combines funnel analysis, side-by-side and call coaching, two workshops and a coaching package for the head of sales. Even if only half the effect comes through, that is still around €100,000 in extra revenue a year in the worked example.
– According to Gallup, at least 70% of the variance in employee engagement comes down to the direct manager.3 Whether the middle of your team gets better depends on sales leads who coach.
– The whitepaper is upfront about when coaching won't help: when product or price don't fit the market, when you simply lack leads, or when sales leadership sees coaching as control.
– Getting started is low-risk: half an hour in the Results Check is worth about €40 to €75 of a managing director's time. In the worked example, a single point on the win rate is worth €100,000 in revenue a year.
The core argument is awkward for anyone whose first instinct is another campaign: the most expensive lead is the one you already had and lost in the conversation. Discovery stays shallow, objections knock people off course, or nobody asks for the deal. What top performers do differently is rarely just talent. They have routines – solid call prep, a clear thread through the conversation, a plan for following up.
Five chapters take you from diagnosis to decision:
01 What weak sales conversations cost
02 When sales coaching pays off, and when it doesn't
03 What happens in the first 100 days
04 Does it work in practice?
05 Straight answers and how to start
Along the way you get the three levers the coaching works on: checking the whole funnel, coaching in real conversations and turning sales leads into coaches.
Is coaching your lever?
Written for managing directors and heads of sales in mid-sized companies, B2B and B2C, and readable in about 12 minutes. It helps you answer the first question: is coaching even your lever? Four signs say yes. A few top performers carry the team, conversion, basket size or pipeline sit below plan, new teams or channels are being built, or new sales leads need to learn to coach rather than just police.
We'll tell you the fixed price in the results check, once we know the scope. What's already clear is what you need to bring: a head of sales who visibly backs the coaching, access to CRM and pipeline data, time in the calendar and a team that's allowed to see feedback as help. For the two-page version of the offer, see the solution brief “Sales Coaching”.
