• Key Takeaways

• Intro

• What does it mean to be Coachable? And why does it matter?

• Salespeople are significantly more Coachable when they trust, respect, and have a relationship with their manager.

• When a salesperson trusts and respects their manager — and the relationship is strong — their outlook improves and they take greater ownership of their results.

• Sales Leaders, do you have an accurate read on your managers’ relationship with their sales teams?

Key Takeaways

• Salespeople with high coachability score 13% higher in overall performance. Coachability isn’t optional — it’s a competitive edge.

• Salespeople who trust, respect, and have a relationship with their manager are +33% more Coachable.

• Trust, respect, and a strong relationship also improves a salesperson’s Outlook and Responsibility.

• This article covers proven strategies for achieving good sales performance.

Intro

CEOs and CROs will often ask Predictable Profits Sales Coaches, “Are our salespeople trainable? Are we coaching our teams in the right way to significantly increase our revenue?”

In this article, we’ll dig into what conditions sales teams need to develop the skills required to increase revenue. Sales performance management refers to optimizing sales activities to achieve peak performance, which is a critical aspect of this process. Company culture plays a crucial role in improving sales team performance by fostering engagement, support, and alignment across departments.

Coaching without buy-in is noise. Sales managers must make sure their team is actually open to coaching — or it won’t stick.

Regularly evaluating the team’s performance is essential to ensure that coaching and management strategies are effective and aligned with business objectives.

How can managers do that?

Aligning sales coaching and performance management with overall business goals ensures that sales efforts are targeted and adaptable to changing market needs. Continuous coaching for salespeople results in spending 23% more time selling and 21% less on post-sales tasks, making it a vital tool for improving overall performance.

To answer this, we partnered with the Objective Management Group who evaluated over 11,000 salespeople and their managers. The data is clear: sales performance rises and falls with the manager–rep relationship. The real driver? Coachability. If reps don’t trust their manager, they won’t listen — and they won’t grow. Regular reviews and transparent sharing of sales data foster team accountability and improvement, further enhancing the effectiveness of coaching.

What does it mean to be Coachable? And why does it matter?

OMG’s Coachability metric reveals how receptive a salesperson is to coaching — and how much impact coaching is likely to have. Low coachability signals resistance to feedback and a low likelihood of behavior change. The takeaway? Coachability drives performance. OMG’s data shows that the most coachable reps outperform the least coachable by 13% in Sales Percentile.

So, how can managers make sure their sales people are coachable? Identifying and developing important skills is a key part of the coaching process. One effective way is to tailor coaching approaches to each individual sales rep, ensuring that strategies address their unique strengths and areas for improvement.

Salespeople are significantly more Coachable when they trust, respect, and have a relationship with their manager.

Trust. Respect. Relationship. Every one of these factors directly impacts coachability — and therefore, performance.

These qualities all build on each other. When trust, respect, and a strong relationship are all present, coachability spikes. Salespeople in that environment are 33% more coachable than those without it. It’s not optional — it’s foundational. Trust, respect, and strong relationships also help ensure that managers and salespeople are on the same page regarding goals and expectations.

Trust, respect, and a strong relationship between a salesperson and their manager also improves the salesperson’s Outlook and Responsibility

Trust, respect, and relationship building don’t just make a salesperson more Coachable. Salespeople who have a relationship with their manager score 19% better on Responsibility than salespeople who do not have a relationship with their manager. Similarly, salespeople who respect their managers score 13% better on Outlook than salespeople who do not respect their managers. Continuous professional development is important for improving skills and enhancing sales performance, further strengthening these relationships.

OMG’s data tells us that a healthy salesperson-manager relationship produces employees who take ownership of their performance and who are enthusiastic about their individual growth prospects within the company. The implications for employee retention are obvious: employees with strong Outlook and Responsibility are going to be retained at higher rates compared to employees who are more detached and pessimistic.

Sales Leaders, do you have an accurate read on your managers’ relationship with their sales teams?

A trusting relationship between managers and their salespeople is the cornerstone for improving all the salesperson’s other skills and ultimately building an accountable and resilient sales team. Do your salespeople trust and respect their managers?

How do you know you’re getting an honest view from your salespeople and not the filtered truth?

Effective sales managers maintain a clear communication channel with their sales team, ensuring transparency and trust. Engaging all sales team members in open dialogue further strengthens team accountability and overall performance.

To run a customized version of this analysis for your organization, contact Predictable Profits.

Sales Strategy and Planning: Laying the Groundwork for Success

Think your sales team just magically becomes high-performing? It doesn’t happen by accident—trust me on this one. You need intentional strategy and meticulous planning. Here’s the thing: most sales teams that actually crush their numbers? They’ve got a well-defined sales strategy that’s their blueprint. It aligns everything—sales efforts, business goals, target markets, the works. When you establish a clear sales process, you’re setting measurable goals, identifying your ideal customers, and developing actionable plans that actually drive results. Not just wishful thinking.

But here’s where it gets interesting… Effective sales strategies go way beyond just setting targets. You want to build real relationships with those complex decision-making teams? You’ve got to leverage sales data and AI to deliver personalized messaging that hits different. This data-driven approach? It’s your secret weapon. It lets your sales teams adapt quickly when market conditions shift and buyer preferences change. Every single sales activity becomes purposeful and aligned with what you’re actually trying to achieve.

Want to stay competitive? Here’s the kicker—your sales strategies need regular review and refinement. We’re talking bi-annually, quarterly, maybe even monthly. This ongoing evaluation lets sales leaders track progress, spot improvement areas, and make informed, data-driven decisions that actually matter. Sales performance management plays a critical role here, giving you the insights to improve performance, boost revenue growth, and enhance customer satisfaction. It’s not optional anymore.

Here’s what I’ve learned: when businesses invest time and resources in sales strategy and planning, they’re laying the groundwork for teams that consistently deliver strong results. A structured approach doesn’t just improve outcomes—it empowers your sales professionals to stay focused, motivated, and aligned with your company’s vision for growth. Get it right, and you’ll see the difference.

Measuring Sales Performance: The Foundation for Effective Coaching

Measuring sales performance is the cornerstone of effective sales coaching and the key to unlocking your sales team’s full potential.

Sales performance refers to the results generated from sales activities—such as meeting quotas, converting leads, driving revenue growth, and closing deals. To measure sales performance accurately, sales managers should focus on key performance indicators (KPIs) like sales revenue, conversion rates, close rates, customer retention, and sales targets.

By consistently tracking these metrics, sales managers gain valuable insights into both individual and team effectiveness. This data-driven approach allows managers to identify strengths, uncover areas for improvement, and tailor their coaching to the specific needs of each sales rep. When sales teams are aligned around clear sales goals and regularly review their progress, they are more likely to stay motivated and focused on achieving business objectives. Ultimately, measuring sales performance empowers sales managers to provide targeted coaching, improve sales activities, and drive sustainable revenue growth. Focusing on these metrics also leads to more sales and a higher number of closed deals for the team.

Enhancing Customer Experience to Drive Sales Team Success

A high performing sales team doesn’t just close deals—they create memorable customer experiences that foster loyalty and long-term success. Sales managers should encourage their teams to prioritize building authentic relationships with customers, deeply understanding their needs, and delivering personalized solutions. By making customer satisfaction a central pillar of your sales strategy, your sales team can differentiate itself in a crowded market and boost both customer retention and revenue growth. A smooth and effective sale process not only enhances the customer experience but also increases the likelihood of success by minimizing inefficiencies and ensuring every opportunity is maximized.

Training sales reps to approach buyers with empathy, handle objections skillfully, and focus on delivering value at every touchpoint is essential. When sales teams consistently provide exceptional customer experiences, they not only increase the likelihood of closing deals but also turn existing customers into advocates for your business. By embedding customer experience into your sales processes, you set your sales team up for sustainable, long-term success.

Empowering Sales Teams with the Right Tools and Resources

To improve sales performance and build a high performing sales team, it’s essential to equip your sales professionals with the right tools and resources. Sales managers should invest in centralized sales enablement platforms, CRM software, and data analytics tools that provide a centralized location for onboarding materials, training resources, and sales content, streamlining sales processes and keeping teams organized. These tools help sales teams automate administrative tasks, access up-to-date sales content, and collaborate more effectively, all of which contribute to shorter sales cycle lengths and increased reps confidence.

Staying up to date with market trends and providing ongoing professional development opportunities ensures your sales team is always prepared to adapt to changing buyer preferences. By empowering your sales team with the right tools and continuous training, you enable them to focus on high-value sales activities, improve performance, and consistently achieve their sales goals.

Fostering Ongoing Learning and Growth for Lasting Coachability

Lasting coachability and high performing sales are built on a foundation of ongoing learning and growth. Sales teams that embrace continuous improvement are more adaptable, resilient, and motivated to achieve their revenue goals. Sales managers play a crucial role by providing regular feedback, coaching, and access to professional development opportunities that help sales reps refine their skills and stay ahead of market trends, with a strong emphasis on continuously developing sales skills.

Encouraging sales reps to set personal goals, track their progress, and reflect on their sales activities fosters a growth mindset across the team. This culture of learning not only improves individual and team sales performance but also drives innovation and long-term business results. Sales managers should also invest in their own professional development to ensure they are equipped to lead, coach, and inspire their teams effectively.

Streamlining Sales Processes for Greater Efficiency and Focus

Efficiency is a hallmark of high performing sales teams. Streamlining sales processes allows sales reps to focus on what matters most—building relationships and closing deals. By optimizing workflows, sales representatives can dedicate more time to high-value activities such as making sales calls and nurturing promising leads, which are crucial for driving sales performance and increasing deal closures. Sales managers should regularly review and simplify sales processes, removing unnecessary steps and leveraging automation to reduce administrative burdens. This approach shortens the sales cycle length, increases conversion rates, and frees up time for more strategic sales activities.

In addition, fostering a culture of constructive feedback—both from managers to sales reps and from customers to the team—ensures continuous improvement. By gathering actionable data points and using them to inform sales strategies, sales teams can make smarter decisions, improve sales performance, and stay ahead of the competition. Streamlined processes, combined with a commitment to feedback and data-driven decision-making, help sales teams achieve their revenue goals and deliver outstanding business results.

FAQ

What to do to improve sales performance?

Sales performance isn’t a motivation issue — it’s a system issue. Most sales teams don’t lack effort, they lack structure. If you want to improve performance:

• Diagnose the real problem — not all underperformance is created equal. Use tools like OMG’s Sales Evaluation to assess coachability, skill gaps, and commitment.

• Coach the fundamentals — selling is a skill. Train reps on qualifying, uncovering compelling reasons to buy, and leading buyers through the decision process.

• Install a sales operating system — consistency beats intensity. Use frameworks and dashboards to track pipeline movement, deal velocity, and conversion rates.

At Predictable Profits, we build custom sales playbooks and accountability systems designed to scale performance without burning out your team.

How to handle an underperforming sales team?

First, stop guessing.

If your sales team is underperforming, it’s almost never because they’re lazy — it’s because there’s no clear structure for success.

Here’s what works:

• Evaluate the team using OMG’s Sales Team Analysis to identify weak spots in commitment, competency, and coachability.

• Segment by role and responsibility — top reps thrive under pressure, but B-players need clarity, cadence, and coaching.

• Lead with trust, then accountability — a sales team that trusts leadership is more open to change. Coach them weekly with measurable goals.

Remember: you can’t fix what you don’t fully understand. Diagnose first, then execute with precision

How to coach an underperforming sales person?

Coaching underperformance starts with one brutal truth: you can’t coach someone who isn’t coachable.

Use this 3-step process:

1. Assess coachability — OMG’s Salesperson Evaluation measures key traits like willingness to change and acceptance of feedback. Without those? You’re wasting time.

2. Gain trust — No trust = no growth. Show them you’re invested in their success, not just their numbers.

3. Coach behavior, not just results — Focus on improving how they sell (discovery, follow-up, handling objections), not just whether they close.

At Predictable Profits, we teach managers how to turn feedback into action — and turn C-players into high-performing, self-correcting machines.

How to build a killer sales team?

A killer sales team isn’t just a group of closers — it’s a culture built on clarity, coachability, and accountability.

Here’s the blueprint:

• Hire for DNA, not just résumé — Use OMG’s Candidate Assessment to filter out “talkers” and hire real producers.

• Create a performance system — Define KPIs, install a sales process, and build a culture of feedback and continuous improvement.

• Coach like crazy — Your top reps want coaching. A-players are driven by mastery, not micromanagement.

At Predictable Profits, we help founders build world-class sales teams that scale — without founder-dependency or guesswork.

Building a killer sales team starts with a strategic sales recruitment and hiring process. Carefully filtering sales candidates, involving existing sales team members, and focusing on long-term fit are essential steps to ensure you select the best talent. Not all hiring processes are created equal—tailoring your approach to the unique needs of your businesses and target market will help you find candidates who align with your goals.

Once new sales team members are hired, a structured onboarding process is crucial. This process should include comprehensive training, familiarization with company goals, and role-playing scenarios to set the foundation for long-term success. Involving the whole team in onboarding helps new hires integrate smoothly and fosters collaboration from day one.

Company culture also plays a significant role in building a successful sales team. A positive, supportive culture improves recruitment, reduces turnover, and enhances overall team performance. Remember, not all tools and processes are created equal; choose those that best fit your sales team and business objectives to maximize effectiveness.

The International Business Times calls Charles Gaudet, CEO of Predictable Profits: “the busiest sales coach in the US.” DMNews named Gaudet the #1 Sales and Marketing Expert to Follow in 2025.

For information on building a world class sales team in conjunction with the tools provided by the Objective Management Group (OMG), see information about our sales coaching.

Conclusion: Building Trust for Sustainable Sales Excellence

What’s the secret behind every high performing sales team? Trust. It’s that simple… and that complex. Building trust—both within your team and with customers—isn’t just nice to have. It’s essential for achieving sustainable sales excellence. Here’s the thing: sales teams that prioritize a customer-centric approach, consistently deliver value, and actually honor their commitments? They’re the ones fostering long-term relationships and driving real business success.

Most sales managers and sales leaders get it. Trust isn’t a one-time achievement you can check off your list. It’s an ongoing process that demands transparency, open communication, and a commitment to continuous improvement. Sales coaching and sales training? They’re your vital tools for nurturing trust. They provide individual sales reps with the support, feedback, and professional development needed to reach their full potential. No shortcuts here.

Want to build a resilient, high performing sales team? Start by recognizing the unique strengths of each sales rep. Provide constructive feedback. Encourage a growth mindset. These aren’t just feel-good strategies—they’re proven approaches that work. By staying up to date with market trends and adapting to changing customer needs, your sales teams can maintain a competitive edge, increase revenue, and improve customer retention. It’s about being smart, not just busy.

Here’s the bottom line: sustainable sales excellence happens when sales teams embrace trust, continuous learning, and a shared commitment to business results. By following these principles and leveraging the right strategies, sales leaders can ensure their teams don’t just meet their goals—they exceed them. The result? Outstanding value to customers and long-term revenue growth that actually sticks.