Game-changing sales coaching techniques


If our job as Sales Leaders is to improve outcomes, sometimes we need to challenge perception, change behaviors and focus on the one thing that will bring out the best of every employee.

What is the game-changer?

The game-changer is the one thing you pick up on when coaching a sales call that will have the biggest impact on the sales rep’s performance. 

Below we discuss;

  • Game-changing improvement techniques
  • Identifying game-changers 
  • How to coach the path forward?

First of all, read why is it important not to overload your rep with too many things at a time for improvement?

When you review a sales call, it's likely you’ll hear many opportunities for improvement. However, if we share all of those areas at once, the rep can feel overwhelmed with the amount of improvement work they need to do - and this could knock their confidence.

Instead, when we highlight the most crucial and impacting areas for improvement within a call, this is less intimidating. In turn, this one “thing” could be what is most likely to make a big difference to their sales performance - #thegamechanger.

How do you get your rep to identify their game-changer?

It’s fab when the coach and rep identify the same game-changer during sales coaching. Sometimes it might not always be as obvious! You can guide the sales rep by asking a couple of coaching questions. These questions will help the sales rep view their call from a different perspective:

  • How do you think the prospect was feeling when you said….. in the call?

You can draw attention to a game-changer by asking a question that encourages the rep to focus on the prospect’s engagement, like in the example above.


  • What other approach could you have tried when…?

You can also guide your rep to the area you think they need to improve by asking them a question that gets them to explore different ways of dealing with the situation, like in the example above.

Even then, when the game-changer is realized, it might take some work and time to change the rep’s behavior to make this happen. Great sales performance coaching includes a mix of open-ended questions to effectively identify and address any issues that can make a big difference.

As Sales Managers, we want to work with our reps to make a realistic and achievable plan to achieve the ‘game-changer.

Listen Graph

How do we coach the path forward?

During your coaching session, you can ask the rep the following questions to help construct an action plan:

  • What are they going to commit to doing to improve?
  • Is there anything that might distract them along the way in doing this?
  • How can I help you be accountable and make this plan work?

Once the plan is put in place, make sure you follow-up on their progress by listening to new call recordings, and reflect on this in your next coaching sessions. Keep your reps motivated by rewarding changed behavior and when they have taken the new game-changing strategy onboard.

You can also congratulate this aspect of the call with the rest of your team by sharing the call or audio transcription. Explain the journey your rep has traveled to make this happen to show how proud they should be of their progress. Ask them how they think this strategy is going. 

Be open to adapting their plan to another game-changer to help them improved if the mission has been accomplished. Or if it’s not working as you both expected it to, change to a new plan.

6 Dos and Dont's to focus on game-changer improvements

  • Do highlight the most crucial elements of the call that can be improved to make the most impact on their sales performance

  • Don’t overwhelm the rep with too many things at once. Focus on the game-changer!

  • Do include a mix of open-ended questions to effectively identify and address any issues that can make a big difference

  • Don’t tell all the answers, reps need to work this out on their own

  • Do work together to realize an achievable plan to action the ‘game-changer

  • Do congratulate your rep on any work they do to implement these changes.

Download here this sales manager workshop series for you and your teams.