How Should Sales Leaders Coach High and Low Performers?
In this episode of Ask the Professor, Professor Ben is joined by an exceptional sales leader, Chris Allen, Vice President of Sales at Augmentt to discuss critical strategies for sales leaders navigating team performance challenges.
They dive into coaching sales reps effectively—whether “coaching up” high performers or “coaching out” low performers. The conversation emphasizes accountability, structured performance management, and the importance of showing leaders’ commitment to both individual and team success. Chris also shares practical tips on creating champions within customer organizations and maximizing business impact through strategic relationship-building.
Here’s what you’ll walk away with from this episode:
- Coach with intention: Focus on the right structure for your team and set clear expectations so that your reps are set up for success.
- Everyone is on PIP: Treat all salespeople as being on a performance improvement plan by tracking numbers, pipeline, and activities consistently.
- Invest in High ROI Coaching: Prioritize time with top-performing or engaged reps to maximize growth and results.
- Coaching out quickly and empathetically: Identify low performers early, provide clear guidance, and help them find a role where they can thrive – don’t delay tough decisions.
- Build internal champions with customers: Help your contacts advocate for your solution internally by highlighting both emotional and business ROI and providing guidance on how to sell internally.
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