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The Center for Sales Strategy Blog

3 Ways to Achieve Sales Performance Improvement

3 Ways to Achieve Sales Performance Improvement

Tom Brady, Michael Jordan, and Tiger Woods are all known for their exceptional talent and success in their respective sports. However, they also have something else in common: they all had coaches who played a significant role in their careers.

Some might argue that it was their coaches — Bill Belichick, Phil Jackson, and Earl Woods —  who helped turn their natural talent into the greatest athletes of their sports. It's clear that even the best of the best need and value the guidance of a coach.

3 Ways To Help Top Salespeople Achieve Rock-Star Performance

So, what do you do when your top salesperson begins to struggle?

Many managers might assume that because they are the best seller, they'll figure it out and don't need any help. However, this is not the case. Even the most talented individuals can benefit from coaching, and managers need to step in and offer support and guidance to help their salespeople get back on track.

Developing Our People is an Invitation for Growth

At the core of The Center for Sales Strategy is a growth formula: Talent + Fit x Investment = Growth. This Growth Formula emphasizes the importance of coaching, even for top performers, to achieve the best performance.

Here are three ways that you can help your top salesperson get back to their rock-star performance:

1. Know Them

To effectively coach your salesperson, it's important to understand what makes them tick, what motivates them, and how they prefer to receive feedback and recognition.

One way to do this is by conducting a Growth Guide, a detailed "interview" that helps managers get to know their salespeople better. By understanding your salesperson's individual needs and preferences, you can tailor your coaching style and process to support them better.

2. Invest in them

When a salesperson feels recognized and appreciated, they are more likely to perform at higher levels. Look for opportunities to compliment and acknowledge their efforts and successes. The more you invest in your salespeople — whether through support, appreciation, or resources — the more successful they will be.

3. Spend Time with Them

To truly understand how your salesperson operates and identify areas for improvement, you need to spend time with them out in the field. Consider scheduling a whole day where you accompany them on all of their appointments.

Observe what they do well and where they struggle, and offer constructive feedback after each call. You can provide valuable guidance and support by being present and actively involved in their sales process.


Getting a top performer back on track requires time, intention, and effort, but following these three simple steps can help your salesperson improve their sales performance and achieve their best results.

Coaching Sales Talent eBook

*Editor's Note: This blog was originally written in 2014 and has since been updated.

Topics: sales performance growth guide