The 3-Step Sales Coaching Method that Transform Sellers’ Skills

by Alycia Sutor /

We all know how discouraging it can be to engage in new behaviors in pursuit of a noble goal, only to experience slow momentum and growth. Take dieting. We begin with high hopes, big plans, and a fridge full of healthy food. But if we don’t see progress on the scale after a few weeks, most of us get discouraged, stop trying, and lose interest. The same is true when doer-sellers attempt to build their sales skills. Fortunately, GrowthPlay has honed a time-tested three-step sales coaching method that can truly transform the business development process.



Step 1: Conduct a Sales Talent Assessment

Chally’s talent analytics tool, the Chally Assessment, is a

45-year-old talent-profiling tool that has been used on more than 750,000 people to measure skills and motivations attributed to success in high-performing organizations. Our research has identified 140 distinct competencies that correlate with sales success. Among those, we have targeted five roles that apply most directly in the professional services context: lead generator, account manager, educator, architect and inventor.


Each of these roles has its own set of skills, strengths and motivations that inform the seller’s approach to sales. The best news of all is that over 98 percent of lawyers surveyed showed an affinity for one of these roles, and many of them for more than one. Great sales coaching begins with an assessment of the seller’s natural strengths.


Step 2: Build a Sales Strategy Based on the Data

Understanding that it’s impossible to engage attorneys in a one-size-fits-all approach to business development, effective sales coaching focuses instead on the individual’s natural competencies to identify the places where he or she is likely able to contribute most effectively and efficiently. By uncovering the specific targets, interests and style that makes sense for each lawyer, the coach can find places to build momentum and drive initial success, which increases the seller’s optimism about where things can go next. To learn more about strategic planning read our blog: Growth mapping vs. strategic planning.


Step 3: Create a Self-fulfilling Cycle

“Reinvest” the initial sales success momentum (which is driven by getting the right people into the roles that play to their strengths) into a business development plan of attack that generates further engagement, excitement and enthusiasm, which leads to more sales and referrals, which continues to pull the lawyer’s attention to the ongoing process of business development. The skilled doer becomes a skilled seller too, bolstered by the positive cycle the sales coaching created.



There are so many ways to approach business development. Using data plus individual sales coaching that points sellers toward the places where they are naturally equipped to shine is one magic method to generate success.