The playbook
Sales Performance Coaching: Template and Field Guide
This sales performance coaching template turns a broad task into a record another person can use. It captures seller, observed behavior, practice, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Choose a specific observable behavior, such as confirming the buyer's success criteria before a demo. Review examples, practice the behavior, then inspect later conversations. Account quality and territory conditions matter when comparing sales outcomes.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| seller | Record the seller associated with this customer or opportunity record. Use a stable reference so later updates can be matched. |
| observed behavior | Record the observed behavior associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| practice | Record the practice associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| evidence | Record the evidence associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with seller. Use the same reference throughout the record so notes are not attached to the wrong item. Then review representative conversations and opportunity records. This establishes the information required before the worksheet becomes a request for action.
Next, choose one specific behavior to practice. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as judging sellers only by activity counts without context, rather than a broad instruction to “improve performance.”
Finally, check whether the behavior improves later conversations. Put combine activity with quality evidence and opportunity conditions in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Judging sellers only by activity counts without context |
| Action | Combine activity with quality evidence and opportunity conditions |
| First check | Review representative conversations and opportunity records |
| Follow-up check | Check whether the behavior improves later conversations |
| Outcome to define | improvement in coached behaviors |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If observed behavior changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep improvement in coached behaviors connected to the item so the team can later assess whether the action was useful.
Make communication preferences and conversation status visible to the responsible owner. An automated action should not continue blindly after a meaningful reply or a request to stop. Route uncertain cases to a person.
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