4 Steps to Coaching at Scale

Tom Lavery from Jiminny showed the Sales Confidence audience how to get coaching right. Let’s find out more.

In March 2022, we finally got to stage our first in-person Sales Confidence event of the year. It was brilliant to see so many revenue leaders sharing knowledge, networking and enjoying themselves again at the stunning Andaz Hotel. 

We’ve put together some articles based on the events’ talks, so even if you couldn’t be there, you can still get inspired.


Tom Lavery

Tom Lavery is CEO and Founder at Jiminny – conversation intelligence to unlock your sales team’s potential.

One of the things Jiminny is great at is helping leaders to find opportunities to coach their reps. So, it was no surprise that Tom focused on coaching for his 7-minute Sales Confidence talk.

‘What’s the opportunity cost of not coaching in your business? Technology will only take you so far. It’s the things to do around it.’


1. Coaching: Capture the voice of the customer

You can’t know what’s going on if you only join one call with a rep every month. You need the complete picture of your customer interactions across all your channels – voice, email, video and beyond.

Capture every bit of data possible. Then, you can take your first steps towards making a difference and coaching at scale.


2. Create a coaching framework

You need to have a framework at each stage of your sales process (discovery, demo etc.). It gives your team a vision of how things should work, as well as giving you something to coach towards.

If you want to coach a team, you have to first train in the correct way of working. Unfortunately, this is a part that sales leaders often get wrong.


3. Apply the framework

Once you have captured the data and designed a framework for each step of your process, you can begin to apply it. 

For example, you can start with a discovery call as it’s the stage where many deals are won and lost. It also dictates the quality of your pipeline. Break it down into (starting with the biggest):

  • Module
  • Goal
  • Coaching areas 
  • Score

4. Measure over time

Over time, you’ll see patterns emerging. For example, a rep may score consistently well for relationship building but fall down on their product knowledge. Now you know where to coach. It’s also handy if the manager leaves and someone else comes to take their place: they know where to pick back up. Look for consistency, understand strengths and weaknesses and create a culture where everyone strives to get better.

Coaching in this way once a week increases conversion and close rates by 5% per rep, on average. It creates those all-important marginal gains that add up and give you the edge. With that comes a winning team.


Over to you

I hope Tom’s tips for coaching at scale help you get the most from your sales team moving forward.

Now, we want to know what you think. What are your tips for better data-driven coaching? Leave a comment below and share your knowledge with the Sales Confidence community?