Prepare the next conversation, session or decision.
Work through these 10 steps and choose the actions relevant to your situation. The pitfalls are illustrative examples, not customer quotations. Use the checklist on screen or print it for your preparation.
Agree the focus
Illustrative pitfall
“The coach tried to fix ten behaviours in one conversation.”
- Choose one relevant skill or buyer moment.
- Explain the purpose with the seller.
- Agree what you will observe.
Use an appropriate example
Illustrative pitfall
“Feedback relied on a call neither person could remember clearly.”
- Select a recent authorised observation or role play.
- Check any permissions needed for recordings or notes.
- Keep enough context to interpret the response fairly.
Observe before judging
Illustrative pitfall
“Personal style was treated as a performance standard.”
- Record what the seller actually said or did.
- Note the buyer response and surrounding context.
- Separate observation from your interpretation.
Invite reflection
Illustrative pitfall
“The coach delivered a verdict before asking a question.”
- Ask what the seller was trying to achieve.
- Explore what they noticed about the buyer.
- Listen for their own assessment before adding yours.
Describe the useful evidence
Illustrative pitfall
“Be more consultative left the seller guessing.”
- Refer to a specific moment and response.
- Explain its possible effect on the conversation.
- Link feedback to the agreed skill.
Build on what worked
Illustrative pitfall
“The seller left knowing only what was wrong.”
- Identify an effective response supported by evidence.
- Ask how they chose that approach.
- Discuss where the same behaviour could help again.
Choose one improvement
Illustrative pitfall
“The action list was too large to use on the next call.”
- Agree a priority change with the seller.
- Make it observable and within their control.
- Check that they understand what to try differently.
Practise the alternative
Illustrative pitfall
“The seller agreed with the advice but never tried it aloud.”
- Recreate the relevant buyer moment briefly.
- Let the seller practise their own response.
- Offer focused feedback and another attempt if useful.
Plan workplace application
Illustrative pitfall
“The improvement had no place in the seller's calendar.”
- Identify an upcoming conversation for application.
- Agree support from the manager or specialist.
- Decide what evidence to review afterwards.
Review the change
Illustrative pitfall
“Coaching attendance became the measure of improvement.”
- Revisit the agreed behaviour with a relevant example.
- Recognise progress without overstating the outcome.
- Adapt the next coaching focus to the evidence.
Put it to work
Turn the checklist into focused practice.
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