Curriculum
Six Pillars. The what behind the why.
This is the coaching curriculum, end to end. The structure is fixed. The content inside it is built from what your own top performers already do, which is why it doesn't age out the way a licensed framework does.
Active, not passive.
87% of training is forgotten within 30 days without reinforcement. 80% is never completed at all. The average company spends about $2,000 per rep per year and calls it development. Professional athletes train, train, train, then perform. In corporate we perform, perform, perform, and squeeze in one training day. The curriculum below is built to run the other way around.
The Six Pillars
01
What problem we solve
Before a rep can sell it, they have to be able to explain why it matters.
- —Why we are uniquely positioned to solve it
- —Social proof and storytelling (cost of the current condition)
- —Establishing subject-matter credibility as a trusted advisor
02
Market & competitive fluency
Reps lose deals they should never have been in, and lose winnable ones on positioning.
- —ICP and persona clarity
- —Why and when we win, why and when we lose
- —Competitive displacement
- —Qualify quick, disqualify quicker
03
Discovery & qualification
The single biggest separator between the top 20% and everyone else.
- —First-contact discovery driven by genuine curiosity
- —The five minutes that matter
- —The buyer's journey
- —Compelling events vs. critical events
04
Meeting & demo execution
Separation is in the preparation.
- —Pre-call planning that changes the outcome
- —Engagement strategies inside the room
- —Virtual selling best practices
05
Deal management & closing
Most pipeline doesn't die at the close. It dies quietly in the middle.
- —Pricing and negotiation
- —Proposal presentation
- —Stalled deals and how to restart them
- —Forecasting you can defend
06
Habits & professional practice
Skills fade without practice. Habits are what make the coaching stick.
- —Winning habits and weekly cadence
- —Continued education: podcasts and books
- —LinkedIn and social selling
- —Cross-team knowledge transfer
Why they open up. What I'm looking for.
The technique
The assessment runs like a discovery call, not an audit. Questions about pain, future state, and building a plan, with the focus on second- and third-level motivation.
The source
The question list draws on the coaching expertise I built as a volunteer crisis counselor. Genuine curiosity surfaces the real challenges, goals, and motivations.
The intake
Sales background. Confidence check. Open discovery. Motivation. Action plan. Reps tell me what they will not tell leadership.
What you get out of the assessment.
Validated 80/20 findings
What the top 20% of your reps do that the rest of the team does not.
High and low potential insights
An assessment of each rep's intrinsic characteristics and current trajectory.
Asset feedback
Evaluation of existing decks, battlecards, discovery frameworks, and other assets.
Top objections
The 10 most common objections surfaced across all reps, ranked by frequency.
What you get. When you get it.
Month 1: Assessment
- —Kickoff with leadership
- —Top performer interviews
- —All-rep interviews and call review
- —Three-session team coaching class begins
- —Delivered: findings report and coaching plan
Month 2: Individual coaching
- —Team coaching sessions continue
- —1:1 coaching per AE begins
- —Manager coaching track
- —First monthly exec steering call
- —Early wins start showing
Month 3: Reinforcement
- —1:1 coaching continues; second steering call
- —Delivered: top 10 best practices and top 10 objection counters
- —Assessment of a Sustain engagement
- —Early wins compile
Month 4+: Sustain (optional)
- —Ongoing coaching cadence
- —New-hire support
- —Accountability
- —Continued monthly steering calls
A weekly trend email to leadership between steering calls keeps you in the loop without adding meetings.
Playbooks expire. Skills don't.
Everything the coaching runs on is mine, built over 20 years of running revenue teams:
- —Discovery Intake
- —3x3 Coaching Protocol
- —Top 10 Playbook
- —20/20 Method
- —Six Pillars Curriculum
This is not a training event. It's a coaching system.
Let's look at which pillar your team is actually losing deals in.