The Practice Gap
Athletes train to perform. Sales teams perform without training.
Professional athletes
Practice is the work
Corporate sales
Every call is game day
In sports, you practice, then you execute. In sales, you train once, then you practice bad habits forever. What if your team practiced like athletes, with a coach reviewing their game film?
Shaped by hands-on mentorship from Jacco van der Kooij (Winning by Design) and Keenan (Gap Selling). But the curriculum itself comes from your own top performers, not someone else's playbook.
“Companies are lucky to have you as this aligns your passion and expertise. That is a great thing for organizations.”
The 20/20 Method
I built this to solve your 80/20 problem. It gives you 20/20 clarity on what's already working on your team. Then I coach the rest of your team to do the same.
Find your real top performers, and the specific questions and behaviors that get buyers to convince themselves.
Learn what they do differently through call reviews, discovery, and first-meeting execution. That becomes your curriculum, built from your best reps' own habits. See the Six Pillars→
Roll it out. Three team classes, six 1-on-1 coaching sessions for each AE, and a manager track so your managers keep it going.
Keep it running without me. Reps coach themselves with the 3 & 3→, and your managers own the cadence.
What you get. When you get it.
- Alignment kickoff with leadership
- AE interviews (Discovery Intake Methodology)
- Top performer interviews
- All-rep interviews
- Review of historic AE calls via Gong, Chorus, Clari, Fathom, etc.
- Review of the outputs and insights from your AI coaching tools (if applicable)
- 3 team coaching sessions begin (The Six Pillars)
Delivered
- Team coaching sessions continue
- 6 1:1 coaching sessions per AE begin, run through the 3 & 3
- Manager coaching & collaboration track
- First monthly exec steering call
Delivered
- Your deal blockers
- Your top 10 discovery guide
- Your top 10 objections and handling
- Early wins start showing
- 1:1 coaching continues
- Second steering call
- Manager collaboration continues
Delivered
- Your top 10 best sales practices
- Better pipeline quality and faster-moving deals
A weekly trend email to leadership between steering calls keeps you in the loop without adding meetings.
What you walk away with
ARC Assets & IP, Explained
Built from your own calls and your own reps. Click or tap any card to flip it.
Discovery Intake Methodology
It's not what I ask. It's how I ask it.
I'm a certified crisis counselor with 988 and Didi Hirsch, trained to earn the kind of trust that gets people to say what they'd never tell their boss. Discovery Intake brings that skill to every rep interview, so the real blockers surface before they cost you a deal.
80/20 Findings
Your top 20% already know how to win. Let's pull it out of their heads and teach it to the rest.
I interview your top performers and review their actual calls, not their self-reports. Their edge is a repeatable set of behaviors nobody ever asked them to explain. 80/20 Findings spells out what your best reps do differently and how we'll teach it to everyone else.
YOUR 3 TEAM COACHING SESSIONS
The Six Pillars of Elite Performance
Talent isn't the difference. These six fundamentals are.
Your reps work through all six in three team coaching sessions, starting in Month 1.
Who you are, what you solve, and why you're the expert in the room. I coach reps to tell your value story in their own words, so it lands with buyers instead of sounding memorized.
Your ICP, your win/loss patterns, your competitors, and the integrations buyers ask about. Reps learn where you win, where you don't, and how to position against an incumbent.
First-contact discovery, the buyer's journey, and the critical events that make a deal real. Reps learn to confirm a true opportunity early and tell a story the buyer repeats internally.
Demos, virtual meeting best practices, and how reps communicate on camera. The goal is a rep who shows up as a trusted advisor, not a product tour guide.
Pricing, negotiation, proposals, stalled deals, and forecasting. Reps learn to keep deals moving through the middle and forecast what will actually close.
Winning habits, social selling, staying informed, and sharing what works across the team. This is the part that keeps results compounding after the engagement ends.
Why This Works When Training Doesn't
MEDDIC, Challenger, SPIN, and Sandler look great on a whiteboard and fall apart on a live call. The complexity is my job. Your reps get three things to keep and three to change, every session.
Markets shift and messaging ages out, so a playbook needs rewriting every six months. A reinforced skill doesn't.
There's no one right way to sell. Bubbly Betty and Monotone Mike don't get the same coaching. They can't sell like you. They need to sell like themselves.
AI tells every rep what they did wrong. It can't build the trust it takes to change behavior. I'm the human layer that does, every week, one rep at a time.
(MySalesCoach and Aircall, State of Sales Coaching 2025, 1,600 sales pros)
Teams with consistent, measured coaching see 32% higher win rates and 28% higher quota attainment. (Korn Ferry, Sales Enablement Study)
This comes off your plate, not onto it.
I run the interviews, the call reviews, the one-on-ones, and the manager track. You get the outputs. You keep running the business. I handle the coaching.
The curriculum is already on your team.
Got 30 minutes? I'll show you how I find it, teach it, and make it stick.