From Average to Excellent: A Blueprint for Sales Coaching With Precision

Most sales reps aren’t bad. They’re just flying blind.
And most sales coaching isn’t broken—it’s just vague.

If you want to transform “just okay” sales calls into high-converting, outcome-driven conversations, motivational pep talks aren’t the answer. What you need are specific, observable performance signals.

We analyzed 6,209 real sales conversations across industries to uncover exactly what the best-performing reps do differently—and how coaches can replicate that success across the team.

Here’s what separates the top 6.9% of reps (those rated “Excellent”) from the rest and how to coach others toward that level using hard data.

1. Ask More—and Better—Questions

Top-performing sales reps consistently asked more questions but not just any questions. They used thoughtful, open-ended ones to guide the conversation and explore the buyer’s real needs.

• Top reps asked 37% more questions than average reps.

• Their calls were driven by curiosity, not just pitch.

• They didn’t wing it—they led with purpose.

Coaching Tip:

Encourage your reps to ask 12+ meaningful questions per call. Role-play different buyer personas and help them improve discovery techniques.

2. Share the Floor with the Buyer

Forget the old-school advice: “Take control of the call.”
What actually works is balanced dialogue.

• The best reps maintained a 1:1 talk-to-listen ratio.

• Poor performers? Their ratio skewed as high as 1:8, meaning they dominated the conversation.

• Listening early and leading later creates trust and engagement.

Coaching Tip:

Measure and track a turn balance score. Great reps stay under 1.2. Use call analytics tools to flag reps who talk too much or cut buyers off.

3. Drive Toward Actionable Next Steps

Great sales calls don’t end in applause. They end in progress.
Top reps made sure each call had a purpose—and a follow-up plan.

• They averaged 4 actionable outcomes per call—45% more than average reps.

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• They clearly defined next steps, responsibilities, and timelines.

Coaching Tip:

Coach your reps to document next steps in the CRM immediately. Reinforce that each conversation should move the deal forward, not just fill time.

4. Lead with Empathy and Emotional Intelligence

Top sales performers aren’t just skilled—they’re humanly attuned. They scored 68% higher on empathy and rapport-building metrics.

What that looks like:

• Mirroring tone and pace

• Pausing to make space for buyer input

• Recognizing buyer concerns and reflecting them back with warmth

Coaching Tip:

Use call recordings to identify subtle rapport techniques like tone-matching or hesitation recognition. Coach your team on emotional intelligence, not just script delivery.

Why Traditional Sales Coaching Fails

Too many coaching frameworks focus on motivation instead of behavior. They prioritize generic encouragement over data-backed feedback. The result? Stalled rep development and flatline performance.

Our research shows that precision coaching driven by observable call metrics makes the difference between average and excellent.

Unlock the Full Coaching Blueprint

This isn’t theory. It’s built on real sales conversations, evaluated with AI-powered call analysis to isolate patterns that drive success.

In our full report, we break down:n- Call evaluation benchmarks for top sales reps

• Coaching frameworks that move the needle

• Tools and templates to bring precision into your coaching sessions

→  Download the full sales coaching blueprint here 

If you want reps who close more, connect deeper, and drive action, stop coaching from the gut. Start coaching with clarity.