Effective Revenue Coaching to Elevate the Middle Performers

Effective Revenue Coaching to Elevate the Middle Performers

Almost every sales team has three types of performers – the high achievers, the middle performers, and the low performers. Statistically speaking, any given team will typically represent a classic bell curve distribution, with a majority of salespeople falling in the middle performer category, the bigger chunk of your revenue pie. To escalate your revenue significantly, leveraging this middle chunk seems like an astute business move. That’s where the role of effective revenue coaching comes in. By focusing on this largest group’s skills enhancement, you can potentially elevate your entire team’s performance.

Revenue Coaching: A Necessity, Not a Luxury

Optimizing sales performance is a matter of strategic importance for most organizations. It’s a no brainer that top performers are already contributing significantly. On the other hand, low performers may require a massive investment of time and resources with uncertain results. However, with the right coaching assistance, these middle performers could be molded into a great force that drives your organization’s overall revenue growth.

What is Effective Revenue Coaching?

Revenue coaching is a diligent process meant to enhance selling abilities, techniques, and overall performance. The focus lies in strategically augmenting these middle performers to increase revenue. It’s not about conducting haphazard meetings or quick pep talks before sales calls. It’s much deeper. Effective revenue coaching is a structured, consistent, and holistic approach to unlock individuals’ potential. It covers all aspects of sales skills, technique, strategy, and mindset.

Developing an Effective Revenue Coaching Plan

To elevate the middle performers through revenue coaching, a well-planned, methodical strategy should be in place. Here are a few steps to consider:

  • Establish a Baseline: The first step of effective revenue coaching involves a comprehensive understanding of the current skills, knowledge, and capabilities of your middle performers. It includes quantitative analyses such as sales numbers, deal closure rates, etc., and qualitative measures such as customer response, communication skills, etc.
  • Define Goals: The next step is to define short and long-term goals that are specific, measurable, achievable, relevant, and time-bound. These provide a clear roadmap for your middle performers.
  • Individualized Focus: Each sales professional is unique in how they approach sales and handle customers. Understanding this uniqueness helps in customizing the coaching process for each middle performer.
  • Track Progress: Regularly tracking progress against the set goals helps in understanding the effectiveness of your coaching strategies and gives room for necessary changes.


Revenue coaching, when carried out effectively, has the potential to significantly elevate the middle performers. As these professionals make up a large proportion of your sales team, their performance directly impacts your organization’s ability to achieve its revenue targets. The process isn’t a one-time event but a continuous journey that requires carefully crafted strategies, regular monitoring, and constant feedback. By unlocking the potential of your middle performers, you can set your sales team on the path to unprecedented success.