Selling to the Point

Decision Coaching skills:

  1. Shift the relationship from Salesperson to Decision Coach

A coaching relationship can’t happen unless your customer knows you’re on their team. Teams require a common goal. Your customer’s goal is to make a good buying decision. You become a teammate as long as you share this goal.

2. Influence Better Buying Decisions

Coaching is the art of maintaining influence without the need for control. A good coach makes a big difference while staying on the sidelines. The same is true for coaching your customer’s buying performance. You can’t hear the “gears” turning inside your customer’s head, so you can’t control them. They can be influenced, however, with performance coaching techniques. The skill sets necessary to apply these techniques are what we teach at Selling To The Point training.


Coaching a customer’s decision performance is 180 degrees different than coaching a salesperson’s selling performance for one simple reason. Decision-making is internal. Salespeople can’t hear the “gears turning” inside their customers’ heads. In contrast, salespeople are completely aware of the selling conversation. Perhaps this is why traditional sales training’s focus is only about selling performance. Buying performance is largely ignored, yet it’s the basis for salespeople’s commission.

Just because salespeople don’t hear it doesn’t mean the customer’s internal decision conversation is unimportant.