Coaching Problem Performers Training Program

Program Description

While Developmental Sales Coaching has the potential to create outstanding, independent performers, there will always be salespeople on the team who do not perform, regardless of the excellent support and coaching they receive.  They could have the best products to sell, a territory full of potential, and every competitive advantage but still not meet the required standards and goals.  In these circumstances, when much is at stake for the salesperson, sales manager, and team, a coach needs to use a special coaching methodology that is neither developmental nor evaluative yet still delivers results, especially under such sensitive circumstances. 

Richardson’s Coaching Problem Performers Program teaches sales managers to use Consequence Coaching, which is a convergence of both Developmental and Evaluative Coaching.  Consequence Coaching is developmental in that it is supportive and offers encouragement and evaluative in that it includes a grading/documentation aspect.  Unlike Developmental Coaching where the guiding philosophy is “They talk first,” Consequence Coaching does not ask the salesperson for his or her perception since that has usually been done several times in prior coaching sessions.  Instead, the coach talks first and provides his or her perception of where things stand, the standards a salesperson is required to meet, specifically what is unacceptable, what needs to happen, and the consequences of not doing so.  Program participants use highly customized cases and exercises to bring to life the four-part Consequence Coaching Model and practice real-life coaching dialogues.

Business Benefits

  • Maximize the effectiveness of the sales team
  • Effectively take action with poor performers who inhibit team morale, relationship building, and revenue growth


  • Learn a common process and language for coaching poor performers so that they are clear about expectations, understand why they are not meeting specific standards, and are aware of the consequences of not changing behavior
  • Use questioning skills to differentiate legitimate obstacles from excuses
  • Practice “mental toughness” such as delivering a harsh message in a clear, concise manner and gaining agreement
  • Learn to provide feedback when “attitude” is the issue
  • Deal with emotional reactions to feedback

Audience:  Program content is highly customized to any level, from new to experienced sales managers

Delivery Options:  Available through one-half day classroom delivery (Richardson-led or train-the-trainer), one-on-one coaching, or webinar; wide variety of relevant books and support materials to embed and sustain learning are also available

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