Many sales organisations do not struggle because people are unwilling to learn. The challenge is helping salespeople and managers apply what they already know consistently in practice.
Sales Coaching, Enablement and Manager Development for Sales Teams
International Coaching, with Eric Stijnman, supports sales teams through Sales Coaching, Sales Call Coaching, Sales Enablement and Sales Manager Coaching, helping organisations translate learning into better conversations, stronger coaching and improved sales performance.
Practical coaching, training and enablement online or on-site across Europe
What is getting in the way of stronger sales performance?
This practical coaching supports SDRs, BDRs, Account Executives, account managers and field sales representatives, as well as inside and field sales teams. Recognise one of these situations? Explore where progress stalls and which approach fits.
New SDRs and BDRs enter real practice too late
Product knowledge is in place, but preparation, conversations and CRM use still need substantial guidance. This can take up managers’ time and delay independent work.
Discovery conversations do not create meaningful progress
Questions are asked, but impact, priority and the next step remain unclear. Conversations take place, but it is uncertain whether the prospect actually wants to move forward.
Training is not sufficiently applied in practice
Training and playbooks are available, but application varies. Managers may keep addressing the same issues while the application and value of training remain unclear.
Do you recognise this in your sales team?
Perhaps onboarding takes up too much of your managers’ time, conversations lack a clear next step or training rarely appears in practice. Discuss what is happening and which additional support might be relevant.
Or explore directly: Coaching · Training · Enablement
Sales Performance System — SPS
Are sales conversations or sales performance falling short of what you expect? SPS is a behaviour-focused Sales Performance Diagnostic that helps turn a performance question into relevant signals, observable behaviour and one provisional development priority. This gives you a clearer view of what needs attention before you decide whether coaching, training, practice, manager support or another intervention is appropriate. You receive a summary with a concrete next step.
From a sales challenge to a clear development priority.
Why coaching is more than training
Training helps people understand what they can do. Coaching helps make visible what is actually happening in practice, reflect on it, and develop and practise new behaviour. This makes knowledge more applicable in real sales conversations and everyday sales practice.
AI-generated illustrative video
From Training to Performance
Training builds knowledge. Coaching, practice, application and follow-up determine what becomes visible in everyday work.
- Training→ Knowledge
- Data & AI→ Visibility & Insight
- Coaching→ Judgement & Behaviour
- Practice→ Capability
- Application→ Performance
- Measurement & Embedding→ Improvement
The Performance Coaching Approach
We start with thorough preparation and clearly defining the performance challenge. Next, we gather relevant observations and evidence, identify the behaviour associated with the challenge and determine where development deserves the most attention. Based on that, we focus coaching and practice, apply new behaviour in real situations, and measure progress so we can adjust where needed.
Prepare → Performance Challenge → Evidence & Observations → Observable Behaviour → Development Priority → Coach & Practise → Apply → Measure & Adjust
Practical experience as the foundation
The coaching is based on practical experience in sales, sales development, onboarding, call coaching, management and team development.
Connecting onboarding with practice earlier
When new SDRs and BDRs spent weeks reviewing information before making calls, I worked with trainers, team leaders and managers to make onboarding more practical. Personal guidance, CRM context and focused market, company and prospect research connected knowledge with everyday sales practice earlier.
Reviewing conversations with shared criteria
I organised one-to-one and group sessions in which SDRs, BDRs, managers and team leaders jointly reviewed real conversations. I created a shared evaluation document so feedback could be discussed using the same criteria and it became clearer which behaviour required attention.
Processing product knowledge actively
SDRs and BDRs prepared product presentations in groups and presented them to one another. Instead of consuming information passively, they researched, understood and explained the products themselves and answered questions. This helped them process product knowledge more actively and use it in conversations.
What participants say about the coaching
“The coach has an exceptional ability to explain complex topics in a clear, simple and practical way. He is patient, approachable and always willing to share his knowledge.”
Denis Plura, Senior Sales Development Representative at Shopify
Meet Eric Stijnman
Training your salespeople or reviewing their calls doesn't automatically change what happens in the next customer conversation.
Through International Coaching, I provide hands-on coaching support alongside SDR/BDR managers, Sales Enablement teams and sales leaders who want to turn observations into practical development.
I work with real conversations, encourage salespeople to reflect on their own performance and help them identify what to practise and apply next.
Discuss your sales challenge
Discuss a concrete sales challenge with Eric. Describe what you see in onboarding, customer conversations or coaching in your team. First clarify what needs attention, then consider an appropriate next step.