About International Coaching
Knowing what to do in sales does not always mean being able to apply it in a real customer conversation.
That gap between knowing and doing is where I focus my coaching: understanding what happens in practice before deciding what might help.
Eric Stijnman
My background spans decades of experience in entrepreneurship, commercial leadership, B2B sales and hands-on sales coaching. I know commercial responsibility from different perspectives: customers, results, teams and developing people.
Today, I help SDRs, BDRs, sales professionals and managers look closely at what happens in real conversations and everyday coaching practice.
Based in Barcelona, Spain — working with sales teams and leaders across Europe.
Situations worth examining
Onboarding into practice
New SDRs and BDRs may spend too long learning product information before gaining practical experience with CRM, preparation and actual conversations.
Understanding customer priorities
Discovery conversations may produce plenty of information without establishing what really matters to the customer or why it matters now.
Meaningful next steps
A conversation may end without clarity about relevance, urgency or whether a next step makes sense. An honest no is also a valid outcome.
Feedback that leads to practice
Call reviews may result in useful feedback, but the same behaviour can reappear when there is no opportunity to practise and follow up.
What these signals tell us
These are situations to investigate, not explanations of their causes. I look for observable behaviour and supporting evidence before suggesting coaching, training or another intervention.
How I coach
My starting point is to understand what is actually happening, without deciding the answer in advance.
Observe and understand
We look at real conversations together: what worked, where understanding was lost and which assumptions deserve checking. I ask questions rather than supplying ready-made answers.
Practise, apply and review
When there is a justified development priority, we focus on something observable, practise it, apply it in subsequent conversations and review what changed. If knowledge is missing, training may be more appropriate.
Working across Europe
I work online and on-site with SDRs, BDRs, sales professionals, managers and teams in different European markets. Coaching adapts to the people and context, not to a rigid script.
Recommendations on LinkedIn
Read what colleagues and leaders from previous collaborations say about my way of working, coaching and commercial contribution.
Explore the coaching services
Coaching Services
Explore the five routes for sales professionals, managers, teams and organisations.
Methods
Explore how coaching methods, frameworks and measurement are used for deeper insight.
What are you observing in your team?
If onboarding, customer conversations or coaching consistency need attention, describe what you see and what you would like to improve. We can explore together what deserves attention and whether coaching is the right next step.