Help your reps grow fast with short, focused coaching. This guide shows you how to run a powerful 10‑minute coaching session using a simple framework any sales leader can follow.
What is 10‑minute coaching?
10‑minute coaching is a quick talk with a rep after a call or meeting.
You focus on one deal or one skill at a time so the rep leaves with a clear next step.
It works well because:
- The conversation is short and easy to fit into a busy day.
- Reps remember what you discuss and can act on it right away.
Step 1: Start with their goal
Begin by asking the rep, “What was your goal for this call?”
This helps them think for themselves instead of waiting for you to judge them.
You can ask:
- What did you want to learn from the customer?
- What outcome were you hoping for today?
Step 2: Let them self‑reflect
Next, ask, “What went well?” and “What would you do differently next time?”
Self‑reflection builds awareness and keeps the rep open, not defensive.
Good follow‑ups:
- Where did the customer seem most engaged?
- Where did you feel you lost momentum?
Step 3: Focus on one skill
Choose only one skill to work on in each 10‑minute session.
Too many topics at once will confuse the rep and slow progress.
Common skills:
- Discovery questions
- Handling objections
- Next‑step setting and closing
Step 4: Replay one key moment
Ask the rep to replay a key moment from the call, almost like a role play.
You can step in as the customer and let them try again in a safe space.
Keep it tight:
- Pick a 1–2 minute part of the conversation.
- Have them try it once, then you model, then they repeat it.
Step 5: Agree on one clear action
End with a simple, specific action for the next call.
The rep should say the action in their own words so they own it.
Examples:
- “On my next call, I will ask two deeper ‘why’ questions before pitching.”
- “I will confirm next steps with date and owner before ending every meeting.”
Step 6: Track progress over time
Write down the date, the skill, and the action you agreed on.
In future 10‑minute sessions, start by asking how they did with that one action.
This creates:
- A sense of progress and momentum.
- A habit of coaching that feels supportive, not scary.
T = Tell me what’s going on
Ask:
- “What’s the specific deal or client situation you’re facing right now that you’d like to talk through?”
- “Give me a concise summary. Who are the key players involved, and what’s their take?”
Goal: Gain crystal clear understanding of the precise situation without immediately offering solutions. Focus on factual details and the immediate problem.
E = Explain what you’ve tried
Ask:
- “Regarding this challenge, what have you tried so far, anything move the needle, and what hasn’t made a difference?”
- “What has made this situation particularly difficult or frustrating for you?”
Goal: Encourage self-reflection and critical analysis of past efforts. Demonstrate trust in their problem-solving abilities and identify areas of struggle.
D = Discuss the customer’s view
Ask:
- “If you were in the customer’s shoes, what specific thoughts, feelings, or concerns do you believe they might be experiencing regarding this situation?”
- “Considering their perspective, what specific information, assurance, or solution might they truly need to feel comfortable moving forward with us?”
- “From their vantage point, where might they be feeling most stuck, confused, or resistant in the process?”
Goal: Foster deep empathy and strategic insight by shifting the focus to the customer’s unstated needs, motivations, and potential hesitations.
I = IF you can change one thing
Ask:
- “Considering everything, what you can commit to taking next to address this challenge?”
- “Specifically, what do you intend to try now, and what’s your primary reason or hypothesis for why that particular action will be effective?”
- “By what specific metric or observable outcome will we know this new approach has been successful or made a tangible improvement?”
Goal: Drive immediate, measurable action and build the leader’s confidence in their ability to execute, even if the initial step is a small, focused experiment.Book a coaching session