Critical Sales Coaching Training


Learn how to effectively coach the modern salesforce through accurate diagnostics, messaging, and planning for even your most resistant reps.

Rethink how you coach with Critical Sales Coaching Skills

Today’s salesforce requires new strategies and approaches to successfully coach and develop. To build a high-performing team, your sales leaders need Critical Sales Coaching Skills.

Critical Sales Coaching Skills is a proven coaching methodology that teaches sales leaders to diagnose coaching needs, develop effective individual messaging, and craft action plans tailored to each of their direct reports.

Key benefits of Critical Sales Coaching Skills

After completing this program, your sales leaders will be able to:

  • Gain the skills to effectively coach sales professionals in attaining and sustaining high sales performance
  • Quickly discover a process to determine who to coach, what behaviors to coach, and how to coach team members
  • Create coaching messages that target performance issues to drive behavior change and sustainment
  • Loop organizational leaders into coaching activity results using a systematic process for tracking and reporting critical coaching activities

Program Objectives of Critical Sales Coaching Skills

Program objectives include:

  • Discuss the value of coaching to drive performance development and achieve critical business objectives
  • Examine and apply the M3 Sales Coaching System to establish a consistent and high-performing coaching culture
  • Determine who to coach and how to prioritize coaching efforts
  • Determine what to coach by identifying performance gaps between current performance and desired performance
  • Plan for and execute highly effective coaching conversations by tailoring messages to critical issues
  • Implement a proven performance management strategy to sustain results long-term

Sales Training Delivery Options

Critical Sales Coaching Skills can be delivered in a variety of ways:

Onsite Instructor-Led Sales Training

This classroom delivery option allows for a comprehensive learning environment equipped with role plays, case studies, group discussions, and other interactive activities enabling participants to easily transfer new skills from the classroom to the real world. Learn more.

Virtual Instructor-Led Sales Training

Different from typical, self-paced e-learning environments, our online option is delivered by a live Janek facilitator, enabling participants to experience the same level of interaction they would in a physical classroom, utilizing technology. Learn more.

On-Demand, Blended Learning

This delivery method combines the ease of e-learning modules with traditional face-to-face teaching and allows participants to learn at their own pace while providing the benefits of group interaction and individual instruction. Learn more.


Our Train-the-Trainer option will certify your internal training staff on the skills, processes, support tools, and methods necessary for the highest quality ongoing, internal delivery. Learn more.

Janek’s training implementation approach

Our training implementation is guided by a proven world-class approach.

ATLAS Janek Sales Model

Hear what our clients say about us.

“Janek’s sales training scored very, very high while internal surveys and business results have shown that Janek’s training is successfully being adapted by our salesforce.”

Donnie Purto, Sr. Director of Sales Training

“My expectations with working with Janek has been exceeded. I’ve been really happy with the partnership and it’s great to have them in my corner.”

Bret Nelson, Director of Sales Strategy
IHS Markit

Supporting services

Leverage the full scope of Janek’s solutions to drive immediate and long-term results. Contact us to learn more about these services.


Let us adapt this program for your team’s specific needs, industry, vocabulary, and culture.


Take advantage of our turn-key and hands-on training reinforcement solutions.


Validate training effectiveness in terms of performance improvement, business results, and ROI.


Use a technology solution to reinforce training in a convenient and fun format.

Download the Critical Sales Coaching Brochure

Download the brochure

More information about the Critical Sales Coaching Skills program is available in this downloadable PDF

Training Programs for Sales Professionals & Sales Leaders

Sales Team Development
Core Skills
Critical Selling® Skills
Gold 2020
Stevie Winner

Our flagship sales training program provides top-performing skills and best practices to master each stage of the sales process.

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Critical TeleSelling® Skills

An inside sales methodology specifically designed to equip sales professionals on how to effectively engage with customers over the phone, build trust, and close confidently.

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Critical Prospecting™ Skills

A workshop designed to enable sales professionals with the prospecting and business development skills to build strong pipelines with qualified prospects.

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Critical Service & Sales™ Skills
Silver 2021
Brandon Hall

A training program designed to equip service, sales, and retail staff to deliver better customer service experiences and identify hidden sales opportunities.

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Winning at Trade Shows™

A workshop developed for sellers to have more meaningful event and trade show interactions, from the planning stage to post-show activities.

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Advanced Skills
Critical Account Planning™

A sales training program that equips account executives with the skills, processes, and tools to grow relationships with existing accounts and plan for strategic opportunities.

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Critical Negotiation™ Skills
Gold 2022
Stevie Winner

A research-based training program to provide sales professionals with the skills, tools, and best practices to handle complex and difficult negotiations.

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Selling Virtually™
Bronze 2021
Stevie Winner

Selling Virtually empowers sales professionals to effectively engage with prospects and clients in the new remote selling ecosystem and improve productivity and revenue.

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Selling to the C-Suite™

Selling to the C-Suite equips sales professionals with the unique skills and processes required to gain access and have better dialogues with executives.

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Strategic Storytelling™ Skills

Leverage stories in sales conversations to better position your solutions and drive momentum towards favorable outcomes.

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Sales Management Development
Management Skills
Critical Sales Coaching™ Skills
Gold 2023
Stevie Winner

A coaching methodology to empower sales managers to coach, manage, and lead more effectively and drive their teams toward favorable results.

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TOPS® Reinforcement & Coaching

A proven playbook and toolkit for sales managers to sustain and reinforce our selling skill methodologies through a sustainable reinforcement and coaching plan.

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Questions about our sales training programs? Let us tailor a training solution that matches your needs.

Critical Sales Coaching™ FAQ

Who benefits from Critical Sales Coaching™ Skills?

It has been confirmed in numerous studies how sales organizations that provide regular sales coaching to their teams achieve higher win rates. Out of that necessity, we created Critical Sales Coaching Skills, a proven coaching methodology and system that equips sales managers and leaders with the skills and knowledge to effectively lead and coach their sales team.

As a result, Critical Sales Coaching Skills directly benefits both sales managers and their representatives by providing the guidelines and framework for sales managers to lead more impactful one-on-one and group coaching sessions with their team.

What is the M3 Sales Coaching System?

Janek’s proprietary M3 Sales Coaching System is designed to be a simple and effective way to approach the development of sales teams. It consists of three foundational components that focus on setting the stage for successful coaching endeavors.

What is the difference between Critical Sales Coaching™ Skills and TOPS®?

You can think of Critical Sales Coaching Skills as the program that enables sales managers how to effectively coach.

On the other hand, TOPS is a playbook that provides sales managers with tools and exercises on what to coach their team. These two programs can be purchased separately, but they are frequently combined to give sales managers the ultimate tools to lead and coach their team.

What is the difference between Critical Sales Coaching™ Skills and Janek’s Sales Coaching services?

Critical Sales Coaching Skills is a training program that teaches and enables sales managers to become better sales coaches.

Janek’s Sales Coaching consists of Janek experts providing sales coaching directly to the customer. This service is also often applied as a sustainment and reinforcement solution, following attendance in one of Janek’s sales training workshops.