B2B sales coach: progress on your live deals

A sparring partner, not a course

A sales coach isn't someone reciting a method on a whiteboard. It's someone who sits next to you, looks at your open deals, listens to your call recordings, and gives you an honest read on what works and what's losing you deals. I sold myself, as a founder (ex-Truckrs), before supporting other teams. Coaching is sparring: we train on the real thing, you keep control, I push you.

The four stages I audit on your deals

Before working on any specific point, I always look at the same thing: where your selling loses energy. Nine times out of ten, what looks like a closing problem was decided much earlier.

Qualification

Are you talking to the right people, and do you have written criteria for deciding whether an opportunity deserves your time? A pipe clogged with deals that should never have entered it costs more than a short one. That's the first sort we do together, often with a framework such as MEDDIC.

Discovery

Do you understand the problem your prospect describes, or the one that actually makes them move? It's the most underrated stage in B2B selling, and when it's rushed, everything after it is shaky. We listen back to your calls to spot the moment you stop digging. The full topic is on the customer discovery page.

Proposal

Does your offer answer what you heard in discovery, in the customer's own words, or does it read like your price list with a logo on top? We go back through the proposals you've sent and look at what they actually say, in the order the reader meets them. See also the B2B sales proposal.

Closing

Do you know when to ask for the decision, and do you handle objections instead of dodging them? This is where we work on stance: asking clearly, holding the silence, setting a dated next step. The detail is on the closing page.

These four stages are the skeleton of your selling. I look at them on your live deals, never on a theoretical model: that's what surfaces the mistakes repeating from one deal to the next, which you can't see by looking at a single deal.

What we work on together

• Deal preparation: before every important meeting, we frame the goal, the questions, the plan B.
• Call reviews: we listen back to your real calls and spot the moments where it drops.
• Pricing stance: stating your price without flinching, holding firm against "it's too expensive".
• Negotiation: defusing objections, keeping control, not discounting just to sign.
• Closing: moving the deal forward, creating the right urgency, signing cleanly.

One-on-one or group coaching?

Here it's one-on-one B2B sales coaching: one person, their deals, their progress. It's the right format when a founder wants to sharpen their own selling, or when a rep needs to unblock a specific point. If your need is rather to level up a whole team with a shared framework, that's the ground of sales training (telling one-on-one coaching from group training saves you paying for the wrong format). Often, we combine the two over time.

AI-augmented sales coaching

This is the angle that sets me apart, still rare in France: an AI sales coach who uses AI to go further each session. We analyse your calls automatically, prepare deals faster, debrief on data rather than impressions. AI doesn't replace sparring, it multiplies it. The detail is on the AI expert for sales teams page.

Who it's for

• A founder who sells alone and wants to professionalise their selling before hiring.
• A rep already in post who has plateaued and wants to unblock their closing rate.
• A new manager who has to coach their team and wants to strengthen their own stance first.

How we measure that it works

No coaching without a visible result. We look at three things: your conversion rate (how many opportunities become customers), your sales cycle length (the time between first contact and signature), and your autonomy (the reflexes you keep without me). If you're rather looking for someone to take over sales leadership, see the part-time Head of Sales. And to understand the topic in depth, read the article on B2B sales coaching.