Top 10 Sales Coaching Drills for Underperformers in 2027

1. CRM Framework

The CRM Framework ranks first because it directly ties coaching to the leading indicators that predict pipeline outcomes, shifting rep behavior in a single 15–30 minute session. This drill is the Best Overall pick, scoring highest on behavior change (30% weighting) and CRM/call-data fit (10%), making it the most consistent move for underperformers. It requires the manager to prepare one real example from the rep's week, ensuring the session is grounded in actual pipeline, discovery, or forecast gaps.

This drill is for sales managers and RevOps partners who can invest prep time and want a repeatable, data-driven coaching method for underperformers. It trades away the flexibility of a purely conversational approach for a structured, metric-focused session that works with Gong, Salesforce, or a simple doc. Compared to The 1:1 Script, it demands more manager preparation but delivers a higher-leverage outcome by directly influencing CRM hygiene and forecast accuracy.

2. The 1:1 Script

The 1:1 Script ranks second as the Best Value pick because it delivers strong coaching impact without the heaviest weekly time tax, fitting into a standard 15–30 minute block. It scores high on speed to run (20%) and repeatability (15%), making it a practical choice for managers with limited bandwidth. The script guides the manager to open with an observed gap, walk through the framework, and have the rep practice with a real example from the week.

This drill is for first-time sales managers or those protecting their calendar who need a clear, scripted conversation that still changes behavior. It trades away the deep data integration of the CRM Framework for a simpler, faster format that is easier to run cold. Compared to the CRM Framework, it requires less prep but may not tie as tightly to CRM hygiene or forecast metrics.

3. Underperformers Ride-Along Script

The Underperformers Ride-Along Script ranks third because it provides a manager-led, real-time coaching experience that directly addresses the specific behaviors causing underperformance. This drill is a reliable pick, scoring well on behavior change (30%) and deal/pipeline impact (20%), as it forces the rep to practice in a live or simulated call environment.

This drill is for managers who want a hands-on, high-engagement coaching session that goes beyond a simple script. It trades away the low-lift convenience of The 1:1 Script for a more time-intensive, manager-led approach that is highly effective for reps who need direct guidance. Compared to the Scorecard Coaching Script, it is more prescriptive and less rep-owned, making it better for reps who lack self-awareness or need a clear model to follow.

4. Scorecard Coaching Script

The Scorecard Coaching Script ranks fourth because it empowers the rep to own their performance review, a critical shift for underperformers who often lack self-accountability. This rep-owned drill scores well on repeatability (15%) and manager skill required (5%), making it a low-lift option for managers who want to foster independence. It is structured to be run in a 15–30 minute block, where the rep reviews their own metrics against a scorecard and identifies gaps.

This drill is for underperformers who are coachable but need to develop a habit of self-assessment and ownership over their pipeline. It trades away the direct, manager-led guidance of the Underperformers Ride-Along Script for a more collaborative, rep-driven approach. Compared to the CRM Framework, it is less about specific deal tactics and more about building a consistent review cadence.

5. Script: Cadence Review

Script: Cadence Review ranks fifth because it directly addresses a common underperformer issue—inconsistent follow-up and activity—by reviewing the rep's outreach cadence against a best-practice script. This low-lift drill scores well on speed to run (20%) and repeatability (15%), making it an efficient tool for managers to correct activity-based problems.

This drill is for underperformers who are failing on activity metrics like call volume or follow-up frequency, rather than on discovery or qualification skills. It trades away the deep deal-level focus of the CRM Framework for a narrower, activity-centric review that is quick to execute. Compared to the Feedback Script, it is more structured and less about general performance feedback, making it better for reps who need a specific process to follow.

6. Feedback Script

The Feedback Script ranks sixth because it provides a clear, structured method for delivering constructive feedback, a core need for underperformers who often receive vague or infrequent coaching. This medium-lift drill scores well on behavior change (30%) and repeatability (15%), as it ensures the feedback is specific and actionable. It is designed to be run in a 15–30 minute block, where the manager opens with the observed gap, delivers the feedback, and has the rep practice the correction.

This drill is for managers who struggle to give direct, behavior-focused feedback or for reps who need clear, non-defensive communication to improve. It trades away the process-focused approach of the Script: Cadence Review for a more general, conversation-based coaching method. Compared to the Scorecard Coaching Script, it is more manager-led and less rep-owned, making it better for reps who need external direction.

7. The Gong Script

The Gong Script ranks seventh because it leverages conversation intelligence to provide objective, evidence-based coaching, which is highly effective for underperformers who may dispute subjective feedback. This manager-led drill scores well on CRM/call-data fit (10%) and behavior change (30%), as it uses a real call clip to pinpoint the exact moment of failure.

This drill is for sales teams that use Gong or similar conversation intelligence platforms and have managers who are skilled at facilitating call reviews. It trades away the simplicity of a scripted drill for a more data-rich, but potentially time-consuming, analysis of real calls. Compared to the CRM Framework, it is more focused on call behavior than on pipeline or forecast metrics.

8. Underperformers Coaching Script

The Underperformers Coaching Script ranks eighth because it is a dedicated, rep-owned drill designed to build self-coaching habits, which is a critical long-term skill for underperformers. This rep-owned drill scores well on repeatability (15%) and manager skill required (5%), making it a low-lift option for managers who want to encourage autonomy.

This drill is for underperformers who are motivated to improve but need a structured framework to guide their own reflection and action planning. It trades away the direct, manager-led feedback of the Feedback Script for a more self-directed approach. Compared to the Scorecard Coaching Script, it is more focused on the underperformer's specific challenges rather than a general scorecard.

9. Qualification Coaching Script

The Qualification Coaching Script ranks ninth because it targets a specific, high-impact skill—deal qualification—which is a common root cause of underperformance in B2B sales. This low-lift drill scores well on deal/pipeline impact (20%) and speed to run (20%), making it a quick, focused intervention for reps who are progressing unqualified deals. It is designed to be run in a 15–30 minute block, where the manager walks the rep through a qualification framework like MEDDIC.

This drill is for underperformers who have a full pipeline but low close rates because they are not qualifying deals effectively. It trades away the broad behavioral focus of the Feedback Script for a narrow, tactical skill that directly impacts pipeline quality. Compared to the CRM Framework, it is less comprehensive but more targeted at a specific stage of the sales process. It is less effective for reps whose problem is not qualification but other skills like discovery or closing.

10. Checklist: Executive Review

The Checklist: Executive Review ranks tenth because it provides a structured, high-level review of a deal or performance, which is useful for underperformers who need to understand how their work aligns with executive expectations. This medium-lift drill scores well on repeatability (15%) and CRM/call-data fit (10%), as it uses a checklist to ensure all critical elements are reviewed.

This drill is for underperformers who are struggling with strategic alignment or who need to see the bigger picture of how their deals are evaluated at the executive level. It trades away the tactical, skill-building focus of the Qualification Coaching Script for a more strategic, review-oriented approach. Compared to the Underperformers Coaching Script, it is more manager-led and less about self-reflection. It is less effective for reps who need foundational skill development rather than strategic oversight.

How we ranked these

We ranked each drill by weighting behavior change at 30%, speed to run at 20%, deal and pipeline impact at 20%, repeatability at 15%, CRM and call-data fit at 10%, and manager skill required at 5%. These weights reflect what sales managers actually optimize for: durable behavior shifts that move pipeline, not one-off motivation. The top drills scored highest on behavior change and repeatability, with CRM Framework leading because it ties directly to leading indicators and call data.

We deliberately ignored flashy frameworks that lack a clear metric or a repeatable script, and we excluded drills that require heavy manager time without proportional impact. We also ignored subjective factors like rep enjoyment or team culture fit, because those are hard to measure and often distract from the core goal of fixing underperformance. The ranking focuses on practical, CRM-native moves that any manager can run with real calls and real deals.

Related questions

What is the best sales coaching drill for underperformers?

The CRM Framework is the best overall drill because it changes behavior and pipeline outcomes in one session. It is low lift, repeatable, and ties directly to leading indicators like calls logged and MEDDIC fields updated. Managers can run it in Gong, Salesforce, or a simple doc, and it works for both deal review and live call coaching.

How do you coach an underperforming sales rep?

Start with an observed gap in pipeline, discovery, forecast, or call behavior. Use a structured drill like the CRM Framework or the 1:1 Script to walk through a real example, then have the rep practice or replay it. Close by agreeing on one leading indicator to watch before the next coaching touch.

What are the key components of a sales coaching drill?

A good drill includes a clear framework, a real example from the rep's week, and a specific leading indicator to track. It should be repeatable, CRM-friendly, and fit within a 15-30 minute block for most reps. The goal is one behavior change that impacts the next call or deal review.

How often should sales coaching drills be run?

Run drills weekly for underperformers, but match frequency to need. Over-coaching top performers can feel micromanaging, so use drills selectively. For underperformers, a consistent cadence of 15-30 minute sessions with clear metrics is more effective than sporadic, longer sessions.

What is the best value sales coaching drill?

The 1:1 Script is the best value because it delivers strong coaching impact without a heavy weekly time tax. It is a repeatable, CRM-friendly drill that works with Gong, Chorus, or manual review. Managers get clear scripts and leading indicators, making it ideal for busy teams.

How do you measure the success of a sales coaching drill?

Measure success by tracking leading indicators like calls logged, meetings booked, multi-thread proof, next-step dates, and MEDDIC fields updated. Also monitor pipeline impact and behavior change over time. The drill should produce a clear, observable shift in rep behavior within a few sessions.

What are common mistakes in sales coaching drills?

Common mistakes include running drills without a real example, focusing on motivation instead of behavior, and not tying the drill to a specific metric. Also, over-coaching top performers or using flashy frameworks that reps ignore after one session. Effective drills are repeatable, metric-driven, and grounded in real calls.

Can sales coaching drills be run virtually?

Yes, most drills work virtually using tools like Gong, Salesforce, or video conferencing. The key is to use real call recordings and CRM data, and to have the rep practice or replay a real example. Virtual sessions can be just as effective if they are structured and metric-focused.

FAQ

What is the CRM Framework drill?

The CRM Framework is a coaching drill where managers use CRM data and call recordings to identify a gap in rep behavior. It involves walking through a framework, practicing with a real example, and agreeing on one leading indicator to track. It is low lift and highly repeatable.

How long should a sales coaching session be?

Most coaching sessions should be 15-30 minutes for standard reps, and up to 45 minutes for deal coaching or live call review. The key is to keep it focused on one behavior change and one metric. Longer sessions risk losing engagement and clarity.

What is the 1:1 Script drill?

The 1:1 Script is a structured coaching conversation that uses a script to guide the manager and rep through an observed gap. It is medium lift but delivers strong results without burning manager hours. It works with CRM and call data, and ends with a clear leading indicator.

How do you handle objections in sales coaching?

Use roleplay and real call examples to practice objection handling. Have the rep replay a real objection from a call and coach them on response frameworks. Track the number of objections handled successfully and the resulting pipeline impact.

What is active listening in sales coaching?

Active listening involves coaching reps to listen more than they talk, ask open-ended questions, and confirm understanding. Use call recordings to point out missed cues and practice in roleplay. This improves discovery and builds trust with prospects.

How do you improve a rep's closing techniques?

Use drills that focus on trial closes, assumptive closes, and clear next steps. Practice with real deals and review call recordings to identify where reps lose momentum. Track the number of closed-won deals and the time to close.

What is the role of follow-up in sales coaching?

Follow-up is critical for pipeline movement. Coach reps on timely, value-add follow-ups using CRM reminders and templates. Track follow-up response rates and the number of meetings booked from follow-ups. This drill is low lift and highly impactful.

How do you conduct a performance review for an underperformer?

Use a structured scorecard that includes key metrics like calls, meetings, pipeline, and win rate. Review the scorecard with the rep, identify gaps, and set specific behavior goals. Use coaching drills to address those gaps and track progress over time.

What is the best way to give feedback in sales coaching?

Use the Feedback Script drill, which provides a clear structure for giving constructive feedback. Focus on observed behaviors, not personality, and tie feedback to specific metrics. End with a clear action plan and a leading indicator to track.

How do you use Gong in sales coaching?

Gong provides call recordings and analytics that are perfect for coaching. Use Gong clips to review real calls, identify gaps in discovery or objection handling, and practice improvements. This makes coaching data-driven and specific to each rep's needs.

Sources

• https://www.gong.io/
• https://www.salesforce.com/
• https://www.hubspot.com/
• https://www.meddicacademy.com/
• https://www.winningbydesign.com/
• https://forcemanagement.com/
• https://www.challenger.com/
• https://www.scribd.com/document/858609596/Drama-Script
• https://github.com/klassing/CadenceScripts
• https://www.culturemonkey.io/employee-engagement/negative-feedback-examples/

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