The Top 50 Sandler Coaching Questions to Ask Salespeople

The following list of eleven Critical Coaching Areas, with powerful questions for each major coaching topic, is the creation of Bill Bartlett, author of The Sales Coach’s Handbook.

Bartlett’s iconic list of fifty questions is based on more than three decades of personally coaching sales professionals to higher levels of personal and professional achievement. His questions are designed for use with salespeople who have direct responsibility for revenue creation. They are meant to be posed in a private, safe, one-on-one coaching environment.

Such an environment can deliver breakthrough results when coaching sessions are focused like the proverbial laser bean on the attainment of personal and business goals that have been identified by, and are personally meaningful to, the salesperson. Early sessions are typically devoted to spotlighting and refining such goals. Note that a quota or sales target is not, on its own, a meaningful personal goal.

Contrary to popular belief, coaching sessions are not training sessions. They’re not opportunities for a supervisor to “show them how it’s done.” They’re extended, confidential, open-ended conversations about what’s keeping the salesperson from moving forward in their life and in their career. If you are the coach, your role is to ask good questions and support the salesperson’s efforts to answer honestly. Nothing more, nothing less. It’s not realistic to expect to cover all of these questions

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