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  • The million-minute sales truth

  • The million-minute sales truth

Evidence from a million minutes of sales coaching contradicts some common beliefs about sales performance, write Nicholas AC Read and Ben Laker

Damaging myths about sales coaching have become received wisdom. When researchers set about finding out the truth, they exploded six fictions widely held to be facts.

In a significant international study, regular coaching sessions with salespeople and their managers were run over a two-year period. The goal was to focus on a specific skill, coach the seller to master it, then track its impact. After a million minutes of coaching and analysis, a statistically significant milestone was achieved and variations no longer appeared in the data. The study bust six common sales myths.

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Published By

Dialogue Review

Published Date

March 2017

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