Sharpening Sales Leadership and Coaching Acumen in Industrials

Business Challenge

Due to rapid sales growth, the company needed to implement a sales leadership and coaching program to scale its current leadership team and to build a foundation to develop future sales leaders. In addition, the company wanted to move from a reactive to a more proactive sales model, improve the selling skills of a group of operationally focused leaders, and accelerate the onboarding of new sales leaders.

Based on Symmetrics Group’s deep expertise building elite sales teams and effective coaching programs, we were engaged to establish a sales leadership program and cadence to deploy to over 500 sales professionals.

Sharpening sales leadership and coaching acumen

Symmetrics Group Approach

Symmetrics Group engaged quickly and conducted several interviews with sales leaders and ride-alongs with sales reps in the field to better understand the company’s sales process and culture. As a result of the discovery process, Symmetrics Group and the client identified several areas of improvement, including how to more effectively execute territory and account planning, as well as how to better prepare for and conduct sales calls.

Based on leading sales practices and our understanding of “what good looks like,” the team developed a Sales Leadership and Coaching playbook to address these gaps and help the company’s sales leaders more effectively diagnose the competencies of their sales team and provide effective coaching. The Symmetrics Group team focused on several coaching moments and identified what skills to assess along with a description of “effective” versus “ineffective” behaviors and suggested coaching tips to address common problems.

As a next step, Symmetrics Group designed a 2-day instructor-led workshop for sales leaders and a train-the-trainer program as a key step in driving adoption across the sales organization. Symmetrics Group then developed a national deployment strategy that would fully engage sales leaders across regions and facilitated over 30 workshops in support of the program.


Early in the deployment process, the company experienced a significant increase in engagement from sales leaders and sales teams across the country in anticipation of the full implementation of the Sales Leadership and Coaching program. Symmetrics Group has continued to play an integral role in driving the overall launch and execution, and our team looks forward to tracking key metrics and reporting results.


Our client is one of the largest equipment rental companies in North America and backed by a network of more than 600 locations. They service a variety of customers, including commercial, residential, industrial and specialized service industries to weekend do-it-yourselfers. The company recently experienced significant growth driven by strong economic conditions and needed to quickly scale its sales leadership team to capitalize on market opportunities.


Debi Jackson – Debi is a seasoned sales consultant who brought her knowhow in sales capability, sales leadership development, and curriculum design to this client. Debi is skilled at ensuring that training programs and the principles within them are relevant, engaging, and sustainable.

Debi Jackson
The Multigenerational Sales Team

More effectively leverage talent across generations who think, sell, and buy in vastly different ways and overcome generational obstacles to drive improvements in both individual and organizational performance.

Multigenerational Sales Team book cover