Executive Coaching

New Level Coaching - Sales Improvement Program

A business will succeed only if it has an effective sales team. Business principals wear many hats and have to manage all aspects of a business. During the startup phase the principals often generate most of the new business. However, as the business grows, outside people are brought into the sales role. The principals often do not have the time or the skill set required to hire the right people, train them to be effective and lead them in a way that generates maximum commitment and effort.

The New Level Sales Improvement Program is a 4-step process conducted by 2 New Level principals:

Tom Parker is an expert in training salespersons in sales and negotiations techniques. He has been the top sales executive in several companies and has trained hundreds of sales professionals to effectively navigate the increasingly competitive sales landscape.

Russ Leonard has held senior management positions in several organizations and has over 30 years experience in designing effective selection systems and in coaching leaders to generate high levels of engagement and commitment in the people they lead.

Sales Improvement Program Components


During the diagnostic phase we will become thoroughly familiar with your business situation and the sales challenges you face. We will examine the process you use for hiring and training salespersons. A diagnostic assessment tool will evaluate the sales competencies of each salesperson compared to the competencies required in your business. We will also develop an understanding of the leadership practices used by the sales leader(s).

Selection System

Based on the diagnostic information we will implement improvements to your selection process that may include;

  • Recruiting strategies and initial candidate screening techniques
  • Initial phone interviews
  • An assessment tool that compares candidate cognitive abilities, behavioral characteristics and occupational interests to those required in your sale situation
  • A structured interview process that includes training for those conducting interviews
  • Background and reference checks
  • Negotiating offers
  • Sales incentive system
Sales and Negotiation Techniques Training

Tom Parker will train your salespeople how to sell and negotiate in an environment where buyers are using increasingly sophisticated negotiations tactics that are designed to extract the best possible deal at the lowest possible price. The training involves a realistic negotiations simulation that measures the salespersons’ abilities to sell and negotiate effectively.

Sales Leader Coaching

The coaching process involves the following steps:

  • Assess opportunities for improvement
    • 360-degree assessment and feedback to sales leader(s)
    • Interviews with sales leader(s) and salespersons
  • Action plan for improvement developed along with metrics for measuring progress
  • Implementation of the action plan with ongoing coaching
  • Evaluation of results

To set up a telephone appointment to discuss whether our process is right for you, please click on the following link: https://www.timetrade.com/book/RR8L2

The New Level Coaching Process

Before starting a coaching program, there is a discussion between each executive and the coach to ensure that there is a good match between personal styles and executive goals and coach areas of expertise.  The actual coaching process involves four steps as represented by the acronym SOAR

  • (S)-Situation Analysis
    • Where is the executive now and where does he/she want to be?
    • Obtain boss input regarding executive needs
    • Additional data gathering options
      • 360-degree feedback
      • Personal Directions®--measures motivational drivers
      • Selected interviews (optional)
    • Determine metrics to evaluate coaching success
  • (O)-Opportunities
    • Identifying strategies to improve and close the gap
  • (A)-Action
    • Implementation of development strategies
    • Meetings with coach as needed to review progress and adjust plans as required
  • (R)-Results
    • Did each executive accomplish what he/she wanted to? 
    • Apply metrics.

New Level Tracking System

A web-based tracking module is created and placed on the company intranet

  • Individual managers keep track of development plans, implementation steps and results both for themselves and their direct reports
  • Training resources in the form of webinars, e-learning modules, articles and books are available on the module
  • Coaching ideas, challenges and successes are shared across the organization

The New Level Coaching Portal and Tracking System is a central location for tracking all coaching efforts and results. The system also allows for posting individual “success stories”, articles, and other coaching resources.

Why is Executive Coaching the right program for you?

  • Development of executives can be challenging because they typically do not have the time to attend outside events, which are not tailored to the executive’s specific needs.
    Coaching, on the other hand, allows executives to pursue development on their own schedule and to deal with issues directly related to their business.
  • Coaching provides tangible evidence of the value that companies place on their executives thus making them
    less vulnerable to efforts to recruit them away.
  • Research has shown that executives who have been coached are able to increase the satisfaction, productivity, and engagement of their direct reports.
  • Coaching helps executives to achieve a better work/life balance thereby decreasing the likelihood of “burnout.”
  • A study by MetrixGlobal documented a 529% ROI for an executive coaching process with a group of key middle managers.
  • A ROI investigation reported by the Lore Group found that a large employer in the hospitality industry saved between $30 million and $60 million by coaching its top 200 executives.


Click here to have a New Level coaching expert contact you to discuss whether executive coaching might be right for your executives!