Sales Pursuit Coaching
Most deals are lost before the proposal is written
The Problem
your team knows how to sell. That's not what's costing you these deals.
What’s actually happening
Opportunities are being pursued without a real strategy. The team is busy with client meetings, presentations, proposal drafts but nobody has mapped where they actually stand in the buying process, who the real decision-makers are, or what the incumbent has that you don’t. By the time the RFP lands, the deal is already half-won or half-lost.What it looks like from the outside
A strong proposal that scores well on evaluation criteria but doesn’t win. A debrief that reveals the preferred supplier was locked in three months ago. Talented salespeople who are excellent at relationships but haven’t been coached to think like a strategist when the deal gets complex and the stakes get high.What most training does about it
Teaches methodology. Runs a workshop. Leaves the team better informed but no more capable of applying the thinking when they’re in the middle of a live pursuit with real pressure and a real deadline.What this coaching does instead
Works on real deals in real time. The coaching happens in the pursuit, not after it. It builds the judgement to read a complex buying environment, manage stakeholders, and shape a response that’s genuinely differentiated, not just well-formatted.What we coach
Two disciplines. One integrated approach.
Coaching for B2B sales teams that need to pursue complex, high-value opportunities with discipline and respond to RFPs and RFTs in a way that actually wins.
Complex pursuit coaching and RFP/RFT coaching are connected with the same strategic thinking that shapes a pursuit is what makes a tender response land. We work across both.
Complex Sales Pursuit Coaching
For sales teams working large, multi-stakeholder opportunities where the buying process is long, the politics are real, and the margin for error is low. The coaching works on the live pursuit deal qualification, stakeholder mapping, competitive positioning, and the internal selling that rarely gets talked about. It builds the thinking your people need to stay in front of a complex opportunity, not just respond to it.- Qualifying whether the opportunity is genuinely winnable
- Mapping the buying committee and identifying the real influence
- Positioning against the incumbent or preferred supplier
- Coaching the team through internal deal reviews and go/no-go decisions
- Building a pursuit strategy that holds up under pressure
RFP & RFT Response Coaching
For teams who respond to formal tenders and know the difference between a technically compliant response and one that wins. The document is the last 20%. The positioning that makes it land happens long before. We coach the thinking behind the response. How to lead with differentiation rather than compliance, how to speak to the evaluation panel rather than the procurement team, and how to structure a narrative that makes the decision easy.- Reading what the RFP is really asking for, beyond the stated criteria
- Structuring responses for how buying committees actually read them
- Differentiating on value, not just on capability and credentials
- Coaching the executive summary as the deal within the deal
- Debriefing lost tenders and building a sharper approach for the next one
How it works
coaching that runs alongside the deal.
This isn’t a workshop before the pursuit starts. It’s structured coaching that runs in parallel with the work your team is already doing.
01
Pursuit Assessment
We start with the deals on the table. Where does each opportunity actually stand? What’s the strategic position, and what’s missing? This gives us a clear starting point and often surfaces the real problem early.02
Deal-Led Coaching
Coaching sessions are built around live opportunities. We work through the thinking that needs to shift in stakeholder strategy, competitive positioning, response structure in real time, with real consequences.03
Embedded Capability
The goal isn’t dependency on a coach for every deal. It’s building a repeatable way of thinking about complex pursuits so the team can do this themselves when the next opportunity lands.Who is this for?
the teams that get the most out of this.
Enterprise Sales Teams
Sales professionals pursuing complex, multi-stakeholder deals where the cycle is long and the competition is experienced. Typically managing five to fifteen significant opportunities at a time.Business Development Leaders
Leaders who need their team to pursue larger deals with more discipline and who want coaching that runs alongside the work, not beside it.Tender and Proposal Teams
Teams that regularly respond to formal procurement processes and want to move from technically compliant responses to commercially compelling ones.