Shortlisted - Conversations on building professional services firms BD Coaching that drives revenue growth - James Bacon
11 snips
Nov 2, 2025 
James Bacon, a BD and sales coach with experience guiding clients like Google and TikTok, shares powerful insights on driving business growth through coaching. He discusses the distinction between great sales coaches and salespeople, emphasizing the importance of unlocking others' potential. James explores building trust, keeping coaching sessions outcome-focused, and aligning intrinsic motivations to boost team engagement. He highlights how AI can enhance coaching practices and reveals the three Cs for embedding a robust BD culture within organizations.
AI Snips
Chapters
Books
Transcript
Episode notes
Coach Mindset Beats Seller Mindset
- Great sales coaches focus on unlocking others' potential rather than personal targets.
- Sales skill alone doesn't make a great coach; helping others improve does.
Use The Trusted Advisor Framework
- Use the Trusted Advisor trust equation: credibility, reliability, intimacy divided by self-interest.
- Reduce perceived self-interest to increase trust with partners and clients.
Sell Coaching As Incremental Improvement
- Reframe coaching as non-remedial and target small tweaks that move the needle.
- Ask partners to change one or two things that could have measurable impact.
