1. Sir Dave Brailsford – Master the Marginal Gains

Sir Dave Brailsford transformed British Cycling by identifying every possible performance factor and making small improvements across the board. His marginal gains approach became world famous.

Sales Application

• Help reps identify the small, repeatable things they can do 1% better — call planning, discovery questioning, proposal writing, CRM hygiene.
• Encourage continuous improvement, not perfection.

“Success is a few simple disciplines, practised every day.” – Sir Dave Brailsford

Discussion Prompt:

What are the “micro-gains” that could compound across your team?

2. Dan Abrahams – Coach the Sales Mindset

Dan Abrahams coaches athletes to perform under pressure by mastering their mental game. Confidence, focus, and resilience are trainable skills.

Sales Application

• Coach reps on staying composed during tough calls.
• Introduce rituals or resets for bouncing back after rejection.
• Talk openly about mindset — not just targets.

“You don’t control your form — you control your focus, your attitude, your effort.” – Dan Abrahams

Discussion Prompt:

What mental skills do your reps need help strengthening?

3. Sir John Whitmore – Use a Coaching Framework (GROW)

Sir John Whitmore’s GROW model helps managers lead coaching conversations by asking better questions.

Sales Application

• Use GROW (Goal, Reality, Options, Will) to structure 1-to-1s.
• Focus less on fixing, more on enabling reflection and responsibility.
• Turn check-ins into coaching moments.

“Coaching focuses on future possibilities, not past mistakes.”
“Building awareness, responsibility and self-belief is the goal of a coach.” – Sir John Whitmore

Discussion Prompt:

How could GROW shape your next pipeline review or deal debrief?

4. Sir Clive Woodward – Build a High-Performance Culture

Sir Clive Woodward’s Rugby World Cup-winning culture was built on shared standards, feedback, and alignment.

Sales Application

• Create team standards for preparation, behaviour, and professionalism.
• Use routines to embed learning (e.g. deal reviews, peer sharing).
• Build a culture where feedback is part of the job, not a special event.

“Great teams are made of great individuals. But they only win when those individuals operate as one.” – Sir Clive Woodward

Discussion Prompt:

What are the rituals or habits that could strengthen your sales culture?

5. Mark Bennett MBE – Develop Ownership, Not Obedience

Mark Bennett coaches performance by focusing on behavioural ownership. He believes performance comes from empowered thinking, not scripted actions.

Sales Application

• Shift from telling to asking — support reps in thinking for themselves.
• Encourage personal accountability for deals, actions, and learning.
• Let reps own their performance path with your guidance.

“Don’t be a coach with answers. Be a coach with questions that help others find their own.” – Mark Bennett MBE

Discussion Prompt:

How could you give your team more ownership while still supporting them?

6. Sir Alex Ferguson – Lead the Whole Team

Ferguson’s genius lay in developing talent, managing egos, and inspiring belief over decades. He led with presence and adaptability.

Sales Application

• Be consistent and visible in how you lead.
• Coach the person, not just the pipeline.
• Balance structure with belief — create a sense of mission.

“My job was to make everyone understand that the impossible was possible. That’s the difference between leadership and management.” – Sir Alex Ferguson

Discussion Prompt:

How visible and consistent is your leadership across your team?

7. Prof. Dave Collins – Coach with Evidence

Professor Collins argues for evidence-led coaching — not just copying what worked before, but understanding why it worked and whether it still applies.

Sales Application

• Use CRM and activity data to coach more precisely.
• Don’t just inspect numbers — analyse patterns in behaviour.
• Tailor your coaching based on role, deal stage, or seller type.

“Coaching isn’t about doing what worked last time — it’s about understanding why it worked and whether it applies now.” – Prof. Dave Collins

Discussion Prompt:

What data or observations could make your coaching more targeted and useful?