Sales teams spend a lot of time learning how to sell better. Conferences, workshops, scripts, objection handling, discovery frameworks, follow-up strategies...the training is there.

So why does so little of it actually stick?

In this episode of Just Make It Pretty, Sarah sits down with Malcolm Walker-Hendricks of SalesAsk to talk about what actually helps salespeople improve and where traditional sales training may be falling short.

They dig into the difference between knowing what to do and actually changing behavior, why experienced salespeople often need awareness more than more information, and how better coaching can help teams improve the moments inside a sales conversation that ultimately drive results.

They also explore why sales coaching so often turns into reviewing numbers, how managers can identify whether someone has a skill, practice, or accountability problem, and where AI can provide better visibility and feedback without turning salespeople into robots.

If you lead, coach, or work on a sales team, this conversation will challenge you to think differently about how salespeople actually get better.

In this episode:

• Why traditional sales training often fails to create lasting behavior change

• The difference between training, practice, coaching, and accountability

• What sales managers should pay attention to beyond conversion rates

• Why someone can have 15 years of sales experience without actually getting 15 years better

• How feedback closer to the sales conversation can improve performance

• Where AI fits into sales coaching without replacing the human element

• What salespeople can do over the next 90 days to meaningfully improve

Connect with Malcolm Walker-Hendricks:

LinkedIn: https://www.linkedin.com/in/malcolmwh/
SalesAsk: https://www.salesask.com/
Email: malcolm@salesask.com