In this episode, Fred is joined by John Richardson, Co-Founder and Director of Coaching at My Sales Coach, to explore a key question: how do you get faster, more meaningful results from training and coaching?

Their answer is simple but powerful: start with the right assessment.

They unpack why great coaches are always assessing (without judging), how the right diagnostics can shorten the path to meaningful improvement, and why revenue alone isn't a useful starting point for development. John explains how My Sales Coach uses assessments to build coaching plans with focus, structure, and evidence of progress and why the Objective Management Group (OMG) assessment stands out for sales performance.

The episode finishes with practical guidance on how to position assessments in a way that builds trust, reduces anxiety, and helps salespeople see the value: better outcomes, faster - without overwhelm.

What You'll Learn

Why assessment is the shortcut to meaningful development (without "wasting time")
The difference between coaching with structure and coaching by guesswork
Why "more revenue" isn't a straight line from "better selling"
How to use assessments to create coaching focus without overwhelming the rep
Why OMG is not a personality test or a skills matrix and why that matters
The two "below the surface" indicators that often unlock the biggest progress:

Need for Approval
Supportive Buy Cycle

How "Will to Sell" works (Desire, Commitment, Motivation) and why it can be uncomfortable - but useful
How to position assessment so it feels like support, not judgement
Why top performers still benefit from diagnostics (elite sport analogy)

If you're responsible for sales performance and want training/coaching to land faster and stick longer- this episode is a must-listen.

And if you're curious about using assessment to create more focused, personalised development, connect with John directly:-

Connect with John

· LinkedIn: John Richardson: https://www.linkedin.com/in/johnrichardson11/

· Website: https://www.mysalescoach.com/

· Email: john@mysalescoach.com

Follow Fred: https://linktr.ee/fredcopestake

Watch this episode on YouTube: https://youtu.be/AvQrgeEAEwI

Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

Useful resources

Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/