This document outlines 7 stages of development for sales representatives, from survival to serving. It describes what a sales rep at each level looks like, the challenges or opportunities they face, and how to coach them. The stages progress from a focus on survival and short-term goals to prioritizing customer needs and serving through collaborative solutions and impactful leadership. Coaching emphasizes developing purpose, trust-building, questioning assumptions, and embracing new challenges to facilitate growth.

1. Stage of
Development
(Level of
Consciousness)
7
Serving
(Service)
6
Integrating
(Making a
difference)
5
Self-actualizing
(Internal
cohesion)
4
Individuating
(Transformation)
3
Differentiation
(Self-esteem)
2
Conforming
(Relationship)
1
Survival
(Survival)
What a Sales Rep at this level
looks like:
Doesn’t look to “sell” anything. Knows
their customers have problems and only
seeks to serve them by bringing the
capabilities of the company to bear on
helping them.
The Challenge/Opportunity:
This rep wants to build a better world for
future generations. Old frameworks lose
relevance – finding a better way is the
opportunity.
How to coach:
Continue to develop intuitive insight as a
vehicle for bringing new ideas and concepts
to fruition.
Collaborates with customers to build plans This rep wants to leave a legacy but may
together to solve problems. Pulls together not know how to do that. This rep will not
other suppliers and manufacturers to build respond to fear-based motivational tactics.
integrated solutions. Helps customers build
stronger businesses.
Encourage this rep to leverage their impact
in the world by forming alliances with others
who share the same values, and a similar
purpose.
Always wants to understand why a
customer wants to do things. When they
understand the why they can be a better
voice inside the company. Creative
solutions emerge.
This rep is a trust builder and often a
respected leader in your company. Often
blind to the potential that exists for them
to have a larger impact on others.
Encourage this rep to lead a values- and
purpose-driven life that is meaningful and
supports the organisation in meeting its
objectives. Mentoring other reps could
provide a source of fulfilment.
Loves to take new things to their
customers. Needs to be learning new
things to be of value to their customers.
Doesn’t have all the answers but builds
reputation by learning as they go.
This rep may need help understanding the
context – they love challenge and learning
and that could be focused more on a more
meaningful end-result.
This rep needs to learn to ask “Why”.
Digging deeper into understanding the
underlying motivation behind a customer
request will help them to be more focused.
Motivated to be on the podium, top of the
charts. Wins business so that people know
how good they are or so that they are first
in line for promotion.
This rep is more focused on their own
success than the success of the customer
and a high personal drive could damage
trust. Blames others when things go
wrong.
Sometimes these reps upset other staff
inside your company and they need to learn
to be better team players. They also need to
challenge themselves to learn and grow in
new directions.
Wins business because they have loyal
customers. Sees their role as relationship
manager and does everything to keep the
customer happy.
This rep would be unlikely to take new
products to your customers for fear that
the relationship could be harmed if
everything doesn’t go as promised.
This rep will ride the good and bad years that
are driven by customer buying cycles.
Encouragement to develop a pattern of
success supported by trying new things.
Needs the sale because they have bills to
pay or are afraid that they will get fired.
This rep could do damage to your brand
because their fear and short term focus
could lead them to misrepresent your
company or sell a product that is not really
right for the customer.
In order to limit the potentially limiting
behaviours the manager has to provide an
environment that reduces fear and
encourages longer term thinking like
relationship building with customers.