1. Diagnosis

The agent speaks to product features throughout the call without picking up on customer cues that reveal what the customer actually needs.

2. Behaviour Observations

What you might see or hear that points to this pattern.

• Agent is burning leads
• Agent is talking too much
• Agnt is not listening

3. Session Objective

The objective of the session is to help the agents recognise that an outbound sales call requires active listening for customer cues, not just feature presentation. Help the group see that uncovering the specific need behind a customer's question is more valuable than filling silence with product information. Get the coachees to commit to opening calls with a direct needs question and to sitting with silence rather than rushing to fill it.

4. Session Tactics

How to prepare for and structure the 45-minute call review.

Play the recorded call and pause it at the moment a customer cue is missed. When the group does not respond immediately, direct the question to the most experienced agent in the room to model the listening behaviour you want the group to see. When that agent is uncertain, ask a narrowing question — 'Do we know anything about what the customer is doing or where they are going?' — to surface the relevant context. Return to the agent whose call was played and ask directly whether they have discovered what the customer really cares about. Bring the team leader in to share what they heard on the call after the group has already worked toward the answer, so the message lands as a peer insight rather than an authoritative instruction. Close by naming two or three specific behaviours to take away — asking about the customer's need at the start of the call, tolerating silence, and being clear about the purpose of the call at the outset — then go around the room and ask each person what they are taking away.

5. GROW Experiments

Experiments the coachee might choose to try. These are offers, not prescriptions — the coachee selects what feels right for them.