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GM to the Top 1% ☕
I closed the laptop at 9:42 PM. My daughter had asked for water at 8:15. I told her I had a 1:1 to prep.
I walked into her room. She was already asleep on top of the covers, holding the same book she carried with her everywhere that month.
The 1:1 was for a rep who had hit number twelve straight quarters. He did not need a 1:1. He needed me to leave him alone. I had spent three hours building a deck nobody asked for.
💡 THE 1:1 PARADOX HIDING IN PLAIN SIGHT
The 2026 State of Sales Coaching report dropped this week. 45% of reps rate the coaching they receive as below average. Last year it was 29%. The number is moving the wrong direction, fast.
Here is the part that hurts. 64% of sales leaders believe they are spending MORE time on coaching than 12 months ago. Managers now log 13 hours a week on it. That is a third of the workweek. We are spending more, and reps are getting less.
The math underneath is simple. Most 1:1s in 2026 are theater. The rep recites pipeline. The manager nods. Then we both go back to email. The thing that actually moves a number, a specific behavior tied to a specific call moment, never gets named.
The reps who hit weekly quota in 2026 are coached weekly. 76% attainment. Quarterly-coached reps sit at 47%. The frequency doesn't fail us. The depth does.
The fix is not more time. The fix is a four-minute brief that names the one behavior and the one call moment before you walk in the room.
🔧 THE 4-MINUTE 1:1 BRIEF
A protocol you can run on the way to the meeting. One workflow. Four ingredients.
1. Brief the moment: Pull one specific call clip or email thread from this week. Time-stamp it. "Tuesday 11:14 AM, the prospect said 'we already have a tool for this' and we pivoted to features." That is your starting point. Not the dashboard.
2. Block the behavior: Name one behavior to change. Not three. "When you hear 'we have a tool,' you ask one question before you reach for the deck. The question is, what is it doing for you that you wish it did better."
3. Behavioral repetition: Tell the rep you will check in mid-week on the same behavior with a fresh call clip. Calendar it before you leave the room. Two minutes.
4. Ban-list the rest: Everything else, pipeline review, deal commentary, vacation logistics, lives in async. Slack thread, Loom, doc. The 1:1 is for the one behavior. Everything else is admin.
🎯 THIS WEEK'S HOMEWORK
Pick your next 1:1. Build the brief in four minutes. One call moment. One behavior. One rep. Show up with that and nothing else. If the meeting runs short, give the time back. The rep will notice.
❓ QUESTION OF THE DAY
When was your last 1:1 actually about the rep, not the pipeline?
Hit reply. I read every one.
See you tomorrow.
Edward
Founder, Morning Sales
P.S. I run a small number of 1:1 AI sales coaching sessions a month. We tear down one deal, build the prompt stack you'll use this quarter, and rewire your pre-call ritual. $500 for 60 minutes. Book a slot here.