Salespeople know they need a constant, accurate source of information that reveals the internal machinations of a potential customer’s selection process. These “coaches” are individuals who provide accurate information about the sales cycle and competition. Salespeople sometimes believe they have a coach when, in reality, they don’t. Heavy hitters (truly great salespeople) know they have a coach when the person not only provides them with accurate information, but also helps them by fighting for their cause. A true coach will represent and promote a salesperson’s solution to his colleagues and, even better, to senior executive leadership.