How Hook found time to coach their team with BD Best Practices
How Hook accelerate SDR-to-AE readiness with elite sales training
The Challenge
Hook faced a familiar challenge among high-growth startups: a lack of time and internal bandwidth for consistent sales coaching.
With lean leadership teams juggling everything and without structured Sales Enablement in place, proactive coaching often took a back seat. The result was an SDR team eager to grow, but without structured guidance to refine their skills and prepare for the next step in their careers.
“I just have no time to coach the team. Amongst joining calls, hiring, forecasting, management meetings and 1-1s, I can’t find the time for proactive coaching to take our Reps to the next level.” Oliver, SDR Manager
Hook’s leadership wanted to build a strong promotion pathway from SDR to AE, but new Account Executives were ramping slowly and struggling to hit revenue targets quickly.
“Once our Reps get to AE, we’re seeing slow ramp times to get to revenue targets. The new AEs run weaker Discoveries, have low close rates and lose to competition too often because they’re going into the role without the foundation in place.” Joe, Sales Director
The team had started exploring self-led training like solo MEDDPICC modules, but without structured coaching or reinforcement, development progress was inconsistent and difficult to measure.
The Solution
Hook partnered with BD Best Practices to deliver an immersive training experience focused on the fundamentals of world-class selling.
Scott designed a live, high-energy session that combined real-world sales psychology with practical frameworks the team could immediately apply. Each section focused on developing the mindset, questioning techniques, and Discovery execution needed to build credible, revenue-generating AEs.
“Scott’s training was out of this world. For the team to see first-hand how an elite operator approaches the fundamentals of sales was invaluable.” Joe, Sales Director.
The training was highly interactive, encouraging discussion, reflection, and practical exercises to build confidence and skill. To ensure long-term impact, BD Best Practices also provided The Digital Sales Room (DSR), a post-training hub where Hook’s leaders could track who was implementing the learnings, review call snippets, and monitor ongoing progress.
“The team were so engaged and learned so much on the day. The DSR he provided them post-session meant we could see who was implementing learnings and we could track ongoing progress.” Oliver, SDR Manager
The Impact
The result was finding proactive time to coach the team with an extra pair of hands on deck.
This saw a clear step-change in how Hook’s new AEs approached selling. Reps approached deals better prepared, ran more structured Discovery calls and drove momentum in deals , moving beyond product pitching toward true consultative conversations.
“With Scott’s training, the future AEsnow have a fundamental grasp of what it takes to deliver revenue consistently. We’re already seeing results with 2 deals closed soon after using the techniques we learnt.” Joe, Sales Director
“The training inspired a new format of role playing for SDRs around Prep & Booking Next Steps.” Oliver, SDR Manager
By partnering with BD Best Practices, Hook bridged the gap between ambition and execution, giving their team the tools, confidence, and frameworks to sell like top-performing AEs before they even earned the title.
