SALES EXCELLENCE in 2026 means mastering KPIs, human connection… and AI.

After several weeks immersed in Sales Excellence certification programs with top-tier organizations, I paused to reflect:

What truly drives high performance in today’s sales organizations—across B2B and B2C, retail, wholesale and multichannel ?

Here are my 10 core beliefs for sustainable sales excellence:

1. RITUALS BUILD MOMENTUM

Regular steering meetings, coaching sessions, and performance reviews aren’t optional.

They create rhythm, awareness, and accountability.

2. SALES = QUALITY CONVERSATIONS 

Authentic dialogue is at the heart of both selling and managing.

Sales mindset and sales culture emerge from consistent, high-quality conversations : Sales Coaching !

3. SALES EQUATIONS UNLOCK RESERVES OF PRODUCTIVITY

Sales = Contacts × Conversion × Average Price × UPT

Simple. Strategic. Underused. 

This formula is a goldmine for coaching and decision-making.

4. AI is an Ally

AI enhances—not replaces—human intelligence.

In coaching, we ask powerful questions. 

In AI, we use powerful prompts. The mindset is the same.

5. ATTENTION = ATTENTIONS

Noticing leads to caring. When team members across roles contribute client insights, sales culture is alive. Sales mindset generate attention to client ‘s needs, to offer personalized attentionS.

• Being attentive (to client) creates moments of attentionS.

6. HEALTHY = WEALTHY 

Sales growth can’t thrive in toxic or high-turnover environments. Purpose-driven, psychologically safe cultures are the foundation of lasting success.

7. ALIGNING SALES WITH OTHER DEPARTMENTS 

Sales department is often in tension with finance, logistics, HR… But the solution is not silence or conflict—it’s coordination of actions.

At CapKelenn, we teach this in our Level 2 Sales Coaching certification: creating the right internal conversations to align goals, balance requests, and avoid resentment between departments.

• True sales excellence requires collaboration, not isolation. Make your finance manager, or logistic partner, proud of your sales success. 

8. ROLE PLAY IS A MUST 

Only 10% of sales leaders use role play regularly. But imagine a tennis player or theater actor skipping practice…

• Sales is performance. Rehearsal is transformation.

9. SALES METHOD MATTERS

Our CapKelenn Sales Coaching 8C’s Method connects each step of the sale to key KPIs: conversion, UPT, ASP, CLTV.

• Selling is not (only) improvisation—it’s a method.

10. SALES PEOPLE SHOULD FEEL PROUD

With their children, friends… and in-laws ! :

“I’m a sales expert. I master the art and science of selling.” 

This is the identity we ignite. Sales intelligence can be trained, steered, and celebrated.

Which of these 10 beliefs is your next opportunity ?

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Cofounder of CapKelenn 

 5 tricky TRAINING Challenges — What Would You Do?

In the last two weeks, I’ve faced 5 interesting situations while managing training sessions at CapKelenn | Sales & Retail Coaching.

Each one reminded me that being a Trainer-Coach is never routine — it’s about adapting, listening, and keeping our smile!
Before I share my own answers on those 5 situations…
I’d love to hear your thoughts and experiences!

Here are the 5 real-life cases:

1. One participant in a training program delivered in English doesn’t speak English… at all. Yet, he’s a key figure for the group’s success.
2. One participant in another company has to miss the 1st of 3 Cycles due to a medical emergency involving his wife — but he’s willing to connect from the hospital while waiting.
3. As we prepare the classroom, my trainer-coach colleague neatly arranges the folders and pens… but I realize the logo on the pen faces down. Just a detail?
4. A client books a large Airbnb house to host a 4-day training — but there’s no space for the trainers!
5. A Retail professional we trained 7 years ago spontaneously recommends our Sales Program to a growing company’s CEO.
   Now he’s asking for a commission… even though no referral agreement was ever set.

How would you handle each of these 5 situations?
Your perspective matters — let’s learn from each other!

Trainers, sales, and retail professionals from 🇫🇷 France and 🇪🇸 Spain, and over the world, your insights are especially welcome!

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn 

 A trail of leadership, resilience… and inspiration.

In 2010, Pierre Tarance became quadriplegic at the age of 27 after a ‘cathedral tackle’ during a Vannes Rugby Club match. At Kerpape Hospital, he met Marie, his physiotherapist… They fell in love, got married and had two children.

On 19 and 20 September, Pierre covered 165 km of the Grand Trail du Finistère in 28 hours, carried by a team of 100 runners coordinated by Marie. I had the honour of being one of them.

It all started when a group of enthusiasts (Olivier Savourel, Daroussin Pascale, Maximilien Daroussin) suggested to Pierre that he go for a ride in a joëlette. At the end of that day, Pierre told them: ‘Feeling the wind on my skin again at full speed… that’s priceless.’

Pierre is not a passenger. He is the leader. He knows high-level sport, the culture of effort and team spirit.

In the centre of the joëlette, tablet in hand, he trains, guides and motivates: ‘Come on, guys, goal: aperitif or dinner?’ The result: everyone surpasses themselves; no one wants to slow down the group.

He is also a rugby coach in Auray. This weekend, his team won without him. As if by fate. 100 runners. 48 hours together. Couples, strangers… united by a common purpose.

Leadership is also about this: creating a world that others want to belong to.

The Pierre qui Roule association orchestrated impeccable logistics thanks to dozens of volunteers. This raises a question: what projects can we propose that will inspire others to get involved, contribute and feel excited?

A joëlette is piloted by 3, 7 or 9 people, with defined roles: pony, horns, leader… Everyone finds their place naturally. Distributed leadership, coordination, trust, collective power.

And then… arriving at the beach, singing, at dusk and under the smoke of the flares… Magical.

This weekend, I remembered my American friend and speaker W Mitchell (quadriplegic and 80% burned) and his two iconic phrases:

1. “What happens to you doesn’t matter; what matters is what you do with it!”
2. “Before, I could do 10,000 things. Today, 9,000!”

If I had to motivate a team again or rebuild a bond, I wouldn’t hesitate for a second: 48 hours with Pierre in the joëlette. Or invite him to your next convention.

Bravo, Pierre. Bravo, Marie.

A couple of entrepreneurs with a purpose.

You embody powerful, inspiring… and deeply human leadership.

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn 

¿What If We Shifted Our Perspective?

Our CEO, Benoit Mahé, had the great pleasure of hosting a webinar organized by Procos on a topic very close to our hearts at CapKelenn:

How does professional coaching (#ICF) deeply transform retail networks?

This webinar was much more than a presentation:
It was a genuine exchange between retail professionals,
Featuring numerous retail directors, HR leaders, training managers, and practical insights shared firsthand.

For those looking to:

• Engage their teams over the long term
• Shift managerial mindsets
• Connect strategy and field operations with meaning and efficiency

Some highlights to (re)discover include actionable strategies, inspiring success stories, and thought-provoking discussion points that show how coaching can truly elevate retail performance.

Don’t miss the full replay – it’s an opportunity to gain insights that could reshape your approach to leadership and team development in retail.

[Watch the full webinar here]

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Cofundador de CapKelenn 

ChatGPT can generate impressively sharp coaching questions. Whether for career or personal development, the quality is often… astonishing.

So, does this mean ChatGPT is now a better coach than a certified ICF coach human?

I’m responding to Julie Fiore excellent question:
“What difference can a human coach still make, compared to a machine?”

My answer: a huge difference. Because coaching isn’t just about asking questions — it’s about real connection.

• Here’s where we, humans, truly shine:
• Our unique human essence
• The subtle alchemy and neural resonance of authentic dialogue
• Especially in moments of deep transformation
• When clients commit to awareness and action
• And our ability to ignite and resonate with deep emotions and core values

AI isn’t the end of coaching.
It’s an invitation to care for and elevate every human interaction, especially the coaching relationship.

Full interview:

www.capkelenn.com info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn 

The Global Powers of Retailing 2025 report by Deloitte reveals impactful trends that are transforming our industry.

• 7 US Retailers in Top10
• The 2 only European are German: Lidl and Aldi.
• Walmart still 2,5 x the second player.

In the Top 250 , they opérate in avg in 13 countries. How do you spread a corporate culture through countries and continents , operational excellence, processes, efficiently?

According to Nvidia, Nearly 98% of retailers plan to invest in Generative AI within 18 months, with many already seeing reduced costs and increased revenue. Retailers are also bringing AI into physical stores to enhance customer experience and stay competitive.

“Generative IA can create entirely new product recommendations by predicting a customer’s preference and behaviours”.

• Smart Client Advisors should ask open question to enrich those recommendation and literally enhance those client’s listening.

Geographic analysis : out of Top250, the Geographic split is :

• North America : 49,2%
• Europe : 33,6%
• Asia Pacific : 13,8%
• Latin America : 2,3%
• Africa / Middle east: 1,1%

I’m surprised Latin America remains marginal in global Retail, besides several success stories. And Liverpool reporting double digit revenue growth in FY2023.

Once again luxury Retailers (Hermes , LVMH and Kering) signicantly boosted the region’s performance maintaining double.digit net profit in FY2023.

The report covers a lot IA and techology, of course, but no mention to People and sales excellence; we can read “experience” but there is yet no awareness of the elasticity of sales with engaged and loyal sales employees. Major opportunity for coaches and trainers !

Explore the full report: https://lnkd.in/dsNpKa5m

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn 

In sales psychology, we often focus on grabbing ATTENTION—standing out, attracting, being different.
But there’s a quiet shift that transforms the entire customer experience: ATTENTION is not the same as ATTENTIONS.

ATTENTION is the beginning:

It’s a glance, a scroll that pauses, a first impression. In a world flooded with noise, catching someone’s focus—even for a few seconds—is already a victory.
In sales, attention is the moment we look at each other.

ATTENTIONS, on the other hand, go deeper:

They are not loud. They are human.
A handwritten note. A well-timed follow-up. A sincere smile. These are not tactics to close a sale — They are signals to open a relationship.

Neuroscience supports this:

Studies on affective memory (Kensinger & Corkin, 2003) show we remember positive and unexpected emotions more vividly.
That’s exactly what ATTENTIONS create—tiny, human surprises in an automated world.

According to Gallup (2022), emotionally engaged customers generate 23% more in revenue and frequency—even when price isn’t the lowest.
Because when people feel cared for, they become loyal.

After hundreds of Sales interactions observed and analyzed, one thing stands out:
Top teams get ATTENTION… to give ATTENTIONS.
They move beyond techniques and KPI checklists.
They know that the difference between a transaction and a relationship lies in genuine, meaningful ATTENTIONS—day after day.

A question for you:
(1) On a scale from 0 to 10, how well do you and your team grab ATTENTION?
(2) And how well do you deliver ATTENTIONS that truly build loyalty?

Because real ATTENTIONS are born from real ATTENTION to others.

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn 

After running 5 marathons (PB: 2h57), I realized:

Leading a team is a lot like long-distance running —
It’s about endurance, purpose, rhythm, and teamwork.

So I noted 42 lessons — one per kilometer.
Here they are, ready to inspire your next step:

The 42P of Performance:

(1) Potential – Often hidden, always present.
(2) Plenitude – Fulfillment comes through effort.
(3) Paper – Writing commitments strengthens them.
(4) Pride (Flag) – Representing a team gives meaning.
(5) Professor – A great coach makes all the difference.
(6) Presence – Be fully there, mentally and physically.
(7) Thumbs-up – Small gestures go a long way.
(8) Pulse – Manage your rhythm to last.
(9) Personality – Challenges reveal your core.
(10) Practice – Repetition creates mastery.
(11) Papa! – Personal support fuels professional wins.
(12) Public – Share your passion.
(13) People – Every client is unique.
(14) Purpose – Know your “why.”
(15) Prudence – Smart pacing avoids setbacks.
(16) Punctuality – Time is a performance factor.
(17) Projection – Visualize success to achieve it.
(18) Preparation – Excellence takes planning.
(19) Pack (Gear) – The right tools matter.
(20) Parole – What you say builds what you do.
(21) Plan – Vision without action is just a dream.
(22) Priority – Focus means saying no.
(23) Perception – Intuition is powerful.
(24) Phase – Step by step.
(25) Perseverance – Never give up.
(26) Performance – Measure to improve.
(27) Partnership – Shared energy multiplies impact.
(28) Pen – Authenticity beats complexity.
(29) Popular – Leadership is for everyone.
(30) Pleasure – Joy drives results.
(31) Pain – Loss teaches too.
(32) Power – Focus on what you control.
(33) Price (Value) – Sell impact, not just products.
(34) Prize (Reward) – Recognition motivates.
(35) Protein – Fuel your body and mind.
(36) Protocol – Rituals create clarity and rhythm.
(37) Pace – Progress comes with movement.
(38) Pugnacity – Compete with resilience, not envy.
(39) Proxemics – Distance management builds trust.
(40) Perfection – Strive for excellence, not flawlessness.
(41) Petit – Greatness comes in any size.
(42) Pine Forest – Reconnect to recharge.
(+) Positive – Your mindset shapes your actions.
(++) Premier – Be first where it truly matters to you.

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn 

In the dynamic world of call centers and digital service centers, where customer advisors primarily interact through voice, email, or platforms like WhatsApp, the challenges they face are as complex as those of any front-line sales position. These professionals must efficiently manage both inbound and outbound interactions while striving for service excellence and meeting key business objectives. As the omnichannel approach has solidified, new challenges have emerged that require highly effective leadership and coaching.

Adapting Coaching to Digital Service Centers

At CapKelenn | Sales & Retail Coaching, we have tailored our Retail Coaching Program to specifically address the needs and demands of today’s digital environment. By adjusting KPIs, scripts, sales methods, and meeting formats, we provide managers with the tools needed to optimize their teams’ performance in this dynamic setting. Our goal is for managers not only to achieve their targets but also to foster a culture of continuous improvement and mutual support within their teams.

Inspiring Leadership in the Real World

We’d like to highlight the valuable contribution of our coach, Gordana Panajotović, ICF PCC, who has extensive experience leading a 70-person team in a digital service environment. The practical insights Gordana shares are essential for managers operating in these high-demand settings. Her approach enables managers to transform their role from simple supervisors to true leaders and coaches, helping their teams reach their maximum potential.

The Impact of Coaching on Service Excellence

The impact of coaching tailored to the needs of the digital environment is clear: teams feel more engaged, inspired, and supported, even when working remotely or behind a screen. This comprehensive coaching approach not only boosts sales results but also enhances customer interactions, leading to greater customer satisfaction and improved service quality.

Redefining the Call Center Narrative

The call center industry is evolving rapidly. With the right coaching strategies, it’s possible to transform team performance and culture. By focusing on leadership, continuous training, and team empowerment, we provide managers with the tools they need to guide their teams to lasting success, improving both individual and collective performance.

🚀 Is your team ready for the transformation? We’re here to help you redefine the future of your digital service center with a strategic coaching approach.

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn

Have you ever wondered if you pause enough when you speak? Most people, especially in corporate or leadership environments, often forget the relevance of this simple act. In my corporate life, I used to get frustrated when managers were talking non-stop and as fast as possible, whether in meetings or presentations, without checking if their audience was following them. I used to talk fast myself. However, when I became a professional speaker and coach, I learned the value of breaks. Discover that silence is not simply an empty space, but a powerful tool to improve the quality of communication.

Pauses are not only essential in coaching conversations, but they are also effective in public speeches, corporate presentations or when leading a team meeting. Silence, when used strategically, transforms the message, giving more weight and clarity. Mastering this skill can make the difference between a mediocre presentation and one that truly connects with your audience.

Why are pauses when speaking so important?

Speaker and communication expert Vinh Giang points out two key reasons why pauses are essential in our conversations:

• Pauses give time to process information: When we pause, we allow our audience to digest what we have said. In a world where information is transmitted at high speed, giving the brain space to digest the message is crucial.

1. Silence is more effective than conversational “fillers.”: Fillers like “mmm,” “uh,” “eh,” or “you know” are distractions. Instead of filling the space with these words, silence offers a reflective pause that can make our message cleaner and more powerful.

Silence in communication: a linguistic act

As Rafael Echeverria mentions in his essential “Ontologia del lenguaje”, Silence is not the absence of communication, but an essential component of it. As a linguistic act, silence conveys as much as words, if not more. In coaching, it is used to facilitate reflection, but it also has a place in broader public speaking. By taking a moment to breathe and make space for silence, we allow our words to resonate with greater impact.

Bernard Werber’s famous quote perfectly sums up the complexity of communication:

“Among what I think,

 what i want to say,

 what i think i say,

 what i say,

 what you want to hear,

 what you think you hear, 

what you hear, 

what you want to understand,

 what you think you understand,

 what you understand… 

That’s ten chances that we’ll have trouble communicating.

How pauses improve clarity

Each pause helps mitigate these “noises” in communication, providing clarity. By leaving space between ideas, we give our interlocutor the opportunity to correctly interpret our message, reducing the likelihood of misunderstandings.

Let’s take possession of the silence

Silence is not something we should fear in a conversation or presentation. On the contrary, it is an invaluable tool that, when used with intention, can completely change the way our message is received. As Michael Aguilar said, it’s about “breathing strategically,” and as Vinh Giang and Bernard Werber suggest, silence allows communication to flow with greater precision and clarity. So next time you speak, don’t forget to pause, your audience will thank you!

www.capkelenn.com

info@capkelenn.com

Benoit Mahé – Co-founder of CapKelenn