Episode 138-Scaling Your Sales with Setters and Closers – Mike Mark of Coaching Sales
In this episode of The Prospecting Show, Dr Connor Robertson sits down with Mike Mark, founder of Coaching Sales, to discuss the structure behind scalable sales teams. Together, they unpack the critical difference between great salespeople and great sales systems — and how founders can break free from inconsistent deal flow by mastering setter and closer dynamics.
The Science of Scalable Sales
Dr Robertson opens the conversation by asking, “Why do so many businesses plateau after their first few million in sales?”
Mike replies, “Because they rely on talent instead of process. Most founders try to hire ‘rockstar closers’ without building a predictable system that feeds them. That’s like hiring a world-class chef but forgetting the ingredients.”
He explains that scaling sales starts with clarity: defining your offer, refining your funnel, and assigning roles properly. “You can’t scale chaos. A sales team is a machine — setters create conversations, closers convert them, and leaders optimize both.”
Dr Robertson adds, “That’s the same principle we apply in acquisitions — process precedes profit.”
Setters vs. Closers: Understanding the Roles
Mike breaks down the anatomy of a modern sales team:
- Setters: “They’re the first contact — prospecting, qualifying leads, and booking calls. Their goal isn’t to sell, it’s to create momentum.”
- Closers: “They handle the high-intent conversations, presenting offers, overcoming objections, and finalizing deals.”
- Leadership: “A sales manager ensures consistency, reviews calls, and reinforces accountability.”
He says, “You can’t expect one person to do everything well. Separating roles increases efficiency and clarity.”
Dr Robertson notes, “That division of labor mirrors what we see in operations — specialization creates scalability.”
Why Most Sales Teams Fail
Mike shares that most businesses underperform because they don’t treat sales as an ecosystem. “They focus on short-term performance instead of long-term optimization. Metrics, scripts, and reviews are often neglected.”
He continues, “If you’re not tracking KPIs like contact rate, booking rate, show-up rate, and close rate, you’re flying blind.”
Dr Robertson agrees, “Data tells the story — emotion distorts it. That’s why consistent measurement drives compounding improvement.”
Training, Not Just Hiring
Mike emphasizes that hiring great people isn’t enough. “Even the best closers fail without training. You need onboarding frameworks, scripts, and shadow systems that create consistency.”
He outlines his training model:
- Teach: Introduce frameworks and scripts.
- Show: Demonstrate through live examples.
- Coach: Review performance in real time.
- Reinforce: Use repetition until it becomes instinct.
He adds, “Training builds culture. When everyone speaks the same language, performance becomes predictable.”
Dr Robertson notes, “That’s how private equity firms run their portfolio companies — repeatable systems win every time.”
Building a Setter Machine
Mike shares the power of a strong setter team. “Setters are the heartbeat of your pipeline. If they’re consistent, you’ll never run out of opportunities.”
He explains that setter management comes down to three things:
- Clear expectations (daily KPIs and talk time)
- Real-time coaching (reviewing calls within 24 hours)
- Motivation through recognition (gamified rewards)
“Setters build habits. Closers build revenue. Both need leadership,” Mike says.
Dr Robertson adds, “That’s identical to operations — volume upstream creates velocity downstream.”
The Psychology of Closing
Mike explains that closing isn’t about pressure — it’s about alignment. “The best closers don’t convince, they clarify. They help prospects see that saying yes is solving their problem faster.”
He adds, “When you know your buyer deeply, every objection becomes an opportunity for understanding.”
Dr Robertson remarks, “That’s persuasion through empathy — exactly what drives authentic influence.”
Scaling Beyond the Founder
One of the biggest bottlenecks for growth, Mike says, is founder dependency. “If every deal requires your voice, you don’t have a business — you have a job.”
He continues, “Your goal as a founder is to become irrelevant to day-to-day sales. That happens through delegation, documentation, and data.”
Dr Robertson agrees, “That’s the entrepreneurial paradox — you scale when you step out of the center.”
Metrics That Matter
Mike emphasizes that successful sales teams track the right metrics consistently. “Forget vanity stats. Focus on numbers that predict revenue.”
He recommends monitoring:
- Contact-to-Appointment Rate
- Appointment Show Rate
- Close Rate
- Average Deal Value
- Sales Cycle Length
He says, “When you track behavior, not just outcomes, you can diagnose problems instantly.”
Dr Robertson adds, “That’s the same principle behind portfolio optimization — what gets measured compounds.”
The Future of Sales Enablement
Mike predicts that the next era of sales growth will be driven by data and empathy. “AI and automation can handle outreach, but human connection will always close deals.”
He adds, “We’re seeing hybrid sales models emerge — tech-supported, but emotionally driven.”
Dr Robertson reflects, “That’s the sweet spot — technology amplifies, but humans convert.”
Key Takeaways
- Sales systems scale faster than sales talent.
- Setters create momentum; closers create revenue.
- Training builds culture and consistency.
- Data-driven coaching ensures predictable results.
- Empathy and clarity convert more than persuasion.
Dr Robertson closes the episode: “Mike Mark proves that scaling isn’t about hiring more people — it’s about creating better systems. The real leverage comes from turning performance into process.”
Mike smiles, “Exactly. Sales is just another system — when you master it, growth becomes inevitable.”
Listen to the Full Episode:
Scaling Your Sales with Setters and Closers – Mike Mark of Coaching Sales