Sales Rep Focus Group Script + Questions

Tactic toolkit

Sales Rep Focus Group Script + Questions

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Kayde Givens

Awardco

Sales reps won't tell you what's broken if your focus group feels like training or a performance review. To hear the honest stuff, you have to stop talking and let them talk.

Kayde Givens' script lays out a 45–60 minute conversation for 4–8 reps. You get the opening script, the exact questions, separate probes for SMB, mid-market, and enterprise, and what to do in the 24 hours after.

Open with a script that makes clear this isn't an evaluation and individual comments stay private.
Ask where reps are winging it, what support they actually use, and what enablement has gotten wrong.
Summarize patterns across segments and tell reps what you're changing.

Kayde Givens

I'm the VP of Sales Enablement at Awardco. I've spent my career building the programs behind high-performing customer-facing teams at Carta, OpenGov, and Awardco: onboarding frameworks that ramp new hires faster, sales leadership and coaching programs, competency models, playbooks, and sales kickoffs. My SKO planning workbook, "The Beast," has helped plan more than 100 sales kickoffs.

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Hear what reps actually need before you build training

Get people talking honestly

Run each segment separately, don't record, and talk 20% of the time. The opening script handles the rest.

Ask the questions that matter

Find out what's working, what's getting in the way, and where reps need support.

Make their input count

Compare themes, spot quick wins, and report back to reps afterward.

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