Overview: The FIRM model is a practical mental model designed for sales managers to structure high-impact coaching conversations. It helps managers guide reps through deal reviews, pipeline challenges, and critical thinking using four simple steps: Frame, Investigate, Range, and Measure.
F - Frame the Reality
Ask questions to understand the current status of the opportunity, territory, or challenge.
Clarify what the rep believes is happening and why it matters.
Example Prompts:
What’s the customer’s goal or pain?
What’s the current state of the deal?
What happens if nothing changes?
I - Investigate the Roots
Go deeper into the causes, obstacles, and internal dynamics.
Surface assumptions and root causes.
Example Prompts:
Why is the customer in this position?
What’s blocking progress internally or externally?
Who else needs to be involved?
R - Range of Solutions
Collaboratively explore multiple potential paths forward.
Avoid jumping to quick fixes; encourage rep ownership.
Example Prompts:
What are 2-3 ways to move this forward?
Which idea feels most controllable and high-impact?
How would the customer likely respond to each option?
M - Measure the Move
Commit to next steps and define how you’ll know progress is happening.
Establish clear KPIs, follow-ups, and signals of success.
Example Prompts:
What’s the move you’ll take and by when?
What would success look like?
How will we know if this isn’t working?
Why It Works:
Gives managers a flexible, repeatable structure for any coaching moment.
Encourages critical thinking, not just task execution.
Builds rep accountability and better pipeline visibility.
When to Use It:
Deal reviews
Pipeline health checks
One-on-one rep coaching
Territory or account planning
Bonus: The FIRM model can be used at every sales level—from individual deals to strategic account reviews—and is a lightweight way to embed better thinking across your sales organization.