Boost Team Performance and Sales Growth
Have you ever felt like your coaching sessions are more “wing it and hope” than “planned and productive?” With everything sales leaders juggle, coaching sometimes gets squeezed into the leftover time.
But here's the thing, data doesn’t lie. According to recent data, organizations with ongoing coaching saw 19% better productivity, 25% higher quota attainment, and 77% stronger employee engagement.*
So how do you coach in a way that actually moves the needle? Let’s break it down.
Coaching Is a Partnership, Not a Lecture
Effective coaching isn’t about swooping in with all the answers. It’s about building trust and collaboration.
Your reps need to know two things:
- You’ve got their back (protection).
- You’ll challenge them to grow (permission).
Are your reps leaving a coaching session more motivated and clear—or just more confused?
Lead Teams, Coach Individuals
Managing a sales team is a balancing act: you lead the group but coach the individual. That means tailoring your approach to each rep’s perspective, personality, and motivators. Assessments (like DISC) or even AI-powered call reviews can help you pinpoint where each rep needs support.
Pro tip: Don’t just rely on gut instinct. Pair your observations with data from call recordings, performance metrics, and feedback loops.
Structure Matters (Yes, Even in Coaching)
Ad-hoc coaching has its place, but consistency wins in the long run. Set regular, structured sessions with clear objectives and follow-ups. Use up-front contracts to set expectations. Keep conversations actionable using a simple framework like Stop, Start, Continue.
- What will you stop doing?
- What will you start doing?
- What will you continue to do?
If your coaching conversations feel more like random pep talks than a roadmap for growth, you’re leaving performance gains on the table.
Overcoming the Coaching Hurdles
Let’s be real—coaching challenges aren’t going away. Time, consistency, preparation…they’re all competing with your already full plate. But the leaders who treat coaching as a growth opportunity (not a corrective measure) see the payoff in performance, retention, and culture.
Three quick fixes:
- Time management: Schedule coaching like you would a client meeting—it’s non-negotiable.
- Consistency: Always follow up on commitments. No accountability = no change.
- Preparation: A 10-minute plan beats a 30-minute ramble.
Building a Coaching Culture
When coaching becomes part of your team’s DNA, growth compounds. Share wins from coaching, integrate it into performance reviews, and encourage peer-to-peer feedback. The result? A culture where coaching isn’t something leaders do to their reps—it’s something everyone does to get better.
Next Steps You Can Take Today
- Block time for both planned and ad-hoc coaching sessions.
- Use open-ended questions and practice “Stop, Start, Continue.”
- Role-play a tough conversation before it hits you live.
Bottom line:
Coaching is the lever that drives both team performance and individual growth. Do it well, and you’re not just managing a sales team—you’re building future sales leaders.
Ready to sharpen your coaching skills? Contact us about our management programs.
* June 2025 report by WifiTalents
