Many sales leaders struggle with coaching, often confusing it with training. Coaching isn’t about “fixing” salespeople—it’s about empowering them to use their skills more effectively in a safe, trust-driven environment.
Effective coaching requires a structured approach with a clear agenda and a time commitment. Each session should focus on three key elements: what the goal is, why it matters, and how it impacts the salesperson. Building trust is essential, and the highest level—"gold-level trust"—fuels growth and development.
There are two types of coaching: strategic (planning for long-term success) and tactical (improving specific behaviors, attitudes, and techniques). A great coach asks the right questions, listens actively, and avoids the "telling/fixing" trap. Without a game plan, coaching becomes just another conversation, rather than a catalyst for meaningful change.
Want to improve your coaching skills? Start with a gap analysis—identify where you are now versus where you want to be. Then, take action to close that gap and elevate your leadership impact.
