Sales coaching is a personalized process focused on helping each salesperson identify areas for improvement within their individual sales process, develop actionable lessons, and create plans to close those gaps. In contrast, sales training delivers standardized systems, processes, and techniques to equip salespeople with the skills needed to qualify prospects more efficiently and accelerate the sales cycle.

Ideally, sales coaching should occur on a weekly basis. While some team-based sessions are beneficial, the most effective coaching happens individually, allowing for tailored feedback and development.

The most impactful technique is to analyze the sales process from the end result backward. Ask thoughtful questions that lead the salesperson to discover what was missed in each step and how to address those gaps, fostering ownership of their growth.

ROI can be tracked by increases in sales performance, a more robust and predictable sales pipeline, and the successful execution of action plans developed during previous coaching sessions. Regularly reviewing progress against these action items is key.

Focus on a mix of both, but understand the difference: group coaching often serves as training, while true sales coaching is typically one-on-one. Integrating both approaches ensures comprehensive development.

Identify and target weaker competencies that are hindering optimal performance, especially those tied to unconscious biases or patterns that may undermine strengths. Tailor coaching to address these specific areas for improvement.

Establish clear agreements upfront, including permissions for honest feedback, tough questions, and the freedom to challenge and support. Use open-ended coaching questions such as, “How did that call end?”, “How would you have preferred it to end?”, and “What could you have done differently to achieve that outcome?” to encourage self-discovery and accountability.

While coaching is inherently individualized and time-intensive, you can scale its impact by developing frameworks, sharing best practices across the team, and building a culture of peer coaching and feedback. However, managers should recognize that effective coaching requires dedicated attention to each team member.

One common mistake is telling salespeople exactly what to do, rather than guiding them to identify their own solutions. Effective coaching empowers individuals to reflect, analyze, and arrive at their own best answers.

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