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The Difference Between Good and Bad Sales Coaching

Sales management

sales coaching training programs for agile sales teams

6 April 2022Blog

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Continuous improvement within a sales organisation is driven by strong coaches who give their team the tools they need to take ownership of their own success. 

Effective sales coaching is not easy.  Managers have to develop listening and questioning skills so they can agilely adjust their coaching approach to provide the support their sellers need to be successful in the moment and in the future.

The two videos below demonstrate the difference between effective and ineffective sales coaching. Each video shares insights about what the coach does correctly and incorrectly during the conversation.

These videos are sourced from our sales performance platform AccelerateTM a digital learning resource at the heart of our Sprint Sales CoachingTM training programme. Learn more about AccelerateTM by clicking here.

When Sales Coaching Goes Wrong


Before you can inspire a seller to grow and improve their performance, they must first understand what needs to change.

In this video example, we show what an ineffective assessment looks like in a coaching conversation. The clip is an example of where a coaching conversation can go wrong.

We demonstrate the importance of:

  • Getting the seller’s self-assessment before offering yours
  • Providing balanced feedback that is not judgmental
  • Offering specifics when coaching performance
  • Striking a collaborative tone

What Effective Sales Coaching Looks Like

Collaboration is what makes coaching work. Therefore, it’s crucial to ask for the seller’s reaction, gain alignment on the gaps, and determine the desired outcome.

In the video above, we show what an effective assessment looks like in a coaching conversation. The clip is an example of coaching that works. 

We demonstrate the importance of:

  • Asking open-ended, neutral questions to get the seller’s assessment first
  • Highlighting the seller’s strengths by providing specific examples
  • Avoiding judgmental language
  • Providing feedback that offers practical examples

With training, practise, and the right tools sales managers can transform themselves and their team to drive lasting results. Click here to learn more about our Sprint CoachingTM programme.

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