Sales training sharpens skills. But what helps those skills stick? Coaching that continues after the training is over.
Over the years, I’ve seen this pattern again and again across teams in different roles and functions. People show up to training curious, engaged, and open to learning. They walk away with new tools, language, and strategies to sell more effectively.
But when the pace picks up and the pressure returns, something shifts.
Many quietly admit, “We know what to do, but it’s easy to slip back into old habits.”
This isn’t a sign of failure. It’s just how real-world habits work. And it’s where coaching makes all the difference.
From Knowing to Doing
Training gives people the what and how. Coaching supports the doing. It helps turn ideas into behaviour. When team members have someone who checks in, listens, and challenges them to think differently, they’re far more likely to apply what they’ve learned in real-world situations.
Creating Everyday Coaching Moments
Commercial teams often run at full speed. Results matter. Time is tight. But coaching doesn’t have to be long or formal to be effective.
Small moments make a big impact:
These touchpoints help teams stay focused on growth, not just outcomes. They create rhythm. And over time, that rhythm builds consistency.
Confidence Grows Through Coaching
When challenges show up like tough customers, pricing pressure, competing priorities, most people fall back on what they’re used to. Coaching offers space to unpack those moments, rebuild confidence, and explore new responses.
It’s not about having all the answers. It’s about helping people find their own.
Keep It Simple, Keep It Consistent
The best coaching often doesn’t feel like coaching. It feels like a conversation. A moment of curiosity. A nudge in the right direction.
You don’t need a coaching certification to start. What matters is the intent behind the conversation. When leaders commit to regular, thoughtful coaching even in small doses, real growth starts to take shape.
Conclusion
Training may light the spark, but coaching keeps it burning. Without ongoing support, even the best training can fade under pressure. But when coaching becomes part of how teams work together, skills deepen, habits shift, and performance improves.
If the goal is lasting change, don’t stop at the workshop. That’s where the real work begins.