How Sales Coaching Work

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How Sales Coaching Work

Sales coaching isn’t just about giving tips after a sales call. It’s about building a rhythm that helps salespeople grow stronger in both skills and mindset, day after day.

Recently, I joined Michelle Achuthan from Coaching Culture International on her “Conversations with Coaches” podcast to talk about what really makes sales coaching work in the real world.

Here are some highlights from our conversation:

1. Coaching goes beyond skills training

Many sales teams invest in training, but the learning fades if not supported. Coaching is what connects training to results.

Training gives knowledge, but coaching helps apply it.
Coaching makes skills practical and useful in real customer situations.
It bridges the gap between what’s taught in class and what actually happens in the field.

2. It’s about both the hard and soft sides

Salespeople need tools and processes, yes. But they also need the confidence, mindset, and motivation to use them.

Hard aspects: frameworks, methods, sales call structures.
Soft aspects: trust, feedback, emotional intelligence.
When both come together, performance becomes sustainable.

3. Short-term vs long-term approach

One-off coaching sessions might give a quick boost, but they don’t change habits. To see lasting results, coaching has to be consistent.

Short term: building confidence to use new skills right away.
Long term: creating a coaching ecosystem where managers coach regularly, not occasionally.
The goal is sustainable performance growth, not just hitting this month’s target.

4. Why leaders matter most

The best sales coaching doesn’t always come from external trainers. It comes from sales leaders who coach their people every day.

Leaders set the tone for coaching culture.
When managers coach, teams feel supported and valued.
This builds trust, accountability, and higher retention.

5. Coaching is a strategy, not a one-time event

Real sales coaching is about building a system where skills stick.
✓ Coaching conversations are part of daily work, not an extra task.
✓ It’s about guiding people to think, reflect, and improve—not giving all the answers.
✓ The strongest teams are those where coaching becomes part of the DNA.

Coaching conversations are part of daily work, not an extra task.
It’s about guiding people to think, reflect, and improve; not giving all the answers.
The strongest teams are those where coaching becomes part of the DNA.

Conclusion

Sales coaching works when it’s more than a tick-box exercise. It’s about creating a culture where skills, mindset, and leadership all come together. That’s how sales teams grow, perform, and stay motivated for the long run.

Watch the full conversation with Michelle here: How Sales Coaching Work.

About the Author

Simon is the ICF-Professional Certified Coach (PCC), Certified Trainer, Facilitator, Coach Trainer, and Food Service Specialist. He specialises in business selling, leadership development, and coaching culture building.