Coaching doesn’t stick because it was once impactful.
It sticks because it becomes expected.
That’s the shift.
From coaching as an event, to coaching as a way of working.
By this stage, most teams have already activated coaching in the field and enabled the rhythm for managers to show up and coach. But without reinforcement, even the best habits start to fade.
That’s where Sustain comes in.
The third layer of the Sales Coaching Ecosystem™ focuses on making coaching visible, routine, and valued. Not just by managers, but by the business.
Start with Leadership, Not HR.
Sustaining a coaching rhythm doesn’t begin in a training deck.
It begins with Leaders. Not because they’re the loudest, but because they’re the ones people watch.
When coaching shows up in how Leaders review progress, run team meetings, or check in with their own Direct Reports, it quietly shapes the culture.
One Senior Commercial Lead I worked with opened every business review with one simple question: “What have you coached this month that’s showing results?”
No blind reliance on tracking tools. No rigid structure.
Just a cultural signal that said, we measure performance, but we also care how people grow along the way.
Add Coaching Metrics That Spark Dialogue.
A lot of coaching disappears because it’s not seen.
It’s happening, but no one is naming it.
And what isn’t talked about eventually fades into the background.
That’s why it is important to help teams build in light, behaviour-based coaching indicators, such as:
These aren’t scorecards.
They’re conversation starters.
They help Managers feel recognised.
They give Leaders a way to make coaching part of everyday language.
And they quietly remind the business that coaching is still happening.
Rituals Make It Real
Coaching doesn’t become culture through posters or programmes.
It becomes culture through repetition.
Here are a few rituals that teams I’ve worked with have embedded naturally:
None of these need slides.
They just need rhythm.
When people hear and see coaching enough times, it stops feeling like an initiative.
It becomes part of the way the team operates.
Conclusion: Make It Familiar, Not Formal
Sustaining coaching doesn’t mean turning it into a project.
It means making it normal.
When Leaders model it, when the team talks about it, and when it shows up in everyday conversations, coaching becomes part of how your team grows.
The Sustain layer of the Sales Coaching Ecosystem™ is where rhythm turns into culture.
The upcoming LMS micro-module will include downloadable coaching debrief prompts, review conversation starters, and a simple coaching cadence planner for teams.
I’ll share the learning link once it’s live and ready to use.
Final up next: Lessons from the Field: What Makes Coaching Stick.