Sales training isn’t the issue.
Most teams have been through it. Some multiple times.
So why do the same problems keep showing up?
The truth is, training gives people knowledge. But behaviour only shifts when there’s a system that makes it easier to do the right thing than to fall back into old habits.
And that’s where most companies stumble.
Not because they don’t care, but because there’s no ecosystem holding it all together.
The Real Fix? Build an Ecosystem, Not Another Event
Over the years, I’ve worked with many client organisations that genuinely want their sales teams to perform better.
They’ve invested in good training, created new materials, and brought in experienced facilitators.
But once the workshop ends, momentum fades.
So instead of asking “How do we train better?”, I started asking:
“How do we help teams apply what they already know, consistently and confidently?”
That’s where the idea of the Sales Coaching Ecosystem™ came from.
It’s not another model.
It’s a rhythm that lives inside the way teams work, lead, and grow, day by day.
The Sales Coaching Ecosystem™
Built for real salespeople, led by real leaders, reinforced by real routines
This isn’t theory.
It’s what I’ve seen work in the field with frontline teams, regional leaders, and everyone in between.
The ecosystem runs on three levels:
1. Activate
Short Term: Get quick wins and build traction
Start simple. Focus on visibility and rhythm.
✓ Sales Call Performance Checklist
Give salespeople something they can self-reflect on right after each call.
No fancy scoring. Just a quick pulse check: Did I connect? Did I understand? Did I offer value? Did I close?
✓ Line Manager Shadow Coaching
Ask Managers to shadow one call per salesperson each month. Observe, listen, ask questions. Don’t rescue. Let the salesperson grow.
✓ Set One Coaching Focus at a Time
Before a field visit, pick one focus. For example, “Today, I’ll watch how you handle objections.”
This creates clarity and better feedback after the call.
2. Enable
Mid Term: Build skills and support real coaching
Now that some rhythm is in place, deepen the capability.
✓ Use Real-World Sales Curriculum
Whether it’s FMCG or food service, adapt learning to what salespeople actually face.
Skip the textbook. Use local case studies, role plays, and real objections.
✓ Train Sales Managers as Coaches
They’re not just KPI trackers. They’re growth drivers.
Give them tools, language, and confidence to coach without micromanaging.
✓ Start a 1–1–1 Habit
Each manager commits to 1 field visit, 1 coaching session, and 1 personalised message per salesperson every week.
That’s it. Simple, but powerful.
3. Sustain
Long Term: Shift culture and leadership behaviour
This is where the change sticks. Not because people are forced to do it, but because it becomes how we work.
✓ Leaders Must Model It
If senior leaders coach their direct reports, coaching becomes a norm, not an initiative.
People do what leaders model, not what they mention.
✓ Make Coaching Measurable
Track metrics like number of sales calls observed and coached, or specific behaviour improvements by each salesperson.
If you don’t measure it, it won’t grow.
✓ Debrief With Coaching in Mind
Add 15 minutes after each business review:
What behaviour trends are we seeing?
What coaching moments are we missing?
What are we reinforcing without realising?
The Difference Is in the Doing
This ecosystem wasn’t pulled from a textbook.
It was shaped through real experiences. I’ve seen it in motion while observing hundreds of sales calls, working side-by-side with managers across Asia, and paying attention to what actually sticks after the training ends.
It’s not a plug-and-play framework.
It’s the outcome of lived challenges, coaching conversations, and frontline learning.
That’s why it works.
And that’s what makes it stick.
Conclusion
If your team already knows what to do but struggles to do it consistently, the challenge isn’t about adding more training. It’s about creating an ecosystem where good behaviours are easier to sustain than to forget.
Start small.
Build rhythm.
Coach often.
That’s how performance changes.
Not overnight, but over time.