If you’re a Sales Manager, your world is a constant juggle—supporting your team, answering to leadership, protecting pipeline quality, and still being expected to hit ambitious targets. Developing others often slips down the list.

But here’s the truth: Sales coaching is the single most effective management activity to improve performance.

Done well, it consistently delivers 19–25% gains in sales results.

Coaching helps you:

• Lead your team more effectively and develop their real potential
• Focus your time on high-value activities rather than firefighting
• Increase engagement, motivation, and retention
• Build a high-performance culture rooted in accountability—not micromanagement
• Maximise results from top and mid-performers while addressing underperformance early
• Reduce stress and consistently hit your number with more predictability

What exactly is Sales Coaching?

Coaching is a performance-improvement process focused on helping individuals unlock their own potential.

It’s about guiding, not telling.
It’s about helping people learn, not simply instructing.

And here’s the uncomfortable reality:

Most Sales Managers were never trained to coach. Not because they aren’t capable, but because they were promoted for being great sellers—not great developers of people.

Why Great Sellers Don’t Automatically Become Great Managers

Many Sales Managers step into the role because they excelled in sales. But management is a completely different job. Suddenly they’re expected to:

• Develop people
• Analyse data
• Build accurate forecasts
• Deliver board-ready reporting
• Run pipeline reviews
• Meet leadership expectations
• And still maintain a calm, focused team

Without training or support, managers often fall into firefighting or micromanagement—while feeling unable to admit they’re overwhelmed.

The reality:
Great managers are made, not born.

And the transformation starts with a coaching mindset.

The Coaching Mindset: The Real Difference Maker

A coaching mindset changes everything. It’s not a technique—it’s a leadership philosophy.

It starts with your purpose as a leader:

• Why are you leading?
• What legacy do you want to build?
• How could you change the trajectory of someone’s career?

With this mindset, you start seeing development opportunities everywhere. You stop giving the answers. You start asking the right questions. You help people think, take ownership, and grow.

This is how high-performance sales cultures are built—cultures that empower, challenge, and retain great people.

Ready to See Where Your Coaching Strengths and Gaps Are?

If you want to sharpen your coaching skills and build a stronger, more accountable team, request a free Sales Coaching Assessment.

You’ll get a clear view of what you’re doing well, where you can improve, and the quickest wins to elevate your leadership impact.Just say: “Send me the free assessment” and I’ll share it with you.