
/
Leadership in sales is no walk in the park. Targets are looming, deals are slipping, and the competition never takes a day off. It’s easy to think that the best sales managers are the ones who shout the loudest or know how to close deals like pros. But here’s the kicker: the skill that separates great sales managers from the rest isn’t their ability to sell—it’s their ability to coach.
Yes, coaching. That underappreciated, often misunderstood leadership skill that can transform a team from “just okay” to unstoppable. Yet, so few sales managers truly master it. Let’s break it down and see why coaching is the leadership skill every sales manager needs (but few have).
Why Coaching Matters in Sales
Think about the best sports coaches of all time. Were they the ones out on the field scoring goals? Nope. They were the ones helping their players perform better, game after game. The same applies to sales managers. Your job isn’t to close the deal—it’s to enable your team to close better, faster, and more consistently.
Here’s why coaching matters:
- It empowers your team: coaching isn’t about micromanaging; it’s about giving your team the tools and confidence to succeed on their own.
- It drives long-term growth: a great coach doesn’t just fix the problem at hand; they build skills that help the team tackle future challenges.
- It boosts engagement and morale: employees who feel supported and developed are happier and more productive.
The bottom line? When you invest in coaching, you’re not just hitting your targets—you’re building a team that consistently overachieves.
What Makes a Great Sales Coach?
If coaching is so important, why don’t more managers do it well? The truth is, coaching takes time, patience, and a very different mindset than selling. Here are the traits that make for a great sales coach:
1. Empathy
Coaching starts with understanding. A great coach takes the time to understand their team members’ strengths, weaknesses, and motivations. They don’t assume everyone operates the same way they do.
Pro Tip: schedule regular one-on-one check-ins to really get to know your team members. Ask about their goals, challenges, and what’s holding them back.
2. Active Listening
Great coaches listen more than they talk. They don’t jump in with advice at the first sign of trouble; instead, they ask questions to help the salesperson arrive at their own solutions.
Pro Tip: practice asking open-ended questions like, “What do you think is the best way to handle this prospect?” or “What’s one thing you could do differently next time?”
3. A Growth Mindset
A coach’s job is to help their team improve, which means seeing mistakes not as failures but as opportunities to learn and grow. Great coaches focus on progress, not perfection.
Pro Tip: celebrate small wins and incremental improvements. This keeps your team motivated and hungry for growth.
4. The Ability to Give Constructive Feedback
No one likes criticism, but constructive feedback is essential for growth. Great coaches deliver feedback in a way that’s clear, actionable, and focused on improvement—not blame.
Pro Tip: use the “feedback sandwich” approach: start with something positive, share the area for improvement, and end with encouragement.
5. Consistency
Coaching isn’t a one-and-done activity. It’s a continuous process. Great coaches make it a regular part of their routine, not something they squeeze in when they have extra time (spoiler alert: you’ll never have extra time).
Pro Tip: block out time on your calendar every week for coaching activities. Treat it as non-negotiable.
How to Start Coaching Your Team
If you’re ready to embrace coaching, here’s how to get started:
Step 1: Shift Your Mindset
Stop thinking of yourself as the “super closer” and start thinking of yourself as a coach. Your job isn’t to win every deal; it’s to help your team win more deals.
Step 2: Build a Coaching Framework
Create a structured approach to coaching. This might include:
- Regular one-on-one meetings
- Deal reviews
- Role-playing sessions
- Skill development workshops
Step 3: Use Data to Drive Coaching
Let the numbers guide you. Use your CRM or analytics tools to identify where team members are struggling and tailor your coaching to address those areas.
Step 4: Encourage Self-Reflection
Great coaching isn’t about telling your team what to do; it’s about helping them discover the answers for themselves. Encourage them to reflect on their performance and identify areas for improvement.
Step 5: Measure Your Impact
Coaching isn’t just about good vibes—it’s about results. Track metrics like win rates, sales cycle length, and quota attainment to see if your coaching efforts are paying off.
The Payoff: What Happens When You Coach Well
When you embrace coaching, the results speak for themselves:
- Improved performance: your team closes more deals, faster.
- Higher engagement: team members feel supported and valued.
- Better retention: happy, successful salespeople stick around.
- Stronger culture: coaching creates an environment of trust, collaboration, and continuous improvement.
The best part? Coaching doesn’t just benefit your team—it makes your life easier too. When your team is performing at a high level, you can focus on strategy and growth instead of constantly putting out fires.
Final Thoughts
Coaching is the secret sauce of great sales leadership. It’s not flashy, and it’s not always easy, but it’s what separates good managers from great ones. So, if you want to take your leadership game to the next level, it’s time to embrace your inner coach.
Remember, great coaching isn’t about you—it’s about your team. When you invest in their growth, you’re investing in your own success as well. So, what are you waiting for? Get out there and start coaching!