Organizations that make sales coaching a priority enhance trust across the organization. Coaches see individuals as their first and foremost responsibility and as servant leaders. It’s not about what the employee can produce for the manager. They ask questions to understand, enable and create teams of independent problem solvers.

As trust grows so does productivity. People become more motivated to do more and deliver greater results. The role of the coach- the human side of the managerial equation- creates relationships with their people, leverages their strengths, helps them create goals, and align those things to the jobs that need to be done. Great leaders are both good coaches and good managers. They are complementary skills- not mutually exclusive, and certainly not the same.

Sales coaching can act as a strategic differentiator- both to attract talented new people and also to retain them. Employees who see leaders invested in growing them they are far less likely to leave. And high performers who receive coaching vs. just new hires and struggling performers is a strategic defense that results in greater performance, revenue achievement and talent retention.