The One Two Punch For Sales Management: Training - Coaching

By Jean-Paul Cortes

“Sales are still plummeting and we just spent thousands of dollars on this fancy, shmancy sales training. . .” Your boss just said in today's morning meeting.

That was obvious; what you couldn't explain to yourself or to your bosses, was the reason why.

Your sales teams had just gone through the latest “Optimizer Professional Teleselling” training, that promised to develop elite performers across the board.

At least that's what you were telling yourself . . .

You had gone through the training as well, the content was great, the trainers seemed to know what they were doing and your team members jumped at the possibility of improving their skills.

But, it's a month later and whatever was learned has gone to the wayside.

Salespeople went back to doing things their way, sales continued to drop, motivation was at an all time low and the head honchos wanted to know who was responsible for this debacle.

Off with their heads!

Effective Training + Effective Coaching = Effective Salespeople

The sad truth to most training in companies is that it's never effective in the long term.

Traditionally, most companies take a shotgun approach to training – a whole bunch of trainers come in, kill acres of trees printing up and distributing their manuals, round up and corral people in an office and proceed to dump truckloads of concepts, tips and strategies expecting that it will all be stored in the brains of fatigued people.

Don't get me wrong, I'm not against training, everyone should receive more training these days. In fact, companies who value their employees, tend to have all sorts of training in place.

So why does just giving more and more training not working? Why aren't you seeing the success you expect?

I think you may know the answer, at least I suspect you have a clue as to why most training fails.

When was the last time you went to an intensive day of training, absorbed all that was taught and mastered every concept in practice?

I'm betting that something like this was demanded from you and your team last time?

That's what more often than not is expected of people everywhere.

Company leaders may not realize that people not only need to learn new behaviors, skills and knowledge but also need consistent practice and coaching in those behaviors for actual change to take place.

Knowing something is not the same as doing it, and doing it alone, without being coached, is not nearly as effective.

Knowing, Doing, Coaching

If you really want to get successful results from your salespeople, you're going to have to include some concepts to your training strategy.

  • Knowing: you can teach the core concepts of salesmanship through training. You should also define the outcomes you want to achieve and the behaviors that lead to achieving those outcomes, determining what skills and knowledge are needed.
  • Doing: if you can talk the talk, you need to practice walking the walk. People need time to practice new acquired knowledge, without it we go back to doing things the way we've always done them. Your salespeople may be motivated to change and applying what they've just learned, but without consistent practice in those skills it's unlikely that any of them will be kept.
  • Coaching: mastery can be broken into small goals that people can be coached on. You can establish a immediate coaching feedback loop to achieve better results.

What your essentially doing, is integrating coaching and training. It's a smarter way of making sure your training is effective.

When you incorporate knowledge with practice and persistently coach and offer feedback you'll be ensuring that change happens and behaviors stick...for the long term.

P.S. Remember to sign up to receive the free coaching tools and mini e-course.

P.S. Please feel free to share this website with your own list, friends, post it on your site, on your blog, or add it to your autoresponder. Twitter it, Facebook it, translate it. As long as you leave it intact and do not alter it in anyway. All links must remain in the article. No textual amendments permitted. Only exception is Twitter.

Any links to your own products or services, need to be done separate from articles themselves, so that your audience can clearly tell it's your own link.

Return From Coaching Management Sales to Life Coaching Articles

FREE Download


  • Get dozens of tips and advanced strategies to build a successful coaching practice
  • Advice from world-class coaches on what it takes to be a prosperous coach
  • Marketing and sales advice from some of the best-paid coaches in the industry
  • Step-by-step systems for creating clients
  • How To methods to having a client attracting website
  • And more...

Click Here To Download

Recent Articles

  1. The Coach is Burned Out: It Happens & How to Handle It

    Feb 20, 17 12:15 PM

    To many, coaching appears as an incredibly fulfilling career – and it is. It’s something that you can be an established expert on, and this gives you an

    Read More

  2. Announcing: The Coaching Bootcamp by Evercoach

    Nov 16, 15 11:19 AM

    Do you want the experience of five world-class coaches in a completely free event, where you will be able to ask any questions you might have on building your own successful coaching practice? Now's y…

    Read More

  3. Free Book (Only For The Next 5 Days)

    Sep 17, 15 06:02 PM

    Danny Iny, from Firepole Marketing, has just published his new book "Teach and Grow Rich," and he's giving it away for free on Amazon Kindle, but only for the next five days. This will be a landmark b…

    Read More