CHAPTER 3
SALES COACHING: HOW IT’S WRONG AND WHY IT FAILS
The title of this chapter may seem a bit gloomy. How sales coaching is wrong and why it fails seems a bit pessimistic. We agree. However, if you had had the opportunity to interact with as many sales managers as we have, if you had seen as many training initiatives fail, and if you had seen the widespread cynicism we’ve seen regarding sales coaching, you would most likely feel the same way. The good news is that many of the pitfalls we’ve seen can be avoided or at least repaired. We feel that giving you a better understanding of what doesn’t work will help you more effectively act on what does work.
This chapter examines the most common barriers to effective sales coaching. We share real ...
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