CHAPTER 4
DECIDING WHAT TO COACH
We have spent some time in the preceding three chapters examining what sales coaching is not, and we’ve explored many of the reasons effective coaching is not common prac-tice. We’ve examined the situational factors that impede coaching. We’ve explored the challenges managers have in shifting their mindset from superstar salesperson to sales manager.
We’ve done this examination to get you into a mindset that allows you to receive the information we share in this chapter and the ones that follow. In this chapter, we take the first step in establishing a common language for sales coaching. We use powerful research findings to unpack the nature of sales coaching and how to select the best type of sales coaching ...
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