Next Level Sales Coaching

2Why Coaching Fails or Fails to Happen

THE FOOTBALL TEAM was getting clobbered. The first-string quarterback was injured. The second-string quarterback was injured. Even the punter was injured. All the coach had left was the third-string quarterback who had yet to play a down all year. He pulled the quarterback aside. “Look, we can't afford to let them score again. We've got to run some time off the clock. Here's what I want you to do. On first down, run it to the left. On second down, run it to the right. On third down, run it up the middle. Then, on fourth down, punt it as far as you can punt it.”

“OK coach!” said the quarterback. On first down, he ran it to the left for 30 yards. On second down, he ran it to the right for 40 more. On third down, he ran it up the middle to the one-yard line. Then, on fourth down, the quarterback dropped back and punted the ball right out of the end zone. When he got to the sideline, the coach was screaming, “What were you thinking?!!!?!!!” The quarterback replied, “I was thinking I must be playing for the dumbest coach in the world.”

In this anecdote, the coach was not very effective. He gave the quarterback the plays to run but failed to make adjustments along the way. His prior experiences probably shaped what he felt the third-string quarterback was capable of and, therefore, underestimated his chances of success.

Personal Background

One of the reasons sales managers fail to coach, or fail at coaching, is because they've never been shown ...