A sales manager’s job is to help individual sales reps and sales teams as a whole succeed. While many managers think that means jumping in to fix a mistake, the reality is that this type of leadership often slows the rep’s learning process and inhibits their problem-solving skills. That’s why every manager needs to be able to properly deliver sales performance coaching.

As you build and enhance the skills of your employees, coaching becomes a key tool—alongside methods like one-on-one feedback, online training, and hands-on learning. The goal is to guide employees toward better performance, stronger skills, and greater confidence. Good sales coaching doesn’t tell reps what to do, it equips them to discover the answer for themselves.

Did you know?

48.2%

of sales reps don’t receive proper sales coaching?

Why sales coaching matters

You can empower employees to succeed in their new managerial roles through a sales management training program. There are specific skills that benefit those in a sales leadership position that aren’t required to be a successful salesperson. Bridging that gap through coaching ensures your leaders are prepared to develop their teams.

New and experienced reps alike need help from time to time, and without the ability to ask for it, they lose valuable learning opportunities. Teams that lack sales coaching often fail to meet revenue and performance goals.

The good news? If you offer timely support, reps won’t feel so isolated. Coaching—especially when personalized—helps reps solve problems and grow the skills they need to succeed. They also feel motivated knowing you have their back. But don’t just take our word for it. Here’s proof:

This disconnect suggests that either coaching efforts aren’t clearly communicated—or reps don’t recognize them as coaching. When reps know they’re being coached, they integrate what they learn around 80% of the time. Making coaching clear, intentional, and actionable makes all the difference.

Coaching vs. mentoring: What’s the difference?

Although people often use the terms interchangeably, coaching and mentoring are distinct practices.

  • Coaching is usually structured, scalable across teams, and designed to develop broad workplace skills. It’s driven by short-term goals and specific feedback.
  • Mentoring is more personal, often focused on career development or role succession, and based on a mentor’s individual experience.

Where mentoring prepares individuals for future leadership, coaching helps them excel right now—whether that’s solving problems, improving performance, or enhancing day-to-day behaviors.

Key elements of effective coaching for sales performance

Clarity

Clarity is critical. Reps are more receptive when they understand they’re being coached. Be upfront about the coaching process—what it involves, why it’s happening, and how it benefits them.

5 reasons reps win with personalized sales coaching

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The coaching skills your leaders need

Before a manager can coach effectively, they must build their own coaching skillset. Many supervisors default to a directive approach, but great coaching hinges on collaboration. Here are some core skills to foster:

  • Active Listening: Instead of telling reps what to do, listen deeply. Let them contribute to the improvement process, and they’ll feel more invested in the outcome.
  • Indirect Leadership: Avoid blunt correction. Instead, prompt reps to self-identify issues and develop solutions. This approach boosts ownership and long-term learning.
  • Effective Communication:Communication goes beyond words. A strong coaching approach integrates verbal, written, and even visual communication styles to align with different learning preferences.
  • Empathy & Intuition: Coaching requires emotional intelligence. Tuning in to how reps feel enables you to adjust your approach and better meet their needs.

Sales coaching tips for success

If you’re just getting started, here are a few tips to guide your sales coaching journey:

  • Customize your coaching plans based on rep-specific goals and learning styles.
  • Invite feedback from reps to fine-tune your approach.
  • Encourage peer-to-peer coaching for additional growth opportunities.
  • Be patient—building new skills takes time and consistency.

We have the sales coaching tools for you

Even the best sales coaches can still struggle to get results when they don’t have the necessary sales coaching tools. Assessing your team is hard, but delivering ongoing and practical performance training is even more challenging. That’s why you need coaching software designed for sales leaders like you.

We believe that it’s time for leaders to challenge the status quo and take personalized skills coaching to the next level. Seismic Learning helps teams assess rep’s skill levels, uncover opportunities for skills coaching, and build personalized coaching plans for success. Watch this video to learn more.