How to Build an Effective Sales Coaching Training Program

Most organizations have realized that in order to reach the projected revenue targets, they must employ sales coaching training. Hence, many organizations are leveraging this to boost their overall performance.

In a survey, it was revealed that below-average sales manager coaching was one of the barriers that many executives admitted as being responsible for their sales performance. This proves that an organization with effective sales coaches will have a better performance than its competitors.

Training staff

Tips To Build an Effective Training Program

If you are interested in meeting your revenue targets, then you need to build an effective sales coaching training program. With the following tips, you can do so, and boost your organization’s overall performance.

1. Make Sales Coaching a Priority for Success

Organizations that think that sales coaching is just one of the numerous techniques and tactics for increasing profit end up relegating it to the background. Instead of this, it must be placed as a crucial factor for success. If priority is not placed on it, execution becomes near impossible.

When it has been made a critical factor, you must create a high level of accountability, cadence, and metrics to guarantee that you don’t stray from the track.

2. Cultivate Master Coaches

The initial part of the coaching program can be quite challenging for your sales manager. The reason for this is because their salespersons rate their training skills poorly.

This can be attributed to the method most organizations adopt when carrying out the training. Most use a typical classroom training method that is rushed within a day or two. The painful thing about this is that most of what is learned is lost within a month because of a lack of reinforcement.

Once these managers learn new things, they try to implement them. However, once they see oppositions or hindrances when they try to implement what they learned, they go back to the original method of doing things.

Therefore, to build master coaches, there must be constant reinforcement of what was learned via mentoring and coaching. In other words, the training must be a continuous and ongoing process rather than a one-time affair. Click here to learn the difference between mentoring and coaching.

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3. Employ a Formal Training Process

Ensure that the training follows a formal process. Do not leave it to the discretion of your managers or they might end up not following through because of how challenging it becomes.

The process takes time, hence, patience must be cultivated if the process will be seen through. Focus and commitment on the part of the managers are also needed. Furthermore, because the purpose is to cultivate master coaches, the process is best broken down into steps to ensure that mastery of the skills taught is easily understood.

4. Make Coaching Tools Available

You need to make certain tools available to your managers that will enable them to do better during the process. Some of these tools include:

Plan Document

A formal plan document must be made available to enable your sales executive capture the training plans for each representative.

Day Planner

Time is of the essence in business, therefore, you must equip your coaches with a day planner to help them plan how frequently each salesperson will be coached within a month.

While you give them the liberty to choose when the training can be conducted, do not allow them to fix it around important duties and tasks such as administrative work or meetings.

Field Report

This tool is used to cover all that the manager is expected to coach the salespersons. The content of the report is a reflection of what the organization desires.

The sales process steps, selling methodology components are the primary areas that are covered in this report. Other key areas include territory management, critical behavioral competencies, and territory management.

Coaching and mentoring

5. Develop Excellent Business Cadence and Accountability

Business cadence must be established. Even though you delegate tasks and duties, always have time to meet with your senior sales executives and leaders. These meetings will allow you to measure KPIs and determine the coaching program’s standards upon review. Visit to learn more about KPI.

When it comes to sales coaching, ensure that your coaches are held accountable. There must be a formal review procedure set in place to frequently assess the quality and quantity of the training program. All ranks of the sales department must be accountable.

Whatever is inspected is respected. Hence, if your managers are aware that their reports will be inspected regularly, they will do the job more effectively.


As we said earlier, the results that sales coaching provide cannot be downplayed. Hence, it is important you make it a priority for your organization.

Are you currently running a coaching program? Are you experiencing sales gains as a result? We would love you to share your experience with us.



Mommy to a pigeon pair, blogger and online marketer. Lover of chocolate, good books and buckets of coffee.