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The Impact and Frequency of Coaching in Sales Management

Coaching is a critical element in the development of sales teams, significantly influencing both the mindset and tactical skills of salespeople. However, the effectiveness of coaching is directly impacted by its frequency and consistency.

Data from various sales evaluations involving salespeople and their managers demonstrate that any degree of coaching contributes to better sales performance compared to the absence of coaching. Infrequent coaching sessions - whether quarterly, monthly, or bi-weekly - yield certain gains. However, these improvements tend to be less pronounced than those resulting from more intensive, consistent coaching.

Regular and frequent coaching sessions, held weekly or even multiple times per week, yield more substantial impacts. Salespeople who receive weekly coaching experience a +9% higher Sales Percentile compared to their uncoached counterparts. This percentile increase jumps to +17% when coaching occurs multiple times per week.

Consistent coaching notably enhances a salesperson's sense of responsibility (+34%) and motivation (+19%). These figures represent gains over those who do not receive any coaching. Increases in responsibility and motivation are also observed over those who receive coaching on-demand, with respective improvements of +22% and +10%.

Regarding tactical skills, frequent coaching leads to a +50% increase in proficiency in using Sales Technology, and a +16% increase compared to on-demand coaching. The Sales Process also improves by +28% compared to no coaching, and +11% compared to on-demand coaching. These improvements manifest as better time management, consistent results, adherence to key sales steps, setting milestones, and tracking results using a scorecard.

Salespeople who receive weekly coaching experience a +9% higher Sales Percentile compared to their uncoached counterparts.

Regrettably, despite the evident benefits of frequent coaching, this practice is not commonplace. Only 10% of salespeople reported receiving coaching multiple times per week, while almost as many (8%) reported receiving no coaching at all. Weekly coaching occurs only 20% of the time. The majority of managers tend to offer on-demand coaching. Sales leaders, therefore, should encourage their managers to provide more regular coaching sessions - ideally on a weekly or even daily basis - fostering a culture of continuous growth and improvement.

In conclusion, despite empirical evidence supporting the value of frequent and consistent coaching, it remains underutilized in sales management. This gap presents a significant opportunity for sales organizations to improve their performance and cultivate a robust coaching culture. By proactively engaging in regular coaching sessions, sales managers can enhance their team's sales competencies and foster a sense of motivation and responsibility. Ultimately, the adoption of a proactive coaching approach will lead to superior sales results and a more effective, well-rounded sales team.


This article is based on insights from Objective Management Group (OMG), a leading authority in the field of sales team analyses, salesperson evaluations, and sales candidate assessments. If you found this information helpful and are eager to further enrich your understanding of sales team dynamics, consider subscribing to their blog for more enlightening content. Always remember, your journey towards mastering sales strategy and development is a marathon, not a sprint, and every nugget of knowledge brings you one step closer to the finish line. Enjoy the journey!


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