It’s an old saw. Sales people get lots of training and coaching…and then they get promoted to sales manager and, suddenly, it stops. 


We don’t assume sales people know everything they need to know the minute after they get hired.

So, why do we assume that recently promoted sales managers will automatically know how to lead a team and coach their reps to maximize their potential? 

In reality, coaching other sales reps, identifying a set of shared best practices, and helping them make these best practices a part of their day-to-day routines is extremely challenging.  

We know sales coaching is important:

  • From CSO Insights: Organizations that adopt a formal sales coaching program experience a 10% higher win rate compared to those that do not prioritize coaching.
  • According to Gartner and SMA, dedicating just one hour per week to skills coaching can elevate individual performance by an impressive 16% to 19%.
  • A Hubspot study tells us that sales coaching improves employee retention rates and maximizes sales training investments.

Frontline sales leaders are the key to effective coaching programs, and yet, they are often left to figure it all out on their own.

The good news? There’s a solution. 

The Power of Coaching Playbooks 

Sales coaching playbooks add structure and strategic dimension to the coaching process. Playbooks serve as comprehensive guides that empower front-line sales leaders with the tools they need to deliver effective coaching consistently. 

By referencing tried-and-tested methodologies, proven strategies, and actionable data, coaching playbooks offer a roadmap to building a culture of coaching that is a foundation for high-performing teams.

Coach the Coach

Just like anything else humans do, coaching is a perishable skill. 

Provide your sales leaders the same opportunities you give your reps – regular places and times to practice, giving and getting feedback from peers, and arm them with tools, like coaching playbooks, that make it easier to prepare for and execute great coaching sessions. 

Also, make sure they – and the rest of the organization – understand that coaching is a priority. Give them permission to protect the time in their calendars to ensure sales coaching is a key part of their management cadence. 

Empowering and enabling our front-line leaders to build a culture of coaching will have a direct impact on your bottom line. 

So when will you start building your coaching playbook?