Belief Boundaries: Coaching as a Powerful Way to Unlock Potential

Originally published on The Sales Management Association
By Mike Esterday
Coaching is pivotal to sales success. This is not a radical statement. If you’ve been in a sales management position for any length of time, it’s not even news. It’s now well-established that a strong coaching culture is something high-performing companies have in common. In study after study, coaching is shown to play a key role in driving sales performance and revenue achievement.
So why do so many companies still struggle to make coaching pay off for them? We recently conducted a research project in partnership with the Sales Management Association to try to get to the bottom of that question. This study validated one of the paradoxes we’ve seen repeatedly on an anecdotal level: Few activities are considered as important as sales coaching — 76% of the sales managers in our study said coaching is important — but most (again, 76%) believe