Sales coaching helps to motivate your team and strengthen their sales skills. While sales coaching results in a more effective and productive sales team, 73% of managers spend less than 5% of their time coaching their teams. Only 50% of companies invest in ongoing sales manager training and development.

Furthermore, 60% of salespeople are more likely to leave their position if they believe their manager is an ineffective coach. So, a solid sales coaching framework is critical in attracting and maintaining top talent.

This blog will discuss the difference between strategic and tactical sales coaching and advice for making the most of sales coaching.

Strategic and Tactical Coaching

Sales coaching is a structured process where sales managers provide ongoing, specialised support to improve the performance of salespeople. Coaching is crucial and beneficial for most people as sales is a complex skill to perfect. Yet, some people aren’t coachable, in which case, coaching becomes a waste of time. A coachable salesperson will accept constructive criticism without pushing back or ignoring you.

Using a mix of strategic and tactical sales coaching can be very useful for salespeople to create a positive impact. Tactical coaching, also known as deal coaching, is a high-impact intervention. It instantly impacts win rate, transaction size, and pipeline velocity.

Prospecting, building rapport for a successful sales relationship, objection handling, and closing are a few examples of specialised sales abilities that reps need to hone. That’s where the sales manager comes in. They set a sales coaching session to focus on one skill and then enhance it using the rep’s individual sales analytics.

Tactical sales coaching focuses on the “how” of sales. It poses questions such as:

How can we help you be more productive on calls?

How can we build a better, high-converting sales pipeline?

Tactical sales coaching is based on the “how”, strategic sales coaching is concerned with the “what” of sales.

Strategic sales coaching asks questions like:

What are the company’s objectives and goals of the sales team?

What are your personal sales objectives?

Strategic coaching impacts sales behaviour while analysing metrics, pipeline, territory, and performance data. So, having tactical and strategic sales coaching is essential to boosting sales performance.

Importance of Sales Coaching

Effective coaching maximises sales performance and the likelihood of achieving their objectives. Mainly as we sell in a remote world, sales teams have to learn more ways to engage with prospects and build relationships.

Sales coaching is a component of your sales enablement program that could significantly impact the salesperson’s success, team, and the entire organisation.

Tips for Sales Coaching

If you are receiving sales coaching, here are a few tips for making the most of the experience.

Be Open to Coaching

Being coachable begins with an open mind. Being defensive or guarded prevents you from getting the most out of coaching sessions.

You must be willing to invest yourself in the coaching and be ready for it. It’s possible to have the technical sales know-how, but abilities won’t be good enough if you don’t have the right mindset.

Be Honest with your Coach

The salesperson must be honest with themselves and with their coach.

Be realistic with expectations as sales cycles can be long-winded, and coaching is not an overnight fix. The more open you are about what might be getting in your way, the easier it will be for your coach to help you.

Concentrate on a Single Improvement at a Time

For sales coaching to be effective, the salesperson and coach must focus on one area at a time rather than trying to do too much.

You must focus on your immediate goals and measure your progress. Measurable development could be a lifeline when you feel frustrated or pulled in many directions. Seeing how far you’ve come is a great motivator and increases the chances of staying the course.

I have received sales coaching, and I can attest to the value it brings. My coaching sessions have helped me develop as a salesperson and improved my business acumen. Indeed, my journey in the world of sales would have been a lot harder without my coaching support.

If you are considering sales coaching for yourself or your team, please contact me at