Great Teams Have Great Coaches—Why Sales Should Be No Different
This past weekend, I spent three long days at a competitive soccer tournament with my son’s team. It was a tough one—no wins, lots of hard lessons, and one moment that stuck with me.
My son had a goal kick, one he’s practiced almost every day for an entire season. He took the shot, aimed perfectly… and missed by an inch. An inch! That tiny margin felt huge. He was crushed.
After three exhausting days, I expected him to come home, crash, and take a break. Instead, I heard thump, thump, thump—his ball hitting the kickboard. At 9 PM, he was back at it.
And I thought: What if he had no coach? What if he was just guessing at how to get better?
That’s when it hit me—this is exactly what happens when sales reps don’t get coaching.
Without Coaching, Improvement is Slower and Frustrating
Imagine if my son had no one guiding him. No coach watching his form, no drills to refine his technique, no one to help him see why that kick missed.
Would he still practice? Sure. But would he be practicing the right things? Would he be getting better, or just reinforcing the same mistakes?
Sales reps without coaching face the same challenge. They make calls, send emails, handle objections—but often, they’re doing it on instinct. No feedback, no strategy for improvement, no one helping them refine their approach.
They work hard, but not always smart.
With Coaching, Growth is Faster and More Effective
Now, picture the difference when there’s a coach involved.
A coach doesn’t just say, “Try again.” A coach analyzes, adjusts, and guides.
They watch the game tape (or in sales, listen to the calls).
They point out small tweaks that make a big difference.
They challenge, encourage, and support growth.
Sales is no different. A great sales coach:
✅ Helps reps refine their messaging and delivery.
✅ Gives real-time feedback so they don’t keep repeating mistakes.
✅ Turns practice into progress, faster.
Coaching shortens the learning curve and builds confidence. And confidence? That’s what leads to results.
Why Aren’t More Sales Managers Coaching?
Here’s the reality—sales coaching works.
💡 Companies with strong coaching programs see 91% quota attainment on average.
💡 Teams that get the right amount of coaching grow revenue 16.7% faster than those that don’t.
But despite all this proof, most sales managers aren’t coaching enough.
Why?
🚫 They don’t have time. Coaching takes a backseat to forecasting, reporting, and putting out fires.
🚫 They don’t know how. Many were great sellers but never learned how to coach others.
🚫 They don’t see instant results. It’s tempting to focus on closing deals rather than long-term skill development.
But here’s the thing: coaching isn’t a time drain—it’s a time multiplier.
When reps are better equipped, they close more deals with less effort. They feel more confident, need less hand-holding, and ramp up faster.
Investing in coaching now pays off big time later.
Making Coaching a Priority
The best teams—whether in sports or sales—don’t just work hard. They train with intention.
If you’re a sales leader, ask yourself:
✔ Am I making time for coaching? (Hint: It doesn’t have to take hours—small, consistent moments add up!)
✔ Am I giving my team the feedback they need to grow?
✔ Am I building a culture where coaching is expected, valued, and prioritized?
Because at the end of the day, the best players don’t just practice—they practice with purpose. And that only happens with coaching.
Final Thought: Who Helped You Get Better?
I think back to my own career and all the people who helped me improve. The managers who took the time to coach me, the mentors who gave me guidance when I was stuck, the people who believed in me even when I doubted myself.
We all got where we are because someone took the time to coach us.
Now it’s our turn to pay it forward.