Sales Management Coaching - Is It More Effective For B2B Than In-House Training?

Sales management coaching has become a highly sought after approach to staff development. However, many B2B suppliers already have in-house training programmes for their sales staff. What benefits would an external coach bring that a training programme run by a sales manager cannot?

When a sales manager runs in-house sales training, it can serve as a good reminder as to why certain behaviours or actions are more valued than others. However, the manager is also tied to a sales quota. This is unavoidable. Sales mean pressure, so a manager is going to plan and run training programmes through that lens. Because of this numbers orientated approach, key elements that drive better sales performance are missed: namely, the personal and professional growth of individual salespeople. A sales coach is external. They're divorced from the numbers and the emotions that come as a result of chasing those numbers. For this reason, the coach can focus more on the development of individual salespeople – both from a professional and personal standpoint. This direct approach has shown to have had positive results in the long-term and is seen as a far more effective way of driving change. But wait: doesn't that lack of pressure mean that the coach won't care if the coaching actually has an impact on sales performance? Perhaps some poor coaches won't care, but a good coach will care passionately about improving sales performance. When they start to put together a programme with your organisation, the right coach will work to establish a measurable outcome that both parties agree is satisfactory. This makes the coach accountable for their actions.

When it comes to sales management coaching, Les Bailey at UK Thrive Ltd cannot be beaten. I offer measurable sales impact as well as sustainable new sales behaviours within 100 days – and that's a guarantee. To book my services today, please call +44 (0)1440 767972 or +44 (0)7979 535532, email [email protected], or visit for more information.