“It’s estimated that the average salesperson works at less than 50 percent of his or her capacity,” says Myers Barnes, sales consultant, speaker, and author. “Coaching breaks that cycle and allows the salesperson to live by design, not by default.”

In his book, From Good to Great in New Home Sales (MBA Publishing, 2002), Barnes provides five steps to being an effective coach:

Step 1: Observe. Barnes says that to be an effective coach, you must have a complete understanding of the sales process and to do that you must observe each team member in action. “Get out in the field with your foot soldiers, “ says Barnes. “Secondly, when observing the sales process between salesperson and prospect, you must resolve not to become involved in the conversation. It’s vital that the team member understands that you will not step in and take over any part of the selling procedure. So remember, in the field, you’re shadowing, not sharing.”

Step 2: Get the salesperson’s feedback. Ask the salesperson questions so that he or she can analyze what happened during the sales process, says Barnes. Some questions to ask: What was your objective? What do you feel that you did right? What could you have done differently? What one area of the sales process do you think you can strengthen? Why?

Step 3: Demonstrate solutions. The salesperson should be able to witness the skills that they need to learn, advises Barnes. Take them on sales calls with top performers or let them watch you in action. Important: before you make a sales call, remember to establish and review objectives. Then review the whole process.

Step 4: Reinforce. Remember people don’t and can’t change overnight, so Barnes says to be patient and persistent. “Performing Steps 1 through 3 will not result in new productive habits being developed overnight,” he says. “Repetition is the mother of all learning and only reinforcing the behaviors regularly will create lasting results.”

Step 5: Final analysis. “You cannot teach something you have not learned and mastered yourself,” Barnes reminds us. “As a coach you’re accountable to your salespeople. When you can show your team, you show them that you know it. When you can’t show your team, you show them that you don’t know it. And they will be watching.”