Traditional sales coaching works like this: during a weekly coaching session, the manager (coach) and sales rep (coached) have a conversation about how the rep’s performance can improve by adopting new behaviors – perhaps the ones emphasized in a recent training and, more likely, things that worked for the manager when he was a rep. Sometimes the rep gets a boost in confidence – and even a temporary lift in results – from a coaching session. But more often the coaching falls flat or, worse, is counterproductive.
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