Sales managers have a multitude of responsibilities, from overseeing sales operations to evaluating strategies and maximizing results. However, it’s important for managers to also support their team on a personal level to foster a culture of support and improve overall team performance. Sales coaching is the act of helping sales reps develop, improve their performance, and achieve their goals. It creates an environment of continuous growth and learning. Effective sales coaching is personalized and inclusive, as different individuals require different coaching techniques. It is not about providing a step-by-step roadmap, but rather serving as a guiding light as reps navigate the challenges of sales. Sales coaching can involve reviewing customer call transcripts or holding meetings to offer support. Sales coaching has numerous benefits, including improving employee retention by providing growth opportunities and motivating reps to seek professional development. It also teaches managers best practices and allows them to accumulate a list of strategies that work for their customers. Furthermore, sales coaching enhances the impact of sales training by making it a consistent part of the job. However, there are challenges to sales coaching, such as time constraints and the risk of offering generic advice. It’s important for managers to engage their team and ensure that coaching sessions resonate with them. Using data can be helpful in identifying areas for improvement and monitoring progress. Sales coaching should take different approaches depending on the desired outcome, whether it’s closing a deal or establishing valuable relationships with customers. Ultimately, sales coaching requires time, empathy, and a willingness to adapt to the needs of each individual on the team.