In Sales Coaching: Building a Successful Sales Force, the Association for Talent Development (ATD) found that a majority of organizations (62 percent) used sales coaching. This report explores how organizations can use sales coaching to develop sales staff and improve performance.
The report defines sales coaching as an ongoing process of engaging salespeople in coaching, which involves observation, motivation, and feedback, with the specific goal of improving sales performance. The focus on sales performance distinguishes sales coaching from other forms of coaching.
The purpose of this report is to identify effective sales coaching practices. The report describes common characteristics of sales coaching programs and features the benefits of sales coaching for coaches, coachees, and organizations. Included are insights and recommendations from subject matter experts on how talent development and sales enablement professionals can improve their organization’s sales coaching efforts.