How to Be the Most Effective Sales Coach Your Reps Ever Work With

Sales coaching isn’t just important - it’s transformational. But let’s be honest: a lot of coaching out there isn’t hitting the mark.

How do we know this? Well the stark facts were laid out in our State of Sales Coaching 2025 Report, driven by the largest sales coaching specific survey ever conducted.So we decided to dig into things during a recent webinar, featuring MySalesCoach coaches Emily Bair and Steve Myers. We didn’t sugarcoat it - we talked about what’s going wrong, what great coaching actually looks like, and how managers can work smarter (not harder) to deliver coaching that sticks.

If you’re a sales manager, or anyone looking to help their team grow - this one’s for you.

Why Sales Coaching Is a Game-Changer

Let’s kick things off with the numbers, because they don’t lie. Coaching isn’t just a “nice-to-have.” It’s a must-have if you want to drive real results. Here are some killer stats from the report:

• Only 27% of reps are hitting quota. That’s rough, right? But here’s the twist - reps who rate their coaching as “excellent” are 50% more likely to hit or exceed their targets.
• 99% of reps say coaching impacts performance, and 57% of them say it’s had a significant impact.
• Low performers are twice as likely to not receive any coaching at all. If that stat doesn’t make you pause, I don’t know what will.

But here’s the kicker: while leaders think they’re coaching enough, their teams don’t agree. Nearly 40% of reps say they rarely or never get coaching, yet 90% of leaders claim they’re coaching regularly. There’s a clear disconnect here - and that’s what we’re here to fix.

Where Sales Coaching Goes Off the Rails

So, why the gap? Why are so many coaching efforts missing the mark? Here are the big offenders Emily and Steve called out:

1.  Managers Get Stuck in the Weeds

Emily put it best:

“A lot of managers go straight to tactics. They see a problem, they fix it, and they move on. But they don’t dig deep enough to understand the root cause.” It’s like slapping a band-aid on a broken bone. Sure, it’s something - but it’s not solving the problem.

2. “If It Was Good Enough for Me…” Syndrome

Steve highlighted how many managers today didn’t grow up in a coaching culture themselves. They’re flying blind, defaulting to what worked for them years ago. “Every generation thinks their day was harder,” he joked. “But that doesn’t mean you don’t need to evolve.”

3. It’s About You, Not Them

Steve nailed it:

“Too many managers focus on their own agenda. They ask things like, ‘How are your numbers?’ or ‘What’s in your pipeline?’ Those aren’t coaching questions - they’re check-in questions. Coaching isn’t about hitting your number. It’s about helping your rep grow.”

What Great Coaching Actually Looks Like

Good coaching? It’s not about quick wins or generic advice. It’s about digging deep, personalising your approach, and truly understanding your people. Here’s how to make it happen:

Start with the Right Question

Steve shared a killer question to kick off any coaching conversation:
"If you were achieving all your personal and professional goals, what would that look like?"

This isn’t just a feel-good opener - it’s a game-changer. It helps reps connect what they want from life to what they’re doing at work. And when you know what drives someone, you can coach them in a way that actually resonates.

Diagnose Like a Doctor

Emily dropped some gold here:

“Treat coaching like a doctor’s visit. Three people might walk in with a cough, but the reasons behind it could be completely different. The same goes for your reps.” Before you dive in with advice, figure out what’s really causing the issue. Is it a skill gap? A mindset issue? Something else entirely? The deeper you dig, the better the results.

Lean on Frameworks

If you’re feeling overwhelmed by coaching, frameworks like SMART (Specific, Measurable, Actionable, Relevant, Timely) or GROW (Goal, Reality, Options, Will) can be your best friend. “Frameworks give structure to your sessions,” Emily explained. “They help you stay focused and make sure you’re tackling the right things.”

How to Make Time for Coaching (Without Losing Your Mind)

Here’s the truth: every sales leader says they want to coach more, but they also say they don’t have the time. So how do you integrate coaching into your already-packed schedule? Steve and Emily shared some tips:

Focus on Quality, Not Quantity

Emily made a great point here:

“You don’t need an hour to make an impact. A well-structured 15-minute session, focused on one specific area, can do wonders. It’s about depth, not length.”

Embed Coaching Into Your Day

Steve added:

“Coaching doesn’t have to be a separate event. Tie it into your regular one-on-ones or deal reviews. Just make sure you’re not only looking at the deal - you’re using it as a springboard for skill development.”

Who Should Be Coaching?

This one sparked a lot of debate. MySalesCoach’s survey revealed that 66% of reps prefer an external coach. Why?

According to Steve,

“External coaches bring objectivity. We don’t have skin in the game. Reps can open up to us in ways they might not feel comfortable doing with their manager.”

But here’s the thing: coaching shouldn’t be an either/or situation.

As Emily pointed out,

“Coaching is a team sport. Managers, enablement, peers, and external coaches all have a role to play. Enablement should give managers the tools to coach effectively. Managers should own the day-to-day coaching. And peers can provide that informal, on-the-job learning.”

Actionable Takeaways: 5 Ways to Level Up Your Coaching

To wrap up the webinar, Emily and Steve shared some actionable advice for anyone looking to step up their coaching game. Here are the highlights:

1. Understand What Coaching Really Is

Coaching isn’t about checking a box or hitting your number. It’s about helping reps grow into the best versions of themselves.

2. Learn a Framework and Stick to It

Whether it’s SMART, GROW, or LEADS (Listen, Explore, Agree, Discuss, Support), frameworks provide structure and consistency.

3. Unhook From Your Agenda

Stop focusing on what you need from the rep. Focus on what they need to succeed.

4. Diagnose Before You Prescribe

Don’t rush to solve the problem. Take the time to understand the root cause - and then coach to that.

5. Coach in Bite-Sized Pieces

Focus on one thing at a time. It’s better for the rep, and it’ll save you time in the long run.

Final Thoughts

At the end of the day, great coaching isn’t about tactics - it’s about transformation. It’s about asking the right questions, meeting reps where they are, and helping them connect their personal goals to their professional success.

As Steve put it,

“Coaching is the only business relationship that’s 100% about the other person. It’s about them, not you.” If you keep that in mind, you’ll be on your way to becoming the kind of coach your reps will remember for the rest of their careers.