There is nothing wrong with sales training.
It can provide valuable knowledge, frameworks and skills.
But knowledge alone rarely changes performance.
A salesperson can know exactly how a good discovery conversation should work.
That does not mean they will consistently conduct one.
The gap between knowing and doing is where Sales Coaching becomes critical.
A coach works with the salesperson on real behaviour:
- What happened in the conversation?
- Why did you respond that way?
- What did you hear?
- What did you miss?
- What could you do differently?
Then comes the most important part:
Practice. Observation. Feedback. Repetition.
That is how behaviour changes.
And when behaviour changes consistently across a team, sales performance can change with it.
This is why I see Sales Coaching and Sales Enablement as complementary rather than competing disciplines.
Training can introduce the capability.
Coaching helps embed it.
If your organisation has invested in sales training but the expected behaviour change has not followed, the question may not be whether you need another training programme.
It may be whether your people are receiving enough coaching afterwards.
How do you bridge that gap in your organisation?
If you are looking at the connection between Sales Enablement, coaching and measurable sales performance, let’s talk.
#SalesCoaching #SalesEnablement #SalesTraining #SalesPerformance #CommercialExcellence #LeadershipDevelopment
