sales coaching vs sales training: Sales coaching vs sales training: training transfers knowledge, while ongoing coaching turns that knowledge into consistent behaviour.
“We need more training.”
But training and coaching are not the same thing.
Training transfers knowledge.
Coaching changes behaviour.
A salesperson can attend a training session on objection handling.
That doesn’t mean they will apply it next week.
Behaviour changes through:
- Observation
- Feedback
- Reflection
- Repetition
That’s coaching.
Training starts development.
Coaching sustains it.
Which has had the greatest impact on performance in your experience: training programmes or ongoing coaching?
Originally published 23 June 2026 on LinkedIn. Follow Eric Stijnman on LinkedIn for more sales coaching and leadership insights
