sales manager role: The sales manager role is shifting from supervision to coaching, better conversations and more consistent team performance.
Ten years ago, managers focused on supervision.
Today, the best managers act as coaches.
The challenge?
Most sales managers were promoted because they were top performers.
Not because they were great coaches.
Selling and coaching require different skills.
The organisations that invest in coaching capability often outperform those that only invest in sales training.
Great salespeople create results.
Great coaches create more great salespeople.
How much of a sales manager’s time should be dedicated to coaching versus managing performance?
International Coaching helps sales managers build stronger coaching habits, better sales conversations and more consistent team performance.
Originally published 2 July 2026 on LinkedIn. Follow Eric Stijnman on LinkedIn for more sales coaching and leadership insights
