“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