The Dirty Secret of Effective Sales Coaching

Most sales and service organizations have invested more time and effort in the past five years in improving managers’ coaching of reps than they did in the previous 50. This makes perfect sense: research by the Sales Executive Council shows that no other productivity investment comes close to coaching in improving reps’ performance.

But not all reps who get coached, even by good coaches, do better. In fact, our research shows that coaching is almost worthless when it targets the wrong reps. And our work suggests that management targets the wrong reps all the time.

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