See Your Revenue Increase When You Switch from Sales Training to Coaching

Sales Growth

Will 2020 be the year when companies have 20/20 vision on how to best invest in their sales team to deliver targeted performance? US-based companies spend nearly $20 billion per year on sales training. Why do they settle for traditional sales programs where 85% of the content is lost within 90 days (SRG, 2018), when strategic and tactical coaching can potentially increase revenue by 20%.

Many sales leaders don’t have the coaching skills or time to invest in their sales staff. For this reason an external sales coach can be part of the sales training solution—working with the sales leader and meeting one-on-one with account reps or in small sales groups on day 30, 60, and 90 after initial training. In most cases, sales coaching brings substantial and sustainable benefits regardless of whether formal training is part of the process.

A coach can help the sales professional with approaches to new clients and how to sell deeper with an existing accounts. A coach can also help the sales team to:

  • identify and overcome specific account obstacles
  • prioritize accounts based on risk/reward
  • create specific customer strategies
  • review and understand contributors to success
  • develop plans for improvement
  • build general sales skills in account planning, preparation, and execution
  • improve negotiating approaches
  • increase sales team cohesiveness and teamwork

More companies are realizing the value of individual coaching for their sales team. Group training can still be part of the process, but to sustain the impact of training investment it should be paired with one-on-one coaching. Coaching is the sign of the future. Are you ready to get on board and make more effective use of your learning and development dollars?


Sales Readiness Group. (2018). Maximizing the Effectiveness of Sales Training: Five Factors for Developing Sustainable Selling Skills.

About the Author: Sandra Dillon is a professional coach with an extensive background in leadership and business coaching. She works with individuals and businesses as well as designs and facilitates workshops to empower people. She has a passion to help people be the best versions of themselves. You can learn more about Sandra or engage her as your coach by reaching out to her at or by visiting her website at

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