4 Ways to Define a Sales Coaching Program

Ledgeview Partners Resource

There are four types of well-known sales coaching programs that are identified across industries and among different business sizes.

In this post, we recognize these types, and provide insight into how they do and don’t work, to help you drive organizational efficiencies and find your ultimate success!

Under each type of program, we list the key factors that identify it, starting with the worst type of coaching, Random Coaching, andĀ ending with the best, Dynamic Coaching.


RandomĀ Coaching

  • Real coaching sessions do not happen
  • Management has no time to implement a coaching program
  • Roles and responsibilities are not defined
  • Goals are not defined
  • There is no analyzation of the current or desired future state
  • There is no strategy
  • No action is taken
  • Customers are not considered

Informal Coaching

  • Informal “parking lot” coaching sessions happen
  • Management has made an effort to implement a program, but it is not developed and no one is held accountable
  • Roles and responsibilities may be defined, but are not properly upheld
  • Goals are overly simplified or unrealistic
  • Action is taken at first, then never addressed again
  • Strategy is taken out of a textbook, does not evolve, is not defined and remains unused
  • Customers are still not considered

Formal Coaching

  • Formal coaching sessions are scheduled and regularly occur
  • Management is held responsible and holds reps responsible
  • Roles and responsibilities are defined among the team
  • Goals are defined and worked on
  • Action is taken daily
  • A strategy has been developed, evolves over time, and is practiced by all team members
  • Customers are still not highly considered

Dynamic Coaching

  • Formal coaching sessions are scheduled and regularly occur
  • Management is held responsible and holds reps responsible
  • Roles and responsibilities are defined among the team
  • Goals are defined and worked on
  • Action is taken daily
  • A strategy has been developed evolves over time and is practiced by all team members
  • Customers are considered as part of the improvement, development, and evaluation processes

What type of program are you practicing within your sales organization?

Get help identifying your coaching type, and how you can improve it when you read Ledgeview’s new eBook: “Your Sales Coaching Keys to Success”.

Download it here.

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About Julia Flaherty

Marketing Coordinator at Ledgeview Partners.

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