The 2 Types of Sales Coaching Programs and How they Work

Ledgeview Partners Resource

There are two types of Sales Coaching Programs that are the most commonly used across industries.

The first program takes an Internal Focus with Metrics and Goals-Based Coaching. This sales coaching program style puts the spotlight on your internal sales organization, and is identified as such:

  • Focuses on what you want to accomplish year-to-year
  • Encourages the sales leader to set achievable goals for growth
  • Metrics are centered around year-to-date sales vs. prior year-to-date sales or year-to-date units vs. prior year-to-date units to measure success
  • Typically, metrics are categorized by margins and have volume measurements
  • Sets managers up to review KPIs with reps on a regular schedule

When it comes to meeting year-end goals, you want to first focus on your process to reach that finish line. Consider, as a manager, what will make a good strategy.

Will it be running full speed ahead without slowing down to break? Will it be weeks of prep and a steady approach?

What gets a person to first place vs. the last place? What about a winning running team; what makes them successful?

With that analogy in mind, look at the current month or week to determine how your day-to-day processes and strategies will lead you to this finish line and a fruitful sales program future.

Nourish your reps with the strategies and coaching they need to succeed, and see your organization succeed.

Much the same thinking applies to the second form of sales coaching programs we recognize at Ledgeview but takes a different focus.


The second type of program puts an External Focus on Customer Interaction Coaching. It encompasses the following traits:

  • Focuses on how your sales reps interact with your customers
  • The success of this program is measured based on sales calls, but may also include other forms of communication such as chat or email
  • Gives sales managers the opportunity to identify strengths, and opportunities for growth, among reps
  • Metrics are measured based on interactions so the sales organization can determine what reps are doing right or wrong with customers
  • The frequency of this style of coaching is determined by a rep’s individual performance and experience since reps with different performances and experiences will have different coaching needs than those who are more or less experienced – sales managers can determine the appropriate amount needed per individual

Whatever style(s) you go with at your company, coaching requirements and outcomes are clearly defined among sales reps and leaders.

You should be able to clearly measure success whatever style you go with.

Learn more about these coaching types, and other steps to creating a successful sales coaching program when you read Ledgeview’s new eBook.

Download: “Your Sales Coaching Keys to Success” here.

Download Now

About Julia Flaherty

Marketing Coordinator at Ledgeview Partners.

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