Learning objectives :

• Identify sales situations where you should coach your salespeople rather than make the decision yourself
• Use coaching questions to help your salespeople excel at key stages of the sales cycle (qualification, negotiation, closing)
• Structuring sales coaching conversations that foster autonomy and strategic thinking
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Course :

Session 1: Coach / Decide / Train?
Faced with every sales situation, every manager asks the same question: should I coach, decide, or train? Using three real-life scenarios (involving qualification and negotiation), participants learn to distinguish between the three approaches: making a decision when the situation requires the manager’s experience and time is of the essence; training when the sales rep lacks a specific tool or skill; and coaching when the sales rep has the resources to find the answer on their own, provided they are asked the right questions. The ability to quickly and accurately choose between these three approaches is what distinguishes a manager who empowers their salespeople from one who creates dependency.

Session 2: Asking the Right Sales Coaching Questions
Coaching isn’t just about avoiding giving the answer; it’s about knowing which questions to ask to advance the thought process without stalling or frustrating the person. Participants draw on a bank of coaching questions tailored to the three key stages of the sales cycle. They practice replacing their usual managerial reflexes (“If I were you, I would…”) with questions that truly prompt reflection.

Session 3: Structuring Long-Term Coaching
Beyond one-off conversations, participants learn to structure regular coaching that fosters long-term autonomy. They work on the GROW method: Goal (what is the objective of the coaching conversation?), Reality (where does the sales representative stand today?), Options (what solutions are they considering?), Will (what specific actions will they take, and how can I help them?). The session concludes with a role-playing exercise where participants take on the role of coach in a real-world sales scenario, with an observer noting what promotes or hinders the sales representative’s autonomy.