The Coaching Effect Blog

The Impact of Sales Manager Coaching on Sales

Posted by Anna Schott

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October 4, 2016


It is simply amazing to think of the effects coaching has on sales team performance. Some may roll their eyes when one uses the term “coaching” rather than “managing” but in all fairness, those are usually the types of archaic “leaders” who don’t believe that sales reps do what they are coached to do and not what they’re trained to do.

That is why EcSell chooses to only work with sales executives who know that their management team is the linchpin to their organization’s success. One of those forward thinkers agreed to partner with EcSell to implement the ONE-UP Sales Coaching Process back in 2014.

Over the course of two years this insurance company saw increases in three focus variables: sales coaching quality, sales coaching quantity and sales goal attainment, or quota.

  • The sales coaching quality score, or the proportion of sales coaching best practices exhibited by the sales manager had a 9% increase between Year One (68%) and Year Two (74%).
  • An even larger increase, 37%, is seen in completion of sales coaching activities with only 49% of a higher performance coaching activities being completed during the Year One period compared to 67% during Year Two.
  • Finally, and most crucially, gains in quality and quantity correspond with increased sales for this organization. The percent to sales goal at Year One was 79% and moves to 92% at Year Two. Stated differently, the improvements in how well sales leaders are coaching their sales teams and how often they are coaching corresponds with 16% increased sales for this EcSell Institute client


Not only is the simple volume of the coaching activities important, but that there is meaningful relationships being built and impactful guidance being created through these sales manager and sales rep interactions. We took quotations directly offered by sales reps as part of our Through the Eyes of the Rep (TTEOTR) survey asking about their sales manager’s effectiveness. Here’s what they had to say:

“[My sales manager] has been there for me in good times and bad. We talk often and he cares about more than just the numbers, but our career is the number one priority that leads to other successes.”

“My direct manager is the epitome of a servant leader and is always learning and growing.”

“My manager is an excellent listener and always strives to address any issues or hurdles which may impede the sales process. She is a 100% vested in helping me to succeed.”

By giving C-suite level leaders this type of insight and information, they are better able to make decisions and strategies that drive their team to even higher sales results. It’s possible. Download and share the full case study to learn more about the research, findings and success this organization is having with the ONE-UP Sales Coaching Process.

Case Study


Topics: sales manager coaching, sales coaching, sales coaching roi, Sales growth

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