Sales Coaching vs. Sales Training

Several of my customers that I provide consulting for, often tell me that they need sales coaching. Others tell me they need sales training. I always probe deeper to fully understand what they truly need. Therefore, I thought I would provide my experience between Sales Coaching and Sales Training.

Sales coaching and sales training are both important aspects of developing and improving sales skills, but they differ in their focus and approach.

Here are the key differences between sales coaching and sales training:

1) Focus

Sales Training: Sales training typically focuses on teaching sales techniques, product knowledge, and general sales skills. It aims to provide salespeople with the necessary knowledge and tools to effectively sell products or services. Sales training often follows a structured curriculum and may be delivered through workshops, seminars, or online courses.

Sales Coaching: Sales coaching, on the other hand, focuses on individual salespeople and their specific development needs. It involves one-on-one or small group sessions where a coach works closely with salespeople to improve their skills, overcome challenges, and achieve their sales goals. Sales coaching is more personalized and tailored to the unique strengths and weaknesses of each salesperson.

2) Approach

Sales Training: Sales training is typically more formal and structured. It follows a predetermined curriculum and often involves presentations, role-playing exercises, case studies, and assessments. The training sessions are designed to impart knowledge, teach techniques, and provide a general understanding of sales principles and strategies.

Sales Coaching: Sales coaching takes a more interactive and personalized approach. Coaches work closely with salespeople to understand their specific challenges and goals. They provide guidance, support, and feedback to help salespeople improve their skills, identify opportunities for growth, and overcome obstacles. Sales coaching involves ongoing conversations, role-playing, real-life scenarios, and continuous feedback to drive individual development.

3) Timeframe

Sales Training: Sales training is typically conducted at specific intervals or as a one-time event. It may be conducted when new hires join a company, when launching new products or initiatives, or as part of periodic skill refreshers. Sales training focuses on providing a comprehensive understanding of sales concepts and techniques within a defined timeframe.

Sales Coaching: Sales coaching is an ongoing process that takes place over an extended period. It involves regular interactions between salespeople and their coaches, often on a weekly or monthly basis. Sales coaching is a continuous effort to support salespeople's growth, reinforce training concepts, address specific challenges, and provide ongoing guidance and support.

4) Scope

Sales Training: Sales training tends to cover a broad range of topics, including sales techniques, product knowledge, objection handling, negotiation skills, and sales strategies. It aims to provide a comprehensive foundation of sales skills and knowledge to salespeople.

Sales Coaching: Sales coaching is more focused on individual needs and goals. It addresses specific areas for improvement identified through performance analysis, feedback, or self-assessment. Sales coaching targets the development of individual salespeople by focusing on their strengths, weaknesses, and areas where they can make the most significant impact.

Sales training provides a general understanding of sales “principles and techniques” through structured learning events, while sales coaching is a personalized and ongoing process that focuses on individual salespeople's development needs and goals. Both approaches are valuable and can be used in combination to enhance sales effectiveness and performance.