Training vs. Coaching - There Is A Difference

By Jim Masson

The terms Sales Training and Sales Coaching are often used interchangeably. I view them as totally distinct terms.

It's critical that we understand the subtle difference between the terms. It is that difference which will provide the explanation as to why so much conventional sales training, even very high priced training, fails to deliver positive and sustained changes in most salespersons' behavior.

Sales Training is either conditioning or an attempt at reconditioning. It's the process of teaching various methods, sales tracks, tools, tips and strategies.

Teaching, by its very nature, is the imposition of something from the teacher onto the student. Although teaching is traditional, in and of itself it's not necessarily always the best method to get the desired results.

Why? Because most of us, by our nature, don't want to be controlled by someone else or someone else's ideas. Our ego gets in the way, doesn't it? The result is that teaching often meets some level of resistance from the student.

Sales Coaching, on the other hand, takes the position that the individual must assume personal responsibility for his or her life and career.

Salespeople are encouraged to examine their personal core values and then they are coached to make the adjustments that will allow improved outcomes in both their selling results and their personal lives.

Training, a.k.a. teaching, imposes. Coaching, by contrast, creates a learning experience that draws solutions out of the student because it continually poses the question "Does it work or doesn't it work? Thus, the student is invited and empowered to make a mindful choice.

Because students makes choices personally, based on their core values, there tends to be little or no resistance at all. Therefore results do become positive and most importantly, sustained.

Sales coaching is an interactive process that provides guidance and encourages the salesperson to make productive decisions while taking personal ownership of those decisions. This technique will encourage the development and expansion of his or her own mind, resulting in not only increased levels of self confidence but also higher self esteem.

This personal growth motivates the sales team member to seek out and create more successes in both his or her selling career and personal life. These successes and positive, adjusted behaviors are sure to put more money on your bottom line.