Dealing with a resistant sales rep who needs coaching. Are you ready to provide effective feedback?

When working with a sales rep who was initially resistant, building trust was key to breaking down barriers. Be transparent and open Share your own challenges Consistently follow through and don't forget to Sell smart, close with confidence.

La confianza es el pilar sobre el cual se construye una relación de coaching efectiva. Sin una base sólida de confianza, cualquier consejo o estrategia corre el riesgo de no ser escuchado o implementado. Al reconocer los logros y destacar las fortalezas del representante de ventas, no solo se motiva, sino que también se establece un terreno común donde la colaboración es más fluida. Escuchar activamente y mostrar empatía refuerza la idea de que tu objetivo es su éxito

Dealing with a resistant sales rep is like trying to teach a cat to fetch. Start with positive reinforcement—praise their wins like catnip. Offer feedback as gently as you’d offer a treat, focusing on how improvements can benefit them, not just the team. Be patient and clear, and make sure they know you’re there to support their growth, not just to critique. Soon, they'll be purring with progress!

Dealing with resistant sales representative needs patience and efforts. Firstly we need to identify whether he is resisting due to personal reasons, as this needs to be tackled differently. If the resistance more on professional front then the task is much easier. Initially we should accompany him to clients on how sales are handled. Interaction should be conducted with him for his views and suggestions. Implementing his valuable suggestions in next client meetings. If his suggestions do not seem effective, then we should provide proper reasoning and with data if possible. After few joint meetings we should ask him to do it alone and review accordingly and helping him overcome his apprehensions in process. This way his trust will develop.

Before coaching any client, I always take an active interest on a personal level to show that I care. To do this, I like to ask questions from the FORD framework (Family, Occupation, Recreation, Dreams) to find things in common to relate on. This has the additional benefit of making coaching more relevant. When giving advice, I will use examples from our discussion to illustrate the application in non-work scenarios.

Identificar las barreras detrás de la resistencia es esencial para un coaching efectivo. Tener una conversación sincera y empática permite descubrir los miedos o experiencias que pueden estar limitando el progreso del representante de ventas. Este tipo de diálogo, abordado con sensibilidad y apertura, no solo revela las causas raíz de la resistencia, sino que también fortalece la relación de confianza. Adaptar el enfoque de coaching a estas barreras específicas es clave para transformar la reticencia en una mentalidad positiva y orientada al crecimiento.

In a way, this is like handling objections. If a coachee is not following my advice, I will ask questions to understand their resistance. When I have fully uncovered their reasons, it enables me to help them remove the barriers.

I once had a client who struggled due to hidden fears and misunderstandings about their role. Conduct one-on-one discussions Analyze performance data Ask probing questions and don't forget to Sell smart, close with confidence.

It's not always about the product which puts in barriers. There are always a root cause to apprehension, anything from knowledge on the market, unable to deal with objections, not sure what questions to ask, all these are related. We as individuals all learn differently, and if a barrier is knowledge, it showing the empathy needed with the individual to understand they can ask for help at any point. Even experienced Sales Reps can put up barriers, especially if there has been huge changes. This all goes back to understanding who they are and gain insight for how, what and why the barrier was put up initially.

With a hesitant sales rep, setting clear, achievable goals helped in focusing their efforts. Define specific, measurable goals Align goals with team objectives Use SMART criteria and don't forget to Sell smart, close with confidence.

Establecer metas SMART es clave para superar la resistencia y generar compromiso en el proceso de coaching. Al trabajar en conjunto para definir objetivos específicos, medibles, alcanzables, relevantes y con plazos claros, se crea una hoja de ruta que alinea las ambiciones personales del representante con los objetivos de la organización. Este enfoque no solo fomenta la participación activa, sino que también impulsa la motivación necesaria para que el representante se sienta responsable y comprometido con su propio éxito.

Goal setting is stock standard in any coaching engagement, but is all the more important in sales coaching. The GROW framework (Goals, Reality, Obstacles, Where to) is very useful in this setting. Adding the SMART criteria to Goals is again considered to be the best practice.

Goals are key to understanding the drive of someone. I spoke with a fellow rep asking what are their "Personal Goals" followed by "Working Goals", we want both to be drivers, where working goals help achieve personal goals. On this occasion both were very much aligned and know if they achieve this in work, it will allow them to do this personally. The main goal which was set, was accountability, being driven for what they wanted to achieve commercially, would allow their personal goal to be attained. As long as we create a guide for success this can be used to aid, and point out what needs to be carried out to gain the success of their piers.

Supporting a sales rep means being available and approachable, as I found crucial with a struggling team member. Provide regular check-ins Share resources and tools Encourage peer mentoring and don't forget to Sell smart, close with confidence.

Resistance often softens when sales trainees feel supported. Go beyond words and provide actionable resources tailored to their needs—be it training, role-playing scenarios, or pairing them with a mentor. Position yourself as a facilitator, ready to assist rather than dictate. Be proactive in checking in and offering help without waiting for them to ask. Celebrate small wins to build confidence and reinforce positive behavior. When reps see that you’re genuinely invested in their growth and success, it transforms their perception of coaching from a chore to an opportunity. Support is the bridge between resistance and engagement.

Continuous support is essential to create lasting behavioural change. People are generally very likely to revert to old behaviours without reinforcement. Having a variety of tools is also a great way to create repetition without sounding like a 'broken record.'

Absolutely agree that support is the key of change. Leader and coach needs to provide simultaneously constructive feedback with suggestions on how to improve as a team. Aiming criticism at one individual can only lead to distancing and disappointment with no clear path to self development. Creating a sense of mutual effort will prepare the right foundation and openness for improvement.

Support has always came in many mediums. - E-Learning - Watching Video - Listen to live overview - Participate in business event Everyone has a different skillset when learning, and some work better with face to face, reading materials or even hands-on. Unfortunately, you can't compare 2 people the same as both can achieve the results with support, just guided differently. I want to empower sales reps with all the resources, but also gain understanding of which method works best for them, which will allow me to guide them through their career journey further down the line.

Effective feedback involves clarity and constructiveness, as I learned with a rep who was defensive at first. Be specific and actionable Use the “sandwich” method Focus on behaviors, not personality and don't forget to Sell smart, close with confidence.

Feedback should be precise, constructive, and delivered with empathy. Utilize the "SBI" model—Situation, Behavior, Impact—to keep feedback clear, specific, and actionable. Instead of saying, "You need to improve," say, "In yesterday's call (Situation), you interrupted the client several times (Behavior), which seemed to disrupt their flow of thoughts (Impact)." Invite them to discuss and reflect, making feedback a two-way conversation. Frame feedback as a tool for improvement rather than a criticism. When reps understand feedback is about helping them refine their skills, they’re more likely to accept it as a valuable resource.

From a managerial point of view, the traditional "sandwich" approach can actually send confusing mixed signals for the recipient of feedback. Instead, it helps to follow the "magic ratio" as popularised by Heaphy and Losada's research. For every negative interaction, you need to have five positive interactions. This way, when constructive feedback is given, it is interpreted within the context of a caring relationship. As an external coach, my clients expect me to give this kind of feedback. That's actually what they're paying me for! As a result, they are much more tolerant and don't require me to use the "sandwich."

Managing anyone, not just a sales rep is understanding the best way to deliver feedback. - Too much, can feel overwhelming - Too little, can feel like disinterest in them I've always looks at what they have accomplished, with a view of greatness or intriguing of how they managed some aspects which is different to how others have. Giving improvement insights in a way that is encouraging, will give them more confidence to be more open on what they may need aid with. Throwing book at them and saying that isn't right, we don't do that is like being back at school. We need to add the human side of us to guide with information, not an iron fist.

Tracking progress consistently can reveal improvements and areas needing attention, a lesson from a rep’s journey. Set regular review meetings Track performance metrics Adjust strategies as needed and don't forget to Sell smart, close with confidence.