You're managing multiple sales teams. How do you ensure coaching techniques are applied consistently?

For me, this starts with everyone understanding why coaching is important. Any business that embraces this will see results, however, it must be done properly and with a thought-out strategy. This starts with highlighting the behaviours, competencies, etc, that the business feels will be required for the results that want from the team. Training needs to be undertaken and following this, regular coaching sessions must take place. For these to be effective, those running the coaching sessions must be trained on how to coach and what to base the coaching on. I would also advise that the coaches have regular review sessions to ensure that they are staying to strategy.

I’ve developed a structured coaching framework that serves as the foundation for all our coaching efforts. This framework is rooted in the principles we’ve refined through years of practice and backed by the resources and research we’ve gathered. It ensures that regardless of the team or individual, everyone is aligned with the same core methods and objectives. This consistency doesn’t stifle creativity but provides a solid foundation on which each team can build their own success stories.

I invest significant time in training the coaches who work directly with the sales teams. It’s essential that they not only understand the framework but also embody it in their daily interactions. I provide them with the same resources, insights, and techniques that I use, ensuring they’re fully equipped to replicate the approach I’ve found effective. This hands-on training, combined with regular check-ins, ensures that every coach is on the same page and can deliver consistent, high-quality coaching.

Consistency requires vigilant monitoring. I establish clear benchmarks and performance indicators that we track across all teams. By using data-driven insights to monitor progress, I can quickly identify any discrepancies or areas where techniques might not be applied as intended. This allows me to step in, offer additional support, or adjust strategies as needed, ensuring that all teams are progressing in alignment with our overall goals.

Open and ongoing feedback is crucial. I create feedback loops that allow coaches and sales reps to share their experiences, challenges, and successes. This feedback isn’t just collected—it’s actively used to refine our approach and address any inconsistencies. By fostering a culture where feedback is valued and acted upon, I ensure that the coaching techniques are continually improving and being applied effectively across all teams.

I leverage technology to maintain consistency in our coaching techniques. From CRM tools that track interactions and outcomes to communication platforms that allow for seamless information sharing, technology helps bridge any gaps between teams. By standardizing the tools we use, I make sure that everyone has access to the same resources, training materials, and data, making it easier to apply coaching techniques uniformly.

I cultivate a culture of coaching across the entire organization. This means that coaching isn’t seen as a one-time event but as an ongoing, integral part of our daily operations. By embedding coaching into the culture, every team member—from managers to frontline sales reps—understands its value and is committed to applying it consistently. This cultural commitment ensures that coaching isn’t just a framework or a set of techniques, but a shared mindset that drives our collective success.

Standardize Training Materials: Develop a unified set of coaching guidelines and resources that all teams can access and follow. Regular Check-ins: Hold consistent meetings with team leaders to review coaching methods and address any discrepancies. Use Technology: Implement a CRM or coaching platform to track progress and ensure everyone is aligned with the same coaching strategies. Foster Collaboration: Encourage cross-team communication to share best practices and maintain a cohesive coaching approach.