The 5 Superpowers of Great Sales Coaches

Welcome, Sales Leaders, to the Sales Leadership Newsletter! Sales coaching is the #1 sales management activity that drives sales performance.

In this edition, I’ll be sharing the five superpowers that separate great sales coaches from the rest. To illustrate each superpower, I’ve recorded five short videos, which you can watch to deepen your understanding and apply these strategies effectively.

What if I told you that being a great sales coach isn't about having all the answers? Early in my career, I believed that to be the case. However, working with sales teams and leaders, I discovered that truly impactful coaching is less about telling people what to do and more about helping them find their own solutions.

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I want to tell you about Mark, a seasoned sales leader I once coached. His frustration was palpable; despite his years of experience, his team wasn't performing at its potential. Curious, I asked what his coaching sessions typically looked like. He laughed and said, "I just tell them what to do."

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And there it was—the most common mistake sales leaders make: telling instead of asking.

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I suggested a radical shift: stop giving all the answers and start asking the right questions. Questions like, "What's your plan here?" or "How do you think we can overcome this?" As Mark began using this approach, his reps started thinking for themselves, taking ownership of their challenges—and, unsurprisingly, results skyrocketed.

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Superpower #1: Asking, Not Telling

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The first superpower of great coaches is moving from directive leadership to inquisitive leadership. Rather than giving the answers, great coaches ask powerful, insightful questions that prompt their reps to think critically and find their own solutions. This shift builds problem-solving skills and self-sufficiency and fosters a culture of accountability.

Superpower #2: The Power of Self-Evaluation

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Great coaches don't just provide feedback—they teach their reps how to assess their own performance. When a coach immediately jumps in with feedback, it creates a dependency. Instead, asking questions like "How do you think you did?" empowers reps to critically evaluate themselves.

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This self-assessment leads to faster and more meaningful growth because reps are no longer waiting for the next round of feedback—they're always striving to improve. When reps can self-evaluate, they take greater ownership of their success.

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Superpower #3: The Power of Focus

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Another mistake I see all too often? I'm trying to coach reps on too many things at once. We want our teams to improve across the board—prospecting, closing, and negotiation—but this dilutes their efforts. The secret is focus.

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Great coaches pinpoint the one or two areas that will have the biggest impact on a rep's performance and drive them toward mastery. With this laser focus, reps understand precisely what to work on and make measurable, lasting improvements in those key areas.

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Superpower #4: The Power of Pen to Paper

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Conversations fade, but commitments written down endure. When coaching sessions end without documentation, progress stalls. Great sales coaches turn discussions into commitments by ensuring that reps write down their goals, plans, and next steps.

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This practice has two effects. First, it creates a form of contract—when goals are documented, reps are accountable for achieving them. Second, writing reinforces focus, making it more likely that they'll follow through. The simple act of putting pen to paper transforms ideas into actionable plans.

Superpower #5: The Power of Accountability

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Setting goals is easy—achieving them requires accountability. Great sales coaches don't just help reps set goals; they create a culture of accountability by following up, tracking progress, and holding reps responsible for their results.

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Accountability isn't about micromanaging but consistency, trust, and a shared commitment to excellence. When reps know that their coach will follow up, they stay focused, work harder, and own their outcomes. This ownership drives better results, creating a high-performing, self-motivated team.

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Unlock the Superpowers Within

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The five superpowers of great sales coaches—asking instead of telling, fostering self-evaluation, focusing on the critical few, writing things down, and holding reps accountable—are transformative. These strategies empower salespeople to own their development and create a culture of sustained growth and performance excellence.

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Sales coaching isn't about being the hero with all the answers; it's about helping your team find their own way to success. By harnessing these superpowers, you'll elevate your reps, team, and results.

Fortune Favors the BOLD - Audentes Fortuna Juvat!

Steven

P.S. Looking to crush your sales numbers this year?

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