Benoit Mahé: A Pioneer Who Transforms Retail Leadership with Innovative Sales Coaching

At the Global Retail Conference 2025, hosted by WeSave, Benoit Mahé, CEO of CapKelenn Sales Coaching , delivers a groundbreaking presentation on “Sales Coaching.” He relies on decades of hands-on retail experience and a passion for professional coaching as he shows how the fusion of data-driven metrics with human-centric leadership redefines success in today’s retail landscape.

A Storied Journey: From Teenage Retail Manager to Global Coaching Pioneer

Benoit Mahé begins his retail journey at an early age. As a teenager, he manages 13 stores with 80 employees. This early experience exposes him to both the thrill and the challenge of the industry. By his thirties, he leads a retail chain that includes 8,000 stores. At age 38, he discovers professional coaching, neurolinguistic programming, and emotional intelligence. He combines these disciplines with traditional retail metrics such as EBITDA, balanced scorecards, and conversion rates, and he creates his signature retail coaching method. Today, as CEO of CapKelenn, he empowers retail leaders around the world.

The Coaching Philosophy: Merging Data with Human Connection

Mahé insists that retail success does not depend solely on numbers. He compares sales coaching with guidance in sports, politics, or the arts, and he asserts that effective communication, active listening, and emotional intelligence hold equal importance. He expects retail managers to drive performance and to cultivate an environment of trust, creativity, and ethical practice. He incorporates the eight core competencies defined by the International Coaching Federation (ICF) into daily operations and states that true leadership arises from accountability and authenticity. “The quality of presence and the art of listening form the foundation of any successful retail relationship,” he states, and he urges managers to convert routine interactions into opportunities for growth.

Neuroscience Meets Retail: The Three Neurons and Rituals of Sales Coaching

One memorable part of his talk features the “three neurons of retail.” He explains that New World Neurons shape attitudes and set the tone; a simple smile or frown influences the entire team. He draws a parallel with athletes who visualize victory when he describes Motor Cortex Activation and he encourages employees to imagine success. He affirms that Neuroplasticity assures continuous personal development at any age, so retail professionals always improve.

Mahé then outlines three essential coaching rituals:

1. One-to-One Performance Coaching: Managers use data dashboards and balanced scorecards to engage employees in targeted conversations. They convert numerical feedback into actionable insights.
2. After-Sales Self-Evaluation: He moves beyond traditional mystery shopper programs and encourages salespersons to perform self-assessment, and he instills an internal drive for excellence.
3. Dynamic Morning Briefings: He redefines daily briefings as vibrant sessions. Managers use personal storytelling, interactive questioning, and video feedback to energize the team.

From Metrics to Meaning: A Transformation of Numbers into Narratives

Mahé believes that behind every statistic lies a human story. He offers vivid examples, such as a warm French bakery where a genuine smile creates a memorable customer experience. In an era of digital tools and automated systems, he reminds us that no technology matches the power of a human connection. His coaching method produces remarkable improvements; his clients report an average 25% increase in key performance indicators such as conversion rates and average ticket sizes.

Defining Distinctions: The Pillars of Retail Excellence

Throughout his presentation, Mahé clarifies critical differences that set great leaders apart:

• Excellence vs. Perfection: Perfection paralyzes, while the pursuit of excellence drives continuous improvement.
• Authority vs. Authoritarianism: Genuine authority inspires and empowers rather than imposes rigid control.
• Judgment vs. Fact-Based Inquiry: He focuses on objective, data-driven analysis that encourages constructive dialogue.
• Commitment vs. Obligation: When employees commit out of intrinsic motivation, performance improves.
• Empathy vs. Sympathy: Effective leadership requires true empathy—a deep understanding that goes beyond mere pity.
• Authenticity: He reminds everyone, “Be yourself—all the others already exist,” and he shows that authenticity builds trust and drives success.

Global Influence and a Rallying Call for Transformation

Mahé’s influence extends beyond his European roots. His coaching method reaches markets in Japan, Korea, China, Dubai, Germany, the US, Latin America, and more, and it appears in 14 languages. Over 2,500 certified coaches worldwide adopt his approach, spreading his message across cultural and linguistic boundaries. He challenges retail professionals to become coaches themselves, and he asserts that change begins with personal transformation and a shared commitment to excellence.

Shaping the Future of Retail Leadership

Mahé’s session at the Global Retail Conference 2025 serves as a masterclass in redefining retail leadership. By combining rigorous data analysis with human connection, he charts a path from good to great—a path where performance metrics and personal empowerment complement each other. In an industry where 15% of the global workforce works in retail, his vision that routine interactions turn into meaningful experiences proves both timely and revolutionary. As businesses face a rapidly evolving marketplace, his insights offer a clear roadmap for building a more human, engaged, and successful retail environment.

Retail leaders who embrace his philosophy achieve outstanding financial results while enriching the lives of employees and customers. Benoit Mahé’s approach reminds us that the future of retail depends on the power of authentic human connection to drive innovation and excellence

>>> WATCH THE VIDEO OF THE PRESENTATION SESSION HERE: https://youtu.be/CU8-9wVWHrI?feature=shared

Benoit MAHE Glenn Tyranski Richard G. Stewart Jr. RJ Stewart