Most sales managers start their coaching sessions by taking control of the agenda, doing most of the talking, and jumping straight to giving answers during their 1-on-1s. Sounds familiar? But there's a better way to conduct these crucial coaching sessions.

In this article, we'll explore how to revolutionize your sales coaching strategy with insights shared on SellMeThisPen podcast by Nikki Schanzer, Senior Leadership Development & Sales Performance expert at LinkedIn, who has led enablement at industry giants like Outreach, Dropbox, and Hopin.

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The Game-Changing Question in Sales Coaching

"Do you want me to tell you the answer, or would you like to be coached?"

This simple yet powerful question can completely transform your coaching sessions. Here's why it works:

• It stops managers from falling into their natural instinct of providing immediate solutions
• It empowers team members to develop their own problem-solving abilities
• When sellers do request direct answers, they're mentally prepared to implement them
• It creates an environment where sales reps feel heard and supported

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The Three Pillars of Effective Sales Coaching

1. Show Up with a Coaching Mindset

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Before entering any coaching session, successful sales leaders:

• Take a moment to center themselves with a deep breath
• Set their intention to: "It's time to get curious"
• Remember that the session is about the sales rep, not themselves
• Give their complete attention to the person they're coaching

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2. Master the Art of Powerful Questions

The way you phrase your questions can dramatically impact the quality of your coaching sessions.

Here's how to transform your questioning technique:

• Replace "What's one idea you have?" with "What are some ideas you have?"
• Avoid "why" questions that can trigger defensive responses
• Instead of asking "Why did you do that?" try "Walk me through your thinking"
• Make questions plural to open minds to more possibilities

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3. Structure Your Sessions for Success

Every effective coaching session follows a clear structure:

Starting the session:

• Begin with "What do you want to accomplish today?"
• Let the sales rep set the agenda for their development

Ending the session:

• Ask "What are your key takeaways?"
• Follow up with "What specific actions will you take?"

This approach ensures that sales reps commit to their own ideas rather than simply following a manager's to-do list.

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Common Coaching Mistakes to Avoid

Mistake #1: Hijacking the 1:1 Sessions

❌ Don't say: "We need to discuss your numbers"

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✅ Instead say: "What's most important for you to discuss?"

! Remember: Their coaching time is THEIR time. Use other channels for updates and pipeline reviews.

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Mistake #2: Setting Loose Action Items

❌ Avoid accepting vague commitments like: "I'll call my accounts next week"✅ Instead, ask to set specific action items: "I'll reach out to 3 contacts at my top 3 accounts by Friday 5pm"

Make every action item specific, measurable, and time-bound to facilitate easy follow-ups in your next session.

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Measuring Coaching Effectiveness in Sales Enablement

To ensure your coaching efforts are driving results, track these key metrics:

• Attainment over time (allowing 2-4 quarters to see what are employees’ goals and are they achieving them.)
• Call review scores using a consistent scorecard
• Documentation of action items and progress tracking

! Remember that coaching is a long-term investment in your team's success.

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A Real Success Story

Nikki shared a compelling case study of a new manager who inherited a team of 7 underperforming sales reps.

By implementing a structured coaching approach that included:

• Weekly 30-minute pipeline review meetings
• Separate weekly 30-minute coaching sessions
• An average of 6.5 coaching hours per rep/quarter
• 16 call reviews per quarter

The results were remarkable:

• 57% average performance growth across 4 quarters
• Increased employee engagement scores
• Significantly higher rep confidence

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Conclusion

Effective sales coaching isn't about having all the answers—it's about asking the right questions and creating an environment where your team can develop their own solutions. By implementing these strategies, separating coaching from pipeline reviews, and maintaining a consistent coaching structure, you can transform your team's performance and create lasting impact.

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Full episode on the topic ⬇️

In this episode of SellMeThisPen Podcast, Michael and Nikki dive deep into the art of sales coaching, discussing how to transform traditional 1:1s into powerful coaching sessions that drive real results. They explore the importance of asking the right questions, creating structured coaching environments, and measuring coaching effectiveness.

Nikki Schanzer is a seasoned sales enablement leader who has led coaching initiatives at LinkedIn, Outreach, Dropbox, and Hopin. Currently serving as Senior Leadership Development & Sales Performance expert at LinkedIn, she brings invaluable insights from coaching both frontline reps and sales leaders to peak performance.

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