Coaching is a skill that itself needs to be coached, more than any other.

Imparta’s research shows a strong, direct correlation between a manager’s ability to coach and the performance of their team. Yet sales managers are often promoted because they are great salespeople – and that often makes them very bad coaches. They know what to do, so they tell people what to do. Good coaches act differently. They help people to figure things out for themselves, so they can do it on their own next time. That improves performance, increases team engagement, and reduces staff turnover.

Imparta’s Sales Coaching (SC) programme is specifically tailored to the sales environment. It allows managers to develop skills and behaviours to ensure coaching conversations drive individual and business performance.

Your managers ‘learn by doing’ through a series of realistic and challenging coaching scenarios, and our reinforcement tools ensure that they continue coaching with the right frequency and to the right level.

Who will benefit from this programme?

This programme is suitable for anyone involved in developing others within the sales arena. Typical roles include sales managers, sales directors, channel managers and commercial managers.

It comprises six modules that can be combined with other modules from our sales curriculum. Each of the modules is represented by one of the following cards, please click through the cards for more detail.


What will this programme help you solve?

  • Underperforming sales teams
    Sales coaching can be the difference between underperformance and success. Our research shows that improving a manager’s coaching competence can lead to as much as a 100% improvement in sales performance from the team.
  • Missing opportunities
    SC shows how to coach on a series of tools that enable coachees to identify a broad set of business needs and opportunities across the customer’s organisation.
  • Low win rates
    Attendees learn how to improve their team’s success rates by coaching them to understand and influence the buying decision.
  • Average performance across sales teams
    Who to coach is a core question every sales manager in every organisation needs to address. In this programme, attendees analyse who to invest time in, when to do it and how to identify the results across the team.
  • High turnover
    Organisations are too often left counting the cost of avoidable departures. Our programme helps develop a coaching relationship that reduces unwanted turnover.

SC is typically delivered as a 2-day workshop, supported by blended learning and assessments, and further enhanced by our cloud-based social and mobile learning platform, i-Coach.

Coaching from sales managers is critical for us. Imparta has helped us to focus the activities on those that create improved sales capabilities, making them more effective, and dramatically improved our performance. Sales Leader, Manufacturing 


If you are interested in finding out more about Sales Coaching please fill out the form below: