Habit 2: Spend Time Coaching

Coaching is one of the most important jobs a sales leader has. It’s not something you squeeze in between calls or tack onto the end of a meeting. It’s a deliberate, ongoing investment in your people.

When leaders coach consistently, they build trust and sharpen skills. They help their teams navigate change and keep performance moving in the right direction. Over time, this commitment to coaching strengthens both the culture and the results.

What Strong Coaches Do

Some leaders only step in when numbers drop or problems surface. The best coaches work with their people long before performance becomes an issue. They:

• Build coaching into the regular rhythm of the week and follow through every time
• Focus on skill development, confidence, and strategic thinking rather than only fixing mistakes
• Understand what motivates each person, how they respond to feedback, and where they want to grow

Coaching is not about catching people doing something wrong. It’s about helping them do more things right.

How AI Supports Better Coaching

AI can make coaching more targeted and effective. It can:

• Highlight patterns in activity, win rates, and pipeline health
• Flag early signs of potential performance dips
• Summarize key insights so one-on-one conversations are focused and actionable

With the right data in hand, leaders can spend less time figuring out what’s happening and more time working on how to improve it.

Getting Started

If coaching isn’t yet part of your regular schedule, make it a priority now. Block time for it every week and protect that time from other demands. Come prepared with observations and questions. End each session with clear next steps and follow-up plans. One way to make coaching more consistent is by using a simple evaluation framework after customer calls. Check out our free guide on how to create your own Curbside Check-In Tool.

Coaching turns potential into performance. The more time you put into it, the more capable and confident your team will become.