Let’s talk about the difference between managing and coaching—
If you’re a leader who’s constantly checking reports, pushing your team to “hit the numbers,” and reacting to problems as they come up, then congrats… you’re managing. But if your team is still missing the mark or lacks motivation, that might be the problem.
Here’s the truth: managing is about maintaining. Coaching is about developing. And if you want a team that sells with confidence, shows up hungry, and consistently wins—you need to start coaching more and managing less.
Let’s break it down in a real, no-fluff way.
Managing Is About the Numbers. Coaching Is About the People.
A manager looks at the scoreboard. A coach figures out how to get better at the game.
Managing is reactive—“What did you do last week?” Coaching is proactive—“How can we get better this week?”
You can manage performance all day long, but if you’re not investing in your people, helping them improve their skills, build confidence, and learn how to overcome challenges, you’re just recycling the same results.
Real Talk:
If your one-on-ones are just a review of the pipeline and a slap on the wrist for missed calls, you’re managing—not coaching.
Confidence Comes from Preparation, Not Pressure
Want a confident sales team? Stop yelling “make more calls” and start helping them get better at how they sell.
Confidence doesn’t come from pressure. It comes from:
- Knowing what to say
- Having practiced it
- Getting support from a leader who believes in them
That’s where coaching comes in. It’s your job to help them prepare so they feel confident when it’s game time.
One of the best things you can do? Practice.
Yep—good old-fashioned roleplay. Scrimmaging. Mock calls.
Is it awkward? Sure. But is it effective? Absolutely.
Athletes practice more than they play. Yet in business, most people “practice” on their prospects. No wonder they’re nervous or underperforming.
Coaching Creates Ownership
Here’s what happens when you manage:
- Your reps wait for you to solve problems.
- They rely on you to make decisions.
- They feel like they’re being monitored, not developed.
Here’s what happens when you coach:
- Your reps start thinking for themselves.
- They take ownership of their development.
- They come to you with solutions, not just problems.
Coaching empowers. Managing controls. And guess which one leads to growth?
How to Start Coaching (Without Overcomplicating It)
You don’t need a 12-step coaching certification to be a great coach. You just need to be intentional and consistent. Here’s where to start:
Make One-on-Ones About Development, Not Data
Stop treating your one-on-ones like performance reviews. Make them about getting better.
- Ask: What’s going well? What’s challenging you? What’s one skill you want to improve this week?
- Coach the process, not just the outcome.
Get Out from Behind the Desk
Spend time with your reps in the field, on calls, or listening in. Watch how they work. Offer real-time feedback.
Coaching doesn’t happen in reports—it happens in action.
Normalize Practice
Turn your team meetings into practice sessions.
- Handle objections
- Roleplay a cold call
- Practice closing conversations
The more your team practices, the more confident—and effective—they become.
Celebrate Growth, Not Just Wins
Coaching is a long game. Don’t just celebrate the big deals—celebrate the improvements.
- “You handled that objection better than last week.”
- “Your confidence on that call was way up.”
That’s how you build momentum.
Final Thought: Coach Like It’s Your Job—Because It Is
If you’re leading a sales team, your job isn’t just to track numbers and hold people accountable.
Your job is to develop people—to help them grow, improve, and become more confident in what they do.
Managing might keep the lights on. Coaching builds a legacy.
So, ask yourself:
- Am I building people or just reviewing their performance?
- Do I invest in helping my team improve, or just expect them to “get better”?
If you want a team that performs at the highest level, coach them like a championship team.
Because that’s exactly what they can become—with the right leader in their corner.
Let’s stop managing, and start coaching. Your team—and your results—will thank you.
