In 30 seconds
The Problem: A sales system makes sales coaching easier, but not automatic. Leaders asked to coach to a process they don’t yet understand will struggle. A poor process embeds the wrong behaviour, and no system reliably fixes a motivation problem.
The Shift: Coaching to a system works when the structure comes first, the system stays sound, and coaches can tell a skill gap from a will gap by asking one question: if their job depended on it, could this person do it?
The Solution: Walk leaders through the sales process and its logic before they coach to it. Keep the process current against real deal outcomes, and handle will problems with the right conversation. Then build the coaching capability to work with it.
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