Barrett trains sales and non-sales leaders alike to coach, not just manage, building the consistent coaching cadence that makes any new capability or change actually stick.
- The Problem: Most leaders are promoted for what they achieved as individual contributors, then left to figure out coaching on their own. Without systematic coaching, 87% of what’s covered in any training program is lost within 30 days.
- The Shift: Coaching isn’t a personality trait some leaders happen to have. It’s a learnable skill, and the single biggest multiplier on any investment in training, strategy, or change.
- The Solution: We train leaders, sales and non-sales alike, to coach consistently, in the field, between formal sessions, so capability actually compounds instead of fading.
Leaders who know how to coach don’t just get better results, they build teams who feel genuinely developed, not just managed.
Why Coaching Is the Multiplier, Not an Add-On
International studies consistently find a positive correlation between how well sales managers are trained in coaching and how their teams perform. The numbers are stark: without systematic, on-the-job coaching following a training program, 87% of the skills covered are lost within 30 days. With it, the return on that same training program is four times higher.
Sales training without coaching isn’t an investment. It’s a cost.
This isn’t only true for sales leaders. Any leader asked to embed a new skill, process, or behaviour in their team, sales or otherwise, faces the same 30-day decay curve without a coaching cadence behind it. We sweep the staircase from the top: leaders who can genuinely coach are what make change and capability stick, across any function.
Sales Coaching & Sales Coaching Training, Built on Leader as Coach
Sales coaching is the specific discipline this page was built from, sales managers, directors, and team leads coaching their people through deals, process, and strategy. Sales coaching training is how we build that capability in your leaders. We call the broader principle Leader as Coach, because the same discipline applies whether you’re coaching a sales team or any other.
Barrett’s sales coaching and sales coaching training programs build leaders who coach consistently, not just manage, so capability compounds instead of fading within 30 days.
- Sales Leaders – Sales managers, directors, and team leads who need to coach in the field: deal coaching, sales process coaching, and strategic coaching that builds capability, not just reports on results.
- Non-Sales Leaders – Any leader responsible for developing their team’s skills, whether that’s customer service, delivery, operations, or internal communication. Coaching as a leadership discipline isn’t sales-specific. The skill of helping someone ask “what do I need to learn, and how do I apply it better?” works the same way regardless of function.
Effective coaching isn’t proclaiming “this is how things should be done.” It’s guiding someone to ask the right questions: what do I need to learn, how can I apply this, and how do I do it better? That’s what builds someone’s capacity to set goals, solve problems, and fulfil their own potential, rather than depend on the coach for every answer.
- Coaching Skills & Frameworks – Practical training in the core coaching skills and models leaders need: the GROW model, powerful coaching questions, active listening techniques, and a clear field coaching guide that takes the guesswork out of what to look for, what to ask, and what to do.
- Infield and Formal Coaching – Training in both modes: in-field coaching (observation and real-time feedback) and formal, strategic coaching (the bigger picture conversations about goals, development, and growth).
- Coaching Cadence & Embedding – Coaching only works as a system, not a one-off skill. We help leaders build a consistent coaching rhythm into how they already operate, connecting directly to the change and capability work in our Change Management and Sales Leadership & Coaching Frameworks pages.
- One-on-One Coaching – Direct coaching for sales leaders, non-sales leaders, and anyone in a role that requires selling or self-promotion, working through real, current challenges rather than generic scenarios.
- Is this only for sales leaders?
No. While much of the coaching cadence work originated in sales, the discipline of coaching, not managing, applies to any leader developing their team. - How is this different from Sales Leadership & Coaching Frameworks?
That page is about designing your organisation’s overall coaching framework and system. This page is about training the individual leader to actually coach within it. - How does this connect to Change Management?
Directly. Leader as Coach is the mechanism that makes the “sweep the staircase from the top” principle real, change holds when leaders can coach their teams through it, not just announce it. - How long does it take to become an effective coach?
Coaching is a practised skill, not a one-off certification. We build a cadence, not a single workshop, so capability compounds over weeks and months, not a single session.
Speak to us about your sales leadership education needs
Talk to us, your selling better advisory team, and we’ll be able to advise you on the best training solution for your business.
Case Study
Selling Better project for Lotus Filters delivers clear value proposition, competitive advantage and united, focused team
Industry: Hospitality Type: Private/SME
Building into the company's solid success to accelerate growth.
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