You’ve likely watched the iconic scene from David Mamets Glengarry Glen Ross where Blake, a young hotshot from downtown with an $80,000 BMW and a holier-than-thou attitude, browbeats a room full of downtrodden salesman. He threatens them, insults their sales skills, and questions their manhood. His only advice?
“Always be closing.”
While that makes for award-winning drama, it’s not what we deem effective coaching.
Blake’s biggest flaw as a coach – but certainly not his only one – is that he only addresses the problems without analysing the causes. He says a lot about what to do and nothing about how to do it.
Unfortunately, a lot of terrible coaching goes on in many sales organisations because so many managers are like Blake: they might be able to make things work for themselves, but they have no idea how to teach someone else. Nor do they do the analysis of what “is” going on versus what “ought to be” going on. They’re just repeating advice like “Always be closing.”
This happens for a number of reasons: managers don’t have time to coach or they have...
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