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Mike Lieberman, CEO and Chief Revenue ScientistWed, Nov 8, 2017 4 min read

5 Signs It’s Time to Break up with Your Sales Coach

{}Not sure how to tell if your sales coach is underperforming? A sales coach is responsible for five things in order to ensure reps are improving. These five roles are to define, execute, advise, develop, and motivate.

If your coach is failing at one or more of these roles, it might be time to consider breaking up.

Here are five signs it’s time to break up with your sales coach.

1. There Is Not Enough Encouragement

Discouragement is a big problem in sales. Sometimes, among a variety of reasons, reps can feel discouraged. Reasons may include being unable to close a deal, losing a customer, or failing to reach a sales goal.

When reps are in a slump, they seek encouragement and advice from their sales coach. We all need an extra push to do our best work sometimes.

If your coach is unwilling to give your reps a shoulder to lean on or is unable to provide fresh ideas to get them back on track, it may be time to bid him farewell.

2. There Is a Lack of Experience

There isn’t always a direct correlation between being a good sales person and being a good coach. They require vastly different skillsets. Being a skilled sales rep does not necessarily mean the person in question is fit to lead a team of sales people.

If you find your sales coach leads without any thought or strategy, this is a sign he’s not right for the job.

3. There Has Been a Decrease in Productivity

Similar to point one, sometimes motivation can diminish. As a result, sales drop. In an effort to keep productivity high, a coach should maintain motivation and energy in the sales team.

If you’ve had a sales coach for several months and productivity still isn’t any higher than it was beforehand, it’s time to find a more motivating leader to coach your reps.

4. There Is an Inability to Provide Solutions

When faced with a problem, coaches aren’t expected to simply hand over a solution. Rather, a good coach will teach sales reps how to build new and creative solutions on their own. Having said that, when the sales people are really in need of advice, the sales coach should be able to provide the appropriate guidance to ensure the problem is solved.

If team morale is fading and the coach is unable to help the sales team push through challenges, it may be the time to deliver the old, “it’s not you, it’s me” line.

5. There Is Difficulty Integrating New Members to the Team

If you have a close-knit sales team, having a new sales rep enter can be challenging. The newcomer’s skills may be on par with the others, but the coach should ensure the new member is in tune with the flow of the company, the various strategies discussed, and the characters of the other sales reps.

If your new hires aren’t being onboarded effectively, your coach is doing you a disservice. This may result in high turnover.

When it comes to sales coaching, it’s vital to find the right leader for your sales team.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.