Description | Jayden Baylebridge



Any business organization or company is involved in a specific business for the primary purpose of making profits, and excellent sales can realize profits by consistently tracking sales. Sale is a prerequisite for any business from selling services, products, or ideas. Sales alone outlines why sales management is needed in any business.

Most successful businesses thrive today because they employ clever and productive sales management techniques. A highly skilled sales management team provides these techniques. Hence, to date, sales (profit) are a measure of professionalism and competence of any professional in sales management.

However, the skillset of professionals in sales management is subject to the form of sales coaching they are exposed to, thus, influencing their performance levels. This condition can be described as the sales coaching dilemma in sales management. This article will explain everything about the sales coaching dilemma in sales management.

Sales Coaching Dilemma

Sales Coaching is described as the training sales professionals undergo to expand their skill set in sales management and strive for excellent user experience garnered from personal insights and realistic scenes. Most businesses get the choices of their sales management team wrong because they get caught up in the sales coaching dilemma, thus, hiring professionals with the wrong skill set for a job.

The dilemma is because of a lack of understanding of the different levels that exist in sales coaching; thus, these are the four levels that exist in sales coaching:

  • Level 1

This involves the career coach and life skills, coach. Coaches at this level do not require formal training because professionals can gain knowledge through exposure to books and other practicing coaches in the field. It involves the sales coaching process being supervised by the person being coached, where it focuses on life skills and career paths. The difference between career coaches and life skills coaches is career coaches make their visits look more executive-like in offices, while life skills coaches do not.

  • Level 2

This involves sales coaching, where the coaching process focuses on business outcomes and is driven by the coach. However, a primary problem facing this level is that most professionals lack adequate knowledge because they are trained to operate as Level 1. Still, a prerequisite skill needed from professionals at this level is that they have adequate sales experience on specific products. This ensures that the business obtains encouraging outcomes.

  • Level 3

This involves Meta coaching, where the coaching process is concerned with the performance of the sales coach, who is sometimes regarded as the line manager in a business. Hence, Meta coaches can be thought of as the coach of coaches. The meta coaches require regular interaction with sales coaches to help improve performance and attain excellence. However, the meta coaches can either be internal personnel in an institution or business or hired external personnel. But in the case of external personnel, there is limited interaction.

  • Level 4

This involves executive coaching, where the coaching process is targeted at helping the senior management in an institution or business improve. Some coaching is centered on a career path, development, and more. However, most of the coaches involved in this level are external personnel(s) hired for a business or institution.


A business can assemble a qualified team of sales managers that will be competent in bringing them success and improved sales when they can sort out the sales coaching dilemma. Luckily, this article has provided helpful information on the sales coaching dilemma.

Contact us today if you want to learn more about sale coaching, small business coaching, and Individual Business Coaching with Tony Meredith Coaching?