How To Become a Sales Coach with 5 Easy Steps

Are you looking to become a sales coach and start your scalable sales coaching business? In this guide we have gathered the main steps and best practices for landing your first clients and establishing your sales coaching business. 

To make sure you can start and market your sales coaching business easily, I included examples of how successful sales coaches run theirs. So, you can adapt their strategies to your model and monetize your sales coaching expertise. 

In this article, you are about to find out:

• Who are sales coaches, and what are their main responsibilities?
• What do you need to become a sales coach?
• What should you take into consideration to be a successful sales coach?
• The potential amount of money you can earn, and more!

What is a sales coach? 

First of all, what do we mean by saying a sales coach? 

A sales coach is someone who provides guidance, training, and support to sales professionals or teams to help them improve their sales techniques, processes, and performance.

“A sales coach is a dedicated professional who specializes in assisting salespeople in enhancing their performance, refining their skills, and cultivating a positive mindset.”

Scander Baccari,

Profile Optimization Specialist, Content Strategist 

Sales coaches have extensive experience in sales themselves and possess a deep understanding of effective selling strategies, communication skills, negotiation techniques, and customer relationship management. 

As a sales coach, you can work with both individuals or teams to identify areas for improvement, develop personalized action plans, provide constructive feedback, and offer motivation to help them achieve their sales goals. 

What do sales coaches do? 

As a sales coach, your job is to help salespeople and sales reps get better at what they do. 

You work closely with them to figure out what they're good at and what they need to improve. This involves analyzing their current skills and performance, identifying areas for improvement, and developing action plans to address those areas. Then, you give them tips and tricks to help them do their job better. Usually, your shared goal is to help the sales representatives win more deals. If we are to sum up your responsibilities as a sales coach, they would include the following:

• Analyzing sales techniques and performance.
• Setting goals and action plans for improvement.
• Providing personalized guidance.
• Offering constructive feedback.
• Helping to set goals. 
• Motivating sales professionals and developing their mindset to overcome fear, rejection, and self-doubt to boost confidence and resilience.
• Tracking progress and adjusting strategies as needed.

What you should note is that you are not there to tell the sales representatives what exactly they should do. That will make you their sales trainer rather than the coach. You are only there to work with them toward the end goal. 

Is sales coaching in demand? 

Yes, sales coaching is totally in demand!

A survey conducted by ValueSelling Associates has shown that 42% of companies had been investing in ongoing sales coaching for more than five years. Nowadays, companies pay a lot more attention to providing their sales reps with the best sales coaching and consistent training. 

Besides that

• The sales coaching software market is projected to grow from $62.08 billion to $83.69 billion by 2029 (CAGR of 7.8%)
• 75% of sellers express a desire for more coaching, while companies providing on-the-job coaching see a 20% increase in seller retention annually. 

If we take a look at the main keywords, such as online sales coach and sales coach, we can see that they enjoy a medium monthly search volume. 

How to become a sales coach? 

There is no one-size-fits-all approach when it comes to becoming a sales coach. However, there are certain things you should take into consideration before you start your career as a sales coach. First, you will need to practice your coaching skills. Then decide on what makes you different from other sales coaches, establish your working framework, market your services as a sales coach, and finally grow your practice. 

No one said that would be easy. Yet, you can avoid certain pitfalls if you take the following steps into consideration. 

Get a certification, or NOT

Practice makes perfect, they say. When asked what a beginner coach should do when starting their journey, almost every professional coach responds, “Find ways to practice”.

You can be the best sales expert now about the best sales strategies, tricks, and everything. But does that make you the best sales coach as well? Certainly not. So, what we mean by practicing is practicing your skills as a sales coach, not as a sales expert. The best and most recommended way to do it is by taking a particular sales coaching program. Some of the popular certification programs for sales coaches include:

• Certified Sales Leadership Professional (CSLP). This is a NCCA-accredited program with a focus on sales strategy, leadership development, and team management. It requires 5+ years of sales leadership experience. 
• Transformation Academy Sales Coach Certification. This is a CPD-accredited program that focuses on coaching techniques, sales psychology, buyer and seller mindsets, creating coaching packages, and assessments.

And here comes the most commonly asked question: “Do I need a degree or certification to be a sales coach?”. No, you do not necessarily need to get an official certification. Let’s discuss the cases when you do not need a sales coaching certification. 

Ajit Nawalkha, who is the CEO at Evercoach, mentions:

You don’t need a certification if you have proven your skill. If you have helped your own teams you have a tracked record. You don’t need a certification if you are already getting results, if you are already in the game, if you are already making progress for yourself and your clients. In this case, you do not need to prove anything with a coaching certification. 

Ajit Nawalkha,

CEO at Evercoach 

Yet, if you are a beginner sales coach with almost no experience, taking up a certain program will only come to your benefit. It will allow you to:

• Developing your coaching skills, including communication skills, listening and motivational techniques,
• Staying aware of the latest practices and trends in sales coaching
• Being exposed to different perspectives and new approaches
• Rediscovering yourself as a professional
• And, most importantly, broadening your network and connecting with your peers 

Create the sales coaching program 

As you take up a training program, you will get a better idea of how your sales coaching training program shall be like.

First of all, you should understand how sales reps are performing in their market and assess their performance. This way you will be able to find out what the areas of weaknesses are and how you can set goals to improve them.

Afterwards, you will need to analyze the market and industry your potential clients are working in. The insights will help you to align your strategies with clients expectations.

Finally, it will be time to create training materials, such as eBooks, audio materials & others. You can gather and display third-party resources & tools that will help the sales team boost their knowledge in certain aspects of the industry and ease up the process through automation. 

For instance, part of your program can be dedicated to helping clients on how to use a CRM or Sales Tools, e.g., SalesForce. 

Set your working and services model

The question you want to ask here is: “How do I want to stand out with my sales coaching services?”. Does your program include 5-9 coaching sessions where you guide the client toward creating an action plan to achieve the goal?

Or is there anything else you want to offer to make your sales coaching services different from the rest? After you find what makes you unique, there are also several questions you should ask yourself. 

• How long should one coaching session last?
• How many sessions should I include in my sales coaching program?
• Will the sessions be offline or online? Perhaps you want to offer a mix of both.
• Are you offering only individual sales coaching sessions, or do you want to include them in a package?
• Do you need to rent space, if the sessions are offline?
• How do you price your sales coaching program?
• How many sessions can you run on a daily basis?

As you put down the answers to all these questions you will have your working model ready.

Build your authority as a sales coach 

One of the factors contributing to the success of your sales coaching business is building your authority. Yes, you should think about establishing your online and offline presence as a sales coach from the very first days. 

At the initial stage you will need to raise awareness about yourself and become visible. How can you achieve it?

• Create your sales coaching website. Your website is the first thing potential clients are going to check to see if you are legit. This is why you should ensure it looks professional and presents your coaching services in the best light. 
• Network and collaborate. Connect with other professionals, influencers, and organizations in your niche through networking events, online communities, and social media. Collaborating with others can help you expand your reach, access new audiences, and establish credibility through association.
• Build an online presence. Establish a strong presence on relevant online platforms where your target audience spends their time. This could include social media platforms like LinkedIn, Twitter, Instagram. Engage with your audience by answering questions, participating in discussions, and sharing valuable insights.

As you start getting the first clients, do not forget to collect testimonials. Using case studies, client success stories will surely enhance your credibility. 

Be the salesperson of your own business 

You already possess one of the greatest skills necessary to establish and grow your sales coaching business. Yes! We are speaking about being able to present and sell you coaching services the right way. And before you can sell it, you obviously need to market your coaching business. 

What should you do then to become the salesperson of your own business? Here is what Cindy Makita-Dodd, a great coach and marketing expert, recommends: 

“The only way you need to market your coaching business and get paid clients through the door is through outbound marketing. The reason this works so well is that your ideal prospects have a need. And if you can position your coaching offer as a way to help them solve that need, they will buy.”

Cindy Dodd

Coach, Outbound marketing expert

What outbound marketing implies is that you need to reach out to your ideal client through LinkedIn or through cold emails. All you need is a great pitch message solving a frustration or a pain point. Then you can move to schedule the coaching call, and there you have it! 

Sales coaching business examples 

If you are looking for sales coaches for inspiration, we will also consider the examples of successful coaches, how they run their programs, and what works for them that you can adapt and implement. 

Steven Rosen coaching 

Steven Rosen is included in the best 50 list of Top Sales World. Steven offers programs on sales leadership coaching and executive coaching. His approach for growth highlights that in order to see progress, you do not need to implement lots of technologies, but you need to help sales leaders increase their focus. 

That is why his programs are for sales leaders who need to improve their leadership skills. 

Key takeaways for your sales coaching business

• Target a narrow audience for your sales coaching program. As you choose a specific niche, you are also able to come up with messaging that speaks directly to your clients. For example, Steven Rosen does not just focus on sales leaders. His programs are for sales managers who want to break performance barriers. When presenting his programs, Steven constantly mentions the common problems his clients face and how his program addresses them. 
• Mention what sets your sales coaching program apart from those that already exist. In Steven’s case, they developed a program that is also centered around developing the necessary habits, so the changes sales managers see can stick around for the long term. 
• Use your client’s stories to show the results you can provide instead of speaking about how awesome your program is. For example, Steven does not work with sales reps directly, and usually it is the organizations that get the program for the sales managers. So he uses the growth metrics of those organizations, like a 30% increase in sales for one of them, to build trust with potential clients. 
• Provide an opportunity for a free consultation with you. People looking for coaching programs are more savvy nowadays, and they want to find something that addresses their requirements directly. So a free session with you provides you with an opportunity to understand their needs and present how you can help them. 
• Find ways to get in front of your audience and nurture them. In Steven Rosen’s case, it is mostly his podcast, “The Sales Leadership Awakening”. Yet, you can always use your blog and sales coaching resources. 

David Craig White sales coaching

David Craig White is a sales coach and sales trainer with 25 years of experience. His coaching programs are for fellow coaches, consultants, and other entrepreneurs who want to sell their own products and services.

Key takeaways for your sales coaching business

• Provide an opportunity for a free consultation with you. People looking for coaching programs are more savvy nowadays, and they want to find something that addresses their requirements directly. So a free session with you provides you with an opportunity to understand their needs and present how you can help them. 
• Invest in email marketing, especially if your target is the B2C sector. For example, David runs a newsletter with over 33K subscribers where he shares sales tips, strategies and resources. You can use snippets and tips you talk about in your sales coaching program and easily repurpose that content for your newsletter. 
• Speak about your coaching frameworks, approach, styles, and tactics you use. This usually gives your clients clarity as they can envision the journey they will take with you. In David’s case, he uses the ACE sales coaching framework, and he explains how it exactly benefits his clients. 

Cesar Rodriguez sales coaching 

Cesar L. Rodriguez is a high-performance sales coach, speaker, and entrepreneur known for his expertise in prospecting, closing deals, and sales psychology. With over 20 years of experience in direct sales and network marketing, he helps different people, from college graduates to corporate executives. 

Rodriguez integrates various fields such as sales psychology, Neuro-Linguistic Programming (NLP),internet marketing, and pitch creation into his coaching. So he makes his approach different and diverse. 

Key takeaways for your sales coaching business

• Offer experience rather than just sales coaching. In most cases, people connect with coaches who have gone through a similar experience, and or they share views on other areas in life. For example, Cesar sells more than just coaching and consulting services. Through his "B10xB" (Be Ten Times Bolder) movement, Rodriguez encourages people to step out of their comfort zones. This initiative includes practical tools like the B10xB game, which helps participants rewire their brains to associate pleasure with bold actions, thereby fostering fearless prospecting and closing.
• Use free resources for engagement. Rodriguez provides free training series and resources, like his "7-day training series" on prospecting, recruiting, and objection handling. Offering valuable content helps build trust and attract a wider audience.
• Work on your online presence. He maintains an active presence on YouTube, Facebook, and Instagram, sharing motivational content, training videos, and success stories. This consistent online engagement helps him reach a broader audience and establish credibility and authority in the sales coaching community. 

Jeb Blount sales coaching

​Jeb Blount is a renowned sales acceleration specialist, speaker, and author of multiple best-selling books on sales and leadership. 

With over 15 published works, including "Fanatical Prospecting," he also influenced modern sales strategies. As the founder of Sales Gravy, a leading sales training and consulting firm, Blount has dedicated his career to helping organizations and individuals enhance their sales performance. 

Key takeaways for your sales coaching business

• Focus on creating quality content and resources you can monetize besides 1:1 or group coaching sessions. For example, Jeb offers keynotes, workshops, and his books, besides just coaching calls that can also make great down-sell offers for those who are not ready to join your full program yet. 
• Repurpose your content and share value on multiple channels. Jeb produces a wide range of content, including articles, podcasts, and videos, to share sales insights and strategies. Their Sales Gravvy Podcast is one of the most downloaded podcasts in this industry. 
• Share your philosophy that will also make your coaching program different from the others. For example, in one of the interviews, Bount advocates for a diversified approach to prospecting, emphasizing the importance of using multiple channels such as phone calls, emails, social media, and in-person interactions to maintain an efficient sales pipeline.

FAQ about sales coaching

Finally, it is time to review and answer the most common questions about sales coaching and how you can become one. 

• What is the difference between sales coaching and sales training?

Oftentimes, people confuse sales coaching and sales training. Yet, there are key differences between these two. 

Sales training’s main focus is to provide the knowledge & skills that salespeople need to succeed. It is good for beginners, mid-level professionals, and even experienced salespeople. Training provides trainees with tools for further implementation and success in general. 

Meanwhile, sales coaching is a continuation of sales training. For instance, you mostly work with established sales professionals and help them to implement the knowledge & skills they have learned from training in their specific cases. 

• How much can I earn with selling sales coaching?

Your earning potential strictly depends on you and your professionalism. 

Sales coaches can earn around $100 per hour. Yet, if you are a professional and on-demand coach the hourly rate can be up to a few thousand dollars. 

On a monthly or program basis, sales coaching program prices vary between $500-$1000 (beginners) and $1000-$3000 (intermediate-advanced coaches). If you offer 1:1 sessions or customizable training plans as a sales coach, you can offer prices from $3000-5000/mo. 

For group sales coaching, remember that the price is usually 30% less per individual than for 1:1. 

• How can I be a better sales coach? 

To become a better sales coach, focus on developing strong communication skills to effectively convey sales techniques and strategies. Continue working on your sales coaching skills consistently. Ensure to also consistently track progress and celebrate successes to maintain motivation and momentum within your sales team. 

On your way to become a better sales coach, connect with other professionals in the field and learn from them. 

• How do you coach a sales team? 

Coaching a sales team involves a variety of responsibilities. As a sales coach, you should provide support, guidance, and feedback aimed at improving the sales reps’ skills and performance. 

To achieve this, start by understanding each team member's strengths and weaknesses. Then align  your coaching approach accordingly. Provide clear objectives and actionable advice, focusing on areas like communication, product knowledge, and objection handling. Also, you should foster a positive and collaborative environment where team members are accountable for the results. 

Do not forget to regularly assess progress and adjust your coaching strategies to ensure ongoing growth and success.

• What are sales coaching challenges?

Sales coaching is not an easy task. It’s a demanding process where you help sales reps improve their performance, grow and achieve their goals.  

And like in any other field, sales coaching comes with a set of challenges you might possibly face, the common ones being:

• Providing constructive and to-the-point feedback to sales reps.
• Adapting your sales coaching strategies to various business needs
• Building the working model that is efficient for you and your clients
• Helping to set individual and team goals

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