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Description

Sales Coaching: Observing, Conducting the Review and Driving Progress

Two days to move from reviewing figures to coaching salespeople one to one

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Sales managers often move straight from a review of the numbers to instructions, without ever observing the sale itself. The salesperson who is struggling receives revised targets but no support on what actually happens in front of the customer. Performance gaps widen and review meetings become tense.

This 14-hour programme focuses on the individual coaching of salespeople. Participants learn to observe a sales meeting without taking it over from the salesperson. They structure the debrief, conduct a progress review and build a development plan that is followed up over time.

Learning objectives

  • Distinguish individual coaching from the management of results
  • Observe a sales meeting using a defined set of observation criteria
  • Conduct a debrief in which the salesperson formulates the analysis
  • Give feedback on a specific behaviour without judging the person
  • Build a progress plan with deadlines and review checkpoints

What makes this programme different

An observation framework for the sales meeting, built and then tested during the session
Debriefs practised through role play with immediate feedback on the manager's approach
A progress plan built around a real member of each participant's sales team

Programme

1The Coaching Stance

Managing and coaching are two distinct roles

  • The boundary between managing results and coaching individuals
  • Conditions that make coaching acceptable to the salesperson
  • The pitfalls of constant instruction and demonstration
  • Identifying situations that call for a different response

2Observing the Sale

Watching without taking over

  • Building an observation framework for the sales meeting
  • Announcing the coaching visit to the customer and the salesperson
  • Taking factual notes during the meeting
  • Allocating roles during a joint customer visit

3The Debrief Conversation

Prompting analysis rather than correcting

  • Opening the debrief and the salesperson's self-assessment
  • Questions that bring out the key facts of the meeting
  • Giving feedback on an observable behaviour
  • Handling defensive reactions

4Progress Plan and Follow-Up

Embedding progress over time

  • Selecting a limited number of development areas
  • Setting measurable behavioural objectives
  • Frequency and format of follow-up reviews
  • Dealing with a salesperson who is not progressing

Who is it for

Sales managers, heads of sales, regional directors and team leaders responsible for developing their sales people.

Prerequisites

Currently leading a sales team or about to take up this responsibility.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.