Call Us TODAY on 020 3588 4240

Sales Training Vs Sales Coaching

As a business leader, you understand the role your sales team plays in converting the leads into customers. You need to spend time with your sales team, listen to their problems, talk to them, and provide them with the necessary tools and skills they need. Most managers will call this either coaching or training. Often the terms “training” and “coaching” are used interchangeably. It’s important to recognise the difference between training and coaching if you want to truly succeed as a sales leader and ensure your team is in top shape. Both have their benefits, but the question is when to use one or the other. For getting a truly successful performance from the sales reps both should be used properly.

Let’s get on with the differences between sales coaching and sales training.

What is Sales Training?

Typically, sales training is a proven age-old method of educating and equipping sales reps with adequate sales skills and knowledge needed to perform and execute the duties. This is the best method for training the newcomers to the sales world. Sales training is an extremely structured approach to provide a person with new skills or to help them shore up something they’re weak in.

A proper sales training program ensures that the new reps learn the right skills before they hit the phones.

Sales training is a quick, effective way for getting the basics across. The training program includes general subjects like pitches, cold calling, value propositions, objection handling, negotiations, and so on. Specialized or project-based training is also there to train the employees on new tools and techniques, selling strategies or new products or services. This training proves to be beneficial for the sales reps in adapting them to the new sales platforms and strategies so with the change in the market dynamics teams and can always ensure their sales force is selling to its absolute best potential.

What is Sales Coaching?

Sales coaching is one-on-one, personal training of sales reps to improve their performance. The role is played by the sales manager in general or at times even an expert is hired to develop people, improve their performance, and achieve goals. Sales coaching is best thought of as a behaviour rather than a task where the sales coach creates a safe environment for the reps to experiment and find their voice. Coaching is the most successful way for reps to develop their skills and stay on top of their game.

Why Sales Coaching?

Sales leaders will use a mix of sales training and coaching but will weigh it towards coaching more. Coaching is a personal interaction and focuses on the specific needs of the individuals. If a sales rep particularly needs guidance with building a rapport or asking for the deal, coaching can help them crack it. When you teach rather than practise, the discovery aspect of coaching helps reps maintain knowledge better; information is less likely to go in one ear and out the other. Finally, there are a variety of approaches to coaching. Call coaching is one of our favourites, where you go over sales conversations that a real team member has had to discuss how you might improve.

Summing-up – Don’t Know How to Coach?

While most sales managers would agree that mastering sales coaching techniques and skills is an important aspect of their role, but some of them may fail to offer it as required. Not every manager can be a good coach, which is fine both roles need different skills and knowledge. There is no reason to expect that a manager will know how to coach without coaching skills and a coaching process. Fortunately, there are a number of great sales coaching experts that sales managers can take advantage of including Bruce King Sales Coaching program.

Shergroup’s offers an online sales coaching program, in affiliation with, the sales guru, Mr Bruce King. Our CEO, Claire Sandbrook recommends sales coaching and has implemented it in Shergroup’s training and support system. So, if you’re looking to get your team excited about the prospect of growing your business, now is the time to invest in Bruce’s world-class sales coaching programme!

To find out more about the sales training program check out the link below-

Content Writer​


The following disclaimer applies to Shergroup Limited and its platform, Please read this notice carefully before accessing or using any information provided on our platform.

  1. No Legal Advice | The information presented on, including but not limited to articles, blog posts, FAQs, and other resources, is provided for general informational purposes only. It is not intended to be, and should not be considered, legal advice. The information provided does not create a solicitor/client relationship between Shergroup Limited and the user.
  2. Not a Substitute for Legal Advice | The information on should not be relied upon as a substitute for obtaining legal advice from a qualified professional. The application of laws and regulations can vary based on specific circumstances, and legal advice tailored to your particular situation is crucial. Therefore, we may refer you to a member of our partner firm -Shergroup Legal – on legal matters or encourage you to take your own legal advice from your preferred advisor.
  3. No Guarantee of Accuracy | While we strive to provide accurate and up-to-date information, Shergroup Limited does not guarantee the accuracy, completeness, or reliability of any information on The legal landscape is constantly evolving, and laws may vary across jurisdictions. Therefore, any reliance you place on the information provided is at your own risk.
  4. No Liability | Shergroup Limited, including its officers, employees, agents, and affiliates, shall not be held liable for any direct, indirect, incidental, consequential, or punitive damages arising out of your access to or use of or any information contained therein. This includes, but is not limited to, any errors or omissions in the content, or any actions taken or not taken based on the information provided.
  5. Third-Party Links | may contain links to third-party websites or resources. These links are provided solely for convenience and do not imply endorsement or responsibility for the content, accuracy, or legality of such websites or resources. Shergroup Limited shall not be liable for any damages or losses incurred as a result of accessing or using any third-party websites or resources.
  6. Changes to Disclaimer | Shergroup Limited reserves the right to modify or amend this disclaimer notice at any time without prior notice. Any changes will be effective immediately upon posting on It is your responsibility to review this notice periodically for updates.

By accessing or using, you acknowledge that you have read, understood, and agreed to this disclaimer notice. If you do not agree with any part of this notice, you should refrain from accessing or using

Last updated | 19 July 2023

Should you have any questions or concerns regarding this disclaimer notice, please contact us at [email protected]