Common sales coaching mistakes to avoid

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Title: Unlocking Potential: The Top 15 Sales Coaching Mistakes That Crush Teams

Intro:Over the years, I’ve had a front-row seat to the power of exceptional sales coaching. I’ve seen skilled leaders ignite passion, drive performance, and build teams of overachievers.

But I’ve also seen the flip side—where promising teams slowly fall apart under poor coaching. There are plenty of playbooks on what to do.

But sometimes the fastest path to growth is spotting what not to do. If you’re a new sales leader—or if your team isn’t consistently hitting its stride—this is your self-audit. Here’s the coaching kill list:

1. The Micromanagement Trap – Telling Reps Exactly What to DoDictating every move stifles autonomy. Great reps want freedom with guardrails.

✅ Coach the outcome, not the every step.

2. Confusing Instruction with CoachingTraining is one-way. Coaching is collaborative. Don’t mistake one for the other.

✅ Help reps apply what they’ve learned—context matters.

3. One-Size-Fits-None AdviceGeneric advice lands flat. Coaching needs to be personalized.

✅ Tailor your feedback to individual reps, not the team average.

4. The Savior Complex – Doing Their Jobs for ThemJumping in to save deals might feel helpful, but it robs reps of growth.

✅ Let them learn. Guide, don’t rescue.

5. The Clone Factory – Forcing Reps to Sell Like YouWhat worked for you may not work for them.

✅ Coach the principles. Let them own their style.

6. The Aimless Journey – No Clear RoadmapSetting goals without paths is a setup for failure.

✅ Break it down. Make the next step obvious.

7. The Timing Disconnect – Coaching Too LateIf you wait for quarterly reviews, it’s already too late.

✅ Coach early. Coach often. Momentum matters.

8. Coaching in a Vacuum – No Peer InvolvementYou’re not the only source of insight.

✅ Build a team culture of feedback and peer coaching.

9. The Drive-By Coach – Coaching on the FlyParking lot advice doesn’t stick.

✅ Set time. Show it matters.

10. Ignoring Individual MotivatorsYou can’t coach effectively without knowing what drives them.

✅ Ask. Listen. Customize your approach.

11. Over-Focusing on NumbersMetrics are outcomes. Behavior is the input.

✅ Coach what reps can control.

12. Inconsistent StandardsNothing kills trust like playing favorites or moving the goalposts.

✅ Be fair. Be clear. Be consistent.

13. The Firehose – Too Much at OnceThree priorities = no priorities.

✅ One thing at a time. Let it land.

14. The Absent LeaderNo coaching = no growth.

✅ Make it a non-negotiable part of your calendar.

15. Coaching the Wrong ThingsIf you’re focused on low-leverage activities, you’re wasting time.

✅ Coach what moves revenue: pipeline, discovery, closing.

The Bottom Line: Effective sales coaching isn’t just about having the answers. It’s about asking better questions, removing friction, and creating the conditions for reps to thrive. If you want a team that levels up every quarter—avoid these 15 traps, and watch what happens.

By Travis Janko, CEO of GSD Coach & Recruiting, helping SaaS founders build the top 5% of talent, FAST!