Stop Sabotaging Your Sales Team: 16 Coaching Mistakes to Avoid

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I’ve seen it time and time again.

A sales leader with the best intentions—trying to elevate their team—unknowingly creates a coaching environment that stifles growth.

Over the years, I’ve seen incredible coaching breakthroughs… and I’ve also watched talented teams stall out under a leader’s well-meaning but misguided efforts.

There’s plenty of content out there telling you what great sales coaching looks like. But sometimes, the fastest way to become a better leader is to stop doing the things that are quietly sabotaging your team’s potential.

Whether you’re a new sales leader or managing a team that feels stuck, this is your no-BS guide to what not to do—and what to do instead.

Let’s break them down.

1. Telling salespeople exactly what to do
Micromanagement ≠ coaching.
When you treat reps like robots, you kill ownership.
Instead: Guide the outcome. Ask better questions. Let them think.

2. Confusing training with coaching
Teaching skills is training. Coaching is personal and ongoing.
Instead: Use training to lay the foundation. Use coaching to develop individuals.

3. Giving the same advice to everyone
Generic feedback helps no one.
Instead: Customize your coaching. Every rep has different gaps, strengths, and motivators.

4. Doing the job for them
Jumping in to save deals robs reps of learning.
Instead: Be a guide, not a savior. Let them win—or lose—with your support, not your takeover.

5. Forcing everyone to sell like you
Your playbook isn’t universal.
Instead: Coach to principles. Let them build their own authentic selling style.

6. Setting goals without a clear roadmap
Telling reps what to hit without showing how is setting them up to fail.
Instead: Co-create action plans. Make next steps tangible and achievable.

7. Coaching too late or too infrequently
Waiting for quarterly reviews? That’s too late.
Instead: Run regular, focused coaching check-ins. Build momentum early and often.

8. Not involving the team
If you’re the only source of feedback, you're limiting growth.
Instead: Encourage peer coaching, call reviews, and shared learning.

9. Coaching on the fly
Drive-by coaching shows it’s not a priority.
Instead: Book time for it. Treat it like the high-impact activity it is.

10. Ignoring individual motivators
What lights up one rep might shut down another.
Instead: Learn what drives each person—and what holds them back. Coach accordingly.

11. Obsessing over results instead of behaviors
Quota obsession can drive the wrong behaviors.
Instead: Coach the habits that lead to results: questioning, listening, follow-up.

12. Inconsistent standards
Changing the rules or playing favorites kills trust fast.
Instead: Set clear expectations—and stick to them for everyone.

13. Trying to teach everything at once
Information overload leads to zero implementation.
Instead: Focus on 1–2 key areas per session. Reps can’t fix 10 things at once.

14. Not coaching at all
This one’s simple: no coaching = no growth.
Instead: Make it a non-negotiable. Block time weekly. Commit to it.

15. Coaching the wrong activities
Spending time on low-leverage tasks is a waste.
Instead: Focus on discovery, pipeline progression, and closing conversations.

16. Pushing unethical sales tactics
Shortcuts cost you long-term trust and culture.
Instead: Lead with integrity. Coach reps to win the right way.

The Bottom Line
Becoming a high-impact sales coach isn’t about having all the answers.
It’s about asking the right questions, removing obstacles, and creating the space for your team to level up—consistently and confidently.

Avoid these 16 traps, and you’ll not only see better performance—you’ll build a stronger team that trusts your leadership and wants to grow with you.

Ready to stop sabotaging your sales team's growth and unlock their full potential? Contact Travis to learn how we can help.

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