In our latest Coach2Scale podcast, I had the privilege of sitting down with Chris Michelmore, Head of Mid-Market Acquisition at Zoom. Chris’s insights on coaching—drawn from his sales leadership experience and his time as a collegiate swim coach—shed light on the real challenges of leadership and growth and explain why vulnerability is one of the most underrated tools in any coach’s arsenal.
Breaking the Myth of the All-Knowing Leader
One of the standout moments from our conversation was Chris’s take on a persistent leadership myth – the idea that great coaches need to have all the answers. Chris called this out as complete BS.
“It’s a myth that you can’t be vulnerable as a leader,” Chris said. “In fact, vulnerability and humility are what make you relatable and genuine. People trust leaders who admit they don’t have all the answers but are willing to work with the team to figure it out.”
Why does this myth persist? Chris believes it’s rooted in the notion that leaders feel they must mirror the authoritative figures they admire early in their careers. This often leads to a rigid, one-size-fits-all coaching approach – which rarely works. Sales reps, much like athletes, thrive under coaches who meet them where they are.
The Danger of Potential
“Potential is a dangerous word,” Chris explained. “It creates this gap between where someone is and where you think they should be. But if that gap isn’t aligned with where they want to be, you’re setting both of you up for frustration.”
This disconnect drains a leader’s emotional capital. Chris likened coaching to having a limited bank of emotional investment – and spending it on reps who don’t share your ambition for their growth can lead to burnout.
Instead, he emphasized the importance of focusing on reps who want to get better. “Coaching those who buy in sets the tone for the entire team. It raises the highest common denominator instead of just dragging up the lowest.”
Why Peanut Butter Coaching Fails
Chris made a sharp distinction between personalized coaching and what he calls “peanut butter coaching” – spreading the same strategy across the entire team.
While there’s value in team-wide goals and frameworks, individualized coaching is where the magic happens. When managers attempt to apply blanket coaching methods, they lose buy-in from top performers who may already excel in those areas.
“We see it all the time – leaders react to one person’s mistake by creating a new initiative for the entire team,” Chris said. “But that approach disengages those who don’t need it. Coaching should be targeted. Focus on what each rep actually needs to improve.”
This is where tools like CoachEm play a pivotal role. By pulling data from CRM systems and deal transcripts, CoachEm helps frontline managers personalize their coaching sessions, pinpointing the real gaps for each rep. This shifts 1:1s from being generic to hyper-focused, driving accountability and results.
Deal Coaching vs. Skills Coaching
Chris also highlighted the distinction between deal coaching and skills coaching. Deal coaching is reactive – focused on guiding reps through live deals and specific situations. Skills coaching, on the other hand, is proactive and centers around long-term development.
“The best managers balance both,” Chris noted. “But if you’re only coaching deals, you’re not building sustainable skills. That’s why reps plateau and quotas get missed.”
Lessons from Bad Coaches
Interestingly, Chris shared that some of his greatest lessons came from observing bad coaches.
“Great coaches shape you by showing what works. Bad coaches show you what to avoid,” he said. By studying different coaching styles – even the ineffective ones – Chris learned how to adapt his approach, focusing on empathy and personal connection.
The Takeaway for Sales Leaders
Chris’s philosophy aligns with a truth we see every day at CoachEm – great coaching isn’t about chasing potential or overcorrecting the bottom performers. It’s about guiding those who are ready, willing, and engaged.
So, as you head into your next 1:1, ask yourself:
- Are you coaching where your rep wants to go or where you think they should go?
- Are you spending emotional capital on reps who don’t value it?
- Are you investing in skills, or just chasing deals?
By shifting focus to personalized, data-driven coaching, you can break free from the myth of potential and start building teams that consistently outperform.
For those ready to dive deeper, we’ll continue this conversation in upcoming episodes of Coach to Scale. Until then – coach them if you want to keep them.
