Some leaders think that top sales reps can figure it out on their own. But as Thad Zylka shared in a recent conversation on the Coach to Scale podcast with Matt Benelli, this mindset is holding sales teams back.
Coaching isn’t just for struggling reps—it’s for everyone. And the best leaders don’t just manage performance; they develop people. In this post, we’ll break down Thad’s hard-won lessons on coaching, leadership, and the role AI plays in modern sales organizations.
The Coaching Myth That Needs to Die
One of the biggest myths in sales leadership is that top-performing reps don’t need coaching. “It’s just crazy,” Thad said. “Everybody needs a coach.”
Think about elite athletes. The best golfers, quarterbacks, and Olympians have coaches—not because they’re bad at what they do, but because they want to get even better. The same is true for sales professionals.
Yet many sales leaders take a hands-off approach once they’ve hired someone experienced. They assume a rep with 10 or 15 years in the industry knows exactly what to do. But as Thad pointed out, experience doesn’t always mean excellence. Often, experienced reps have been doing things the wrong way for years, and without coaching, those habits get reinforced rather than improved.
Accountability Starts with a Plan
Good coaching isn’t just about offering advice—it’s about holding people accountable. And that starts with a business plan at the individual rep level.
Thad explained his simple but effective approach:
- Define the mission. Why is the rep in this role? What do they want to achieve beyond just hitting quota?
- Set short-term and long-term goals. What’s the plan for the next 30, 60, or 90 days?
- Break it down into actions. What deals are in play, and what specific steps will drive progress?
- Follow up. A plan is meaningless if it’s not reviewed and adjusted regularly.
But here’s where many managers drop the ball: they help reps create a plan, but then let it collect dust. If you don’t revisit it, you’re not coaching—you’re just filling out paperwork. A great sales leader ensures that business plans are living documents, used in every 1:1 and team discussion.
Tough Conversations: The Hidden Skill of Great Sales Managers
Accountability also means being willing to have tough conversations. Most struggling reps already know they’re underperforming, but too many managers dance around the issue instead of addressing it directly.
“Just ask the question: What’s wrong?” Thad said. “And then ask it again.”
A good leader doesn’t just listen to what a rep says—they watch. Body language, energy shifts, and hesitation often tell more than words. And sometimes, the real issue has nothing to do with sales. Personal challenges, lack of motivation, or misalignment with company goals all contribute to performance dips.
That’s why emotional intelligence (EQ) is a non-negotiable skill for sales leaders. The ability to read between the lines, dig deeper, and provide support beyond surface-level coaching is what separates the best managers from the rest.
AI in Sales Should Not Be a Replacement
With AI taking over many aspects of sales, some leaders worry that technology will replace the human element of coaching. But Thad sees it differently.
AI shouldn’t replace the personal touch—it should enhance it. Here’s how:
- Identifying Patterns – AI can analyze CRM data, call transcripts, and historical performance trends to highlight areas where a rep is struggling. Instead of guessing, managers can focus on specific coaching moments that will have the most impact.
- Eliminating Guesswork – Many 1:1s turn into casual check-ins or deal reviews instead of real coaching. AI-driven insights ensure that managers know exactly where to focus their time in every coaching conversation.
- Saving Time – Frontline managers are overloaded with responsibilities. AI can surface key coaching opportunities without requiring them to manually sift through endless reports.
The key takeaway? AI is a coaching assistant, not a coach. Sales leadership still requires human connection, emotional intelligence, and real conversations—things no algorithm can replace.
The Role of Sales Leadership
Not every great salesperson should become a manager. Many high-performing reps are pushed into leadership because they feel like it’s the only career progression available. But as Thad pointed out, management is a completely different skill set.
Some of the best salespeople he’s worked with stayed in individual contributor roles—not because they weren’t capable of leading, but because they loved selling more than managing. And that’s okay. Companies need to offer career paths that allow reps to continue growing without forcing them into leadership if it’s not the right fit.
For those who do move into management, the transition requires a shift in mindset:
- You’re no longer the star player—you’re the coach. Success is now measured by how well your team performs, not your own sales numbers.
- You need to learn how to coach. Many managers were never formally trained in coaching. If you assume you know how to do it just because you’ve been in sales for years, you’re setting yourself up for failure.
- You need to hold your team accountable. Coaching isn’t just offering encouragement—it’s about ensuring reps follow through on commitments and continuously improve.
Coaching Is the Competitive Edge
The best sales teams don’t just hire great people—they develop them. Coaching isn’t just a box to check in your sales process; it’s the key to building a high-performing, engaged, and resilient sales team.
If you’re a frontline sales manager, challenge yourself:
- Are you coaching all of your reps, not just the struggling ones?
- Do you have a structured approach to coaching, or is it happening inconsistently?
- Are you having the right conversations—not just about deals, but about skills and long-term development?
If not, it’s time to rethink your approach. Every great salesperson needs a coach. And every great sales leader needs a system to make that coaching effective.
To hear more insights from Thad Zylka on coaching, leadership, and the future of sales, check out the full episode of Coach2Scale.
