Most sales managers aren’t coaching their reps effectively, and it’s not their fault. Frontline leaders are drowning in competing priorities: chasing quota, running deal reviews, attending internal meetings, and navigating an endless stream of administrative tasks.
Coaching, the very thing that could drive sustained performance, gets sidelined or reduced to quick check-ins focused on pipeline and forecasts. Reps plateau, performance becomes unpredictable, and top talent leaves for companies that invest in their development.
From working with thousands of sales managers, we’ve identified the key reasons coaching falls short—and more importantly, how sales leaders can fix it.
Why Sales Managers Struggle with Coaching
1. They Don’t Have Time
The average frontline sales manager (FLM) is overwhelmed. They’re often responsible for 10+ reps, expected to hit aggressive targets, and pulled into multiple high-priority tasks daily. Coaching gets squeezed out because it’s not an immediate fire.
Fix It: Sales leaders need to institutionalize coaching as a non-negotiable priority. Instead of relying on managers to “find the time,” organizations should embed structured coaching rhythms into their operating cadence, just like forecast meetings. Technology can help by automating prep work, highlighting key coaching moments, and ensuring follow-through.
2. Coaching Is Too Focused on Deals, Not Skills
Most sales coaching is really deal coaching. Managers spend time reviewing specific opportunities but rarely address the underlying skills that impact all deals. This short-term focus means reps don’t develop the behaviors needed for sustained success.
Fix It: Shift from deal-driven coaching to skill-driven coaching. Instead of just asking, “What’s next in this deal?” managers should ask, “What skill does this rep need to improve to win more deals?” Effective coaching frameworks help managers diagnose skill gaps, provide targeted feedback, and measure improvement over time.
3. No Consistent Coaching Framework
Every manager has their own way of coaching: some are hands-on, some barely engage, and most fall somewhere in between. Without a standardized approach, coaching quality varies widely, and reps experience inconsistency.
Fix It: Companies need a coaching methodology that is repeatable and scalable. A structured 1:1 framework that includes reviewing past action items, assessing skills, and setting clear next steps can make coaching both consistent and effective. The right platform can reinforce this by providing data-driven insights and nudging managers to follow best practices.
4. Lack of Accountability and Follow-Through
Too often, coaching conversations don’t translate into action. Reps get feedback, nod along, and then continue doing what they’ve always done. Without structured follow-ups, progress stalls.
Fix It: Coaching should be a continuous cycle, not a one-time event. Sales leaders can implement weekly coaching check-ins where managers revisit action items from previous sessions, track progress, and adjust as needed. A coaching platform that documents conversations, tracks trends, and provides reminders can ensure accountability without adding more manual work.
What Sales Leaders Can Do to Close the Coaching Gap
If sales coaching is broken, what’s the fix? Here’s what the best sales organizations are doing:
✅ Implement structured, skills-based coaching sessions – Move beyond deal reviews and build a repeatable coaching process. Ensure every 1:1 includes skill development, action items, and progress tracking.
✅ Leverage AI and technology to make coaching easier – The best managers aren’t just coaching more—they’re coaching smarter. AI-driven coaching tools like CoachEm surface key coaching moments, automate insights, and help managers focus on what matters.
✅ Measure coaching effectiveness – If coaching isn’t improving performance, it’s not working. Sales leaders should track metrics like rep improvement over time, skill adoption, and the impact of coaching on quota attainment.
✅ Embed coaching into company culture – Coaching shouldn’t be optional. The best sales organizations make it a core part of leadership, linking it to manager performance evaluations and business outcomes.
The Bottom Line
Sales managers want to coach their teams, but they need help. Without a structured, skills-first approach, coaching remains inconsistent, ineffective, and undervalued. By giving managers the right frameworks, tools, and accountability systems, sales leaders can build stronger teams, improve performance, and retain top talent.
The sales teams that win aren’t just selling more. They’re learning, growing, and improving every single week. That’s the real competitive advantage that leads to more deals, bigger deals, and faster deals.
If you want to learn more about how Coachem helps frontline sales managers, check out our mico-demo video here.
