Coaching vs. Training: Why Your Sales Team Needs Both
When you’re building a high-performing sales team, one of the biggest questions leaders ask is: do we need sales training or coaching? It sounds like a choice between the two. But, the truth is, that to perform at their best your team needs both.
Research shows that sellers with effective management, regular coaching and effective training are 63% more likely to be a top performer. So, training and coaching play very different roles in sales development, but investing in both means unlocking the best of your team.
In this blog, we’ll explore the differences between training and coaching, why many organisations struggle when neglecting one over the other, and how a combined approach drives measurable performance improvements.
Sales Training vs Coaching
The terms ‘training’ and ‘coaching’ are often used interchangeably, but they’re not the same thing. Here’s where they differ:
Sales Training
Training is based around structured lessons, often delivered through workshops, classroom-style sessions or online modules. It focuses on teaching the frameworks, specific knowledge and methods that can improve sales technique. It’s also often done in groups where everyone learns the same thing at the same time.
This method is best when onboarding a group of new hires, introducing new strategies & products or upskilling a whole team together.
Sales Coaching
On the other hand, coaching more often happens 1:1 or in small groups. The coach offers tailored, real-time support that applies to real conversations and situations relevant to each individual.
This method is helpful for embedding long-term habits, building consistency and increasing win rates more holistically.
Think of it like this…
- Training offers the “what” and the “how” of being a great salesperson.
- Coaching puts those factors into practice and helps them become second-nature.
Why One Without the Other Falls Flat
Businesses that rely on training alone often find the impact doesn’t last. Imagine your team walks out of a workshop full of energy, only to revert to old habits by week three. The theory is there, but without practice and reinforcement, the behaviours don’t stick.
On the other hand, companies that only focus on coaching end up with a different problem. Without shared foundations, your managers end up spend valuable time plugging knowledge gaps. Plus, results depend heavily on the coach’s own ability. This can lead to a lack of consistency in how teams approach deals.
Neither approach is wrong, but on their own, neither is enough.
Benefits of Combining Training & Coaching
Behavioural science backs this up. Studies show that without coaching, as much as 87% of what is taught in training is forgotten within twelve weeks. Neuroscience also tells us that habits are formed through repetition, feedback and reflection. These are all things that coaching provides.
Training builds awareness and understanding. Coaching cements those skills through practice. When combined, they create a powerful cycle of learning, applying and improving. This approach also has some measurable benefits for your business too:
- Faster ramp-up times: New hires reach target faster with structured learning supported by 1 on 1 support.
- Consistency & equity: Everyone shares the same foundations, but coaching adapts learning to the needs of the individual
- Improved engagement & retention: Salespeople feel invested in and supported by holistic coaching, leading to higher morale and lower staff turnover.
Building a Balanced Sales Development Strategy
Leaders often debate whether their reps need more training or more coaching. But framing it as an either/or question misses the real issue: how do you build a balanced sales development strategy that actually sticks?
A strong sales development strategy follows a simple cycle, starting with a deep dive. This means listening to calls, speaking with managers, and even asking the team where they feel confident or stuck. Without this, you risk fixing the wrong problems.
From there, design a strategy that blends training with coaching; this is where external specialists can add real value, bringing expertise from across industries. Specialist support can also help with the next step, delivery. Rolling out training modules and regularly coaching can be time-consuming for managers.
Finally, evolve. A strategy isn’t static, markets can shift, team members develop, and new hires arrive. So it’s vital to keep adapting with your coaches to ensure training continues to work for you and your team.
The result? A development plan that grows with your business rather than just being a box-ticking exercise. That’s why many organisations choose to partner with specialists – to design a framework that’s practical, measurable and genuinely impacts their sales team’s performance.
The Prime Sales Academy
As part of our Prime Sales Academy (PSA) we take elements of training and coaching to ensure every learner develops skills that stick, while also continuously improving beyond the programme.
- Masterclasses: High energy sessions where they can implement learning to deliver better results.
- 121 Coaching: Individualised guidance based on performance metrics and observations.
- Manager Feedback: We give sales leaders advice and guidance on where to focus their efforts, based on their team’s performance.
- Playbook & Video Library: A documented resource of core skills and techniques for learners to revisit when they need it most.
Why Work With Prime?
For over a decade, we have hand our finger on the pulse of the sales development world – so we know what it takes to succeed in this industry. Our approach goes beyond a single workshop or one-off session. We build frameworks that balance training and coaching, so learning translates into good habits and improved performance.
From day one, you’ll know we’re not your typical recruitment agency. We’re award-winning experts in graduate sales recruitment and training – bringing together both worlds so your team is not just hired, but primed for success right from the start.
Working with Prime gives you:
- Expert insight: We’re one of the only agencies that trains candidates before they secure a role. This ensures that new hires join your team with essential skills.
- A proven process: With over 14,000 graduates trained & placed (and a 90% retention rate past probation) our methods deliver lasting results.
- A tailored approach: Prime training is made to work with your existing systems. Our PSA includes opportunities for tailored coaching. But, we also offer bespoke training for when your team need a little more specific support.
Partnering with Prime means investing in more than training. It means creating a culture of high performance. Our training ethos means we prepare salespeople to ramp up faster, perform better and stay for longer. That’s what delivering long-term growth looks like.
Don’t let training or coaching fall flat. Partner with Prime and create a sales development strategy that grows with your team. Get in touch with us via our website or email hello@thisisprime.co.uk to get started!
