Sales coaching is a formal activity undertaken by sales managers where they collaborate with a sales coach in order to improve rep performance and increase team productivity. Sales coaches work with salespeople on a one-to-one basis. During these personalized sessions, a sales coach doesn't tell the sales rep what to do, but instead listens, observes, and offers constructive feedback.

By rectifying behaviors that don't work and reinforcing behaviors that do, sales coaches focus on improving a salesperson's skills and techniques, rather than simply boosting their sales numbers. Some common aspects of a sales coaching program include reviewing a rep's remote selling and email communication skills, shadowing a rep while they interact with a prospect in person or over the phone, and conducting weekly meetings with each rep to discuss objectives and work on weaker areas.