--- title: 3 ways to increase your sales coaching ROI | Built for This · Formula L4 description: Coaching one of many tools in a manager’s toolset, but one of the most powerful for transforming performance. Here are 3 ways to dramatically improve the ROI on the time you invest coaching your sales team. image: https://www.formulal4.com/hubfs/Imported_Blog_Media/392dbd_508fa95ca6ea43d1bbae5e5169b8d485~mv2.jpg --- [![Formula L4](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png)](https://www.formulal4.com) - [Home](https://www.formulal4.com/home) - [The OS](https://www.formulal4.com/os) - [The Operating System](https://www.formulal4.com/os) - [The Growth Platform](https://www.formulal4.com/growth-platform) - [How We Work](https://www.formulal4.com/how-we-work) - [About](https://www.formulal4.com/team) - [Insights](https://www.formulal4.com/insights) - [Speaking](https://www.formulal4.com/speaking) - [Client Login](https://formulal4.learnupon.com/) - [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Home](https://www.formulal4.com/home) [The OS](https://www.formulal4.com/os) [— The Growth Platform](https://www.formulal4.com/growth-platform) [How We Work](https://www.formulal4.com/how-we-work) [About](https://www.formulal4.com/team) [Insights](https://www.formulal4.com/insights) [Speaking](https://www.formulal4.com/speaking) [Client Login](https://formulal4.learnupon.com/) [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) [Insights](https://www.formulal4.com/insights) · Built for This · # 3 ways to increase your sales coaching ROI Coaching one of many tools in a manager’s toolset, but one of the most powerful for transforming performance. Here are 3 ways to dramatically improve the ROI on the time you invest coaching your sales team. ![Holly LaBoda](https://www.formulal4.com/hubfs/cf4a8f3a-f8c3-40bc-9904-8c147672e61e.png) Holly LaBoda Founder · Formula L4 April 23, 2022 Built for This ![](https://www.formulal4.com/hubfs/Imported_Blog_Media/392dbd_508fa95ca6ea43d1bbae5e5169b8d485~mv2.jpg) Listen to this article # 3 ways to increase your sales coaching ROI - ![Writer: Holly LaBoda](https://www.formulal4.com/hubfs/Imported_Blog_Media/ACg8ocKjk9KWsJ6ToFMafxblpDJF-lZ5Za-avr79bfUQCDif8w=s96-c-Jan-05-2026-07-26-51-1011-PM.jpg) [Holly LaBoda](https://www.luminariesconsulting.com/profile/holly/profile) - Apr 23, 2022 - 3 min read Updated: Mar 14, 2024 April 23, 2022|Leadership, Sales, Team Effectiveness ![ree](https://www.formulal4.com/hubfs/Imported_Blog_Media/50ee2f_26b3dd66665640a7a020c4c23bd3d084~mv2.png) “I keep telling them they should do it this way, but it’s not sticking”, a sales leader I was talking with last week lamented. Most of us can appreciate where they were coming from, at least at times. It’s frustrating when you feel like you’ve set and reinforced expectations over and over. You’ve told them how, you’ve showed them how, you’ve reminded them again, and it isn’t working. It’s time for a different approach. Coaching one of many tools in a manager’s toolset, but one of the most powerful for transforming performance. It’s a way to connect and communicate with your employee that’s completely focused on them. Coaching means [**engaging with someone in an empowering way that**](https://keithrosen.com/2020/12/companies-fail-at-creating-a-coaching-culture-because-they-dont-know-what-coaching-is/) helps them discover new possibilities and unlock their potential. ![Coaching focuses on potential](https://www.formulal4.com/hubfs/Imported_Blog_Media/392dbd_9ffe975abbc7487b9db6cbe68a63e686~mv2.gif) Coaching focuses on potential There is no shortage of research showing the multi-fold impact of effective sales coaching. According to CSO Insights, effective coaching increases win rates by 28 percent and quota attainment by 10 percent. That’s the bottom line impact, but it doesn’t stop there. In today’s challenging talent market, coaching might also be the best thing you can do to [**get your employees to stay with you**](https://www.gartner.com/en/sales/insights/sales-managers), and stay engaged. So it’s hard to argue the ROI of coaching. But [**higher ROI on any development is always better**](https://www.luminariesconsulting.com/post/are-you-growing-or-dying), right? Here are three ways to increase the payoff of your coaching efforts: 1. **Coach the skills more than the deal**. Gartner research suggests that strategic, skills-focused coaching (versus deal-level coaching) is more effective in the longer term. Spend time on effective entrance strategies, rather than the way in to that one, specific company, for example. That skill-focused coaching is more likely to be applied to future opportunities as well. 2. **Coach earlier in the sales process.** When your sales rep has a big deal on the line, it might seem like the best way to help is swooping in for the close. They might get [**tough objections**](https://www.luminariesconsulting.com/post/overcoming-objections-you-re-doing-it-wrong) they can’t handle, right? But more uplift actually comes by coaching earlier in the sales process. Deals that are opened well by confident reps usually won’t need your help to close. 3. **Spend more time on the mid-level team members.** We’ve seen well-intended sales managers spend the vast majority of their development time with their low performers and/or completely ignore their high-performers development. In reality, sales reps (and humans) of all levels benefit from effective coaching. But where is the highest payoff? Ensure you are spending a fair amount of your coaching time with your mid-level performers. These are folks that are doing well enough, but have POTENTIAL for more. The Sales Readiness Group suggests spending [**60% of your time on mid-level team members**](https://www.salesreadinessgroup.com/blog/how-to-allocate-your-sales-coaching-time), 25% on high-level, and only 15% on low-skill level team members. This will help you get return, but still coach everyone. These three strategies can help you get the most of your 1:1 coaching efforts. But if you want to [**level-up**](https://events.tmsatoday.org/logistics-marketing-sales-conference?hsLang=en) your coaching even further, create a coaching culture where it is the norm for everyone to provide feedback and guidance to each other and themselves. Sound like a pipedream? It’s not! We love a method called [**Feed Forward**](https://tandemhr.com/feedforward-vs-feedback/#:~:text=Feedforward%20is%20the%20reverse%20exercise,future%20instead%20of%20the%20past.) for this. It’s the opposite of feedback because it’s future-focused, uplifting and energizing. Bet you wouldn’t describe your last feedback session that way. Make development conversations positive and fun and they are likely to keep happening. Finally, it’s no secret that the sales managers job is a tricky one. This role has highly visible results, a highly subjective process, and incredibly diverse demands on the leaders time. Yet, only 1 in 5 sales managers has had any kind of formal development. If you want to dramatically increase the likelihood of success for your sales team (and therefore your organization), [**invest in your sales managers**](https://logisticssalesacademy.thinkific.com/collections?category=sales-leader&__hstc=17059494.301436248bbb72352fe203b2aee2ca67.1767059264259.1767059264259.1767059264259.1&__hssc=17059494.8.1767059264260&__hsfp=1936580737)! - [Leadership](https://www.luminariesconsulting.com/blog/categories/leadership) - [Sales](https://www.luminariesconsulting.com/blog/categories/sales)       [Back to Built for This](https://www.formulal4.com/insights) Share this article Built *for This.* Formula L4 Newsletter & Insights Strategy is built in the boardroom. It lives or dies in the field. Practical thinking on getting a growth strategy all the way to the front line. Published by Holly LaBoda. Written by ![Holly LaBoda](https://www.formulal4.com/hubfs/cf4a8f3a-f8c3-40bc-9904-8c147672e61e.png) Holly LaBoda Founder · Formula L4 Facilitator, growth strategist, and the person growth leaders call when their organization has outgrown how it operates. M.S. Performance Improvement. 18 years inside logistics, supply chain, and distribution. Take the next step See where your strategy breaks down Eight questions, about seven minutes, no email needed. See exactly where your strategy and your system pull apart. [Take the Alignment Check →](https://www.formulal4.com/alignment) Talk with Holly 30 minutes to find out if your situation is one we can help with. [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) What's next ## From reading *to executing.* The thinking is free. The system that makes it real is what we build together. Start with the Sales Strategy Alignment Check — or book a Growth Momentum Review directly. [Take the Alignment Check](https://www.formulal4.com/alignment) [Book a Growth Momentum Review](https://www.formulal4.com/meetings/hollylaboda/growth-consult) No commitment required · Logistics · Supply Chain · Distribution · Professional Services [![Formula L4](https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png)](https://www.formulal4.com) [Home](https://www.formulal4.com/home) [The OS](https://www.formulal4.com/os) [How We Work](https://www.formulal4.com/how-we-work) [About](https://www.formulal4.com/team) [Insights](https://www.formulal4.com/insights) [Speaking](https://www.formulal4.com/speaking) [Growth Inflection Signals](https://www.formulal4.com/growth-inflection-signals) [Client Login](https://formulal4.learnupon.com/) [holly@formulal4.com](mailto:holly@formulal4.com) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "jobTitle" : "Founder", "name" : "Holly LaBoda", "sameAs" : [ "https://www.linkedin.com/in/hollylaboda/" ], "url" : "https://www.formulal4.com" }, "dateModified" : "2026-01-05", "datePublished" : "2022-04-23", "description" : "Coaching one of many tools in a manager’s toolset, but one of the most powerful for transforming performance. Here are 3 ways to dramatically improve the ROI on the time you invest coaching your sales team.", "headline" : "3 ways to increase your sales coaching ROI", "image" : "https://5182301.fs1.hubspotusercontent-na2.net/hubfs/5182301/Imported_Blog_Media/392dbd_508fa95ca6ea43d1bbae5e5169b8d485~mv2.jpg", "mainEntityOfPage" : { "@id" : "https://www.formulal4.com/insights/post/3-ways-to-increase-your-sales-coaching-roi", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png" }, "name" : "Formula L4" } } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Holly LaBoda", "url" : "https://www.formulal4.com/insights/author/holly-laboda" }, "dateModified" : "2026-01-05T19:26:59.018Z", "datePublished" : "2022-04-23T05:00:00.000Z", "headline" : "3 ways to increase your sales coaching ROI", "image" : [ "https://www.formulal4.com/hubfs/Imported_Blog_Media/392dbd_508fa95ca6ea43d1bbae5e5169b8d485~mv2.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.formulal4.com/insights/post/3-ways-to-increase-your-sales-coaching-roi", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png" }, "name" : "Formula L" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.formulal4.com/#organization", "@type" : "Organization", "alternateName" : "Formula L", "areaServed" : { "@type" : "Country", "name" : "United States" }, "description" : "Sales-system consultancy serving small-to-mid and mid-market scaling logistics, supply chain, and distribution companies. Designs and installs the sales systems that produce predictable growth past the current revenue ceiling.", "founder" : { "@id" : "https://www.formulal4.com/#holly-laboda" }, "knowsAbout" : [ "Sales system design", "Sales leadership development", "Sales training", "Sales operations consulting", "Logistics industry sales", "Supply chain sales", "Distribution industry sales", "Mid-market sales transformation" ], "logo" : "https://www.formulal4.com/hubfs/FormulaL4_Primary_WhiteLogo_Large.png", "name" : "Formula L4", "sameAs" : [ "https://www.linkedin.com/company/formula-l" ], "url" : "https://www.formulal4.com" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.formulal4.com/#holly-laboda", "@type" : "Person", "description" : "Founder of Formula L4. Sales-system consultant working with VPs of Sales, CROs, and CCOs at mid-market scaling logistics, supply chain, and distribution companies.", "jobTitle" : "Founder", "knowsAbout" : [ "Sales system design", "Sales leadership development", "Sales training", "Logistics industry sales", "Supply chain sales", "Distribution industry sales" ], "name" : "Holly LaBoda", "sameAs" : [ "https://www.linkedin.com/in/hollylaboda/" ], "url" : "https://www.formulal4.com", "worksFor" : { "@id" : "https://www.formulal4.com/#organization" } } ```