Which formats do salespeople think are most effective for sales coaching? Who do they think should lead training sessions? What coaching behaviors do they believe lead to success?

To find out, Richardson surveyed 266 salespeople and coaches who work in a wide range of industries, including CPG (17% of respondents), finance (12%), business services/consulting (11%), technology (9%), and healthcare (9%).

Some 50% of respondents say the sales training they receive from their company is somewhat effective.

Just 24% say the training is very effective, 12% are unsure, 11% say it is somewhat ineffective, and 3% say it is very ineffective.

Sales programs rated as highly effective by company employees are more likely to be actively monitored by managers, include gamification elements (badges, prizes, etc.), and have progressive levels.

Below, additional key findings from the report.

Formats/Technologies

Respondents say the best sales training formats/technologies are webinars (55% rate as effective) and simulations (52%).

Sales Coach Background

Salespeople say the best coaches are top-performing sales reps (26% say are most effective) and sales managers/leaders (24%).

Sales Coach Behaviors

Respondents say the most important sales coach behaviors are personalizing learning to areas of need (66% cite as important), broadening salespeople's perspectives (62%), and teaching question framing/critical thinking (53%).

About the research: The report was based on data from a survey of 266 salespeople and coaches who work in a wide range of industries.