Ben Chaib breaks down why sales reps actually resist coaching: they feel judged, don't understand the feedback, or it doesn't match what motivates them. Coaches need to diagnose which one and adjust their approach.
When a rep resists coaching, it's almost never attitude. It's one of three things. Number one, emotional resistance, they feel judged or unsafe Number two cognitive resistance, they don't understand the feedback or number three, motivational resistance, the feedback doesn't connect to what drives them. If you want coaching to land, match your approach to the type of resistance. That's what I teach in my book the Human Connection Unlocking Potential in Business and Leadership. If you want the full breakdown, grab the book or get the team coaching audit@p3call.com.
