Matt Ryder says most sales coaches fail because being good at sales doesn't make you good at coaching. Effective coaching means one specific fix at a time, so you can actually measure what moved your close rate. Fix the clearly broken thing first.
Most sales training programs fail to people who buy them. Because even if you're good at sales, it doesn't mean that you can adequately translate that into a good and productive coaching environment and give someone, like, tangible pieces of feedback that makes them better and better. So if I give you four pieces of feedback, which one? And you get a 25% increase in close rate, which one did it? And that's the question, like, which one? One of them might have had a 5% decrease. One of them might have had a 50% increase. And so there's no way of knowing that if you don't give feedback in a very particular manner, and most people are, even if they are good at sales, are not necessarily good or disciplined coaches. Because if you're a coach, that is coaching for ego, which means that you're trying to sound smart on the call and you're giving enormous long pieces of feedback with 10 different things to change. And the person's got a crazy opener, or they just have a really weird way of saying certain words like, that's the thing you need to fix. Stop worrying about all the other cool frames and all that kind of random shit. Just fix the thing that's really broken and just go fix that one thing and go.
