Sales coaching and dealing with defensive sales reps? Learn how effectively manage sales coaching resistance with the C.O.D.E framework.

1. Who Don’t Want To Be
Coached
HOW TO DEAL WITH SALES REPS

2. Sometimes, despite all best efforts, sales people
will resist coaching

3. Matching resistance with resistance will only create
conflict and won't modify behavior

4. The C.O.D.E Framework
for managing coaching resistance
Consider Alternate Solutions1
2 Overcome Resistance
Directing3
4 Employ Other Management Actions

5. Consider Alternate Solutions1

6. One fundamental mistake
sales managers make when
giving coaching feedback…

7. …is not adequately
considering the
salesperson’s
perspective

8. It may be that the
salesperson’s
resistance to your
coaching is based on
an underlying issue

9. Consider alternative solutions to avoid
unnecessary struggles

10. Overcome Resistance2

11. Address the salesperson’s resistance to coaching
without creating more hostility

12. Effective Tactics to Address Resistance
State what you observe to address the core
issue without making assumptions
Refocus the conversation to avoid
feedback deflection
Turn the issue back on the salesperson for
their input to make coaching collaborative
Defer issues if they’ll sidetrack
the coaching process

13. Directing3

14. Effective directing consists of following key steps to deal with
persistent resistance to coaching

15. Key Steps for Effective Directing
Describe the specific behavior observed
Reinforce the desired behaviour
Identify pitfalls and impacts of this behavior
Explain the reasons for your directive
Check for understanding
Talk about next steps

16. Directing should be used
sparingly, especially when
coaching high performers

17. Employ Other
Management Actions
4

18. Consider Performance Counselling to:
Determine the root cause of the issue
Discuss career alternative
Re-set performance expectations

19. Sales Coaching should never be a struggle..

20. …but when dealing with sales coaching resistance, utilizing
the CODE framework is an effective management tool

21. Sales Coaching can drive
revenues up by 20% or more.
Help your Managers become
great coaches.
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22. By David Jacoby
@DiJacoby