There is no one-size-fits all sales coaching model. There are only approaches that have been shown to be successful in particular situations. Acting as coach, the manager must identify each individual salesperson’s personal “success code” – and use that code to unlock the salesperson’s potential for success.

It is always up to the coach to choose the right approach for the salesperson and the situation. In this sense, effective sales coaching is a series of adjustments to particular people and circumstances. This book offers an overview of the sales coaching practices the best Sandler-trained sales coaches have found to be most effective over the past four decades, and a discussion of the situations where they are most likely to be useful.