The best coaching doesn’t happen in formal training sessions, but in 1-on-1 conversations, daily check-ins and genuine feedback moments. And it works, with 1 study showing that 94% of sales reps say coaching improved their performance. Coaching a promo pro isn’t about giving advice or fixing someone but about creating space for growth and understanding how to make that growth possible.

A post from the Center for Creative Leadership explains that with the right approach, leaders at any level can use coaching conversations to build trust, improve relationships and strengthen performance. The post says leaders should use a proven framework when coaching. We highlight this framework in this issue of PromoPro Daily.

  1. Create a safe and supportive, yet challenging environment. According to the post, coaching is most effective when people feel both safe and stretched. Too much challenge without support erodes trust. Too much support without challenge leads to stagnation. Strive for balance. The post says it’s up to you to create an environment where risk-taking feels rewarding, not risky, so keep your attitude as open and nonjudgmental as possible.

  2. Work within the other person’s agenda. Coaching shouldn’t be just about what you want to get out of it. Talk with your staff member about what goals they want to work on and how they want to go about improving. If you need to address organizational needs, the post recommends shifting into a managerial role so that the coaching relationship remains collaborative.

  3. Facilitate and collaborate. The best coaches don’t give answers; they ask good questions, the post says. Focus on using active listening skills when coaching others. Really hear your team member’s needs and avoid filling the lesson with your own life stories and theories.

  4. Advocate self-awareness. Ideally, your staff members will begin to recognize their own strengths and weaknesses. This is a necessary skill for any leader. In the same way, the post says you should understand how your behaviors impact the people around you. By demonstrating self-awareness, you’re more likely to foster a sense of self-awareness in your team.

  5. Promote learning from experience. According to the post, most people can learn, grow and change only if they have the right set of experiences and are open to learning from them. Help your team members reflect on past events and analyze what went well and what didn’t.

  6. Model what you coach. What lessons are you teaching your promo pros? Make sure you put those lessons into practice yourself. If you don’t have the capacity to help in a particular area, ask someone else who has the necessary experience.

Coaching is a skill that you can learn and improve. Begin by listening more than you talk and balancing support with challenge. When you model what you teach, you don’t just oversee your team members but help them grow as promo pros.

Compiled by Audrey Sellers
Source: A blog post from the Center for Creative Leadership.