Are you a Super Bowl Sales Coach? There are 4 fundamentals which will help you become a "Super Bowl" Sales Coach.


Are you a Super Bowl Coach?

There are 4 tried and true coaching fundamentals which will help you become a “Super Bowl” Sales Leader.

As human beings we are searching for meaning in our lives, some seek money and power and status of course. I think that is fleeting, while temporarily satisfying, in and of itself, it doesn’t add much meaning to our lives.

To truly have meaning in our lives we need to add meaning to other people’s lives. To make a difference, to contribute in a positive way.

As sales leaders it’s about helping team members be the best that they can be and helping them meet their objectives and goals, both at work and in their lives.

One sure fire way to do that, is through effective, meaningful coaching. The benefit of great coaching is that results happen.

For those of you who don’t know me, I’m a big sports fan and an even bigger football fan. I believe that there are so many parallels between sports and sales leadership and especially sales coaching.

I love watching the intensity on the sidelines of some of the great coaches, how they are so in the moment, watching every play, adjusting, being right there with their players on the field of battle.

Watch the two, very different coaches at this Sundays Super Bowl, Sean McVay and Bill Belichick.

One will be out there fist pumping on occasion, the other will be more stoic and even tempered, but no less intense.

I’ve read a ton from many of the coaches that I admire, like Vince Lombardi, Don Shula, John Wooden, Bill Walsh and Pat Quinn.

There are so many lessons to be learned by studying these greats, not only on how they coached but on how they lived their lives.

They are not remembered for their status, or how much money they made.

They are remembered for their results, but even more importantly they are remembered for the meaningful difference they made in the lives of those that they coached.

I have been a leader for over 20 years, I have studied and read about the craft of leadership and coaching, I became a certified coach in two different coaching programs, and then I wrote a book about it; The Street Savvy Sales Leader.

In addition to that experience, I also interviewed over 100 sales professionals.

There is no doubt that effective and consistent coaching is a Sales Team Game Changer.

This is my 2-minute summary of what it takes to create an effective coaching relationship.

The 4 Fundamentals of Great Sales Coaching

Number 1: Trust.

You need to be authentic, genuine and sincere and have the best interests of your people at heart.

You need to care.

This means listening to your reps, asking thoughtful questions and being collaborative and willing to have a constructive back and forth conversation vs being solely directive.

The greater the trust, the more open your team will be and the more you will learn about them as people and what their issues and challenges are.

That’s when the magic happens, when you can really help them be their best selves, through effective coaching.

Number 2: Specific.

It is important that the coaching is specific to each individual’s needs and goals.

You need to coach to the unique level of experience, skill set, challenges, strengths and weaknesses, talents, and character of each individual.

Reps need and want the coaching to be unique to them personally.

Real-world, relatable examples work far better than textbook scenarios or theory.

Number 3: Credibility.

Salespeople need coaching not only to come from a credible source but also to be credible.

In other words, the Sales leader is leading by example because of their experience and expertise.

Sales people in this case will truly value a coach’s viewpoint and recognize the benefit of collaborative creative new ideas and strategic account and sales call assistance.

Number 4: Timely.

Coaching needs to be timely, in real time if possible.

The immediate application of coaching lessons leads to sticky learning.

Coaching around a sales call for example should be right after the call, or same day, but no longer than 24 hours or it will not be nearly as effective.

John Wooden talked about the fact that if he couldn’t coach in the moment or within a few minutes of the event, it was a waste of time and you might as well not even bother.

In Conclusion; Great leaders are also great coaches

There is so much more to coaching, the above are 4 meaningful fundamentals to think about in your coaching moments.

They will help lead to greater performance.

Think about it—How do you want to be remembered?

Do you want to be remembered as one among many managers, or do you want to be remembered as someone who made a meaningful difference in people’s lives?

I pick the latter!   

Effective coaching means you need to take the time, it means you need to shift from it being about you, to its being about the people that report to you.

If you’re ready to be a Super Bowl Coach, ready for transformation, and ready to make a difference contact me today.

Email me at

It will lead to greater results—Effective coaching is transformative!


To read about other sales leadership topics or to learn more about sales coaching, check out my website .

Mark Welch


Street Savvy Sales Leadership

For individual sales or sales leadership coaching, workshops, contract work, or advising feel free to contact me for a free consultation by email