You win some, you lose some – that’s the way it goes in sales. While some people thrive with the constant ups and downs of working in sales, others need a bit more help recovering from the letdowns that sometimes happen. That’s where sales coaching comes in. 

Deborah Fulghum, a senior talent analyst for The Center for Sales Strategy, says that when failure happens on a team, coaches can do a few things to help their sales reps grow and thrive. This includes being in the moment, and being specific, clear and encouraging. We explain Fulghum’s ideas on how coaches can motivate salespeople through failures in this issue of PromoPro Daily.

Provide immediate feedback. Timing is everything, Fulghum says. If you tend to wait until a team meeting or a performance review to talk about issues, you’re missing valuable coaching moments. Even though you may feel agitated by a failure, she adds, your team members should never get that feeling from you. Speak with optimism and come prepared with good points to bring up – not just negative ones. Fulghum points out that most people need a 5-to-1 ratio of positive to constructive feedback.

Give plenty of details. The best coaching is clear. Sales reps need to know exactly what they’re doing well and also how they can improve. Be specific about what you feel could be improved, she says, while positioning it in a way that helps them, not criticizes them. Try using this phrasing:

  • I really like that you…
  • And that you…
  • It may have gone better if you…
  • Knowing you are so good at XYZ, I wish I had seen…
  • What do you think would happen if you tried….


Taking this approach allows you to coach while not taking the air out of someone’s sails, Fulghum says. Use this opportunity to turn a negative into a positive experience. 

Clarify next steps. When a deal falls through or something doesn’t work out as planned, make sure your sales reps know the next steps and expectations. Fulghum says it’s important to word your statement in a way that is encouraging while expectant. Say something like, “What are your next steps to ensure this change occurs in the future?”

Celebrate progress. Just like coaches in the sports world, sales coaches should cheer on positive actions and behaviors. Noticing that a person is cognizant of making changes, even small ones, truly matters, Fulghum says. The best way to see positive behavior in others is to celebrate the progress they make. This allows them to know they are on the correct path and can empower them as well. Try using this phrasing:

  • I’ve noticed you have…
  • I really like that you…
  • And that you…

If your sales reps are feeling down after a disappointment, look for the lesson in their experience. You can help coach them through a rough patch by being in the moment, specifying what steps they should take and regularly recognizing positive changes along the way.

Compiled by Audrey Sellers
Source: Deborah Fulghum is a senior talent analyst for The Center for Sales Strategy.