Training and coaching are often used interchangeably. However, they serve different purposes in developing a high-performing sales team. While both contribute to building a more skilled and resilient team, they differ in their goals, methods, and outcomes. Understanding these differences is key to building a balanced approach that empowers salespeople to achieve their full potential.
Purpose: Teaching Skills vs. Developing Individuals
The primary difference between KONA sales training and sales coaching lies in their purpose. Sales training is designed to teach salespeople the skills and techniques they need to succeed. It’s about imparting knowledge and establishing a baseline of competency, often through structured programs that cover essential topics like:
• Prospecting
• Objection handling
• Closing strategies
KONA’s Training provides a foundation and ensures everyone on the team is equipped with the tools they need to perform well.
KONA’s Sales coaching, on the other hand, is focused on personal development and continuous improvement. It involves working with individual salespeople to refine their strengths, address weaknesses, and set personal goals. Coaching is often ongoing and personalised, aiming to unlock each salesperson’s unique potential and to help them apply skills in a way that feels authentic and sustainable.
Approach: Structured Programs vs. Personalised Guidance
Sales training typically follows a structured, one-size-fits-all approach. It may consist of workshops, online modules, or classroom sessions, where everyone receives the same instruction. Training sessions are often led by external experts or experienced trainers who provide best practices, case studies, and sales techniques applicable across various scenarios. It’s typically more formal and can happen in a short timeframe—usually as part of onboarding or during annual training sessions.
Sales coaching, by contrast, is a more flexible and individualised process. A coach or sales manager works one-on-one with a salesperson to identify specific areas for improvement, discuss real-time challenges, and set personalised goals. Coaching sessions are tailored to the individual and may address unique selling styles, customer engagement strategies, or areas like confidence and mindset. It’s typically ongoing and happens more informally, often during regular check-ins or team meetings.
Content: General Skills vs. Personalised Development
KONA’s Sales training covers a broad range of topics that apply to most sales roles and situations, focusing on the “what” and the “how” of selling. Common topics include:
• Product knowledge
• Industry insights
• Lead generation techniques
• Communication skills
• Closing techniques
KONA’s Sales Coaching, however, delves into the personal aspects of selling, addressing the “why” and the “who” behind a salesperson’s actions. A coach may focus on:
• Building confidence and resilience
• Improving emotional intelligence
• Handling specific client objections
• Finding a unique selling style
• Setting and achieving personal sales goals
This personalised approach helps salespeople adapt general training principles to their unique selling circumstances, allowing them to work through specific challenges in a way that aligns with their own strengths.
Timeframe: Event-Based vs. Continuous
Sales training is generally conducted at specific times: during onboarding, at the start of a new quarter, or as a company-wide initiative. Training has a defined beginning and end, with content delivered over a set period, such as a two-day workshop or a week of online sessions.
Sales coaching, however, is a continuous process without a fixed end date. It’s more about cultivating a mindset of growth and improvement over time, allowing salespeople to gradually build on what they’ve learned. Ongoing coaching ensures that new challenges and changes in the market are met with updated strategies and support. This continuous nature of coaching is essential for adapting and honing skills as sales roles and customer expectations evolve.
Outcome: Knowledge Acquisition vs. Performance Optimisation
The ultimate goal of sales training is knowledge acquisition—ensuring that all team members understand core sales concepts and methodologies. After completing a training session, salespeople should have a solid understanding of best practices and tools, even if they still need practice to master them. Training sets the baseline knowledge that salespeople need to be effective.
Sales coaching, by contrast, focuses on performance optimisation. It aims to help each salesperson apply what they’ve learned, refine their approach, and develop skills that lead to consistent performance improvement. The goal is not just to impart knowledge, but to increase effectiveness, confidence, and results over time.
Combining Training and Coaching for Sales Success
Both sales training and coaching are needed for developing a top-performing sales team. Training provides the foundational skills necessary for success, while coaching tailors those skills to each individual’s strengths and needs. By investing in both, organisations can ensure that their sales teams not only know what to do but also feel confident and supported in doing it. A balanced approach empowers salespeople to adapt, improve, and achieve their goals, creating a team that is well-prepared for success in the long-run.
• Sales Training teaches foundational skills in a structured, time-limited way. To find out more about Sales Training, click here.
• Sales Coaching is an ongoing, personalised process focused on individual growth and continuous improvement. To read more about the benefits of Sales Coaching, click here.
Together, training and coaching can transform sales teams, driving both skill mastery and personal development that leads to consistent, high-performance results.
Contact KONA today to discuss our tailored Sales Training and Sales Coaching programs, and the benefits they can bring to your Sales Team and Sales Leaders.
Call 1300 611 288 or email info@kona.com.au
