Sales Coaching involves working closely with individuals in sales to help them reach their full potential in their roles. Investing in sales coaching is a smart move for any enterprise and can pay big dividends quickly. One of a manager’s (management’s) key responsibilities is staff development. This means encouraging staff to improve their performance on the job and achieve higher goals. To do this effectively, employees need to have a reasonable amount of self-awareness. Coaching is an important way to help sales staff assess their personal strengths, identify where they need to improve and decide what specific actions to take.