Without on-the-job reinforcement via coaching, sellers lose 87% of training just one month later.


Seller productivity impact when sales training is combined with coaching.


Average increase in sales team performance with ‘high effectiveness’ coaching (vs. low effectiveness)

Coaching is highly infectious whether good or bad.

Substandard coaching has both a negative financial impact and a devastating effect on seller retention and discretionary effort, while effective coaching provides a significant lift in seller performance, engagement and retention.  Managers tasked with coaching Challengers must be able to recognize the key behaviors – Teaching, Tailoring, Taking Control, and Building Constructive Tension – and coach the development of these new behaviors effectively.

Four Keys to Coaching Challenger


Provide frequent and continuous coaching support for sellers learning new Challenger Skills


Observe sellers delivering Challenger sales interactions in their current role.


Just as Challengers tailor messages to customers, managers must tailor coaching to the unique needs of the individual.

Root-Cause Oriented

Identify and correct or reinforce underlying causes of behavior.

The Double Jump

Managers faced with new roles and increased market complexity often struggle to develop the critical coaching skills required of today’s sales leaders.


Effective coaching is a two-way street. ‘Highly Coachable’ sellers are 2x more likely to be high performers than those with ‘low coachability’.

Sales & Marketing and Customer Service

Our work is supported by ongoing research and backed by our best-selling books The Challenger Sale, The Challenger Customer and The Effortless Experience.

Want to get started with Challenger?

Contact us

Related Resources

The Uncommon Customer Experience: Sales

Download The Uncommon Customer Experience: Sales whitepaper for tips on how to enable true behavior...

  • Whitepaper
Challenger 101: Building Sustainable Competitive Advantage

  • Whitepaper
Challenger Insight: What Percentage of your Sellers are Highly Coachable?

For years, we’ve witnessed the power of coaching firsthand. Managers who provide their reps with...

  • blog
  • May 21, 2019
The Death of Discovery: 4 Sales Questions You need to be Asking

Whether you’re asking the classic discovery question of “What’s keeping you up at night?”, or...

  • blog
  • Apr 25, 2019
Driving Employee Engagement Remotely – Service Leader Pulse Survey 3 Results

As customer service and support leaders continue to react to and manage through the COVID-19...

  • blog
  • Jun 30, 2020
The Coaching Imperative

Coaching is the top driver of rep performance. Find out why coaching is so powerful,...

  • Whitepaper
The Battleground for Good Customer Service Talent is About to Heat Up

In my previous post about the contact center industry’s response to the global pandemic, I...

  • blog
  • Jun 11, 2020
Coaching Accountability in a Virtual World

Fact: Creating a culture of coaching accountability is hard. Through numerous coaching effectiveness surveys that...

  • blog
  • May 26, 2020
Waning Optimism and Waning Contact Volumes – Service Leader Pulse Survey 2 Results

It has been about six weeks since our first survey results were released detailing service...

  • blog
  • Apr 27, 2020
Bold Decisions During Uncertain Times

I’ve been talking to a number of customer service leaders over the last three weeks,...

  • blog
  • Apr 07, 2020
Customer Service Leaders in Response to Coronavirus

Download the infographic with insights into how customer service leaders and organizations are preparing for...

  • Infographic
Navigating Customer Service and Support in Uncertain Times

It’s safe to say that the first few months of 2020 will not be soon...

  • blog
  • Mar 13, 2020
How to Drive Your AHT Down to Zero

I love Dilbert cartoons. My favorite closely aligns with my day-to-day work and portrays Dogbert...

  • blog
  • Feb 05, 2020
Building the Business Case for Customer Effort

The Building the Business Case for Customer Effort whitepaper breaks down compelling reasons to track...

  • Whitepaper