This simple and possibly overused analogy contains more than an element or two of truth! Consider for a moment, All Blacks, 49ers or Manchester United athletes. They dedicate days, weeks, months and even years perfecting their knowledge and skill to compete. The driving ambition is to embed every aspect of the game plan into their DNA so that their body and mind executes flawlessly.

In any sport, athletes and teams have access to multiple coaches with various areas of specialty to help them reach their full potential. Consider the Los Angeles Lakers, for example. Frank Vogel is the Head Coach, and there are six Assistant Coaches, all of these are additionally supported by specialists for health and nutrition.

For much of the sales world, it’s no different. The notion that sales coaching is an essential ingredient in improving sales organisations is never disputed, but most sales leaders (if they’re honest) will tell you that they barely have time to manage their sales teams – and they simply don’t have time to coach.