{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Training vs Coaching","description":" Why telling people isn't enough to change behaviour Sales organisations spend millions every year on training, yet many still struggle to see lasting improvements in performance. In this solo episode, Fred Copestake explores one of the biggest misconceptions in sales development: the belief that training and coaching are the same thing. Using questions supplied by Bec Turton from My Sales Coach, Fred shares his approach to diagnosing sales performance, explains why "one and done" training rarely works, and introduces a simple distinction that can transform how organisations develop their people. If you're responsible for leading, developing or coaching sales teams, this episode offers practical ideas for creating learning that actually changes behaviour\u2014not just knowledge. In this episode you'll learn Why product-focused teams often struggle to have commercial conversations The first thing Fred looks for when working with a new sales team Why "One and Done" training rarely delivers lasting results The simple difference between training and coaching Why coaching creates faster behavioural change than many leaders expect How to align learning with real customer opportunities Why sales development should focus on implementation, not information The importance of quick wins in building coaching momentum Why meaningful improvement always requires consistent effort Key Takeaways \u2714 Great salespeople solve problems before they explain products. \u2714 Training puts information in. Coaching pulls potential out. \u2714 The best development programmes combine learning with real-world application. \u2714 Coaching conversations should focus on results, not activity. \u2714 Lasting improvement comes from consistent practice\u2014not one-off events. \u2714 There are no shortcuts to commercial excellence. Product vs Problem Thinking Fred explains why many technical sales teams already know their products exceptionally well - but become significantly more effective when they learn to lead conversations with customer problems instead. The Coaching Difference Rather than simply transferring knowledge, coaching uses questions to unlock thinking, helping salespeople discover better solutions for themselves while remaining focused on measurable business results. Why Training Doesn't Stick Too many organisations invest in isolated training events without embedding the learning into day-to-day customer activity. Fred explains why implementation is where real development begins. No Magic Wand There are no shortcuts to becoming commercially stronger. Sustainable improvement comes from deliberate practice, coaching and putting new skills to work with real customers.    Connect with Fred https:\/\/www.linkedin.com\/in\/fredcopestake   Subscribe to Sales Today - New episodes every week If you enjoyed the episode, please subscribe and share it with your network.   Watch this episode on YouTube: ttps:\/\/youtu.be\/weTzIHaeNXM   Watch Fred\u2019s FREE YouTube Course: Sales Mastery for Engineers: https:\/\/bit.ly\/Sales-Mastery-For-Engineers ","author_name":"Sales Today","author_url":"http:\/\/throughpartnering.libsyn.com\/website","html":"