“Get Off Your Butt” Isn’t Sales Coaching (But Here’s What Is) with Video

Sales Coaching for Habit Change, Not Just Hopeful Conversations

We were at the ATD (the global Association for Talent Development) conference, chatting with folks at our booth, when a sales manager stopped by, clearly frustrated with unsuccessful attempts at sales coaching and seeking better solutions.

He laughed, “Alright, I’ve got some powerful phrases for you. How about: ‘Get off your butt and do your job!’ Or maybe: ‘What the [bleep] do I have to say to get you to do your job?’”

It was the kind of laugh that comes from someone who’s tried everything and still isn’t seeing the results.

It’s true. Those phrases are “powerful”, but not in the way you want. They might feel satisfying in the moment, but they don’t create accountability. They don’t coach. And they definitely don’t help people grow.

If you’ve ever felt that kind of frustration, let’s give you some powerful phrases for more effective sales coaching.

Powerful Phrases That Work Better Than “Just Do Your Job” (An Asking For a Friend Video)

Watch this Asking for a Friend Video

1. Connection: Start with “I’ve got your back”

Before you get into metrics or missed expectations, make sure the person knows you’re in their corner.

Try this:

• “I care about your success, and I want to see you win.”

• “You matter to this team, and I’m here to help you move forward.”

Why this human-centered approach works: If they feel like you’re coming in hot with judgment, they’ll shut down. Start with relationship, and you create space for better conversation.

2. Clarity: Define what “better” looks like at a habit level

Telling someone to “do better” isn’t sales coaching. Coaching is making the invisible visible—spelling out what successful habits look like, day to day.

Try this:

• “Let’s talk through the habits behind the results. Where are the gaps?”

• “Here’s what I’ve seen work: three outreach blocks a day, five clean contacts per block. How does that line up with your current rhythm?”

Why it works: Clarity turns performance into a process. Now it’s not about whether someone is “good at sales”—it’s about whether they’re doing what works.

3. Curiosity: Ask before you assume

When a sales personisn’t performing, the worst thing you can do is assume you know why.

Try this:

• “What’s getting in the way right now?”

• “Where are you getting stuck in your process?”

• “What would make it easier to follow through on what you’ve committed to?”

Why it works: Curiosity opens the door to truth. It shifts the tone from “What’s wrong with you?” to “What’s going on?” That shift changes everything.

4. Commitment: Make it specific. Make it mutual.

Sales coaching doesn’t end when the conversation feels complete. It ends when there’s a clear next step—one both of you are accountable for.

Try this:

• “So what I hear you committing to is reaching out to 15 decision-makers this week, and following up with your warm leads by Friday. Is that right?”

• “Let’s check in next Thursday at 3:00 and see how it’s going.”

Why it works: Specific commitments drive behavior. When people know what’s expected—and when it will be revisited—they’re more likely to follow through.

FAQs: Sales Coaching That Sticks

Q1: What do I do when I’ve coached clearly and consistently—but the performance still isn’t improving?
First, ask: are they doing the habits or just nodding in the meetings? If they’ve truly followed through and still aren’t seeing results, adjust the strategy. But if it’s inconsistent execution, you’ve moved from a coaching conversation to a performance management one. Clarity and compassion go together—but accountability still matters.

Model it. Narrate your thought process. Invite them into your coaching sessions. And give them a simple structure like the Four Dimensions—Connection, Clarity, Curiosity, Commitment—so they’re not guessing. Sales coaching is a leadership multiplier. Equip them early.  You can also use our SynergyStack® Team Development System to help identify habits and approaches to build stronger relationships with clients and prospects.

Q4: How do I coach someone who’s been in the role forever and thinks they’ve got nothing left to learn?
Start with respect. “You’ve been doing this a long time—and I know you’ve got strong instincts. What’s one area where you’re still trying to level up?” Even seasoned reps have blind spots. Invite them into ownership instead of challenging their ego head-on.

P.S. I love working with sales teams to identify their MIT (most important thing habits) that will lead to breakthrough success. If you’ve read our book, Courageous Cultures, you know how focusing on a single habit can make all the difference (in chapter 6 I share the massive turn-around story of my 2200 person sales team at Verizon, who nailed it this and one the President’s Award for Customer Growth that year. Contact me to learn more about bringing a one-day SynergySprint to your sales team.