Most businesses assume sales managers are directly responsible for sales performance. That makes sense on paper — but when you look closer, a surprising truth emerges: many sales managers don’t actually influence outcomes as much as they could.
Too often, sales meetings are filled with pipeline updates, dashboards, and reports — with little time spent coaching sales reps on the skills that really close deals.
In this episode of Endless Customers, I sat down with Chris Duprey, IMPACT’s Chief Customer Officer and sales coach, to explain why sales managers need to rethink their role. The best managers move beyond metrics to develop their reps into strong communicators, active listeners, and trusted advisors.
According to Chris, most sales managers default to report-based meetings that track numbers instead of building skills. That approach might clarify where deals stand, but it doesn’t make reps better at selling.
As Chris puts it: “We don’t focus on the most important part of selling, which is the human-to-human interaction.”
Sales managers should reframe meetings as coaching sessions, not just updates. This shift gives reps the chance to practice real-world skills that drive revenue.
Instead of spending meetings just doing pipeline review, managers should:
This approach transforms sales meetings from status updates into skill-building workshops.
Research consistently shows that buyers don’t respond to lengthy pitches or perfect slide decks. Instead, they prefer reps who:
Listen closely to their concerns
Build authentic rapport
Offer guidance tailored to their needs
The best salespeople today aren’t just product experts. They’re communication experts who know how to earn trust in every interaction.
If you’re asking, “How do I turn my sales meetings into real coaching sessions that improve performance?” start by shifting your focus from reports to skill development.
If you need help putting this into practice, talk to our team!
Chris Duprey is a sought-after speaker and business coach with over two decades of leadership experience.
Get to know Chris through his IMPACT bio page
Connect with Chris on LinkedIn
Why don’t pipeline-focused sales meetings work?
They track progress but don’t improve selling skills. Reps walk away knowing numbers but not how to handle buyer conversations better.
What skills should sales managers coach most?
Active listening, rapport building, objection handling, and role-playing real scenarios are key.
How can role-playing help sales teams?
It gives reps a safe space to practice tough conversations, refine language, and build confidence before talking to buyers.
Do managers need formal sales training to coach effectively?
Not necessarily. With the right structure, managers can use real calls, role-plays, and feedback sessions to coach effectively.