Coaching Strategies that Serve Today’s Customers

Let’s assume you have hired and trained your employees to meet the desires and needs of today’s consumers—enhanced self-image, entertainment, and pampering—as described in my book, “Meconomics 101: 16 Ways to Enhance Your Marketing and advertising, Selling and Enterprise Management for Today’s Consumers,” and in my prior write-up, “Why and How to Make Your Staffing and Coaching Approaches Fit Today’s Clients.”

That is two-thirds of the job when it comes to delivering performance. However, it often occurs that the effect of coaching fades unless the training is reinforced through acceptable coaching. So it’s time to address coaching of the employees expertise you have hired or created by way of your instruction system.


Merriam-Webster defines a coach as “one who instructs or trains” ( This definition does not consist of “one who berates, belittles, or screams at men and women.”

For instance, you are probably familiar with the line from the movie, A League of Their Own, “There’s no crying in baseball!” (A League of Their Own. (1992). Retrieved fromIn the film, a player named Evelyn was crying right after getting some coaching from manager Jimmy (played by Tom Hanks). We all remember Evelyn crying and that line from the movie. But do you keep in mind why Evelyn was crying? Quickly ahead of that line, Jimmy “coached” Evelyn this way:

Jimmy: “Which group do you play for?”

Evelyn: “Well, I’m a Peach.”

Jimmy: “Well I was just wondering, ’cause I couldn’t figure out why you would throw house when we’ve got a two-run lead.” “You let the tying run get on second, and we lost the lead since of you. Now you commence employing your head. That is that lump that’s 3 feet above your @!#.”

It looks like Jimmy never read the dictionary, due to the fact he confident wasn’t “instructing, directing, or prompting” far better performance. He was relieving his frustration, but not accomplishing a lot else. Jimmy is not the only manager who coaches this way. According to analysis, two out of 3 salespeople rate their managers low in coaching capabilities (Sales Challenger. (2010). Retrieved from
very good-at-coaching-your-reps-don%e2%80%99t-believe-so/)

In practice, coaching need to consist of watching your employees as they do their jobs and producing positive they are carrying out the correct items the correct way. You then should reinforce or right their expertise as appropriate. Particularly, you ought to:

  • Participate in coaching programs (so you know what your staff is getting trained to do).
  • Audit your staff as they perform with buyers.
  • Give specific feedback (confirming or corrective feedback).

Coaching to Buyer Desires and Wants

How, then, do the three client wants—enhanced self-image, entertainment, and pampering—affect the way you should coach your staff and model the way they ought to treat consumers?

Self-Image: Audit your employees to see if they are working to determine and then improve the customer’s self-image, appreciating the customer’s uniqueness, and meeting her needs with unique solutions and the best you can provide. To model self-image with your staff, believe about:

  • How does your staff like to be treated?
  • What kind of coaching does each member of your employees prefer or respond best to?
  • What abilities and techniques have been taught in your coaching?
  • What will you do if you do not see these capabilities in action?

Entertain: See if your employees is making the expertise fun (or basic) for consumers. Also, evaluate how you interact with your staff:

  • What attitude do you convey—are you glad for your existing staff or do you believe of them as a lot of perform and drudgery?
  • Provide enjoyable facilities and functioning situations (desks, food, incentives, and so forth.) for your staff.
  • Provide entertainment bonuses (e.g., concerts, music downloads, and so forth.). Your employees likes entertainment, also!

Pamper: Observe your staff to see if they are pampering your customers and then model pampering with your employees.

  • Evaluation the pamper training with your employees, the motives why it’s critical, and approaches to pamper customers.
  • Evaluate your buyer purchasing experience with pampering environments (e.g., spas, cosmetics counters, fine restaurants) and boost your customer shopping encounter accordingly.
  • Pamper your employees in your partnership with them, to demonstrate the methods and the influence of the methods.

A Coaching Tool

In all instances, develop checklists of the expertise you count on your staff to use with customers (primarily based on the coaching you offered and participated in) and your anticipated corrective actions if you do not see the skills in action. (Warning: No berating, belittling, or screaming permitted!) The following table provides a brief instance and format for such a checklist.

You can develop these checklists your self right after participating in the coaching. Much better however, ask trainers to provide such checklists as a situation for delivering education applications to your staff.

Brian Gracon has 20 years of encounter as a education and advertising and marketing consultant and instructional designer ( and He is the author of “Meconomics 101: 16 Ways to Improve Your Advertising and marketing, Selling and Enterprise Management for Today’s Consumers” (Black Rose Writing, 2016).

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