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—not 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

✔ Great salespeople solve problems before they explain products.

✔ Training puts information in. Coaching pulls potential out.

✔ The best development programmes combine learning with real-world application.

✔ Coaching conversations should focus on results, not activity.

✔ Lasting improvement comes from consistent practice—not one-off events.

✔ 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's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers