One of the most rewarding parts of being a sales leader is helping the people on the sales team achieve their visions and goals. To make this happen, leaders need strong coaching and individual skill development abilities. Most salespeople have a deep desire to become more capable of handling the challenges of their jobs and improve their performance. The ability to coach effectively is a critical skill to help your team members develop behavior changes that will lead to sales success. For this to happen, people need to trust that the coach has their welfare at the heart of what they are doing. In other words, the person expects that the coach is caring and competent. Like so many other areas of life regarding trust, it takes time to build, yet it is so fragile and can be lost in a moment by the wrong words or actions. People are continually observing us to see if we are role models of the expected behaviors we encourage.