Sales Today · 2026-07-30 · 21 min
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.
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