"Sales leaders spend 80% of their time on daily operations and only 5% on sales coaching."
This is an unhealthy equation.
DID YOU
KNOW?
80%
Source: ASLAN Training Research — 25+ Years of Sales Leadership Research
Common Problems Many Organizations Face
Sales managers are promoted because they were the best sellers—but no one taught them how to lead.
Sales managers are promoted because they were the best sellers—but no one taught them how to lead.
Coaching meetings take place, but instead of real development they turn into accountability sessions, leaving salespeople defensive.
Coaching meetings take place, but instead of real development they turn into accountability sessions, leaving salespeople defensive.
Managers do not know what motivates their team members and apply the same motivation tactics to everyone, expecting results.
Managers do not know what motivates their team members and apply the same motivation tactics to everyone, expecting results.
Performance reviews focus on activity metrics, failing to identify what the salesperson actually needs to improve.
Performance reviews focus on activity metrics, failing to identify what the salesperson actually needs to improve.
Sales managers are promoted because they were the best sellers—but no one taught them how to lead.
Coaching meetings take place, but instead of real development they turn into accountability sessions, leaving salespeople defensive.
Managers do not know what motivates their team members and apply the same motivation tactics to everyone, expecting results.
Performance reviews focus on activity metrics, failing to identify what the salesperson actually needs to improve.
The Hidden Costs Of These Problems
Performance Cost
Only 26% of high-performing salespeople receive weekly sales coaching from their manager. Those who lack coaching continue making the same mistakes in the field. (ASLAN Training Research)
Cultural Cost
A culture of sales coaching fails to develop. Only 53% of sales leaders consistently use coaching tools. (ASLAN Training Research)
Strategic Cost
Sales managers spend an average of 1.5 months per year on ineffective coaching. They believe they are helping salespeople, yet the time invested does not translate into improved field performance. As a result, managers remain trapped in operational work rather than focusing on strategic leadership. (ASLAN Training Research)
If These Problems Continue
For example, if sales managers allocate only 5–10% of their weekly time to coaching—or if they are unable to provide effective coaching.
10 Days
The salesperson once again receives no meaningful feedback from their manager that week. The manager focuses their time on salespeople pursuing large deals, while those managing smaller accounts are pushed into the background. That salesperson notices—feeling undervalued, they begin to disengage quietly. Meanwhile, a talented new hire in their first 90 days depends heavily on their manager to learn the industry, product, and company culture—but the manager is overwhelmed with daily operations.
10 Months
Instead of coaching, the manager occasionally steps directly into the sales process. They act not as a coach but as a former salesperson—causing the customer to sideline the actual salesperson and weakening the salesperson’s role. Those who receive managerial support on large deals begin to see themselves as above the rest of the team; ego becomes a factor. New hires or those handling smaller revenue accounts lose motivation due to lack of support. As a result, a strong pipeline of high-quality sales talent fails to develop.
10 Years
The sales leadership culture becomes centered on “asking for numbers” and “closing big deals.” Systematic coaching never takes root. Sales managers become dependent on their existing salespeople and do not invest time in developing new talent, yet complain about the lack of qualified salespeople in the market. Competitors recognize this gap—and the company’s market share begins to shrink permanently.
What Competency Is Required To Solve This?
Other Centered®
Approach
The ability of a sales manager to set aside their own agenda and systematically understand each team member’s motivations and competency gaps, helping them improve their performance and productivity accordingly.
What Is This Program?
Catalyst™ is ASLAN Training’s flagship leadership program developed for front-line sales managers.
Centered around the Lead — Manage — Coach framework, it teaches managers how to systematically manage the three key drivers of sales performance: Desire · Productivity · Capability.
The program transforms sales managers from result trackers into catalysts of behavioral change. The post-training certification process (Calibration → Side-by-Side → Accountability) ensures sustainable behavior change.
25+
Years
42
Countries
3
Modules and Drivers
🏆 Selling Power • Top Sales Training
Learning Outcomes
Improves Team Performance
Average 44% increase in salesperson performance. Sales managers become leaders who create results rather than merely asking for numbers. (Source: ASLAN Training Research)
Recovers Coaching Time
Escaping ineffective coaching cycles helps recover 1.5 months per year, ensuring every coaching session produces measurable outcomes. (Source: ASLAN Training Research)
Creates Cultural Transformation
The Other-Centered® leadership culture creates a sustainable growth environment. Turnover decreases and high-potential salespeople remain within the organization. (Source: ASLAN Client Research)
Client References
(Source: ASLAN Training Client Spotlights)
Centene Corporation
37% increase in team productivity
Cox Business
Growth from $700M to $2B
Merck Animal Health
46% competency improvement across 10 countries
Fortune 500 Telecom
$2B growth target exceeded in three years
Who Is It For?
This program is ideal for organizations that:
Believe sales performance challenges stem from sales leadership issues
Want to position sales managers as leaders, coaches, and strategic managers
Aim to retain high-potential salespeople within the organization
Seek measurable results from coaching and systematic leadership practices
Want to help newly promoted managers transition successfully from seller to leader
Seek cultural transformation in sales management, moving away from number-focused, intuition-based management toward leaders who understand each team member’s motivations and competency gaps.
This program is NOT suitable for organizations that:
Attribute sales performance problems solely to salesperson competency
View sales training as a one-time event and do not expect lasting behavioral change
Recognize resistance to change among managers but ignore it
Believe “we already do coaching” and do not question current practices
Seek quick closing techniques and short-term solutions
Maintain sales managers who cannot be questioned due to past results and resist changing their leadership approach.
Urgent
Why Now?
If your competitors are making this investment:
82% of sales managers are promoted without receiving sales coaching training, yet 74% of leading companies identify sales coaching as the most critical driver of revenue growth. If your competitor invests today, closing that gap could take at least two years.
Sales managers who spend their time tracking activities, opportunities, results, and numbers are losing relevance due to AI and intelligent CRM systems. Effective sales managers today are those who combine industry knowledge, business experience, and field expertise with strong sales coaching capabilities.
The gap is not closing—it is widening.
According to 2026 research, managers believe they are providing more coaching, while salespeople report receiving less meaningful coaching.
Customer Voice
“ASLAN’s sales management training fundamentally transformed how our sales leaders approach their roles. They no longer simply measure performance—they actively shape it. The result: a 37% increase in team productivity and dramatically improved morale. The Other-Centered® approach has become our competitive advantage.”
— Jennifer Richards
VP of Sales, Centene Corporation
Related Solutions
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Program Details
ASLAN Catalyst™ — Sales Management Training
Product Name
ASLAN Training
Partner
INSM-PTP-SMT-SP-SMT-CRO-GRO-PER-093
SKU
INSM · GROC · MOTG · CXG · LERG
Challenge
PERFORM
Flywheel
Sales Leaders · Front-Line Sales Managers
Target Participants
Min 8 - Max 16
Participants
2 Days or 3 × 2.5-hour modules
Duration
In-person · Live Online · E-learning
Delivery
TR / EN
Language
Pre-Assessment
Optional
Customization
Optional
OMG Sales Management Assessment
Inventory
Preparation
Optional
Training Kit
Included
Gamification
Included
Certification
Included (Catalyst™ Certification — 90-Day Process: Calibration · Side-by-Side · Accountability)
Awards
Included
Additional Resources
Catalyst Dashboard™ (200+ development activities)
Post-Training Reinforcement
Optional
ROI Measurement
Optional
Crucial Influence
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