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May 16, 2024

 (4:32 Video) “Mastering Sales Leadership Through Preparation and Authenticity”

In this article, Margo Edris delves into her winning strategy for coaching conversations, stressing the significance of meticulous preparation. Her emphasis on thorough readiness underscores its pivotal role in achieving success. She shares practical tips on time management, utilizing short meetings and communication tools to optimize efficiency and collaboration within her team. 

She underscores the importance of sales leaders bringing their authentic selves to each interaction, fostering trust and rapport. Margo’s commitment to authenticity resonates as a guiding principle for effective coaching and leadership in the dynamic sales landscape.

Her insights also shed light on the intersection of preparation, authenticity, and leadership. Her advice and dedication to empowering her team underscore the enduring importance of these principles in driving success in sales management.

Key Takeaways:

  • Thorough preparation is crucial for successful coaching conversations and customer interactions.
  • Utilize tools like Slack to communicate and collaborate with team members in preparation for meetings.
  • Time management is essential for finding time to prepare. Use calendars to work backwards from customer interactions and schedule dedicated preparation time.
  • Authenticity is key in coaching. Sales leaders should bring their unique selves to every interaction and connect with others personally.
  • Each individual has their approach to coaching. It’s essential to lead with authenticity and find a style that works for you.

Summary Video Article:

Title: Mastering Sales Leadership Through Preparation and Authenticity

Byline: From an interview with sales leadership and coaching experts Colleen Stanley and Steven Rosen, along with their guest speaker Margo Edris, Regional VP of Sales for Salesforce


Sales coaching plays a pivotal role in nurturing a top-tier sales team. Despite its significance, numerous sales leaders encounter challenges allocating ample time for thorough preparation before coaching sessions. This article delves into the wisdom of Margo Edris, Regional VP of Sales at Salesforce. It delves into the necessity of preparation and offers strategies for adeptly coaching a sales team.

The Importance of Preparation in Sales

Margo emphasizes the significance of preparation in achieving successful coaching outcomes. She believes preparing for meetings or conversations is crucial for ensuring the outcome benefits all parties involved. She also encourages sales leaders to adopt the same approach with their teams. By conducting dry runs and discussing the agenda and responsibilities beforehand, sales teams can be better prepared for customer interactions.

According to Margo, preparation is the key to success in most cases. By investing time in preparing for coaching calls, sales leaders can provide valuable guidance and support to their team members. This preparation allows sales leaders to clearly understand their team members’ objectives and challenges, enabling them to provide targeted coaching and feedback.

She suggests that effective time management is essential for finding the time to prepare for coaching calls. By working backward from customer interactions and utilizing tools like calendar scheduling and communication platforms like Slack, sales leaders can allocate time for preparation. She also recommends scheduling shorter meetings, such as 15-minute sessions, for discussing high-level agendas. This approach optimizes preparation time and focuses on the coaching conversation’s most critical aspects.

Effective Coaching Strategies for Sales Leaders

As a successful sales leader, Margo understands the importance of coaching her team to be prepared. However, she acknowledges that coaching others to adopt her approach may need to be more effective. She believes each individual has a unique style and strengths, and it is essential to lead authentically.

She shares that her journey to her current role as a sales leader was challenging. As a top-performing salesperson, she transitioned from being the quarterback on the field to a coach on the sidelines. This shift required her to let go of the idea that everyone should do things her way and instead focus on bringing out the best in each team member.

To coach her team effectively, She encourages sales leaders to lead with their authentic selves. Whether being positive, brutally honest, or having a unique sense of humor, sales leaders should find their style and connect with their team members personally. By doing so, they can build trust and rapport, which are essential for effective coaching relationships.

The Power of Authentic Coaching

Authentic coaching has broader implications for sales teams and organizations as a whole. When sales leaders lead with their authentic selves, they create an environment where team members feel comfortable being themselves as well. This fosters a culture of openness, trust, and collaboration, which is crucial for driving sales performance and team morale.

Authentic coaching also allows sales leaders to tap into each team member’s unique strengths and talents. By recognizing and leveraging these individual strengths, sales leaders can create a diverse, high-performing team that adapts to customer needs and challenges.

Furthermore, authentic coaching promotes a growth mindset within the sales team. When team members see their leaders embracing their authentic selves and continuously striving for improvement, they are likelier to adopt the same attitude. This mindset encourages continuous learning, experimentation, and innovation, which is essential for staying ahead in today’s competitive sales landscape.


Preparation is the foundation of successful coaching conversations in sales. By investing time in preparation, sales leaders can provide valuable guidance and support to their team members. Effective time management and using tools like calendars and communication platforms can help sales leaders find the time for preparation. However, sales leaders must lead authentically and recognize that each team member has a unique approach. By fostering a culture of authenticity, sales leaders can create a high-performing team that thrives on collaboration, growth, and innovation.

So, as a sales leader, remember the power of preparation and authenticity in your coaching conversations. By dedicating time to prepare, leveraging your unique strengths, and connecting with your team members on a personal level, you can unlock the full potential of your sales team and drive exceptional results.

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