{"id":6210,"date":"2024-07-23T09:42:49","date_gmt":"2024-07-23T13:42:49","guid":{"rendered":"https:\/\/distributionstrategy.com\/?p=6210"},"modified":"2026-09-07T16:07:30","modified_gmt":"2026-09-07T20:07:30","slug":"sales-coaching-excellence-is-a-competitive-differentiator","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2024\/07\/sales-coaching-excellence-is-a-competitive-differentiator\/","title":{"rendered":"Sales Coaching Excellence is a Competitive Differentiator"},"content":{"rendered":"<p><span data-contrast=\"auto\">I\u2019m going to make a sweeping statement which will therefore be somewhat suspect. But I sincerely believe it to be true, based on my experiences working in the industrial B2B space with distributors over the past five and a half years. Here it is:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><strong><i>\u201cMost distributors do not have a formal coaching methodology in place, nor a coaching culture.\u201d<\/i><\/strong><\/p>\n<p><span data-contrast=\"auto\">To the degree that this statement is true for your company, it represents a massive missed opportunity.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Why?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Because I know for certain that my next statement is 100% true, from both research studies and experience:<\/span><\/p>\n<p style=\"text-align: center;\"><strong><i>\u201cSales coaching excellence is a competitive differentiator that improves performance.\u201d<\/i><\/strong><\/p>\n<p><span data-contrast=\"auto\">The value of sales coaching is proven. Here&#8217;s some data that supports its potential for improving performance:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"none\">High-performing firms provide 15-20% more coaching<\/span><span data-contrast=\"auto\"> compared to other firms. [Source: Sales Management Association]\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"none\">No other productivity investment comes close to coaching<\/span><span data-contrast=\"auto\"> for improving reps\u2019 performance. [Source: Harvard Business Review]\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"auto\">With a formalized coaching approach, <\/span><span data-contrast=\"none\">win rates improve by 11.5%.<\/span><span data-contrast=\"auto\"> The results are more impressive for a dynamic approach, which improve win rates by 27.9%. [Source: CSO Insights] (Dynamic or adaptive coaching is simply coaching that is tailored to the reps\u2019 specific individual needs.)\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"auto\">In another study, <\/span><span data-contrast=\"none\">training increased productivity by 22.4%. <\/span><span data-contrast=\"auto\">Follow-up coaching increased productivity by 88%. [Source: Coaching as a Transfer of Training Tool]<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">And that\u2019s only a small sample of the studies out there that show how useful sales coaching can be.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">So, it\u2019s safe to say that sales coaching is a performance lever that lifts sales results. And at least anecdotally, we know that formal sales coaching is not common across distribution. Therefore, developing true sales coaching excellence and fostering a sales coaching culture can be a significant competitive differentiator for a company.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Let\u2019s explore what sales coaching really is, how to do it and how to foster a coaching culture in your company.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"1\"><b><span data-contrast=\"none\">What is Sales Coaching?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">The International Coaching Federation defines coaching as \u201cpartnering with clients\u201d &#8212; think: \u201csales reps\u201d &#8212; \u201cin a thought-provoking and creative process that inspires them to maximize their personal and professional potential. The process of coaching often unlocks previously untapped sources of imagination, productivity and leadership.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The Institute of Coaching Studies defines coaching as a \u201ccollaborative process supported by the coach who creates a safe space for exploration; and led by the client\u201d \u2014 think: \u201csales rep\u201d\u2014 \u201cwho shares what is of importance to them in order to create positive, sustainable change.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Notice the similarities in these definitions and the contrast with what typically happens in the workplace. Very often, sales managers fire off quick instructions to their reps, telling them what to do differently. That\u2019s feedback, not coaching. Feedback is your opinion, advice, direction or expectations. While feedback can be a very helpful part of both training and coaching, it\u2019s not a replacement.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">I divide coaching into four types:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\"> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6212\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture1-1.jpg\" alt=\"\" width=\"1601\" height=\"401\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture1-1.jpg 1601w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture1-1-300x75.jpg 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture1-1-1024x256.jpg 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture1-1-768x192.jpg 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture1-1-1536x385.jpg 1536w\" sizes=\"auto, (max-width: 1601px) 100vw, 1601px\" \/><\/span><\/p>\n<p aria-level=\"2\"><strong>Strategic Sales Coaching\u00a0<\/strong><\/p>\n<p><span data-contrast=\"auto\">This type of coaching guides an employee\u2019s planning or thinking. For example, it might involve advising on which accounts to prioritize within a large territory.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><strong>Tactical Sales Coaching\u00a0<\/strong><\/p>\n<p><span data-contrast=\"auto\">This type of coaching focuses on guiding the actions an employee should take to execute their strategy. For instance, it could involve advising on how to navigate the buyer landscape for a specific opportunity after the landscape has been mapped.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><strong>Opportunistic Sales Coaching\u00a0<\/strong><\/p>\n<p><span data-contrast=\"auto\">This type of coaching is delivered based on observations made by the manager \u201cin the moment.\u201d For example, a manager might say, \u201cI just saw you do X and experience Y. May I offer some thoughts on how to get a better response?\u201d Ideally, though, the manager would first ask questions to understand the seller\u2019s perspective on the interaction and facilitate a dialogue about options, before offering their own thoughts. This approach transforms the interaction from simple feedback into interactive, engaged coaching.\u00a0\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><strong>Developmental Sales Coaching\u00a0<\/strong><\/p>\n<p><span data-contrast=\"auto\">This type of coaching aims to improve performance in a specific area. Often referred to as behavioral or skills coaching, developmental sales coaching is targeted, diagnostic, outcome-focused and typically delivered through a structured coaching cadence. For example, a sales representative and their manager might jointly review reports to identify an opportunity to enhance a particular skill, such as outbound prospecting. They would then listen to recorded calls or conduct live calls with the manager observing to determine the root cause of the low performance and identify the best solution. Next, they would practice the solution to further develop the seller\u2019s skills. The sales rep would then implement the solution while both monitor progress and results. Once the skills and results improve, they would identify another area to work on together, continuing the cycle of improvement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Once a manager learns the difference between simple feedback and engaged, facilitated coaching, it transforms their interactions. Questioning and facilitation skills can be applied to all four types of coaching. And once a manager learns Developmental Sales Coaching (which is the most impactful type), the frameworks, models and skills learned there can be applied across all other forms of coaching.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"1\"><b><span data-contrast=\"none\">A Quick Primer on Developmental Sales Coaching<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">For this, I teach a coaching framework that includes a coaching process with three simple models:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><span data-contrast=\"auto\">The Sales Coaching Framework &amp; Process<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\"> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6214\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture2-1.jpg\" alt=\"\" width=\"1541\" height=\"570\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture2-1.jpg 1541w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture2-1-300x111.jpg 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture2-1-1024x379.jpg 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture2-1-768x284.jpg 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture2-1-1536x568.jpg 1536w\" sizes=\"auto, (max-width: 1541px) 100vw, 1541px\" \/><\/span><\/p>\n<p><span data-contrast=\"auto\">The framework includes Inputs, People, the Coaching Process, Outputs and Results with a loop back to the beginning (which creates the cadence).\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Inputs are the reporting and diagnostics (competency surveys, observations or whatever is available) that help determine where skill improvements would enhance sales results.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The People are the rep and manager, who become partners and go through the journey together. I like to say that the rep owns their development while the manager becomes their guide.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The Coaching Process is Diagnose, Plan, Do and Review. ROAM (Results vs. Objectives, Activities + Methodology) is a root-cause diagnostic tool, and the Solution Chart helps determine the best solution based on the root cause problem. It might be training, coaching, feedback or something else entirely. This results in the Output of a Personalized Learning Plan, supported by Field Training or Sales Coaching (as appropriate), and resulting in an Action Plan. Rolling Reviews are simply a loop between Do and Review, which continues until skills improve and lift the targeted Results.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Once the targeted Results are achieved, the rep and manager celebrate and return to the beginning to start again.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><span data-contrast=\"auto\">The Models<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\"> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6215\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture3-1.jpg\" alt=\"\" width=\"1601\" height=\"620\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture3-1.jpg 1601w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture3-1-300x116.jpg 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture3-1-1024x397.jpg 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture3-1-768x297.jpg 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture3-1-1536x595.jpg 1536w\" sizes=\"auto, (max-width: 1601px) 100vw, 1601px\" \/><\/span><\/p>\n<p><span data-contrast=\"auto\">The first model is SLED, which is used each time the manager and rep meet. SLED is an acronym for:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><b><span data-contrast=\"auto\">S<\/span><\/b><span data-contrast=\"auto\">et the stage.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><b><span data-contrast=\"auto\">L<\/span><\/b><span data-contrast=\"auto\">ead the performance analysis discussion.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><b><span data-contrast=\"auto\">E<\/span><\/b><span data-contrast=\"auto\">xplore solutions options and agree on the best solution.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><b><span data-contrast=\"auto\">D<\/span><\/b><span data-contrast=\"auto\">evelop and implement an action plan.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">In some cases, SLED will be started in one meeting and continue in the next. This is especially true when field observation is needed to complete the performance diagnosis. In other cases, SLED will be completed in a single meeting.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Once the root cause problem is diagnosed and the solution is decided, one or both of the other models are pulled into the Coaching Process.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When training is the best solution to the problem, meaning the rep isn\u2019t clear on what, why or how to do something effectively, the model is Tell, Show, Do, Review, with Understanding Checks at each stage. This model is the ultimate excuse remover, because the rep must summarize your expectations in Tell and then, after you demonstrate the skill in Show, role play it back to you. The manager shouldn\u2019t move forward until the rep can summarize and demonstrate to their satisfaction. This means the rep absolutely understands and can do what they were trained.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">After training (or when the rep already knows what, why and how to do something, but just needs to be able to do it better or differently), the coaching model applies \u2013 Engage, Practice, Do, Review, with Understanding Checks throughout. This is true developmental sales coaching, and while feedback may be a part of these meetings, especially if the rep gets stumped (which happens), the manager should use questions, facilitate, guide, lead and otherwise engage the rep in diagnosing performance and coming up with solutions (so the rep owns them).\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here&#8217;s how it all fits together:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<figure id=\"attachment_6216\" aria-describedby=\"caption-attachment-6216\" style=\"width: 1538px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture4-1.jpg\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6216 size-full\" src=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture4-1.jpg\" alt=\"\" width=\"1538\" height=\"820\" srcset=\"https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture4-1.jpg 1538w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture4-1-300x160.jpg 300w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture4-1-1024x546.jpg 1024w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture4-1-768x409.jpg 768w, https:\/\/distributionstrategy.com\/wp-content\/uploads\/2024\/07\/Picture4-1-1536x819.jpg 1536w\" sizes=\"auto, (max-width: 1538px) 100vw, 1538px\" \/><\/a><figcaption id=\"caption-attachment-6216\" class=\"wp-caption-text\">[Click the image to view a larger version]<\/figcaption><\/figure>\n<h2 aria-level=\"1\"><b><span data-contrast=\"none\">Closing Thoughts<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">I mentioned earlier that once a manager understands Developmental Sales Coaching, much of it can be applied to the other three types. Leading a diagnostic session, brainstorming solutions, engaging the rep rather than barking orders and all three of the models can enhance any type of coaching. Just keep in mind that the most transformative type, and the one that will yield the best improvements, is planned and targeted Developmental Sales Coaching&#8211; especially once you establish a cadence and keep it going.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This is how sales coaching excellence can be a competitive differentiator for your company.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If you decide to pursue this and need help or advice along the way, you know where to find me. SPARXiQ does offer a <\/span><a href=\"https:\/\/modernsalesfoundations.com\/sales-coaching-excellence\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">sales coaching excellence course<\/span><\/a><span data-contrast=\"auto\"> based on my content from this article. And if you decide to go it alone, or with someone else, I\u2019d still very much enjoy hearing about your journey and successes as you work on developing sales coaching excellence with your sales managers and leaders. Feel free to reach out at any time.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p aria-level=\"1\"><b><span data-contrast=\"none\">RESOURCES:<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"auto\">Article: <\/span><a href=\"https:\/\/www.mindtools.com\/a1plnmq\/what-is-coaching\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">What is Coaching? &#8211; How to be an Effective Coach (MindTools.com)<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"auto\">Video\/Webinar (ungated): <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=PPGcn4BPG-k&amp;t=24s\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Forrester + Ambition: The Business Case for Sales Coaching<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"auto\">Article: <\/span><a href=\"https:\/\/sparxiq.com\/build-a-culture-of-sales-coaching\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Build a Culture of Sales Coaching<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0a7\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"0\"><span data-contrast=\"auto\">Course: <\/span><a href=\"https:\/\/modernsalesfoundations.com\/sales-coaching-excellence\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Sales Coaching Excellence<\/span><\/a><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Evolve from simple feedback to transform sales management.<\/p>\n","protected":false},"author":14,"featured_media":6211,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_tec_requires_first_save":true,"content-type":"","_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_tribe_blocks_recurrence_rules":"","_tribe_blocks_recurrence_description":"","_tribe_blocks_recurrence_exclusions":"","_featured_video_url":"","footnotes":""},"categories":[314,287,288,317],"tags":[],"coauthors":[143],"class_list":["post-6210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-people-leadership","category-sales-marketing","category-sales-strategy","category-training-development-esg"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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