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On Coaching and Cookies–the X Factor Sales Coach

“All fighters are pig-headed some way or another: some part of them always thinks they know better than you about something. Truth is: even if they’re wrong, even if that one thing is going to be the ruin of them, if you can beat that last bit out of them… they ain’t fighters at all.” –Eddie, Million Dollar BabyCookie Jar-Security-Jason Forrest-Forrest Performance Group

Salespeople are fighters. Why else would they give up the security of knowing their income each paycheck, work retail hours, and miss weekends and holidays with their family and friends?

I’ve got a little three-year-old fighter on my hands in my son, whose circumstances (including my instructions) aren’t going to separate him from what he wants. Is it a challenge to parent him? Sure. But it’s rewarding, too. Of course he has to learn how to follow instructions and I have to teach him respect and temperance. It’s like you. As a home sales consultant, you need team members who will allow you to help them ditch the programming and beliefs that hold them back.

But you also gotta have people with a little spunk. Remember–this is sales! If your sales pros don’t have an edge, they ain’t gonna make it. So yes, salespeople tend to have a little bravado and think they know better. And that can be challenging. But they also tend to be like my son–purposeful and persevering toward reaching their goals.

So don’t be discouraged if you get a little push back. What you have is a fighter. And you can work with that.

Respect them, earn their respect, and sell them on the reasons they should want you to be their coach. I guarantee if you start proving that your coaching puts money in their pockets, they’ll be lining up at your door.

To hold yourself accountable, strive to make your coaching sessions worth the $600-an-hour going rate for such coaching right now. Wait for your people to give you permission to coach them. And once they give it–coach them. Hold them accountable to being their best.

Contributed by Jason Forrest, new home sales trainer/coach

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at

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