Don’t Coach, Facilitate

How to spark rep-led breakthroughs in meetings

Author

Sales Systems
June 11, 2025

In partnership with

Choosing the Right Voice AI for Contact Centers

Explore how forward-thinking contact centers are navigating the trade-offs between small and large language models to optimize for latency, cost, and performance.

This guide breaks down what truly matters—from infrastructure efficiency to conversational quality—and reveals how you can deploy voice AI in weeks, not months, all while achieving sub-100ms response times for faster, more human-like customer interactions.

Don’t Coach, Facilitate

How to spark rep-led breakthroughs in meetings

Coaching isn’t about handing down answers or micromanaging every move. The best sales leaders know that true growth comes when reps discover solutions themselves—and you’re there to guide the process.

Facilitation is the secret weapon. Instead of telling reps what to do, ask powerful questions that unlock insights, confidence, and ownership. This sparks breakthroughs that stick because reps feel they’ve earned the win.

When you facilitate effectively, meetings become collaborative problem-solving sessions, not lectures. Your team steps up, takes charge, and grows faster than ever.

Action Steps to Facilitate Breakthroughs

  1. Prepare open-ended questions that prompt reflection and problem-solving.

  2. Encourage reps to share challenges and ideas first before offering advice.

  3. Guide the conversation with follow-ups that dig deeper without dominating.

  4. Celebrate moments when reps arrive at their own solutions to build confidence.

  5. Follow up on progress and keep facilitating growth, not just managing tasks.

Shift from coaching to facilitating and watch your team develop resilience, creativity, and results. Your role evolves from director to enabler where the real magic happens.