Here’s an important question: Are you coachable?
Now, before you jump to answer that, I want you to pause and really think about what being coachable or coachability really means.
"Coachability" is essential for top performance in sales - and for that matter ANY endeavor. It simply describes how receptive you are to feedback and guidance; AND, how willingly and effectively you apply coaching to improve your performance.
Coachability is an open mindset—being flexible, adaptable, the willingness to learn and consider different perspectives, and inviting criticism and critique—without getting defensive.
It’s about keeping yourself from slipping into the “I already know it all” or “There’s nothing new here” trap or deciding flatly that you don’t need help because you’re just that good.
Mindset and Self-Awareness
True coachability begins with a belief that you can improve and a deep seated desire to grow. This belief opens the door to being more receptive to feedback and coaching.
It also requires self-awareness. It's about recognizing and being honest about your strengths, weaknesses and areas where you can improve. It is the vulnerability and the courage to look in the mirror at your imperfections.
Where there is self-awareness there is the opportunity for transformation—even, by the way, when you already feel that you are at the top of your game.
The truth though is, most of us, at one point or another, are not coachable. We get stuck in our own heads, resist change, and bristle at feedback—especially when it challenges what we believe about ourselves.
Coachability is the Hallmark of Ultra-High Performers
But here’s the kicker: coachability is the hallmark of ultra-high performers. Look at any elite athlete, and you’ll find a coach nearby. Many of them have an entire team of coaches.
I’m a huge golf fan. Golf, for me, is more than a sport; it’s a metaphor for sales and life. It’s hard, humbling, and mastering it is an infinite game.
The best golfers in the world spend a ton of money on coaches. They’ll have a swing coach, a putting coach, and even a mental coach to keep their head in the game. Why? Because coaches can see what they cannot.
When I’m working with my own golf coach it sometimes hurts to have him stand there and critique my swing - especially when I think what I’m doing is right. But when I swallow my pride, take it in, and apply it, I see results. I get better, I score lower, and I have more fun.
A Great Coach Exposes Your Blind Spots
Sales is no different. It’s tough, it’s competitive, and it seems impossible to ever reach “perfection.” A sales great coach exposes your blind spots. They can help you see what you’re doing right (and need to do more of) and what you’re doing wrong (and need to correct).
The challenge is, so many salespeople resist the feedback. They sit in training sessions or roleplays with their arms crossed, telling themselves that they don’t need this.
Veterans, in particular, get stuck in their ways, acting like they’ve got nothing left to learn. But I also see the opposite problem with rookies or young reps who can’t handle any criticism without interpreting it as a personal attack. Both groups end up shutting down, pushing their coaches away and missing an opportunity to grow.
Coaches Invest in You Because They Care
The fact is, coaches are investing time in you because they care about you and want to see you succeed. That doesn’t mean they won’t be tough on you, but it does mean they have your best interests at heart.
Early in my career, I was blessed with a fantastic sales coach named Bob Blackwell. He pushed me hard—probably harder than anyone ever had—and at first, it rubbed me the wrong way. I’d go home, complain to my wife about how he was criticizing me. I was convinced that he was intentionally picking on me.
One day I was complaining about Bob to my dad—who knew a little something about life. He said,
