Effective sales coaching doesn’t just happen during everyday conversations or in sporadic meetings; it must be intentional, purposeful and structured. As you think about how to enable your own organization’s sales coaching activities, give particular attention to the rigor with which it takes place. In addition to providing guidance on how to do sales coaching, you might also need to set expectations for why coaching is critical, how often it should take place, where the coaching interactions will be held and what content should be covered during meetings.