Let’s get this out of the way right now—when you’re shelling out big bucks for a sales coach, you’re not just buying a shiny new framework or a 47-step process. Nope, you’re actually paying for the person. And if that sounds like a confusing way to start this blog, just wait—because it gets better.

In fact, let me break it down for you: You’re hiring a coach, not a textbook. Frameworks and processes are nice (heck, I have some of my own), but they’re useless without someone who can adapt them to your specific situation. Think of it like buying a DIY home renovation book versus hiring a contractor who knows how to navigate your weirdly-shaped living room and a budget that doesn’t quite add up. You could try it on your own, but you’re probably going to end up with a half-finished project and an emotional breakdown by 2 a.m.

 Now that we’ve clarified the true value of a coach, it’s time to address some of the common misconceptions that often cloud people’s understanding of what coaching really is. Let’s take a look at a few myths about hiring a sales coach that tend to pop up —and why they couldn’t be further from the truth.

Myth 1: Coaching is Just About Learning a Framework

This is the myth that refuses to die. “Oh, I’ll just get a framework and that’ll solve all my problems!” Sure, in the same way that reading a book on how to bake a cake will magically make you a pastry chef. Frameworks are helpful, but they’re not the whole solution. They’re like guardrails on a race track—they keep you from veering off into chaos, but you still need someone driving the car.

I sell frameworks. They’re useful. But here’s the thing: Without someone to actually apply those frameworks to your unique business situation—someone who knows when to pivot and how to customize—they’re as helpful as another dusty PDF in your inbox.

A good coach does more than hand you a process. They help you internalize it, make it yours, and apply it in a way that actually resonates with your audience.

Myth 2: “I Can Just Buy a Book or Course and Get the Same Results”

Listen, I know some of you are trying to save money by grabbing that 10-minute online course, and that’s a choice—but it’s not going to get you the same results as having an actual coach. Online courses can be a great starting point (that is if you do them, but that’s another blog) but there is no real personalization there.

You might get the basic principles, but you won’t get the tailored support that a good coach can provide. Because when things get tough, and they will, you need someone who can adapt that strategy to fit you—your business, your challenges, your personality.

If you want to get somewhere fast, hire a coach. If you’re cool with just watching a lot of videos on your lunch break, stick with the book. But don’t expect the same outcome.

Myth 3: Coaching is Just Expensive Motivation

Ah yes, the dreaded “rah-rah” myth. People often think coaching is just a glorified pep talk—like hiring someone to stand on the sidelines yelling, “You got this!” while you struggle to close a deal. Spoiler alert: that’s not coaching. That’s just cheerleading. And while that may have its time and place (who doesn’t need a little boost now and then?), real sales coaching goes way beyond motivation.

A good coach isn’t just there to pump you up—they’re there to help you face the cold, hard facts about your sales strategy. They’ll tell you where you’re falling short, identify the gaps in your approach, and give you a roadmap to fix it. And don’t get me started on accountability. A good coach won’t let you get away with skipping the hard stuff. They’ll make sure you do the work, because, let’s face it, left to our own devices, we’d all rather watch Netflix than focus on our follow ups.

Improving your sales doesn’t have to be complicated.

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Myth 5: Coaching is Only for Beginners

If you’re under the impression that once you hit a certain revenue milestone or number of years in business, you’re beyond coaching, I hate to break it to you, but you’re wrong.

Some of the most successful people in business—whether they’re sports stars, CEOs, or top-performing salespeople—still have coaches. You think LeBron James doesn’t have a coach? Guess what: He does. And so do the rest of the multimillion-dollar business owners. Because growth doesn’t stop just because your bank account has extra zeroes. In fact, once you reach a certain level of success, it’s even more crucial to have someone who can help you level up.

Sales coaching isn’t just for the rookie who’s still figuring out how to close a deal. It’s for anyone who wants to continue growing, improving, and getting better—no matter how high you’ve climbed.

Myth 6: Coaching Will Fix Everything Instantly

As much as we all wish that hiring a coach would be like flipping a switch, it’s not. It’s going to take time, effort, and some serious patience (and maybe a few tears). A coach isn’t a magic wand that will instantly make all your problems disappear. If that’s what you’re hoping for, you’re going to be disappointed.

Real growth takes time, and there’s no shortcut around it. A coach helps guide you, show you the steps, and holds you accountable—but they’re not there to fix everything overnight. You’ve got to do the work. But if you stick with it and trust the process (the right process!), results will come.

Why Coaching Matters (And Why the Coach is Key)

Now that we’ve busted a few myths, let’s talk about why coaching matters. Here’s the thing: A good coach isn’t just going to hand you a process and wish you luck. They’re going to tailor their advice to fit your unique business needs. They’re going to ask insightful questions, understand your challenges, and help you work through them, step by step.

If you’re inconsistent with follow-ups or terrified of client conversations, they’ll help you create a plan to overcome that. If you’ve got self-doubt creeping in every time you pitch a high-ticket offer, they’ll help you work through it and boost your confidence. They’re not there to just teach you—they’re there to help you master the skills you need to succeed. You don’t just learn a framework with a coach, you internalize it, and that’s when the magic happens.

And here’s the kicker: A coach isn’t just there to help you fix problems. They’re there to help you build on what’s working and make it even better. You’ve got a hole in your bucket? They’re the ones who help you plug it, so you can actually start seeing results.

You’re Paying for the Coach, Not the Coaching

So, what’s the takeaway here? It’s simple: when you hire a coach, you’re investing in their expertise, their personalized support, and their ability to guide you through the tough stuff. A coach is more than just a process or a framework—they’re your partner in growth. So, next time you’re considering investing in a coach, ask yourself this: “Do I trust this person to help me grow, hold me accountable, and guide me toward my goals?” If the answer is yes, then congratulations—you’re on your way to real success.

But if you’re just looking for a process to follow, well, there’s always a book for that. But don’t expect to be coached from it.

Meet Your Coach: Brooke Greening

Sitting across the table from a prospective customer or client and asking for a sale can be scary. I know; I’ve had thousands of these conversations in various businesses.

When I was starting out, this fear made me wonder if I could ever reach my sales goals. But what I discovered, and am excited to teach you, is that when you know the right framework for these conversations, you can succeed at sales and still have people like you.

Over time, I grew into a “sales fixer” role. I learned how to diagnose sales problems quickly, fix them, and establish sustainable growth. This focus can help you grow your business.

Coaching others is one of my favorite things to do. Coupling my Master’s in counseling with over 15 years of direct sales and coaching,

I look forward to helping you learn to succeed. Let’s get started.