Adam Hankinson, Managing Director at Furniture Sales Solutions, details how to coach your sales team from the shop floor.

“A good coach can change a game. A great coach can change a life.” John Wooden

Where are you on a busy Saturday? In the back office, catching up on emails, or out on the sales floor with your team?

Too many managers spend their days on complaints, displays, and spreadsheets while the real work of motivating and developing salespeople is left behind.

If you want a high-performing team, trade the backroom for the showroom. Embrace “coaching on the elbow”, which means live, in-the-moment coaching right where the action is.

Every manager says they want a strong sales team, but without a consistent coaching routine, it’ll just remain a pipe dream. Your job is not to analyse statistics and chase numbers. By building a confident and skilful sales team, the numbers will naturally follow. It begins with seeing yourself as a coach first and an administrator second.

Be Visible and Lead by Example

Effective leadership in retail is visible. John Wooden ran every practice from the sidelines, stopwatch in hand, building performance during training, not just on game day. Your sales floor is your training ground. Be out there with your people. Greet customers, handle tricky objections, help move a display. By walking the floor and engaging, you set the tone.

Visibility also means accessibility. If a salesperson hesitates or stumbles, be there to nod, prompt, or step in. This is not micromanaging; it is coaching in real time. The best managers are not in the back barking orders. They are on the floor listening, teaching, and showing they are in it together.

Catch Them Doing It Right

In the push for better sales, it is easy to focus on faults. But Wooden knew the power of catching people doing things right. When you see a salesperson ask a thoughtful question or handle a concern well, celebrate it immediately.

Give a thumbs-up from across the showroom or say, “I loved how you handled that!” as soon as the customer leaves. Real-time praise boosts confidence and morale. Make praise public, but keep corrections private. This creates a culture where people chase proud moments instead of avoiding mistakes.

Coaching on the Elbow in Action

Here are snapshots of “on-the-elbow” coaching in a furniture store:

• After a confident greeting: “Brilliant opening, you made it sound effortless.”
• Hearing a good needs-based question: “That question about their living room was spot on. See how it got them talking?”
• Spotting patient listening: “You gave them time to think. That patience paid off.”
• After a strong close: “Assertive yet relaxed. Great job finishing strong.”
• When asking for a referral: “That was so smooth. Keep it up.”

Each comment is brief, positive, and specific. Over a day, these add up, reinforcing what “good” looks and feels like.

From Manager to Coach

Being a store manager is about shaping a culture, not just running a store. Every conversation, every bit of praise, every on-the-floor coaching moment lifts someone’s skill or confidence. Show up for your team, set clear expectations, and coach with purpose.

Do that consistently and the trust, habits, and results will follow.

So next time you are stuck in the back office, remember where the game is won. Step out onto the floor and get at your team’s elbow. That is where great leadership happens, and where you will build a motivated, high-performing sales team for the long run.

www.MoreSalesGuarantee.com / www.bigfurnitureshow.com/furniture-sales-solutions