Sales coach competencies framework: an exploratory approach

Article

Azizi, M., Hosseinloo, H. and Eastman, C. 2026. Sales coach competencies framework: an exploratory approach. International Journal of Evidence Based Coaching and Mentoring. 24 (1), pp. 75-98. https://doi.org/10.24384/g89d-kg50

ISSN
Type	Article
Title	Sales coach competencies framework: an exploratory approach
Authors	Azizi, M., Hosseinloo, H. and Eastman, C.
Abstract	In today’s competitive landscape, businesses require robust and effective sales strategies to achieve sustainable growth. Sales coaches play a crucial role in enhancing salespeople's performance through targeted coaching programs. This research aims to establish a competencies framework for sales coaches. To gather insights, semi-structured in-depth interviews were conducted with experienced sales coaching experts. Data analysis was performed using thematic analysis techniques and MAXQDA software. The findings reveal four key dimensions of competence for sales coaches, producing the ‘LIST’ framework: Leadership and management competencies; Individual characteristics; Specific coaching competencies; Technical competence. Each dimension includes relevant subsets tailored to the competencies required for effective sales coaching.
Keywords	coachee; human capital; leadership; sales development; LIST framework
Sustainable Development Goals	17 Partnerships for the goals
Middlesex University Theme	Creativity, Culture & Enterprise
Publisher	Oxford Brookes University
Journal	International Journal of Evidence Based Coaching and Mentoring
Electronic	1741-8305
Publication dates
Online	23 Feb 2026
Publication process dates
Accepted	23 Feb 2026
Deposited	10 Jun 2026
Output status	Published
Publisher's version	IJEBCM_24_1_04.pdf License CC BY-NC-ND 4.0 File Access Level Open
Copyright Statement	© the Author(s) Published by Oxford Brookes University
Digital Object Identifier (DOI)	https://doi.org/10.24384/g89d-kg50
Language	English

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