{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Coach2Scale: How Modern Leaders Build A Coaching Culture","title":"Stop Telling, Start Coaching with Mike Montague | Coach2Scale Episode #85","html":"","width":"100%","height":180,"duration":3175,"description":"Matt Benelli sits down with Mike Montague, sales and marketing expert at Avenue9 and host of the Human-First AI Marketing podcast, for a candid conversation about what sales managers are still getting wrong about coaching. From the myth that leaders need to have all the answers to the burnout caused by \"super reps\" turned managers, Mike breaks down why most 1:1s fail and how asking better questions can flip the script on team performance. If you're still equating pipeline reviews with coaching, this one’s for you.They also unpack the critical gap between coaching and execution and why online learning and conversation intelligence tools fall short without behavior change. Mike shares his \"Iron Man vs. Terminator\" analogy to help sales leaders reframe their use of AI and makes the case for exposure therapy and tough love as the missing ingredients in most sales organizations. Whether you’re trying to scale performance or stop regrettable attrition, this episode gives frontline and senior leaders a roadmap for more effective, accountable teams.Top Takeaways:Coaching is about asking questions, not giving answers. Managers who try to “know it all” become bottlenecks; real coaching empowers reps to think for themselves.The best leaders make themselves irrelevant. Like elite sports coaches, great sales leaders build systems and skills so teams can operate independently.AI won’t replace salespeople, but it will replace those who don’t use it. Sales leaders need to think like Ironman, using AI as an enhancement tool to increase awareness and execution, not as a replacement for human strategy.The frontline sales manager (FLM) role is the hardest in the company. FLMs are overwhelmed by tasks, undertrained in coaching, and lack the time or tools to develop their teams effectively.Selling someone what they need and can afford isn’t cheating—it’s your job. Sales should focus on qualified buyers with budget, authority, and urgency, not on convincing disinterested...","thumbnail_url":"https://img.transistorcdn.com/opvAF1t5mX5oS98f075ruJp2ACzoZiGPMnZPHMPw65A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzQyODUzLzE2ODc4/ODc0MDgtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}