Most Managers Think They’re Coaching—They’re Not

And how business coaches drive your team’s performance—and deliver undeniable ROI

Most corporate leaders and sales managers are fixated on the tactical:

• How to increase revenue
• How to run better sales meetings
• How to manage time and priorities

And sure—those things matter.

But here’s the hard truth: your team isn’t stuck because they don’t know how. They’re stuck because something internal is getting in the way.

• A mindset that says, “This is as good as it gets.”
• A lack of belief in their own potential
• Poor self-leadership habits and broken disciplines
• Even old personal stories or childhood paradigms that quietly shape how much success they believe they deserve

This is where real coaching does what tactics can’t. It doesn’t just teach someone what to do. It helps them become someone who can do more—more confidently, more consistently, and with greater clarity and purpose.

But here’s the problem: most leaders don’t actually know what coaching is. They think correcting someone, mentoring them, or setting expectations is coaching. It’s not.

Coaching is not teaching someone how to get more successful outcomes. Coaching is helping someone transform and become the kind of person who IS successful.

Here’s what research and experience tell us about what true coaching looks like—and what many managers miss:

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1. Coaching is developmental, not directive

Managers: Focus on correcting behavior or giving instructions based on immediate performance needs.

Coaches: Help individuals grow by asking powerful questions that spark self-awareness and long-term development.

Coaching isn’t about telling—it’s about guiding people to find their own answers.

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2. Coaching builds trust and psychological safety

Managers: Hold a position of authority, which can make employees cautious about revealing vulnerabilities.

Coaches: Operate from a neutral, nonjudgmental stance that invites honesty and openness—especially about personal obstacles or self-limiting beliefs.

Employees are far more likely to discuss real challenges—like burnout, fear, or lack of confidence—with a coach than with their boss.

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3. Coaching is holistic

Managers: Tend to stay focused on performance metrics and work-related tasks.

Coaches: Explore the whole person—their mindset, energy, values, habits, personal history, and goals.

True coaching recognizes that what’s blocking performance is rarely just professional—it’s often personal.

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4. Coaching expands capacity, not just compliance

Managers: Aim to get employees to meet expectations and fix what’s broken.

Coaches: Help people elevate their thinking, expand what they believe is possible, and step into a higher level of contribution.

It’s not about meeting the bar—it’s about raising it.

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5. Coaching leads to ownership

Managers: Often “own” the solution by prescribing next steps.

Coaches: Facilitate a process where the individual identifies their own goals, barriers, and breakthroughs.

When the solution comes from within, buy-in and follow-through are exponentially stronger.

Let’s be honest: The ideal scenario is one where team members have managers who are managing—and coaches who are coaching. This dual approach creates powerful synergy: tactical improvements guided by the manager, and deeper internal transformation guided by the coach.

It’s the combination that drives both performance and wellness. Because success isn’t just about skill—it’s about identity, mindset, and capacity.

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So Why Outsource Coaching?

Because the ROI is too big to ignore.

Bringing in an external coach isn’t a sign of weak leadership. It’s a strategic decision to elevate your people—and your performance.

According to the International Coaching Federation (ICF), companies that invest in coaching report:

• 70% improvement in individual work performance
• 73% improvement in relationships
• 68% improvement in overall wellness
• A median return on investment of 7x the initial cost

And a study by MetrixGlobal found a 788% ROI on executive coaching—driven by gains in productivity, engagement, and employee retention.

When you outsource coaching, you:

• Provide employees a safe space to process roadblocks and expand their thinking
• Create a growth-focused culture that fuels long-term engagement
• Free your managers to lead, not play pseudo-coach
• Reduce burnout, turnover, and wasted potential

Real coaching isn’t a perk. It’s a performance strategy.

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If you’re only focusing on performance at the tactical level, you’re managing symptoms—not solving the real problem.

The next level isn’t about what your team does. It’s about who they’re becoming.

If you’re serious about developing your people, transforming your culture, and unlocking performance that lasts— Coaching isn’t optional. It’s essential.

Curious what this could look like for your team? Let’s talk.

Want to get more inspiration?

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