Case Study
“How can we equip Sales Managers to coach for stronger performance?”
What They Needed
Claire’s Accessories needed to strengthen the capability of their District Sales Managers so they could effectively coach and develop Branch Managers across more than three hundred and fifty locations in the UK. Each Branch Manager played a direct role in driving sales performance, and consistency in how they were supported was essential.
They identified the need to:
- Build strong coaching capability across all District Sales Managers
- Strengthen staff development skills to improve day to day store performance
- Introduce a consistent structure for one to ones and performance conversations
- Improve confidence in addressing under performance and over achievement
- Create a shared approach to people development across the entire retail network
In short: How do we give our District Sales Managers the structure and confidence to develop their Branch Managers effectively across every store?
What We Did
Using a focused design approach, we created a two day Coaching For Managers programme tailored to the needs of Claire’s District Sales Managers.
The programme covered coaching models, learning styles, management styles, communication skills, one to one conversations and how to support both under performers and high achievers. Courses were delivered over an eight month period so learning could be embedded across the entire management group.
Supported by:
- Practical coaching skills sessions using real store scenarios
- Structured models and frameworks to guide consistent conversations
- Communication techniques focusing on tonality, inflection and body language
- People development tools to support Branch Manager growth
- Performance discussions practice to build confidence across all manager types
The programme was built to give District Sales Managers the mindset, tools and capability to support better performance across every store.
The Difference It Made
Quality of programme design
Quality of programme delivery
Improvement in coaching confidence
Capability in people development
Consistency in performance conversations
The programme received strong feedback from District Sales Managers and senior leadership, with clear improvements in confidence, capability and day to day support for Branch Managers.
- Quality of programme design: 3.8 out of 4 – viewed as practical, relevant and directly aligned to retail challenges
- Quality of programme delivery: 9.3 out of 10 – facilitators were praised for being engaging, supportive and highly relatable
- Improvement in coaching confidence: 88% uplift – reflected in stronger store level conversations and guidance
- Capability in people development: 81% uplift – seen in more consistent support across branches
- Consistency in performance conversations: 76% uplift – leading to clearer expectations and stronger sales behaviours
The training helped Claire’s District Sales Managers create a more consistent, supportive and performance focused environment across the entire retail network.
