Sales leadership is full of hidden pitfalls that can derail even the most experienced managers. In this episode, Kevin Gaither—former ZipRecruiter sales leader, CRO of Inside Sales Expert, and author of It Happened on the Sales Floor—pulls back the curtain on the most common mistakes sales managers make. He challenges the myth that you can be friends with your reps, shares the six must-have traits for every sales hire, and explains why most coaching efforts fall flat. If you’re a CRO or frontline sales leader, this conversation will change how you think about hiring, coaching, and managing your team.

Kevin’s straight-shooting approach delivers hard-earned lessons from building and scaling high-growth sales teams. We cover why many first-time managers fail, how to identify coachable reps, and the key to developing a sales culture that breeds success. Whether you’re struggling with underperforming reps, overwhelmed managers, or a lack of accountability, this episode offers actionable strategies to avoid costly leadership missteps and build a team that consistently wins.

Top Takeaways:

• You Can’t Be Friends with Your Sales Reps – Building personal friendships with your team creates favoritism risks, weakens accountability, and can backfire when tough decisions need to be made.
• Hire for Six Non-Negotiable Traits – Every great sales hire must have need for achievement, competitiveness, optimism, coachability, continual learning, and organizational skills—if they’re missing even one, don’t hire them.
• Coaching Is More Than Just Deal Reviews – Most managers only coach around pipeline and forecasting, but real coaching focuses on skill development and long-term rep growth.
• First-Time Managers Fail Without Proper Training – Many sales leaders assume they can manage just because they were top reps, but without structured training, they struggle to develop their teams effectively.
• A Strong Hiring Process Is the #1 Predictor of Sales Success – The best sales strategy in the world won’t work if you put the wrong people in the seats—hiring is the most critical leadership skill.
• Reps Don’t Change Just Because You Want Them To – Without consistent coaching, accountability, and reinforcement, reps will default to old habits, no matter how much you tell them to improve.
• Perception Is Reality in Sales Leadership – Even if you treat your team fairly, if others perceive favoritism or inconsistency, it will erode trust and team cohesion.
• Managers Need a Playbook, Not Just Experience – Experienced managers still need structure and frameworks to be effective; winging it leads to inconsistent coaching and missed opportunities for rep development.

Ways to Tune In:

• Spotify: https://open.spotify.com/show/0Yb1wPzUxyrfR0Dx35ym1A 
• Apple Podcasts: https://podcasts.apple.com/us/podcast/coach2scale-how-modern-leaders-build-a-coaching-culture/id1699901434 
• Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL2NvYWNoMnNjYWxlLWhvdy1tb2Rlcm4tbGVhZGVycy1idWlsZC1hLWNvYWNoaW5nLWN1bHR1cmU 
• Amazon Music: https://music.amazon.com/podcasts/fd188af6-7c17-4b2e-a0b2-196ecd6fdf77 
• Podchaser: https://www.podchaser.com/podcasts/coach2scale-how-modern-leaders-5419703 
• YouTube: https://www.youtube.com/@Coach2Scale 

CoachEm™ is the first Coaching Execution Platform that integrates deep learning technology to proactively analyze patterns, highlight the "why" behind the data with root causes, and identify the actions that will ultimately improve business results going forward.  These practical coaching recommendations for managers will help their teams drive more deals, bigger deals, faster deals, and loyal customers. Built with decades of go-to-market experience, world-renowned data scientists, and advanced causal AI/ML technology, CoachEm™ leverages your existing tech stack to increase rep productivity, increase retention, and replicate best practices across your team.

Learn more at coachem.io