This article originally appeared on the VantagePoint website. It was written by past IES speaker Michelle Vazzana, co-author of Cracking the Sales Management Code.

When it comes to sales managers coaching their sellers, there is a significant gap between what companies intend to do and what they end up doing. Here’s a look at what’s going on and how to make your training dollars work as you intend.

Coaching is one of the most important activities—if not the most important activity—a manager can do with his salespeople. In a survey we conducted with the Sales Management Association, we asked organizations to select from a list of 17 topics, the top priority for sales manager activity. The answer? Coaching.

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