Coach the associate without taking over the sale
Use GROW coaching steps to improve an associate's customer conversation without micromanaging it.
Coaching moment Ben freezes in a gift-finder conversation and the manager is tempted to step in with the answer. Taking over can win one sale and lose a coaching opportunity. GROW model Goal -> Reality -> Options -> Will GROW creates a short coaching path from vague concern to a specific next behavior. Tell Give the script and move on. The associate leaves with a behavior, not just advice. GROW develops judgment by making the associate think through the customer problem. 01 Goal 02 Reality 03 Will Define better The customer has left and Ben looks embarrassed.
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