Empathy Is the Skill: Coaching a Struggling Sales Team

John Noble is a leadership development professional, trainer, coach, and people-first leader dedicated to helping others grow in confidence, lead with character, and develop those around them.

Guided by his mission to Love, Train. Coach and Empower, John creates practical learning experiences that inspire growth and drive lasting change. His vision is to energize the leader within others and help create a legacy of leadership. Through listening, service, accountability, and unwavering integrity, he helps individuals and organizations unlock their potential and transform learning into action.

John is also the founder of The Noble Leader, LLC, a leadership development, coaching, speaking, and business advisory firm focused on helping business owners and leaders solve the challenges that prevent growth and profitability. As a John Maxwell Certified Team Member, with over 24 years of experience in the insurance industry in sales, service, leadership development, and team performance, John has become a trusted coach, trainer, speaker, and advisor. His passion is helping business owners strengthen leadership, increase sales performance, improve customer experience, and build high-performing teams that drive sustainable success.

SHOW SUMMARY

In this episode of the Authentic Sales Manager Podcast, host Harry Spaight sits down with John Noble (a 25-year sales leadership veteran) to unpack what an authentic leader actually does when the numbers look bad. John breaks down his foundational mantra—Love, Train, Coach, Empower—and tells the story of taking over a dead-last sales team of 11 people and transforming them into the #1 and #2 ranked teams in a 40,000-person company without mentioning numbers for the first three weeks! They also explore the difference between checking for understanding versus checking for execution, his 4-question nightly journaling routine, and why recognition only lands if it's delivered in the language a rep receives.

KEY TAKEAWAYS

• The Skill vs. Will Misconception: Only about 2% to 5% of reps genuinely lack the will to succeed. The remaining 95% want to perform well, but they lack either understanding, adequate practice, or supportive leadership.
• 100% Leadership Ownership: When a team member struggles, authentic sales managers look in the mirror first and ask, "Have I done everything I possibly can to help this person?"
• Love Comes First: Leading with genuine love and care for reps as whole human beings creates deep trust, which inspires effort and performance that numbers alone can never drive.
• Turning Around Dead-Last Teams: Taking over a struggling team doesn't require a lecture on quotas. Sitting down, listening, demonstrating empathy, and building connection can turn a bottom-tier group into top-ranked performers.
• Check for Execution, Not Understanding: A rep nodding and answering "does that make sense?" only proves they understand the concept. Real coaching requires checking for execution through roleplays, joint customer appointments, and teach-backs.
• Empathy Over Money: Modern salespeople—especially younger generations—are rarely driven by money alone. They want workplace connection, purpose, and leaders who understand their personal struggles.
• The 4-Question Nightly Reset: To maintain personal growth during sales slumps, reflect on four questions every night:
  1. What did I learn today?
  2. What went well today?
  3. What is the one thing I can do tomorrow for my personal growth?
  4. What is the one thing I can do to improve the business?

HIGHLIGHT QUOTES

To me, being an authentic sales manager is knowing your strengths and opportunities... knowing yourself and being yourself every day.

I always say these four words: Love, Train, Coach, and Empower. Love is the start of it all.

When somebody who reports to you is struggling, you have to take 100% ownership. You gotta look in the mirror.

Ninety-five percent of people have come to work and they really wanna do well. There's just something missing.

A nod at 'does that make sense' is not the same as being able to do it in front of a customer.

FOLLOW THE CONVERSATION
Connect with John Noble: https://www.linkedin.com/in/john-noble1/

Connect with the Authentic Sales Manager Podcast
Website: https://authenticsalesmanager.com/
Episodes: https://authenticsalesmanager.com/Episodes
YouTube: https://www.youtube.com/@authenticsalesmanager
LinkedIn (Show Page):  https://www.linkedin.com/company/the-authentic-sales-manager-podcast
Host: Harry Spaight on LinkedIn https://www.linkedin.com/in/harryspaight