The "Science of Coaching Salespeople" by Hoffeld Group applies Social Facilitation, a concept that performance is affected by observation, to improve sales training. The principle suggests that in the presence of others, individuals excel in mastered tasks but may struggle with new skills. For sales, this means continuous coaching to refine dominant responses, fostering automatic competence. Reinforcement of skills alone is insufficient; ongoing skill advancement is crucial. Through Social Facilitation, sales leaders can assess authentic performance, guiding effective development and accurate evaluation of sales staff capabilities.

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