Sales management coaching is a critical piece of the puzzle in developing a world-class sales team. Yet, there is less agreement on how to best go about it. Many great companies start sales coaching initiatives with commitment and vigor. Far fewer exit the other end of the tunnel having succeeded. This white paper introduces three common sales training myths: (1) Sales coaching is about teaching sales people skills to improve their performance. and best practices for addressing them. (2) Most people can accurately assess their own strengths and weaknesses. (3) Results must be reinforced for performance to change. The white paper closes with best practices for addressing the three myths.