The first step in successful coaching is to help your sales people create their preferred futures by helping them set their goals, objectives, and desired results.
Don't tell them how to get there. If you do, at least two things will happen. One, you deprive them of discovering new ways to think and do things. And two, you will be creating a robot who will only do what you say, when you say it, not thinking for themselves. That's the ultimate in dis-empowerment.
The second step in successful coaching is to lead them through the gap. I like to say the gap is factory installed; we always look at the gap of how far we have to go instead of at the G.A.P. of how far we have come. That G.A.P is our Growth, Accomplishments, and Progress.
As they pursue their goals, your sales people will want to tell you what's gone wrong, and you'll be tempted to fix it. Instead, get them to focus on the current status (what's been accomplished) and then to decide what further progress is needed.
To do this, ask your sales people: "What will you do differently next time?" and "What will you do better?". When your sales people respond to these questions, they will have two kinds of answers: those you think will work and those you think will not.
When they give you action steps you feel will not work, don't say so. Instead, ask them what they think the consequences of those action steps will be. Ask them what else they could try.
In short, don't evaluate their answers, get them to do that. When they give you action steps you feel will work, ask them the benefits of those actions. When they respond with the positive results those steps will create, they'll know they have come up with the right solution.
The third step in successful coaching is support. You must monitor their progress and keep them on track. Ask them often how they're doing but fight the urge to offer suggestions. Encourage them with "atta-boys".
Finally, successful coaching requires patience. Just keep on keeping on. Successful coaching creates successful sales people, sales people who are independent, self-sufficient, and empowered.
What you've done is teach your sales people HOW to fish instead of feeding them. Your successfully coached sales people will now behave like entrepreneurs. As your sales people become more entrepreneurial, they'll be able to delegate their daily minutiae to support staff.
With the daily stuff delegated, they can now be more focused on the activities that will produce the positive results that both you and your sales staff want.