Stop Managing People. Start Coaching Them.

Why Retention Is a Leadership Issue—Not a Recruiting Problem

Recently, we started another group of Leadership Masterclass participants in our virtual session. So far, we’ve unpacked definitions of discipline, explored leadership versus management and this past week, we dove into a topic that seems to be on everybody’s mind: recruiting and retention.

Often in our industry—and most industries for that matter—the conversation stops at, “How do we find good people?” But rarely do we ask a better question: how do we keep the good people we already have?

In sales training, we often share that it’s about five times easier to get a current client to spend more than it is to find a new one. We also suggest that when you become a leader, your sellers become your clients. So, would that same logic hold true? Would it be easier to keep the people you have than constantly search for new ones? And more importantly—are we doing anything intentional about retention?

Here’s the shift. Most organizations approach retention like a hiring problem. It’s not. It’s a leadership problem. A recent SmartBrief article on employee retention highlights that coaching—not managing—is one of the biggest drivers of engagement and retention. And widely cited Gallup research reinforces that point:

“Managers account for up to 70% of the variance in team engagement.”

This quote from the article resonated with me:

“Another common driver of turnover is change: roles evolve, business needs shift and new technologies alter how work gets done. When change is introduced without context or investment, employees often experience it as something being done to them rather than done with them.”

That’s not a recruiting issue. That’s leadership.

Managing focuses on:

• Tasks
• Activity
• Accountability
• Short-term results

Coaching focuses on:

• Growth
• Development
• Thinking
• Long-term success

Managing asks: “Did you do it?”
Coaching asks: “What did you learn, and how can you improve?”

People don’t stay where they’re controlled. They stay where they’re growing.

Here’s how leaders can reframe and refocus:

If your sellers are your clients, then your role isn’t to manage them—it’s to develop them.

1. Spend more time asking than telling: Instead of jumping in with answers, ask questions that help your team think:
   • “What’s your strategy here?”
   • “What do you think is working—and what’s not?”
   • “What would you do differently next time?”


2. Coach the person, not just the performance: Numbers matter. But long-term retention comes from helping people improve their skills, confidence and mindset—not just their monthly results.


3. Make growth visible: Your team needs to feel progress. Highlight improvement, not just outcomes. Show them where they’re getting better. Celebrate learning by:
   • Starting a book club
   • Hosting audiobook or podcast listening sessions
   • Sharing research and new learning
   • Using an RAB Member Benefits Webinar as a team meeting


4. Create an environment of trust, not fear: If your team is afraid to fail, they won’t grow. If they don’t grow, they won’t stay.


5. Be intentional about development: Coaching doesn’t happen by accident. It requires time, focus and consistency. If it’s not scheduled, it’s not happening.

Recruiting will always matter. But if all your energy goes into finding people—and not developing the ones you have—you’ll stay stuck in a constant cycle of turnover.

The importance of coaching has become so clear in our Leadership Masterclass that we’ve added a dedicated session, ‘The Art and Heart of Coaching,’ created by Kim Johnson. This is also available as a leadership session for state associations, company meetings and our Leadership Masterclass. We also offer certification courses, webinars and special events designed to support time-starved leaders. Kim and I would welcome the opportunity to connect and explore how we can support your success journey. You can reach out to me or Kim at kjohnson@rab.com.

The best leaders don’t just build teams. They build people. And when you build people, retention takes care of itself.

Think Big, Make Big Things Happen!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can also connect with him on X, YouTube, and LinkedIn.