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No business is successful if its staff is not properly trained, starting with the directors, managers and administrators, all the way down to the sales representative, the salesperson and even the warehouseman, all must be properly trained to correctly represent the role that corresponds to them. It is the responsibility of the respective leadership or management to train their subordinates and in business, coaching sales, strengthens the potential of executives and managers in retail sales, to demonstrate leadership and thus increase the effectiveness of sales teams, which directly results in profits for the company.