Transforming Sales with Coaching: Insights from L'Oréal

280: Transforming Sales with Coaching: Insights from L'Oréal with Jo Richards

In this Episode

We explore what it really takes to embed a coaching culture inside a high-performance sales environment. Host Rosie Nice is joined by Jo Richards, Head of Education at L’Oréal Dermatological Beauty, who shares her first-hand experience of shifting sales leadership from a traditional, directive management style to a sustainable coaching-led approach. Together, they unpack the realities of introducing coaching within fast-paced, target-driven teams—without compromising commercial results.

 

Jo discussed the cultural and practical challenges faced when embedding coaching at scale, from gaining senior stakeholder buy-in to supporting middle managers as they develop new coaching capabilities. She explains how a clear vision and the MAGIC coaching model helped them weave coaching conversations into everyday sales practice, performance management, and team leadership. The conversation highlights how engaging every level of the organisation is critical to building trust, accountability, and long-term career development.

 

This episode is packed with practical insights for leaders, coaches, and organisations looking to build a strong coaching culture that drives both people development and business performance. Jo shares actionable advice on training managers, sustaining momentum through ongoing learning, and balancing coaching with ambitious sales targets—demonstrating how coaching can enhance team dynamics, strengthen relationships, and support consistent high performance over time.

 

You Will Learn

• How to successfully transition from directive management to a coaching-based leadership approach in high-performance sales teams
• The business and people benefits of introducing a coaching culture in the workplace
• Practical ways to integrate coaching into everyday leadership and performance conversations

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Guest Bio

Jo Richards is currently the Head of Education for L’oreal Dermatological Beauty. She is an experienced Education/ Sales Manager with a demonstrated history of working in the cosmetics and hair industry. Skilled in a variety of areas including Customer Service, Coaching, Hair, Skincare, Cosmetics and Makeovers. Jo is a strong sales professional with a BTEC national focused in Beauty therapist from Chesterfield college and ILM level 3 certificate in effective coaching, specializing in Coaching & People development.

 

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