From Manager to Coach: Driving Business Results Through Leadership
In-person at The University of Alabama Campus
November 12, 2025
Discounts available for group enrollments, UA faculty/staff, UA Alumni, and Chamber members. Reach out to stephanie.lowe@ua.edu for more information.
Transform from manager to coach by driving business results and readiness through people-centered leadership.
In today’s AI-powered sales world, the competitive edge lies not in automation, but in human leadership. Great managers are more than supervisors—they are coaches who prepare people for real-world performance. The true win-win is found when AI tools and human coaching converge. This program helps business leaders build the coaching skills needed to develop individuals and teams, drive sales readiness, and foster sustainable performance through people, in addition to cutting-edge process.
Through guided group discussions, live coaching practice, and hands-on exercises, participants will walk away with a practical coaching plan they can implement immediately.
topics
- Why coaching is so critically important in business today – and seemingly so hard
- The value of coaching in a high-tech, high-touch sales environment
- Shifting from ‘doer’ to ‘developer’
- Learn the Awareness → Planning → Action model
- Crafting effective coaching questions
- Peer-to-peer coaching conversations
- How to facilitate high-impact sales huddles and team coaching
- What gets in the way of team coaching in your organization?
- Leading a 10-minute team coaching moment
- What AI can tell you—and what it can’t
- Tools and dashboards for spotting coaching opportunities
- Identify coaching triggers
- Time, discomfort, lack of know-how—why coaching often doesn’t stick
- Most common coaching failures and fixes
Define your coaching rhythm, goals, and touchpoints
Program OVERVIEW
Designed for:
- Leaders developing individuals or teams
- New managers shifting from doing to leading
- Professionals seeking confidence and structure in their coaching
- Team leads aiming to boost accountability and growth
- Those integrating AI with human-centered leadership
- Anyone building a consistent, sustainable coaching rhythm
Participants Will Learn:
- The difference between managing and coaching
- How to lead impactful one-on-one coaching conversations
- Techniques for energizing and aligning sales teams through group coaching
- Using AI to support coaching without losing the human touch
- Tools to foster a culture of performance and feedback
- A 30-day plan to kickstart your coaching routine
Format:
The program will be held on The University of Alabama’s campus in the Culverhouse College of Business. Lunch, snacks, and drinks will be provided. A tentative schedule is below:
- 9:00 AM: Welcome & Opening Activity: What Coaching Really Means
- 9:45 AM: The One-on-One Coaching Framework
- 10:45 AM: Break
- 11:00 AM: Group Coaching That Builds Team Readiness
- 12:15 PM: Lunch
- 1:00 PM: Coaching with AI (But Staying Human)
- 2:00 PM: Overcoming Coaching Barriers
- 2:45 PM: Break
- 3:00 PM: Your 30-Day Coaching Action Plan
- 4:00 PM: Program Wrap-Up & Certificate Distribution
Upon completion of the program, you will receive a certified digital badge issued from Credly, as well as a certificate of completion.
This program is not eligible for federal financial aid. No academic credit will be awarded.
INSTRUCTORS
Bryan W. Hochstein (PhD Florida State University) is an Associate Professor of Marketing at the University of Alabama. Prior to his current role, Dr. Hochstein (Dr. H) was a sales executive with Time Warner Media. Dr. H is considered an academic thought leader on sales and customer success management, as such he regularly facilitates academic/industry discussions via thought leadership forums, industry conferences, and research interviews. Dr. H is a co-author of Marketing Strategy, 8th Edition (Cengage Publishing) and Sales Management (Stukent Publishing).
Jim Karrh (PhD University of Florida) is a Clinical Instructor of Marketing at The University of Alabama’s Culverhouse College of Business, as well as a keynote speaker and consultant serving B2B sales teams. Dr. Karrh is the author of The Science of Customer Connections: Manage Your Message to Grow Your Business (published by Career Press) and host of The Manage Your Message Podcast.
Looking for more program options?
WE CAN CUSTOMIZE PROGRAMS FOR YOUR ORGANIZATION.
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