I have been given an opportunity to attend a coaching class, specifically for Coldwell Banker agents. It is a seven-week course that began last week and was made available to only 20 agents in an office with 185 agents. Those chosen were generally new to the industry, but not exclusively. The thing in common was a strong desire to improve, a willingness to accept guidance and most importantly, do the homework! It was announced during our weekly sales meeting. As I listened to my broker explain the details I grew anxious just contemplating the challenges to my comfort zone. Success would require a fearless relationship with the phone and the unknown. The more I thought about what the expectations would be, the more frightening it became. I knew that not making an honest effort would negate the whole point of the class. Sitting there nervously in the meeting, I reminded myself the only person that knew my feelings was me, so if I never said a word, I would never be judged either way.

For those that have never attended a sales coaching class, it can be a rewarding experience if you embrace it. It can also be very expensive. Either way, to invest that much time and money and not be fully invested is crazy! I have attended free classes that were conducted in arena’s (please buy my book), and one that was a personal coach that cost $10K. The one common denominator is also the simplest: The coach will tell you what you already know but hold you accountable for its implementation. I have never heard anything at these classes that was revolutionary or came as an epiphany, do this, don’t do that and you will be a success! Not unlike someone guaranteeing that if you exercise regularly and eat a healthy diet you will lose weight and feel better. No shit! Who doesn’t already know that but still spends money for a celebrity to tell them for the umpteen time.

By the end of the meeting, after having battled back and forth with the pro’s and con’s, I approached my broker. I told him I saw real worth in the class and was very interested in attending. Maybe as a subliminal escape measure, I finished by saying something to the effect of I won’t be offended if you need a space for a younger candidate, rather than an older guy like me. He smiled and said “I was a perfect fit for this class” and shook his head regarding the age reference. I knew he would say that but secretly thought it might offer a dignified way out. Not to be. I’m in.

The class started with great expectations. The other attendees are good people and it didn’t surprise me that would invest in self-improvement. The instructor is passionate about the training, and very energetic in his delivery. Line by line, he walked through the rules and explained how the class would work. While myself and my peers were in-person at our office, he was in Dallas. This was the first time it was being attempted with offices coast-to-coast at the same time. It started out well enough. He would mention a particular office, comment that he knew such-and-such, they were buds! At this point they would turn the camera on the audience and on cue, they would scream. This went on for half of our allotted meeting time. High-fives and screams, each trying to outdo the other. Seemed more like a cheerleading Zoom call then a sales training class. When he realized we were running out of time he refocused on our homework. Once again, line by line, he told his expectations. Build a database from your phone. Ok. Read this book, “Never Split the Difference”. Ok. Exercise 5-days a week…ok… I was fine with all of it—except the last thing. “Write down a minimum 5 things you are grateful for everyday. Someday’s you may want to write down 10 things, and if you have a particularly difficult day, write down 25 things, everyday” he finished. I am still not sure why this bothered me so much. I am grateful, for so many things, great and small, but I don’t want someone “telling me” I have to do it. To me It becomes disingenuous if it is forced, especially as an selling exercise. I already whined about the tenor of the class to my broker, who actually agreed to the complaint regarding the cheerleading, so my bad attitude was diffused.

I want to improve, even at, or maybe because of, the age I am. I thought life would start winding down for me, but am grateful ( ok, there is one for the list!) to still be pushing and striving for improvement, even if I don’t put pen to paper.