Coaching is much more effective when driving employee performance, especially inside sales and customer service personnel. Management is about telling people what to do; whereas, coaching is about asking and understanding why performance levels are the way they are. The opportunity is for managers to learn how to coach to help drive performance and the bottom line.
Here is a link to a free special presentation for your review as to the value of coaching. Its called "Why We Need To Coach".
Why We Need to Coach