This article introduces the book Developing Coaching Skills by Dietmar Sternad.

Introducing the book Developing Coaching Skills by Dietmar Sternad

1. Why Coaching Skills matter for Managers – especially First-line Managers (FLMs)

In the pharmaceutical industry, where Medical Representatives (MRs) are the main force engaging and influencing doctors – the core customers – the role of direct managers such as FLMs is not just about supervision, but about coaching.

Coaching is more than a skill. It’s a modern leadership mindset and tool that helps FLMs to:

• Work side by side with MRs to improve expertise, communication, persuasion, and handling feedback.
• Build strong teams based on trust and proactive learning.
• Create a positive workplace where people are motivated to grow, stay engaged, and contribute to the company’s success.

2. Expert Insights from HCX Coaching – Specialists in Sales Management Training for Pharma

At HCX Coaching, we have successfully run the program Coaching for Sales Excellence for multinational pharma companies, where FLMs play a critical role in driving sales performance. From our professional perspective, Developing Coaching Skills offers three very practical values:

1. High Practical Application: The book introduces simple, easy-to-apply frameworks such as: CLEAR coaching conversation process; TED questioning model (Tell me – Explain – Describe); AAA model (Accept – Allow – Ask) for safe and effective feedback. Core skills like questioning, listening, giving feedback, and summarizing are presented in clear, visual formats (mindmaps, examples) that FLMs can quickly learn and apply in daily interactions with MRs.
2. Coaching Mindset: The book emphasizes building a positive mindset, focusing on the future and solutions rather than being stuck in the past – something managers in the fast-changing, competitive pharma market badly need.
3. International Standard Foundation: This is a high-quality “entry-level” handbook that helps unify a coaching mindset across the organization, especially useful when companies want to build in-house leadership capabilities.

Conclusion

Developing Coaching Skills by Dietmar Sternad is a concise, practical, and relevant resource for front-line managers in the pharmaceutical industry – especially those looking to build strong coaching skills for sustainable team growth.

If you are a District Sales Manager, Area Sales Manager, or Regional Sales Manager, this book is a solid starting point to develop a modern coaching mindset – the foundation for becoming a “leader as coach” in your organization.