Webinars

Coaching That Closes: How to Develop High-Performing Sales Associates

Great sales teams aren’t built by chance, they’re coached with intention. In today’s furniture retail environment, sales leaders must strike a balance between accountability, motivation, and skill development without slipping into micromanagement.

This practical, retailer-focused webinar will explore proven coaching strategies that help sales associates grow, perform, and stay engaged. Designed for sales managers, store leaders, and owners, the session will break down how to coach effectively both in structured one-on-one settings and in real-time on the sales floor. Attendees will learn how to deliver feedback that drives improvement, reinforces confidence, and creates a culture of continuous learning, without creating resistance or burnout.

Participants will walk away with actionable coaching frameworks they can apply immediately to elevate individual performance and overall store results.

By attending you’ll be able to:

• Structure effective one-on-one coaching sessions that focus on growth, accountability, and results
• Coach sales associates “in the moment” on the sales floor without disrupting the customer experience
• Provide clear, constructive feedback that motivates improvement rather than defensiveness
• Avoid micromanagement while still maintaining high performance standards
• Identify coachable moments and turn everyday interactions into learning opportunities
• Build a consistent coaching approach that strengthens skills, confidence, and sales outcomes

Our Panel:

Lorri Kelley, Owner, Lorri Kelley Advisors

Lorri Kelley has over 25 years of experience in various C-level, executive, and marketing positions with some of the most exceptional companies in the home furnishings industry. Through her company, Lorri Kelley Advisors, she is dedicated to providing guidance and leadership to companies and individuals who are passionate about achieving business excellence. She hosts a Sales Manager Performance Group for Home Furnishings professionals as part of her Executive Coaching Program.

Lori Friedlander,  Owner, Furnia Home | All Things Furniture

Lori Friedlander is the principal of Furnia Home | All Things Furniture, a consulting firm for furniture and home furnishings. With over 20 years of experience, she has parlayed a strong sense of fashion, color, style, and trends into diversified positions within the home furnishings industry. A merchandising, sales management, and design professional, her experience includes working with both family-owned and corporate entities, including renowned brands such as Ethan Allen, La-Z-Boy, and Bassett Furniture.

Matt Pridemore, Sales Trainer, HFA Sales Academy

Matt Pridemore is a seasoned expert, having spent his entire life immersed in the furniture business. With years of hands-on experience, Matt has successfully navigated retail challenges and now owns approximately 20 furniture stores. His passion for the industry has led him to become a sales trainer at the HFA Sales Academy, where he shares his knowledge and strategies to help others succeed in furniture retail.