Most sales managers I know have a love/hate relationship with the prima donnas on their sales teams. They love the star player’s passion and hard work; they hate the self-centered behaviors that demoralize or discourage the rest of the team. That leaves sales managers with a dilemma: If they come down hard on a prima donna, that salesperson may just take his/her talents elsewhere. Not good. But a sales manager can’t afford to ignore the situation, either, because prima donnas are often engaged in behaviors detrimental to the team. A simple truth in sales management is that what you don’t confront, you condone. What can you do then?

CSO Insights’ 2017 Sales Manager Enablement Report compared the win rates on forecasted sales opportunities between companies with a formalized approach to coaching—meaning there is a standard approach used by all sales managers—to those companies where coaching strategies were entirely left up to the manager or done informally. Their findings provide proof as to why a sales coaching initiative at your company is so important: companies who had adopted a formal approach to sales coaching achieved a win-rate on forecasted deals that was 19% higher. In short, developing a strong sales coaching culture offers a great ROI. And great leverage: Each sales manager trained is then empowered to improve the win rates of every sales rep on their team. Here are seven keys that will move you in that direction.