Personal coaching mediated via telework for strengthening commercial leadership in organizations within the commercial sector
https://orcid.org/0000-0002-5460-6687
The objective of this article was to analyze the relationship between personal coaching mediated by teleworking and the strengthening of commercial leadership in organizations within the commercial sector, based on a case study involving a remote sales team. The study emerged from the need to identify a coaching tool capable of strengthening leadership among employees working in geographically dispersed environments and interacting mainly through information and communication technologies. Methodologically, the research followed a mixed-method and descriptive approach. Data were collected through a survey administered to 10 sales advisors and an interview with 1 sales manager. The findings revealed the absence of a formal coaching tool, moderate motivation levels, low self-perception of leadership, limited institutional training, and the need for stronger virtual and face-to-face support. Teleworking was positively valued because of the autonomy it provides; however, it was also associated with work pressure and limited satisfaction with some motivational components. It is concluded that neurolinguistic programming emerged as the most relevant tool in the analyzed case for strengthening personal leadership, due to its potential to promote self-awareness, motivation, effective communication, and performance improvement in remote sales teams.
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