BY AMY COOLEY
You’ve probably heard the phrase “be a coach, not just a manager.” It sounds great, but what does that actually mean in a day-to-day operation where things move fast, expectations are high, and everyone—from chauffeurs to dispatchers—is juggling a lot? The heart of effective coaching is trust. Without it, even the best coaching techniques will fall flat. When employees don’t have confidence that your feedback is coming from a place of support and potential for growth, they’ll either shut down or push back. But when trust is strong, your team is far more open to making changes and being held responsible for their actions.
What Does a Coaching Culture Look Like?
In a coaching culture, leaders focus on developing their people—not just directing them. That doesn’t mean you stop holding people accountable or letting things slide. In fact, it’s the opposite: a coaching approach invites clarity, communication, and responsibility from both sides. Because trust has been built, the employer and the employee are invested in doing their very best.
Coaching means:
❱ Asking more than telling. Instead of jumping in with a solution, ask: “What do you think would work here?” or “What’s another way to approach this?” If their answer doesn’t quite hit the mark, then you can guide them toward a more practical solution.
❱ Framing feedback as growth. Feedback isn’t about catching mistakes; it’s about helping someone improve. Also, don’t limit feedback to times when they’ve messed up. Encourage positive behavior.
❱ Staying curious. If someone’s struggling, lead with curiosity, not criticism: “Help me understand what happened here.” Hearing their perspective and how they came to the conclusion they did can offer a glimpse of their critical thinking skills.
❱ Following up. Coaching isn’t a one-time conversation. It’s checking in and tracking progress. Focus on guidance and instilling confidence.
Try these conversation starters to shift your feedback from reactive to developmental—which builds trust while encouraging growth.
When a chauffeur is late for a pickup:
“What do you think caused the delay, and what can we adjust to prevent that next time?”
After a dispatcher has a tough day juggling last-minute changes:
“What went well today despite the chaos? What part of the process felt most stressful?”
When a CSR misses a detail in a reservation:
“What do you think led to that oversight, and what tools or reminders might help going forward?”
When a detailer rushes through a vehicle prep:
“What’s your process for final inspection? Is there anything you’d do differently if this were for a VIP client?”
After a team member handles a tough client situation well:
“What did you do in that moment that worked? What made you feel confident handling it?”
For any team member needing a confidence boost:
“Where do you feel like you’re growing right now? What’s one area you’d like to get stronger in?”
These quick coaching questions help move the conversation beyond “what went wrong” to “how can we grow from it?” Choose one to try in your next one-on-one—or even in the middle of the workday. A single coaching moment can open the door to stronger performance and a more connected team.
Before any of that works, your team needs to trust you. And trust doesn’t come from a title—it’s earned through consistency, communication, and care.
Here are a few ways to build (or rebuild) trust:
❱ Follow through. If you say you’ll do something, do it. Every time.
❱ Stay present. Put your phone down, make eye contact, and listen when someone’s talking to you.
❱ Own your mistakes. Leaders aren’t infallible. If you mess up or make a bad call, acknowledge it. Vulnerability from leadership builds trust faster than pretending you’re always right.
❱ Be fair. Apply policies, praise, and corrections consistently—not just to your favorites.
The Payoff
A team that trusts you will tell you when something’s wrong. They’ll bring you ideas and feel comfortable doing so. They’ll respond better to feedback, positive and negative. And yes, they’ll be more open to coaching—even when it’s about something hard.
Trust and coaching go hand in hand. When you build both into your leadership style, you don’t just improve performance, you improve the experience of working for you. That’s how you retain people, grow your team, and build a stronger company from the inside out.
A single coaching moment can open the door to stronger performance and a more connected team. When leaders take the time to coach instead of just correct, they create a culture where people feel seen, supported, and motivated to improve. And in an industry where every detail matters and every person counts, that kind of culture isn’t just a “nice to have”—it’s how you retain great people and deliver consistently exceptional service. [CD0525]
Amy Cooley is HR Leader for The LMC Groups. She can be reached at
