![](https://www.salesforce.com/au/blog/wp-content/uploads/sites/4/2024/05/JGheadshot.webp?w=378)
author name
Jen Gustavson
author title Writer, Salesblazer
My Background
Jen Gustavson is a writer from Salt Lake City, now living in Brooklyn, New York. Her 15-year writing career spans print journalism, consumer brand work, B2B content strategy, marketing and creative agency leadership, and beyond.
![](https://www.salesforce.com/au/blog/wp-content/themes/salesforce-blog/assets/images/author-header-greenbush@1x.png)
Lead with empathy, build trust with your team, and learn to cultivate your sales reps to keep them engaged and selling. This is what effective sales coaching looks like now.