In relation to RETAIL, the role of the coach is to identify the right conditions and opportunities to improve retail performance and to find ways of motivating Retailers to take action. Most Retailers are in fact highly motivated and therefore the task is to maintain that motivation and to generate excitement and enthusiasm based on existing and future desired results. The coach provides objective and honest assessment to assist retailers in preparing training programs, communicating effectively with their team, assisting the retail teams to develop new skills and how to use evaluation to monitor progress and predict performance.