The article attempts to discover the dilemmas of coaching as a management tool by managers of distribution. It shows the richness subdiscipline Organizational Behaviour, little exposed on the Polish market development and training and its role in complementing competencies coaching sales managers. Emphasizes the link between the use of coaching techniques for managers, organizational behaviour and rituals. The intention to implement this article is to identify areas of organizational behaviour as that coach should explore, especially in managerial coaching.