Selling addresses the follower who has developed some competence with an improved commitment. The follower is not convinced yet, but is open to becoming cooperative and motivated.
The leader must still focus highly on tasks and this still requires much of the leader’s time, but the focus now also includes developing a relationship with the employee. Build upon the trust that has begun to develop and the encouragement that has been demonstrated. The leader must spend more time listening and offering advice, scheduling the follower for additional training if the situation requires it.
The goal is to engage the follower so they can develop to the next level. There is less “telling” and more “suggesting” which leads to more encouragement, acting as a coach. It is recognition that they have progressed and motivates them to progress even further.
This is a very leader-driven stage.