This research aimed to design a model for the role of effective coaching in achieving salespeople's performance through soft skills. The research was applied to tourism companies in Iraq and relied on the approach combining qualitative and quantitative approaches. To select the sample, the intentional sample was used, and interviews were conducted with a group of tourism company managers and marketing experts with many (25) individuals to reach the dimensions that make up the model. After that, a questionnaire was designed to collect data to analyze the relationship between the research variables for (427) that were randomly distributed to each tourism representative. To prove the model, five hypotheses were formulated that explain the effect of both effective coaching and its dimensions on soft skills, which in turn affect the performance of salespersons using (SPSS, and SMART PLS) programs, as the effect and relationship were proven in all hypotheses, which are as follows: (0.689), "the percentage of the effect of effective coaching on awareness", (0.407) the percentage of the effect of effective coaching on responsibility, (0.472) is the percentage of the effect of awareness on soft skills. (0.227) represents the impact of responsibility on soft skills, and the value of the impact of soft skills on performance is (0.394), and the results emphasize the value of implementing strong training programs designed to develop employees’ self-awareness, personal responsibility, and interpersonal skills. Organizations can develop a more confident, adaptable, and interpersonal workforce capable of delivering superior customer experiences. Furthermore, the study highlights the need for tourism service providers to comprehensively assess and nurture soft skills alongside technical competencies during recruitment and performance management processes. It recommends providing value on the potential benefits of implementing training programs to support professional development and enhance the performance of frontline sales staff. The results of this research can help develop training strategies and training programs specifically designed to improve the performance of sales representatives, and ultimately improve the overall customer experience in the tourism services sector.
