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The state of development of domestic enterprises requires a "man-centered" revision of the place and role of the employee in it - both from the standpoint of growth of its creative, defining, controlling and regulating role, and its adequate change in the structure of social production, when the main condition for its development is a natural enhancement of those types of economic and social activities that provide the accumulation of immaterial human wealth. The determinants of the success of enterprises and their competitiveness in the market are the level of professional development of employees (PRP), their ability to learn and the need for self-improvement. Currently, the topic of coaching has become one of the most sought after in the field of management and consulting. According to European experts, this is one of the effective methods in management. Most coach consultants define it not only as a method of direct learning, but also as a philosophy, system of technologies and methods aimed at setting and achieving the goals as quickly as possible. In this article the essence of coaching and the problem of introducing the coaching method in training the personnel of the organization to improve its professional adaptation are considered. Modern teaching methods in commercial enterprises were analyzed: training, professional counseling, mentoring and couching. The factors influencing the productivity of the personnel of the trade organization were analyzed. Coaching is foreseen to provide a system of principles and methods that are aimed at stimulating the development of potential capabilities of staff and specific employee. The stages of the coaching process are determined: situation analysis and information gathering, improvement of the system of responsibility, implementation of the plan, selection of the appropriate option, evaluation of the effectiveness. Advantages and lacks of coaching application at Ukrainian enterprises are elucidated. Also, ways to solve the problems of introducing the coaching method are given. The coaching usage necessity in the process of formation of development Organization is proven.

COACHING METHOD APPLICATION IN THE PERSONNEL MANAGEMENT SYSTEM OF THE TRADE ORGANIZATION FOR GROWTHOF PRODUCTIVITY OF LABOR