Become A Great Sales Coach

by | Feb 19, 2018 | Business, Marketing, Sales Leadership

Become A Great Sales Coach

Being a great Sales Coach is a differentiator when it comes the results of sales teams and the results of individual sales professionals.

The quality of a Sales Coach has a direct impact on sales performance whilst also positively impacting attrition rates when it comes to your star performers.

Effective Sales Coaching is critical in driving sales performance and addressing attrition rates

So we know the problem and challenge we are faced with.

The activities performed by a Sales Coach are not always supported by a company manual, a set of documented processes or the luxury to observe a role model.

Recognising this I wanted to offer some of my experience gained over the last three decades as a Sales Coach.

Here are the three different approaches to Sales Coaching that I use:

Dedicated infield Sales Coaching session:

  • These are not joint customer visits. These are dedicated Sales Coaching sessions.
  • Personal development goals are agreed based on a previous observation(s) or agreed competence gap(s).
  • The sales call has been selected in order that the Sales Coach can observe these specific development goals.
  • The Sales Coach will not play an active part in the sales call and will observe the sales professional.
  • A feedback session is held after the sales call to reflect on progress and any future development opportunities.

    Structured Sales Meetings create clarity win performance and development goals.

    Structured Sales Meetings create clarity win performance and development goals.

Sales Coaching in structured Sales Meetings: 

  • These are diarised Sales Meetings, they are weekly and are in place to support the sales effort.
  • Sales opportunities are identified and prioritised to improve success rates. Considering likelihood & confidence to close the deal.
  • Blockers or resource(s) required to move the opportunity forward are identified and a time bound action plan is agreed.
  • Recognition opportunities are actively sought and performance concerns addressed.
  • These meeting provide a safe place for performance to be discussed and build trust between Sales Coach and Sales Professional.

Adhoc Sales Coaching creating motivation & intimacy:

  • Reach out to a sales professional offering specific coaching support if you know the call that are making will be a challenging one.
  • Check in with a sales professional at the end of the day after they were making a challenging sales call.
  • Ask if they had the opportunity to work on the development goal and ask what they did differently this time around.
  • Share materials that will assist the development goals of your sales professionals: articles, blogs, data etc.
  • Provide the space for your Sales Professionals to make safe mistakes.

Using Sales Excellence Principles #3’s  Sales Leadership Toolkit  your effectiveness as a Sales Coach will increase. 

The 5 Principles of Sales Excellence are:

Business Strategy – Leadership has a genuine commitment to develop Sales Excellence.

Growth Management – Meaningful targets are set and the performance of the business is made visible.

Sales Leadership – Managers spend their time on business performance and people development.

Sales Execution – Sales standards are clear & consistency in Sales Execution is achieved.

Pipeline Management – Sales pipeline and lead management practices are in place and are effective.

Contact me if you want to talk more about The 5 Principles of Sales Excellence & about how I can help your company “sell more“.

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