Sales Coaching for Sales Success
Sales coaching for sales success is widely recognised as a high yielding activity producing sales results, however in most companies it lacks strategy and best practice.
Sales coaching is essential in supporting the behavioral change needed within the sales team. Many sales leaders however fail to coach and they list excuses such as:
- Don’t have time to coach
- Not sure ‘how to coach’
- Don’t know how to have a coaching session
- Don’t have the tools and resources need to lead a coaching session
Sales coaching is relatively easy to introduce, control and monitor, and generates immediate measurable results. Sales Managers and sales leaders need their superior’s support for coaching to be successful within a company. This support is essential in maintaining the sales manager’s coaching focus, with the result in a significant of return on the investment in the coaching effort.
There are two primary goals to sales coaching:
(a) To improve sales performance
(b) To help salespersons gain the ability to self-assess
Developing a Sales Coaching Strategy
It is helpful to view sales coaching as a vehicle that helps transport a sales person from place to another, the sales coach. To bring about this change and to reach the destination the sales coach has the following objectives for his coachees:
- personal development – balancing personal and professional roles more effectively
- sales skills – developing interpersonal and sales skills necessary for sales success
- self-awareness – helping sales people to become more aware of their strengths and weaknesses
Sales leaders need clarity on why they need to coach, who should they coach, and what do they need to coach, sales leaders will fail in helping sales team meet even the most basic sales objectives such as having a successful first meeting or establishing a meaningful conversation with their clients and customers.
- Level One:- Priorities
Business Objectives – Sales Targets
Sales Strategy – Sales Process
- Level Two:- Facilitate
Understanding individual needs
Constructive one-to-one conversations
Discover how sales activities effect sales results
- Level Three:- Improvement
Document the changes in behaviour
Track the sales results
Have a coaching plan for each individual
Have a plan:- A clear vision and action plan ensure that the sales team are focused on the same end-result.
Align the Plan with Individuals Goals:- The salesperson needs to be motivated, make sure they have clear goals they genuinely want to achieve.
Role Play Skills:- Have the salesperson practise the sales skills in a safe and supportive environment
Celebrate Success:- Reward growth, success and achievement, sales people relish recognition.
(side note in a company where I delivered the sales induction training, I spoke to management regarding the progress of one of my trainees, the management were informed me that they individual was achieving outstanding results. When I spoke to the individual he was unaware of his success in the sales role.)
Timothy Gallwey who wrote “The Inner Game of Tennis” developed the theory of the Inner Game. The Inner Game proposes to close the gap between Performance and Potential.
There is a gap between performance and potential, what causes the gap?
The GROW model for solving problems and achieving goals.
The power of GROW is that it is easily understood, straightforward to apply and very thorough. In addition, once you have an understanding of how it works, it is possible to apply it to an amazing variety of issues in a very effective way.
G – Goals
What the salesperson wants to achieve
R – Reality
Where they are now
O – Options
What would give the salesperson the best result?
W – Willingness
The motivation and willingness to carry out the actions to achieve the results desired.
Take time today to establish your priorities and make sure you are spending time on coaching. You will see your salespeople GROW — and you will also find that your sales results will grows as well.
To learn more about sales leadership coaching please contact us