Defining sales coaching
Sales coaching is developing and mentoring a salesperson through one-on-one relationships with a manager or peer to reach a personal quota or goal. It’s the definitive component to unlocking the potential of not just a single team member, but the entire sales department and how they can use that knowledge to work together. Effective coaching can diagnose both efficiencies and deficiencies so sales representatives can better take ownership of their performance and gain the knowledge to improve their results.
The objectives of sales coaching are to:
- Assess strengths and areas for improvement.
- Change behaviors.
- Develop knowledge and skills.
- Inspire self-motivation.
- Provide continuous feedback to team members.
- Strengthen relationships.
By creating an effective sales coaching strategy, sales managers can focus more on each person’s needs, resulting in better selling techniques, greater sales, and more organizational cohesion. There is no one-size-fits-all approach to sales coaching—openness to change is crucial in making a lasting positive impact. Sales coaching focuses on clarifying appropriate behaviors and helping both the manager and representative concentrate on areas of improvement.
Adding activities to your sales coaching program helps create well-rounded, self-sufficient sales representatives who become more confident and encouraged to improve their sales techniques. Some sales coaching activities are:
- Connecting with team members on a professional and personal level.
- Recognizing when employees have improved and motivating them to continue to do better.
- Guiding, not explicitly telling, how an employee can do better at a particular task.
- Asking top-down questions that give a more holistic understanding of a team member’s perspective.