Recent data shows that salespeople aren’t receiving nearly enough coaching from their managers and too often the coaching they are getting isn’t resulting in closing more business. Here’s a list of five ‘Do’s’ for sales leaders and managers who want to create a productive sales coaching environment.
1. DO be consistent in scheduling all one-on-one coaching sessions with salespeople. Being consistent sends the message to salespeople that these sessions are important and intended for their development and improvement. Establishing a rhythm and consistency of coaching is key to communicating that message.
2. DO have an agenda for every coaching session. Using a structured agenda helps salespeople feel more comfortable and less threatened when they know what to expect in a coaching sit down. This leads to more open and straightforward conversations regarding their sales opportunities.
3. DO make sure the salesperson comes away from every coaching session with a lesson learned from the sales calls that are discussed. Lessons reinforce positive sales behaviors and prevent a future repeat of negative, ineffective behaviors.
4. DO make sure, as the salesperson’s coach, to role-play the ‘salesperson’s’ part of the sales call. By doing this, the coach is modeling the expected sales strategies and tactics. (“This is how I want you to do this.”) When this is done, a standard is established,expectations of the salesperson can be set and they can be measured and held accountable for meeting that standard in their sales calls.
5. DO listen for the salesperson’s beliefs that may sabotage their sales calls and prevent them from achieving their desired outcomes (e.g. fear of asking detailed questions about budgets, reluctance to ask about the prospect’s decision-making process) Bring these self-limiting beliefs to the salesperson’s attention and help them discover how they are being held back, not by uncooperative or hostile prospects, but by their own thinking.
These are just a few elements of effective sales coaching. I will be posting a list of ‘Don’ts’ in the near future.