Why You Should Implement Sales Coaching

Looking at most of the literature and data out there, one quickly realizes that emphasis is typically placed on “how to coach” or the coaching model.

“In sales organizations where the sales coaching ‘exceeds expectations,’ 94% of the sales reps achieved quota. Where ‘coaching needs improvement,’ only 84% achieved quota.”

This is a phenomenal increase. However, it is also important to bring it back to the motivations surrounding why you’re coaching and then revisit the how.

There is a lack of leverage that comes with all the activities a sales manager has to do. Managing performance, attending conferences, going to meetings etc., are all activities that really don’t promote improvement within the sales team. The only activity that can improve results is coaching the sales team on how to sell better with focus put on the key selling skills. Let’s say you’re managing 3 sales teams and they are all able to produce better results – this is what gives managers leverage.

Key selling skills range from the ability to prospect new businesses and call planning, to fundamental question-asking and listening skills. The important thing in all of this is to approach sales conversations with the intent of generating a fluid, valuable conversation with the potential customer.

One issue that has arose is that managers are often resistant to conduct sales coaching. Lot’s of them feel they don’t have the skills to coach properly, or feel like they don’t have the time to do so. There are some managers that fear coaching because it’s such a drastic switch from being an individual contributor and only having to worry about their own sales, to becoming a manager. Managers need to switch their mindset from “I’m trying to sell to…” to “I’m trying to inspire others to sell;” when a manager can empower others, the results become quite profound.

For sales managers who feel they don’t have the time to coach because of long weeks, travel, or whatever else it may be, know that this is a legitimate concern. Coaching does take patients, and will take time up front. But, focusing only on this idea of time is very short-sighted. As your team gets coaching, they will become more empowered and this will result in a better team overall. It will take time at the start, but the long term result of you not having to be the chief problem solver is well worth it.