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.
- Salespeople average only 3 years of peak performance in a role.
- The average tenure of a B2B sales professional is at an alarming 16.8 months.
- Only 5% of B2B sales professionals stay with a company for more that 5 years.
- On average, teams that report receiving more than 3 hours of coaching per month exceed their goals by 7%.
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.
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.