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Sales coaching is one of the most potent approaches to develop sales professionals and grow performance. Still, it often does not achieve the results which people expect. This outcome then results in frustration and waste of time and resources.
So, the question is, why and what to do? A lot has to do with the following factors.
First, let us look at what sales coaching is? Sales coaching aims to improve performance by assisting salespeople and sales leaders in discovering their (hidden) potential within themselves. By unlocking the person's potential, they can maximise their performance.
The use of questions combined with excellent listening skills, patience, and observation abilities is needed when coaching. But there is much more to it.
So why does it not always work? Often it has to do with the way managers coach.
Let us look at the most common approaches that can lead to results.
Coaching is not telling. Often managers coach people by telling them how to improve. When you tell people how to do things better, they might listen or not. Much depends on their state of mind at the moment. Try to ask questions. When we ask questions, we create a brain process that activates the other persons' subconsciousness. In turn, this helps develop new ideas or thoughts. You then help the person you are coaching to rediscover themselves and much more. Do realise that coaching takes an effort to learn but brings vast benefits with it.
Have or develop the right skills to coach. The term "coach" was used for the first time, around 1830 at Oxford University. Coaching is used to get people from where they are to where they want to be.
Time constraints. To get the best results from coaching your salespeople, you need to make time to do a good job. You achieve this by consistently planning and taking time to coach. You can do this in the field (nowadays a challenge due to Covid-19) or through a conference call. Do realise that coaching, when performed regularly, will lead to more time for the manager to do other things. As the coachee improves and shows results, the manager can reduce the coaching moments. So, in the end, both coach/manager and coachee benefit in time, performance and job satisfaction.
Our salespeople are good; they do not need coaching. What a total misconception! Why do the best performing CEO's and sports people need coaching? Because they are outstanding, and they are also aware that the world is changing rapidly. This is the reason why they are continually going with change. Coaching is not a sign of weakness. Instead, it is a sign of strength!
Do not hold back on developing people. A manager once told me that he was unwilling to invest in his people because this might jeopardise his position. I am sure most people will find this quite ridiculous. Developing your people is a must and responsibility. It shows that you are a good leader, which can only positively impact your career and "joie de vivre"!
Build trust or work on getting confidence. One of the prime conditions for being accepted by your people as their coach is trust. Ensure that you listen, take their input seriously and make clear you are there to help them. Know what motivates them is extremely important. Please do not assume that you know what motivates each one of them. When you get to know this, you will learn how to influence them positively and build trust.
Some people are just not coachable. Yes, this is true. They will not benefit from sales coaching. What do you do then? Sit down with them and discuss their future. There are different reasons why people resist developing themselves. You might learn a lot about them by asking the right questions with the right tone, skills, tactics. With this knowledge, you will be able to figure out the next steps into the future.
My final advice is:
Develop a system for consistent coaching. Discuss with your team members, set expectations, goals, milestones and journey to success. Define what success means.
When executed well, your actions will result in:
Higher performances caused by job happiness.
Higher job satisfaction which leads to improved motivation
Impact on health due to fewer worries about the job, which leads to less stress.
Better contributions to the team through increased involvement.
Better flow of impact-driven business ideas which often impact business growth.
Retention of top talent!
Business growth, thanks to a highly motivated team.
If you want to know more, please approach me at +31 0642713033 or by email.
Dutch, English, Spanish, French and German spoken.