The coaching process is more than a hypothetical run-through of possible scenarios. Ideally, it takes place all the time: in the field, after calls, and during periods of tough selling. The manager who is a good coach gets into the game and models the performance expected of the sales team.
Suggest the change
- Why do you think your best customers do business with you?
- What are your greatest challenges for this year?
- What are your growth plans for the coming twelve months?
Model the method
- Talk over the desired method first.
- Let the salesperson play the prospect.
- The manager plays the salesperson.
- Role-play the last sales call.
- Demonstrate the improved skill for the salesperson.
- Debrief after the role-play for the salesperson’s feedback.
- Talk over the desired method first.
- Plan the objectives of the sales call with the salesperson.
- Model the desired method for the salesperson with the customer or prospect.
An ongoing process
- What did I do today to help my people?
- What did I do today to improve the performance of my people?
- What did I do today to lead my people by example?
— DWIGHT D. EISENHOWER
Ten coaching tips
- Coach all your people all the time: top performers, those in the middle, and those at the bottom.
- Coach each person at least once a month.
- Coach at the peaks, the valleys, and in the middle.
- Don’t wait until sales are down—your people may resist.
- Avoid jumping in at the first sign of trouble on a sales call, but don’t let your people drown either.
- Find something positive in every sales call you make with your sales people.
- Have them analyze the sales call first—what they liked best and least.
- Ask them what would have made the sales call more productive.
- Recommend and model a preferred sales method.
- Continue coaching and practice, practice, practice! Role-play different situations, one-on-one and in group settings.
Len D’Innocenzo is a co-founder of CRKInteractive, a US-based provider of cutting-edge performance development programs for over 20 years. Northbound Learning has an exclusive Canadian partnership with CRK.