Sales Coaching + Solution Selling Training = Success

graphic of a salesman walking from one peak to another with the help of a solution selling coach

Based upon over 800 sales training measurement projects, we have come to believe that solution selling training on its own is often an exercise in futility…and we say this as a business consulting and training company.

Sure, customized and targeted solution selling training helps sales reps to become more aware of what it takes to succeed and the skills they need to improve their performance. But unless sales training participants are held accountable on a consistent basis, believe that changing their behavior is in their best interests, and have a competent coach to help them along the way, only 1-in-5 sales reps will change their behavior after a stand-alone sales training “event.”

Systems need to be in place to measure each rep’s progress and to encourage the application of their new consultative sales skills on the job. And, to ensure continuous learning, each sales rep needs a sales performance coach who can provide the support to go to ever higher peaks of performance.

What does it take to be an effective sales coach…the kind of coach that capitalizes on and is a necessary part of any solution selling training program?

  1. Credibility
    A sales coach is credible only if they, too, were once learners and performers in the discipline they are now coaching. They need to know what it takes to develop mastery and how to break the learning down into sequential developmental steps in a way that works for each coachee. And they must have attained a degree of competence that can inspire others. A sales coach, in particular, should have a record of accomplishment that others admire so they pay respectful attention to the lessons to be learned.
  2. Focus on Performance Improvement
    The role of a sales coach is quite simply to improve sales performance in terms of “Being” (how people behave) and “Doing” (the desired performance results). This is the goal that both partners—coach and coachee—should commit to and share. The most successful sales coaching relationships are win-win partnerships…the coach derives fulfillment from helping someone get better at their job and the learner derives satisfaction from clear and measurable progress. Expectations are agreed upon; goals are set; performance is monitored and measured; accomplishment is rewarded.
  3. Ability to Provide Meaningful Feedback
    The best sales coaches keep the focus forward. They don’t stress what went wrong; they help the coachee understand how to do things better next time. They know how to motivate and inspire…not with formal lectures but with informal, timely, specific, honest observations and encouragement.

If you want to improve business sales training skill adoption, behavior change and performance results, add sales coaching to reinforce your solution selling training initiative and watch your reps truly boost their performance 4-to-1 compared to reps who do not receive consistent and frequent coaching.

To learn more about supporting solution selling training skill adoption and performance improvement, download The Truth About Sales Coaching’s Biggest Mistakes

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LSA is an instrumental training outsourcing partner in helping us to build management capacity and strategically invest in our people. Their flexibility, depth, and breadth of expertise allows us to deliver top quality solutions that are directly tied to key business plans. Their ability to custom design, deliver, and evaluate our Management Curriculum has been excellent. They are true business partners and a pleasure to work with.

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I have worked with other training companies and found it to be more of a seller/buyer relationship than one of matching the right expertise to our business issues. That’s what LSA does – ask the hard questions, listen, and understand our business needs. We receive the benefit of their expertise from assistance with personal development plans to enhancing team performance, to looking at enterprise-wide challenges. It’s all about helping our business succeed as we grow. Right now, LSA is providing great ideas, a fresh approach, and valuable guidance as we develop our management team and accelerate our client relationship management results.

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Ken Boehm
VP of Human Resources

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