Why Sales Coaching Matters

The words "Key to Success" are written on a blackboard

When you wonder why your sales team is not achieving the success you had hoped for, look into how much time is being spent on sales coaching.

Skilled sales coaches can be the key to solution selling success. Our experience tells us that win rates alone can improve 20%. When you have a standardized solution selling process that is supported by proven solution selling training and a proven sales coaching methodology, you have set your sales team up to perform at their peak.

Yes, we know how hard it is for busy sales managers to set aside time to monitor and coach on a regular basis. And we know 3-out-of-4 organizations do not make consistent use of a formal sales coaching process. And yet, the 1-in-4 that consistently coach their sales reps, achieve their sales targets. When sales reps are following the process and held accountable for the way they sell and to whom they sell, forecasts are far more accurate and achievable. Our research shows that reps who receive consistent sales coaching outperform their peers 4-to-1 in terms of revenue and margin.

First, sales coaches need a clear and compelling sales strategy. They need to know how to encourage their reps to run the race…how to select the right clients and what sales behaviors are most likely to win. Then they need to be able to translate the sales strategy into daily, weekly and monthly sales behaviors. What are the critical few sales activities that advance sales opportunities and help customers to succeed? What are the critical few customer-centric behaviors that bring consistent results?

Sales managers should stay close to their reps so they can get an accurate picture of what’s going on. Their role is to check in regularly, monitor, observe and suggest possible actions to move a sale through the sales funnel. They need to know how their sales reps are spending their time and with whom. When reps are spending time on unlikely buyers, sales coaches need to push them toward more likely prospects that fit the overall strategic direction of the company. When reps are overwhelmed by obstacles in a sale, coaches can help sort out what needs to be done to overcome them. When sales reps need help addressing a customer need or solving a customer problem, a good sales coach can pull in needed resources or provide insights on how to proceed.

Don’t underestimate the value of regular skilled sales coaching. It can make the difference between being called out for not hitting your numbers or taking kudos for reaching your sales goal.

Download The Truth About Sales Coaching’s Biggest Mistakes to Learn More

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