COACHING


TAILORED TO YOUR SELLERS Less than 15% of sellers believe their managers provide sufficient coaching on how to have better customer conversations. Sellers are often left to self-assess and self-


identify the best training or coaching materials to help them do their jobs more effectively. But without objective manager feedback, they most likely miss their biggest blind spots. Managers, on the other hand, are finding


it more challenging to provide reps with the personalized training and coaching they need – especially in a virtual environment. What can you do? Consider using the C.O.A.C.H. framework – a scalable, repeatable methodology for giving sellers the tailored coaching they need.


1. Choose the right approach based on each


seller’s individual ability and motivation. For someone with low motivation and low ability, you might need to provide clear direction and guidance. But a seller with high motivation and high ability might just need you to remove barriers and make them feel empowered to do their job well.


2. Conduct an overview of the territory, account, or upcoming buyer conversations and identify what your sellers want to achieve and how you’ll measure their success. Some areas to focus on include prospecting and pipeline creation, deal closing and negotiations, and renewals and upsells.


3. Assess the areas your seller needs to develop. Identify no more than three parts of a conversation to focus on. Then, have them practice and refine those specific skills to gain proficiency.


4. Confirm your seller has a strategy in place to apply what they learn to their next conversation with their buyers.


5. Determine how you’ll know that your coaching is successful by setting clear goals. Examples of goals might be getting more movement in the deal or elevating the sales conversation from their prospect to the C-suite.


TAILORED TO THE MOMENT People learn best when they’re in a deficit – a moment of need. In urgent, back-against-the- wall moments, you have no option but to learn, adapt, and get yourself out of a tight spot or maximize an emerging opportunity. Salespeople face varying degrees of deficit every day. It could be a KPI that reveals a gap or defect somewhere in the sales process. It could be the company asking them to learn a new product. Or it could be a major market change like a pandemic that requires them to pivot their customer conversations instantly from in-person to virtual. In these moments, they’re motivated to


proactively seek out the information they need. The more acute and pressure-filled the deficit, the more ready, willing, and able your reps are to invest energy into learning new skills. The question is, can they find the content they need, when they need it most? No manager can expect to provide in-the- moment feedback for every rep on every call. But this is an area where technology can help. For example, what if your reps could directly access AI-assisted coaching and topical micro-learning content in their CRM? As sellers move an opportunity through each stage of the sales cycle, imagine having access to short, interactive training videos and coaching reminders that match the buyer’s situation.


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You can use this framework to tailor your coaching for every individual on your sales team. But don’t stop after you get through step five. Continue to cycle through all five steps to help your sellers keep refining their skills. With a repeatable framework like this one, you can overcome what might feel like a unique and daunting virtual setting.


Less than 15% of sellers believe their managers provide sufficient coaching on how to have better customer conversations.


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