COACHING


Take the Lead: Coach Your Sellers for Top Performance


BY ANDY SPRINGER, CHIEF CLIENT OFFICER AT RAIN GROUP AND CO-AUTHOR OF VIRTUAL SELLING: HOW TO BUILD RELATIONSHIPS, DIFFERENTIATE, AND WIN SALES REMOTELY


By most accounts, organizations can look forward to grappling with a wide range of challenges in the year ahead—an uncertain economic outlook, continued supply chain issues, rising costs, tight labor markets, digital transformations, shifting buyer demands, and the list goes on.


More than ever, sales organizations need extremely focused and highly motivated sales teams who show up with their A-game every day. Given the unpredictable external environment,


smart sales leaders will take advantage of the levers where they have influence. Sales coaching can be one of those levers. The best sales organizations (what we call


elite performers) are 2x more likely to prioritize and maximize the time sales managers spend coaching their teams, according to the Top- Performing Sales Organization report. Recent research shows that with the combination of an effective manager, regular coaching, and effective sales training, sellers are 63% more likely to be top performers. And, believe me, you want top performers on your team. Their average win rate on proposed sales is dramatically higher: 72% vs. just 47% for the rest. It’s clear coaching is highly correlated with performance. But what exactly should sales managers coach for?


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