their problems.


Critiques by peers are a good idea. Unless something they have said is completely off, managers should hold their comments for one-on-one meetings after training. Evaluation sheets help pinpoint problems and direct criticism. My evaluation sheet includes such topics as voice per- sonality, selling skills, and areas that need attention.


When evaluating a call, look for points on style (their professionalism) and outcome (their result). Often the outcome becomes clear early in the call: The customer is not going to buy, no matter what the caller says. Then the desired outcome shifts to making a proper qualification rather than a sale. Close the training session with a brief summation that re-emphasizes


VIDEO: MOMENTS MATTER – HOW TO GET THROUGH A CRISIS


important conclusions about the topic and recognizes good contribu- tions. Ask inside sales reps to role play with each other on a regular basis – say, once a week in a des-


Coach Your Way to Sales Success SELLING TIP


A sales force working at peak performance: What sales manager doesn’t want this? It is up to the coach to teach the players the skills and techniques useful to their position and, most important, to build their confi- dence and self-esteem.


Salespeople develop confidence through a deep knowledge of the product, including the features and benefits to a prospective customer. The more sales- people know about the features and benefits of their products, the more confident they will be when making a presentation. Likewise, the more they know about the competition, the better they can counter stalls, objec- tions, and the comparisons buyers make. In football, the more the players know about the game, the better equipped they are – both physically and mentally. And the more they know about the team they will be up against, the better they can prepare both offensive and defensive strategies. A football player, or any athlete for that matter, develops through practicing and playing.


The most important attribute a salesperson or football player must have is a positive self-image. A wealth of knowledge won’t help if the salesperson doesn’t have the self-confidence to make that big sale or follow through on the play. It is important for a coach to instill a positive self-image in all the players. The coach must teach the players to accept criticism and use it in a posi-


tive way. The best self-esteem builder I know is the small vic-


tory. The coach must recognize every victory – no matter how small. As Dale Carnegie once wrote, “Recognition and appreciation must be sincere and honest.” The coach must notice and applaud the small victories on a daily basis. Then, when the time for criticism comes, the coach has developed a positive energy surplus to draw from without sacrificing the salesperson’s self- confidence.


Once a salesperson or player has had a string of small victories, he or she is much more open to positive criti- cism and self-analysis. Players are on the way to becom- ing empowered once they feel they won’t be humiliated for making a mistake. Likewise, salespeople become more open to taking a gamble to make the big play. Nothing is more satisfying for mentors than when players correct themselves using the parameters their mentors have given them. Studies have shown that teaching and teaming with each other maximizes per- formance among salespeople and football players. For football coaches, it is important to take what they have learned and pass it on to players in a way that builds confidence and trust. With knowledge, confidence, a positive self-image, and support, players and salespeo- ple can fulfill any goals they set.


– JERRY GORDON


ignated half-hour time slot. The more feedback they get, the more confident they’ll feel and the more improvement management will see in the closing numbers. 


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