COACHING
Four Steps to Create and Scale a Coaching Culture
KATE LEWIS
The stats really do speak for themselves when it comes to the benefits of coaching your sales teams. According to CSO Insights, a properly implemented coaching culture can lead to a 16.6% increase in win rates for forecasted deals – and Sales Enablement Pro predicts that “those that measure ‘competency improvement post- activity’ experience a win rate that is 6 points higher than those that do not” – both critical points when you consider that 57% of sales reps are expected to miss their target (Salesforce State of Sales Report).
Despite all of this, though, over 60% of organizations still opt for an infor- mal coaching process or leave it up to managers who may or may not be fundamentally fit as coaches. Informal coaching practices can often be cumbersome and not fit for
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purpose – limiting the true benefits of coaching. They often also involve endless admin, manually updating records for each rep, a lack of ac- countability, no tracking or visibility of where a team member is at any given time, and little measurement. While
such processes may be impossible to scale, establishing a “coaching first” culture makes it possible to create a sustainable and scalable way to coach your teams. Managers realize that focusing on sales results alone will not drive change and create a sustainable high- performance team – and, while sales results are important, they are also lagging indicators. A true coaching first culture means being prepared to lead with a coaching conversation, no matter the circumstance. Although this may not be easy in the face of month-, quarter-, or year-end pressure, it can also be the difference between a successful program and merely good intentions.
1. DEFINE SALES COMPETENCIES Think of defining sales competencies as outlining your goal. If you don’t know the destination, how can you plan the journey? If you don’t define what good looks like, how can you develop and coach your sales team to be the best versions of themselves? What makes your salespeople great? Is it their attitude? Technical under- standing? Approach? This is an es- sential step, not only for you to know what you are aiming for but to enable you to scale. Everyone else needs to know, too. It sets a standard and an
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