COACHING
Five Tips to Transform Your Sales Coaching and Boost Results
ARIEL HITRON
Incorporating great sales coaching can boost your company’s revenue and increase your sales staff’s productivity. According to a 2021 Second Nature Sales Coaching Survey, 96% of respondents ei- ther agreed or strongly agreed that effective sales coaching made a big difference in the performance of their salespeople. Sometimes, though, sales coaching is not as effective as it can be.
Ad hoc is not the best approach. Unfortunately, sales coaching often takes place as part of a weekly pipeline discussion, where a manager may discuss strategies for bringing the deal to the next stage. But this approach fails to look at the big pic- ture and, as a result, can only take the company forward in baby steps. Many sales managers are more comfortable with this ad hoc ap- proach – after all, that’s probably how they were coached when they
were reps. However, an effective sales coaching strategy should be a vital part of your company’s business strategy. Otherwise, you could be left lagging behind your competitors.
1. BASE COACHING PLAN ON GOALS AND DATA
The biggest factor when developing a strong sales coaching program is to look at your company’s strategic goals. For example, do you want to increase the pipeline for a particular
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market or expand into new markets? By determining the areas on which you want to focus in the long term, you can structure your sales coaching program on those particular goals. Once you have determined your goals, use company data to help identify the best ways to move forward. You can dig into the data in your customer relationship manage- ment system to help determine your sales team’s weak spots. For example, if you see from your CRM data that only 10% of your reps are generating deals for your newest product – and your goal is to increase revenue for that product – your most likely course of action would be to coach the other 90% on how to sell that new product. You might even break that down into several structured practice-and-coaching sessions around the features and benefits of the prod- uct, customer success stories, and how to differentiate it from the competition. AI sales coaching platforms like
Second Nature can also be a rich source of data. Second Nature’s AI
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