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AUTHOR PROFILE


How Sales Leaders Who Focus on Coaching Achieve Breakthrough Sales Results


SELLING POWER EDITORS


Having sold and delivered sales performance systems to scores of sales organizations, John Hoskins, author of The Level Five Coaching System, knows a better way to drive results. Many companies invest top dollar in training their sales forces, yet the absence of follow-up, reinforcement, coaching, and deep-deliberate practice causes most sales representatives to quickly revert to their original ineffective selling approaches. Savvier organizations embracing planful approaches to sales coaching, however, are quickly able to close the quota gap and grow their top line.


Countless leaders know that “wing- ing it” is not the correct approach when it comes to coaching. Informal “whack-a-mole” coaching ap- proaches inspired Hoskins to offer a better way in his book, Level Five Coaching System. This step-by-step guide shows you how to install the process, build the skills, and provide the tools and resources your front- line sales leaders need to execute your sales strategy.


Hoskins began his work with


field research. During his consult- ing career, he observed more than 2,500 sales calls, assessed coaching activities and behaviors of more than 400 sales managers, and surveyed in excess of 1,200 buyers. What he discovered was alarming.


As many as 60% of sales calls failed to move the buying process forward. Considering the average cost of a sales call, this was an alarming statis- tic – driven by two things: • Sales leaders focused on the quan- tity instead of the quality of (and how salespeople execute) their sales calls. • The “scrap and waste” result from


sales calls reaching only the first three levels of the five levels of quality. Con- versely, calls achieving Levels 4 and 5 experienced remarkably higher close rates and average deal sizes. Once defined, leaders learn to


identify the predominant selling level for each of their sales reps and what it will take to move them to higher levels. Sales managers know how to partner with their sales reps in their development journey – creating 90- day coaching plans to focus on and leverage the individual’s top three strengths and help them identify


SELLING TIP Get Emotional


Emotion gets a bad rap in the office setting. It brings to mind raving lu- natics – wandering the halls in search of someone to vent to. But emotion can be a force for good if used correctly. In general, positive emotions are more acceptable and productive.


Share your enthusiasm for a new plan, product, or idea, and you’ll moti- vate others with your confidence – particularly if your positive emotions are grounded in fact.


– LAINE CHROUST EHMANN


SELLING POWER SEPTEMBER/OCTOBER 2021 | 15 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


their top three areas of development. They then work together in a planful approach to improve the quality of the sales rep’s calls. Those who have installed the Level Five Coaching System have experi- enced higher average revenue per rep, improved margins, and reduced turnover. In addition, the Level Five Coaching System book is rated five stars on Amazon, and Selling Power recognizes it as a 2021 Highly Rec- ommended book and a must-read for sales leaders. 


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