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Sales Coaching = Sales Success

Posted on: July 27th, 2017 by Monika No Comments

Jason Weske

Jason Weske, Manager at Cradlepoint showcases some of the findings of a management workshop that we hosted.

Sales Training Best Practices Successful Managers Follow

In working with hundreds of successful Sales Managers, we have seen and documented their understanding of sales and sales training being a process, not an event and the most successful sales managers support their team members on that journey by providing on-going sales coaching.

Training Managers is a Process too!

There are the unfortunate times when some sales managers get excited about a sales training event – a talk, a one-day workshop or even a three-day event, hoping that it will be the magic bullet to help their sales people meet their goals. Those are the sales managers hoping that after the event everything will magically turn black on the balance sheet.

While training is truly essential and valuable to an organization’s growth, it will only be effective if the sales managers support the long-term learning process and if they themselves are trained accordingly.

Recent studies have shown that it is essential to train sales managers to ensure top performance of a sales team. When sales managers don’t embrace disciplines, how would they be able to coach and guide their teams?

Try This on for Size – Don’t Coach to Quota!

A widespread misconception about sales coaching is that managers should coach their team to meet quota. While the goal should be to reach (or in the best-case scenario exceed quota) the only way for that to sustainably occur is not to coach to a number, but to continually assess, re-assess, develop and expand best practices in sales team members’ sales skills, strategies and sales behaviors.

Honestly, think about it– the sales professionals you really want on your team know when they are behind their goals. They don’t need to be reminded all the time.

Here’s an example: if a salesperson is struggling to overcome difficult or unusual objections, she/he won’t be able to learn how to improve by hearing that they missed their quarterly goals. Become better at overcoming objections, recognizing buying signs, and we’re headed in the direction of hitting that golden number, right?

And speaking of quarter-end, which seems to be a “Reach-Your-Quota-Frenzy” in many companies: let’s see if we can change that. A radical idea, no?

Make deliberate and planned sales training and coaching on-going. Focus on skills development, positive sales behaviors, as well as on pipeline and account development to achieve overall improvement from the VERY FIRST DAY OF THE QUARTER!

There will be little need for intense sales rallies the last week of each quarter. And honestly, we see that a “Quarter-End- Frenzy” disturbs the overall sales process and the delivering of top-notch, meaningful engagement.

Some sales people become frantic and that leaves a bad impression with the prospects. Sales people can come across as desperate. Desperation is a bad sales agent.

Understand YOUR Strengths & Opportunities for Growth

Every sales person has unique strengths and opportunities for growth. The same holds true for managers.

Before we even start working with a client, we assess the skill sets of the sales team and their sales management. It’s hard to know what to focus on when there is no benchmark. It’s also impossible to gauge success without knowing where we started and where improvement is taking place.

To achieve our goal of understanding sales managers’ existing skills and knowledge, we invite our clients to complete the CSCC SALES MANAGEMENT & COACHING-IQTM Skills & Knowledge Assessment. If you want to find out your Sales Management IQ, follow the link below.

Sales Management IQ

This assessment is composed of wide range of scenario questions from over 20 years of on-going research and extensive competency and sales behavior modeling, having assessed key performance indicators and best practices of hundreds of top performing sales managers across a variety of industries.

Once a benchmark is established, it is easier to pinpoint gaps, identify strengths and areas of improvement and get insights into how to improve performance.

The overarching goal is to create a collaborative framework where sales people can succeed and sales managers provide the support necessary to achieve that success. This can only happen when sales managers understand the process, coach their team members individually, and as a group, and follow through with on-going guidance and strategic support.

In wrapping, to become a highly successful organization it is key to create a culture of on-going training and coaching for sales team members and for sales managers, front-line as well as higher level management. This will ensure that your organization will continue to evolve and grow, adapting to the changing needs of clients/prospects.

Once your company’s goals and vision become transparent and tangible for your team, and is not just a set of numbers, it’s much easier to have honest conversations on how sales managers can best coach their team members towards overall behavioral improvement, not solely toward a number even if that number is significant.