3 Steps to Effective Sales Coaching

As a sales leader, you need to know how to be an effective coach.

LeBron James, Kobe Bryant, and even Oprah Winfrey have coaches - because they understand the power of an outside perspective to help them master their own games.

So, regardless of how well a salesperson is excelling or exceeding their targets, you should never just "let them be" and hope that they continue to grow, develop, and produce results.

The problem is, many sales leaders don't understand the difference between coaching, managing and simply shouting out directives and commands. Don't be fooled, the latter is NOT coaching.

Coaching is all about behavior change. And often, it takes time, and doesn't happen overnight! The following three ideas are to help you successfully implement these behavior changes (and therefore, successfully coach your team). All three concepts are based on the foundation that people only want to change what they want to change and that individuals tend to latch onto primarily their own ideas. Without further ado, here are the three keys you must know about to be an effective coach:

1. Start With the Good

We've all been managed by, or have worked with, individuals who are quick to point out problems, flaws, mistakes, and missed opportunities, but seem to let the crickets sing when it comes to sharing what's being done right. Don't let this be your philosophy. Always begin your coaching with a positive outlook and highlight the good your sales rep is creating. A great way to begin this conversation is by saying:

"(X) is what I think you're doing right, well done! What do you think is going really well?"

2. Describe the Challenges

While a positive approach is always the way to go, you never want to be shy to outline areas for development and challenges. Notice how even the labels areas for development and challenges are more positive than problems, errors, or mistakes. Here is how you can structure this conversation:

"(X) is an area of development that I can we can work on. What are your biggest pinch points in the sales cycle?"

3. Let the Magic Happen

The third part of this process is where the gears really start to spin. You've identified the positives, the challenges (all from both parties' perspective), and now it's time to develop a plan to grow on the good and improve where needed. Now, even if a sales leader properly implements the first two steps to the process, here is where they are likely to slip up. Instead of simply giving directions and other orders, ask your sales rep this:

"If you were coaching you, what advice would you give to improve the areas that need development?"

Chances are, your sales rep will be able to provide you with great ideas. Often, people know what they need to work on, but either don't have the resources or aren't making the time to do so.

This approach not only allows your sales rep to identify their own areas of improvement but also opens up an opportunity for them to ask for support or shine a light on an area you may not have considered. If the sales rep is struggling to come up with their own ideas, nudge them in the right direction and suggest your own ideas until both parties agree on solution or new course of action.

Try this out, implement it and let me know how it goes! And, don't forget to share your own favorite coaching methods and tactics with me in the comments below.