Sales coaching is an essential tool that enables sales professionals to build on their existing skills and develop a solid foundation of knowledge. This coaching culture is vital to the success of modern-day sales professionals. In this article, we will explore the importance of coaching in sales and how it can be used to empower resources to reach their full potential.
Coaching - Identifying Strengths and Imparting Knowledge
Coaching is a process that
helps sales professionals identify their strengths and weaknesses and imparts
the essential skills required to develop a strong foundation of knowledge. This
process allows sales professionals to learn from their mistakes and acquire the
necessary knowledge to perform better. Coaches can curate strategies to achieve
different goals for sales professionals.
For instance, a Gartner
research report reveals that only 40% of sellers work within a well-established
coaching culture at their organization, while 58% of sales reps require
dedicated coaching from their managers to perform better. The same report
establishes a clear link between coaching and revenue, stating that a good
sales coach unlocks revenue potential of 8% and above. It makes business sense
to invest in sales coaching.
Coaching Sales Professionals: The Winning Strategy
Selling has evolved from
product selling to solution selling and, now, perspective selling. Modern-day
customers want to upgrade their automated buying experience by leveraging the
human touch of an empathetic sales professional. Such a professional can
utilise their knowledge as an advantage to provide a valuable perspective,
thereby initiating a consultative dialogue with the customer and adding value
for both parties. The creation of such a proficient sales professional depends
on the managers' ability to coach the right skills in the right way and
establish a culture of coaching in the organisation.
An effective coaching
culture can also be a great sales enabler, directly contributing to building
resource value, maximising productivity, and capitalising revenue generation.
This cannot be achieved by a simple training exercise or periodic appraisals,
especially in today’s virtual-first world. Modern sales professionals are not
just deal-closers, they have now evolved into problem solvers. This translates
to a need for superior coaching - far above the generic training on technical
proficiency. Each sales team consists of a diverse group of people with unique
skill sets. Because of this, customised learning and development strategies,
such as one-on-one coaching, can bring about a profound transformation.
What is needed is an
iterative and personalised approach, starting at the managerial level, that
empowers a resource to grow and contribute to the success of the organisation.
Incorporating this culture of coaching in the sales strategy can dramatically augment
the sales capability and produce growth-minded selling professionals.
Enabling Sales Capability in the Right Direction
Coaching strategies can be
designed to accomplish different goals for sales professionals.
Skill Building and Employee Retention
In the aftermath of The
Great Resignation, most companies are struggling to retain high-performing
employees. In fact, as per a survey by Salesforce, 60% of sales resources
reporting to managers who do not conduct formal coaching are thinking about
switching their companies. One great way to incentivise employees is to empower
them with advanced knowledge through a culture of learning. Sales coaching is
not just to further organisational goals but can also be instrumental in the
individual development of a resource. If resources feel that the company is
taking an effort to enhance its capabilities, it will be more invested in the
company.
Maintaining a Competitive Upper Hand
The modern technological
landscape has enabled the customers to access the desired information easily,
which, in turn, has elevated the level of competition. In such a scenario,
having a sales team that can distinguish itself from its competitors can give
an edge. A well-crafted sales coaching strategy can help sales professionals
create a differentiation that can create a competitive advantage.
Conclusion
The importance of coaching in sales
cannot be overstated. It is essential for managers to understand that coaching
is not just about training but also about empowering sales professionals to
become problem solvers and drive growth for the organization. By incorporating
a culture of coaching in their sales strategy, companies can enable their sales
capability in the right direction, build employee retention, and maintain a
competitive upper hand. With the right coaching strategies and an iterative and
personalized approach, sales teams can transform into growth-minded
professionals who drive revenue and add value to both the customer and the
organization.
