Sales Coaching

Why bother with sales coaching?

With so much competition for a decision maker's time and attention, you must be proactive about out-performing your competition. Regular coaching will elevate your sales force by reinforcing vital sales skills and techniques. Many sales training experts believe sales coaching is the most important part of a sales managers job. Why? Because it's the most effective way to boost sales performance. The question is, have your sales managers been properly trained to coach and reinforce practical sales techniques like the ones in Buyer-Approved Selling?


Confidence boosting

Spend some time to debrief a salespersons recent successes. Sales jobs have their share of highs and lows; focus on the positive.

Ask don't tell

Bite your tongue and ask your reps how they could have handled a situation better versus simply telling them. This creates an independent, self sufficient mindset.

Coaching ROI

There's only so much time in a day. In many cases, you'll get more results from time spent with your higher performing sales professionals than the ones who are struggling. Spend time with both, just don't let the struggling rep take all your time. The high performers will usually bring more ROI. This is the 8020 rule in action whereby 20% of salespeople sell 80% of the goods and services.

Focus on one or two behaviors at a time

Don't dilute your coaching by focusing on too many sales techniques at once. Instead, coach your salespeople on one or two sales methods until they've mastered them and move on from there.

Make sure you have a salespersons "buy-in"

Let's say you want to coach a salesperson to use a properly structured agenda for every sales meeting. Put on your selling hat and make sure the salesperson understands all the benefits that will accrue to them if they use this approach. As a side note, Buyer-Approved Selling facilitates this by virtue of the feedback from hundreds of decision makers. When these decision makers explain exactly why it is helpful to receive an agenda prior to a meeting, it acts as a catalyst to change.


Knowing what to do and actually doing it are two very different things. One of the hallmarks of a great sales coach is their ability to make their salespeople accountable when it comes to executing new sales behaviors.

Which are most important to you?

Effective Cold Calls that produce qualified appointments
Awareness of sales behaviors that annoy decision-makers
Objection handling
Conducting effective sales meetings with defined next steps
Preparing and asking Consultative Questions
Conversing with executive decision-makers
Maintaining ‘Top of Mind” awareness with prospects and clients
Closing Skills
Accuracy of Sales Forecasts