Building a Consistent Revenue Coaching Program
Sales Coaching is not just a nice-to-have; it is an essential component of any successful sales strategy. Too often, sales teams settle for simply "managing" the sales reps and process and turn their team leaders into "super closers" who come in and push a deal over the finish line. A great sales program should ensure that reps need managers' help less over time. A consistent coaching program is the best way to provide valuable, personalized feedback quickly, develop skills, improve performance, and boost confidence and motivation.
Coaching Program Alignment and Metrics
An effective coaching program includes revenue/sales leadership, and enablement teams and is aligned with company goals, your sales process and methodology, and a natural cadence of team and 1:1 meetings. Reps and managers/coaches should have clear expectations.
For example, if you want a discovery call to include certain things like a discovery framework, asking for next steps, engaging the prospect, and uncovering business pain- then clear expectations of "what good looks like" need to be outlined (and enabled!) for everyone involved first.
To avoid bias, these expectations need to have clear levels of performance and outcomes to coach against. If there is no clarity, then poor performance can be explained away, and good performance can get lost in the noise- leading to ineffective coaching and rejection of the program itself.
Coaching Sessions versus Coaching Actions
Do not confuse actions with coaching. Listening to a call recording or reviewing pipeline forecasts are not coaching. They are necessary in order to coach effectively, but random acts of coaching, or coaching focused only on numbers will not produce the results the teams deserve.
While pipeline reviews are important, and can count towards coaching, you need regular 1:1 and team sessions focused on best practices, call reviews, skill building and review (with your enablement team), "What good looks like" and "What needs improvement", process reviews, tool reviews, and other subjects that align to team and company goals.
Everyone needs practice, even professional athletes, so set aside time on a regular basis to review and practice individually and as a team.
Coaching Benefits: Personalized Feedback
A few years ago, I wrote about a feedback technique I use called RANT. Essentially, feedback and insights should follow the Relevant, Actionable, Necessary, and Timely framework. One of the top benefits of consistent and effective coaching is the ability to provide personalized feedback, tailored to the reps and teams.
Since every rep is unique, you cannot perform all coaching in a team setting. Some individuals will tune out and others will take over the meeting. A personalized session focused on their activities ensures everyone receives the support and guidance they need that is critical to their success.
Coaching Benefits: Develop & Improve Skills
In partnership with your enablement teams, coaching programs and sessions are a great way to continually work on their skills, uncover skills gaps, and reinforce skills training. Regular feedback and practice enable reps to refine their techniques and become more proficient in their roles.
To stay ahead of constant change, coaching helps integrate new skills and strategies into a rep and maanger repertoire. This could include mastering digital sales tools, adopting new communication techniques, or learning how to navigate complex sales cycles.
Coaching Benefits: Improve Performance
At its core, sales coaching is designed to enhance the performance of sales representatives. By identifying areas for improvement, coaches can work with enablement to provide reps with the tools and techniques they need to reach their goals. This can include uncovering areas for improvement like closing techniques, practicing pitch and messaging, enhancing their communication skills, or working on their processes.
You can also uncover best practices and areas where reps are high performers, giving them an opportunity to become champions to their peers.
Coaching Benefits: Boosting Confidence and Motivation
Coaches work closely with reps to reinforce their strengths and build up their areas of weakness. By providing constructive feedback and positive reinforcement, coaches help reps develop a strong sense of self-assurance. When reps feel confident in their skills, they are more likely to engage effectively with prospects and close deals successfully.
Confidence is contagious; when one member of the sales team exudes confidence, it can inspire the entire team. This collective boost in morale and self-belief can drive overall performance improvements, creating a more productive and successful sales force.
This often leads to increased motivation within individuals and teams. When people feel valued and supported, they are more likely to stay motivated and committed to their goals. Consistent coaching, recognition of achievements, and a culture of support and improvement provide the environment for everyone to be engaged and motivated.
An effective and consistent sales coaching program is a powerful tool that can transform the effectiveness of a sales team. By improving performance, boosting confidence, developing skills, increasing motivation, and providing personalized feedback, sales coaching empowers reps to reach their full potential. Investing in sales coaching is not just an investment in your team; it's an investment in the success and growth of your entire organization.
Does your organization have a formal coaching program? Is it consistent between teams? Do you involve enablement, and sales/commercial leadership? What has worked for you?
