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effective sales coaching

How to Be a More Effective Sales Coach

Last Updated on February 16, 2021

effective sales coaching

As a sales manager, one of your most important responsibilities is to push your sales people forward and help them to improve their craft.

After all, most people don’t learn how to sell in university. Sales talent is largely something that is developed in the field, through development and proper coaching.

So, how do you help your sales rep get to the next level through coaching?

Effective sales coaching is less about telling reps what to do, and more about enabling them and helping them. They must feel like they are part of the process of improving.

Here’s how to be a better sales coach:

Ask the Right Questions

Questions are crucial to good coaching. Often, people won’t truly understand something until they realize it for themselves. With the right questions, you can guide them to that realization.

Always be thinking of how you can help your reps understand something better through the right questions.

Here are some examples of good questions:

  •      What’s another way you could have handled this?
  •      What would it mean to you if you could make this happen?
  •      What are some ways we can improve this?
  •      What’s a good goal that we can set to address this?

Remember the old saying…

“Tell me and I forget, show me and I remember, but involve me and I learn.”

With the right questions, you involve your sales reps, make them proactive instead of reactive, and help them internalize your coaching.

Provide Positive Motivation

Help your reps understand their deeper “why”, i.e. their deeper, burning motivations for achieving more sales success. When they can understand their deeper motivations, they’ll be far more likely to push through sales struggles to success.

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Set goals for them. Expectations create focus, and give BDRs something specific to work towards. It lets them know where they stand, whether they’re falling behind, or surging ahead.

Finally, celebrate success. While every appointment set, or sale made is it’s own reward… why stop there? Create a culture of high-fives, bell-ringing, and even rewards that excite the team, and foster camaraderie and unity.

Listen to Calls

To be a great sales coach, you need to understand the challenges that your sales reps deal with. The best way to do that is to spend time in the field with your sales reps, and/or to listen to call recordings (included free with our unlimited plan and team accounts).

Let your reps know in advance when you’ll be there, so it doesn’t surprise them. During these sales calls, focus your time on high level coaching instead of micromanaging.

Provide feedback on what you think the seller did well, and what you think they can improve. This real-time feedback can go a long way towards improving your sales rep’s performance. It will also give you a better idea of their style, so you can make your coaching more targeted and personalized.

Help Them With Their Script

So much of your reps success stems from their script. You need to hear their voicemail. You need to listen to their opening pitch, the questions they ask, how they respond to questions and objections, and how they position themselves as a solution to the problem your prospect is itching to solve.

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Don’t let your reps fall into the trap of trying to increase sales simply by doing more dials. As a coach, it’s your job to make sure that they’re making the most of each conversation.

Sales coaching is a challenging process, but if you can master it, your sales team can be exponentially more effective.