Normally, when a manager attends a joint sales call, it is at the time of the capabilities presentation or closing presentation. Though attending these meetings can be helpful, they do little to help salespeople close more business later in the sales process. This is like coaching a baseball team by showing up in the final inning instead of watching the entire game. As a sales manager, you may know the outcome based on the data, but you will not know how the game developed. Knowing how the sale developed is essential to coaching joint sales calls effectively. This is why observing salespeople in action is so important.
Here are 4 steps to help you and your salespeople have more effective joint calls:
Step 1: A Quality Phone Call
The quality of the initial phone call will determine the quality of the appointment. Your salesperson should follow the 8-step Phone Process to make sure that the joint call is taking place with a qualified prospect versus someone just willing to meet.
Step 2: Conduct a Pre-Call Session
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Salespeople prepare to execute their sales approach effectively, including the questions they will ask and anticipating questions the prospect may ask.
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The sales manager and salesperson role-play the appointment.
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Everyone agrees to and identifies who will do what during the sales call.
Step 3: Identify the Reason for a Joint Call
If the purpose of the joint call is learning, then the sales manager should play only a small role. If it is for qualifying or closing a large account, then the role of the sales manager can be more prominent.
Step 4: Do a Post-Call Debrief
This is an opportunity to help salespeople recognize opportunities they missed, questions they could have asked better, and commitments they failed to gain. First, ask the salesperson how he or she thought the call went. Listen and take notes. Compare their comments with your own observations. From there, share your insights about the salesperson’s performance. Then schedule a one-on-one coaching meeting to address choke points and outline specific next steps. Follow up on that action plan and be sure to ask them how it went on the next call.
Tips for Sales Managers During Joint Calls
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Schedule these calls with your salespeople. Do not wait for them to schedule. Be proactive and select the calls to join.
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Observe the salesperson during the call. Be present during different stages of the process so you know how the salesperson opens, nurtures, and closes a sale.
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Always do a pre-call before the meeting so the salesperson is prepared and so you can better listen and absorb what is happening.
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Make sure the salesperson is prepared to conduct the perfect sales meeting not because you are there, but for the prospect or client.
During a joint call, the coach’s role is supportive, not the main character. This means that when you are on a joint call, you must let the sales professional run the meeting and make mistakes so they will learn. If you rescue, this will not happen.
That being said, you probably would not let a salesperson blow the sale of a lifetime. However, you should not ask a critical question the salesperson has neglected to ask. If you think you must assist, address the salesperson with a question. For example, if the salesperson has forgotten to get clarity on the decision-making process, you could ask: “Mary, I might have missed this in the conversation. Did you inquire about the decision-making process?”
The Toughest Part of Coaching Joint Sales Calls
One of the toughest aspects of coaching joint sales calls is allowing salespeople to make what might be perceived as a mistake. Your salespeople must learn through experience and guidance, and coaching joint sales calls is one tool in a coach’s toolbox to help them grow.
FAQ: Coaching Joint Sales Calls
Why are joint sales calls important for sales coaching?
They allow managers to observe the sales process in real time, helping them identify strengths, weaknesses, and opportunities for coaching that cannot be seen from metrics alone.
When should a sales manager join a joint call?
A manager should join calls throughout the sales cycle, not just at the closing stage. Observing early and mid-stage conversations provides better coaching opportunities.
How active should the manager be during the joint call?
The manager’s role is supportive. The salesperson should lead the conversation, while the manager observes and only steps in when absolutely necessary.
What is the best way to debrief after a joint call?
Start by asking the salesperson how they felt the call went, then compare their perspective with your own observations. Use this to create a focused action plan for improvement.
What is the hardest part of coaching joint sales calls?
The most challenging aspect is allowing salespeople to make mistakes. Learning from these mistakes, with proper guidance, helps them grow into stronger professionals.
