ACTG Sales Management Blog

Sales & Sales Management Expertise Blog  

How to Improve Sales:  5 Keys to Coaching Sales Improvement

Posted by Tony Cole on Thu, Jun 27, 2019

If you are not in the acquisition business, then you must develop your talent.  One of the keys to doing that is to understand how to drive sales improvement. 

You must determine what is really happening with your salespeople when they fail to acquire a new piece of business. 

pexels-photo-248547

Companies are constantly trying to figure out how to drive organic growth by:

  • Acquiring a revenue stream by buying a business or lifting out talent from a competitor
  • Developing current talent

If you are not in the acquisition business, then you must develop your talent.  One of the keys to doing that is to understand how to drive sales improvement.  You must determine what is really happening with your salespeople when they fail to acquire a new piece of business.  (See LinkedIn Article: What You Don't Know Can Kill Sales Growth

Are your people just making excuses for failure or do they have deficits in the required sales competencies or will to sell?

To be successful in determining the real issues with your salespeople, you must have a system.

I read a blog the other day by Dave Kurlan.  We’ve had a strong business partnership with Dave and his company OMG (Objective Management Group) for most of our 24 years in business.  With OMG, we have the ability to determine the answer to the question – is it excuses or is it a talent issue?

Dave’s post  - 12 Reasons They Didn’t Like You Enough To Buy From You – helps address some of the issues associated with “not getting the business”.  It primarily focuses on the area of matching styles.

Subscribe to our Blog!

This got me thinking about the issue of “style” as it relates to talent, which relates to sales competencies and excuse making.  The challenge for the sales manager is determining if the reason a salesperson did not get the sale was really a talent issue, or if they are just making excuses for failing to execute the skills or sales process of the organization.

To determine the root cause of the results, a sales manager must work more closely with the relationship managers and implement a process that Bill Eckstom calls “intentional coaching”.  This process of working closing with your RMs is addressed in our Sales Management Certification Program in the Coaching for Success Module.

Here are the 5 steps you must take to help you determine if your people have skill issues or an excuse-making issue:

  1. You must gain insight. You gain insight by using various data points. The data points you MUST use are: 
    1. Observational joint sales calls – You do not run the sales call; you observe your RM
    2. Data from your CRM or SAT program (SAT – Sales Activity Tracking)
    3. Sales meetings – In all your sales meetings, you need to include a segment on skill development where you drill for skill, role play and conduct strategy development discussions
    4. 1-on-1 coaching – Each week, you should have time set aside for 1-on-1 coaching with those people that are NOT in the 1st quadrant of the “Where’s Walter?” matrix
  2. Provide feedback. In advance of the discussion about lost opportunities, you want to provide your RM with the data you have – no ambushing.
    1. You discuss – ask the RM questions about what they see in the data
    2. You provide them feedback based on what you see and where the problems might be
    3. You discuss what the future might look like if the current trends continue
    4. You agree that there is a problem
  3. Demonstrate – Once you identify the problem as either an excuse or a skill issue, you demonstrate to the RM what you expect them to execute.
    1. If they are making excuses – ‘They didn’t understand the value of our offering” – You ask, “If I didn’t let you use that as an excuse what would you have done differently?”
    2. If it’s a skill problem – “I asked them if they had a budget and they said yes.” “When you asked them what it was, what did they say?”  “They said they didn’t want to tell me.”  “When you asked, ‘why not?’, what did they say?”  “I didn’t ask that question.”
  4. Role play – The scenario above allows you to now role play with you playing the prospect. You need to start with Drill for Skill and then graduate to the full role play.  Getting them to practice what you expect them to do takes patience and repetition.  Do not believe for a second that one role play will be enough.  You need to start your RM on a weekly coaching session repeating the required skills over and over again. 
  5. Action steps – each coaching session must end with action
    1. Bill, so what I want you to do is call Mary and have this conversation we just role played.
    2. I want you to report back to me by end of business today what happened as a result of that conversation.

Implementing a process of gaining insight, providing feedback, demonstrating, role playing and establishing action items will go a long way in helping your team discern the difference between making excuses for failure and the need for skill development.

 

Topics: sales skill improvement, consultative selling, 5 keys to coaching sales improvement, how to improve sales, grow sales, develop talent

What are the 5 Keys to Coaching?

Posted by Patrick Kollmeier on Tue, Oct 30, 2018

5 keys

Coaching salespeople is hard work and it helps to have a consistent and effective process to help keep you on course. As a sales coach, there are five critical steps that you must know and execute in order to get the best effort and results out of your salespeople.

These are the 5 Keys to Coaching!

 

  • INSIGHT As a coach, you must be able to see what is happening and what is not happening out in the field.  Without real insight into what is going on, you will have difficulty understanding their choke points so that you can coach them.

        5 Keys to Coaching - Insight

 

  • FEEDBACK - As a sales coach, you must continually give your salespeople specific feedback on their activities.  This includes both positive and constructive feedback.  If you ask your salesperson if they will allow you to coach them to help them reach their goals, you will usually gain permission.  And that makes the journey better for everyone.

        5 Keys to Coaching - Feedback

 

  • DEMONSTRATEPart of a sales leader’s job is to be effective at demonstrating the behavior they want their salespeople to execute in the field.  And they must take time out of their busy day to schedule time with their team members and demonstrate specific situations from a sales call or meeting, role play with their team, identify gaps in the selling process, ask specific questions, and most importantly, coach their salespeople to become better salespeople!

       5 Keys to Coaching - Demonstrate

 

  • PRACTICEWe have all heard the saying, “Practice makes perfect”. This is particularly true in selling. Practice is essential in improving selling skills, specific techniques, interpersonal skills, and attention-to-detail in the selling process.  Without practice, your salespeople will only go so far, and as a sales coach, you must role play with your salespeople in order for them to practice and achieve success!  Be prepared, they might not like it but they must do it.

       5 Keys to Coaching - Practice

 

  • ACTION PLANIt is essential that YOU as a sales leader take time to sit down with your salesperson and establish an action plan – what are the specific prospecting and networking activities that they must do in order to reach their goals?  This will undoubtedly include utilizing LinkedIn, attending association meetings with the intent to meet the right target profile client, etc.  This action plan SHOULD include getting introductions from current clients.

      5 Keys to Coaching - Action Plan

 

To learn more about the 5 Keys to Coaching and our specific available coaching packages, check out the link below!

5 Keys to Coaching

Topics: sales performance coaching, sales motivation, sales growth and inspiration, 5 keys to coaching sales improvement

How to Improve Sales:  5 Keys to Coaching Sales Improvement

Posted by Tony Cole on Wed, Aug 09, 2017

Companies are constantly trying to figure out how to drive organic growth by:

  • Acquiring a revenue stream by buying a business or lifting out talent from a competitor
  • Developing current talent

raise.jpg

If you are not in the acquisition business, then you must develop your talent.  One of the keys to doing that is to understand how to drive sales improvement.  You must determine what is really happening with your salespeople when they fail to acquire a new piece of business.  (See LinkedIn Article: What You Don’t Know Can Kill Sales Growth) Are your people just making excuses for failure or do they have deficits in the required sales competencies or will to sell?

 

For a free pre-hire assessment for a potential sales candidate,

CLICK HERE for a  Free Sales Candidate Assessment!

You will receive instant results that are easy to understand and immediately actionable. Find out if they are recommended or not recommended for hire and how long it will take for them to get up to speed. Discover the strengths that will support or weakness that will sabotage their sales success and what you must do to help them achieve their potential.

 

To be successful in determining the real issues with your salespeople, you must have a system

I read a blog the other day by Dave Kurlan.  We’ve had a strong business partnership with Dave and his company OMG (Objective Management Group) for most of our 24 years in business.  With OMG, we have the ability to determine the answer to the question – is it excuses or is it a talent issue?

Dave’s post  - 12 Reasons They Didn’t Like You Enough To Buy From You – helps address some of the issues associated with “not getting the business”.  It primarily focuses on the area of matching styles.

This got me thinking about the issue of “style” as it relates to talent, which relates to sales competencies and excuse making.  The challenge for the sales manager is determining if the reason a salesperson did not get the sale was really a talent issue or if they are just making excuses for failing to execute the skills or sales process of the organization.

To determine the root cause of the results, a sales manager must work more closely with the relationship managers and implement a process that Bill Eckstom calls “intentional coaching”.  This process of working closing with your RMs is addressed in our Sales Management Certification Program in the Coaching for Success Module.

 

Here are the 5 steps you must take to help you determine if your people have skill issues or an excuse-making issue:

  1. You must gain insight. You gain insight by using various data points. The data points you MUST use are: 
    1. Observational joint sales calls – You do not run the sales call; you observe your RM
    2. Data from your CRM or SAT program (SAT – Sales Activity Tracking)
    3. Sales meetings – In all your sales meetings, you need to include a segment on skill development where you drill for skill, role play and conduct strategy development discussions
    4. 1-on-1 coaching – Each week, you should have time set aside for 1-on-1 coaching with those people that are NOT in the 1st quadrant of the “Where’s Walter?” matrix
  2. Provide feedback. In advance of the discussion about lost opportunities, you want to provide your RM with the data you have – no ambushing.
    1. You discuss – ask the RM questions about what they see in the data
    2. You provide them feedback based on what you see and where the problems might be
    3. You discuss what the future might look like if the current trends continue
    4. You agree that there is a problem
  3. Demonstrate – Once you identify the problem as either an excuse or a skill issue, you demonstrate to the RM what you expect them to execute.
    1. If they are making excuses – ‘They didn’t understand the value of our offering” – You ask, “If I didn’t let you use that as an excuse what would you have done differently?”
    2. If it’s a skill problem – “I asked them if they had a budget and they said yes.” “When you asked them what it was, what did they say?”  “They said they didn’t want to tell me.”  “When you asked, ‘why not?’, what did they say?”  “I didn’t ask that question.”
  4. Role play – The scenario above allows you to now role play with you playing the prospect. You need to start with Drill for Skill and then graduate to the full role play.  Getting them to practice what you expect them to do takes patience and repetition.  Do not believe for a minute that one role play will be enough.  You need to start your RM on a weekly coaching session repeating the required skills over and over again.  (Note: At this time, you will also want to review their OMG results to uncover a real root cause for the failure to ask.  In this case, it might be a problem with need for approval or buy cycle issues.)
  5. Action steps – each coaching session must end with action
    1. Bill, so what I want you to do is call Mary and have this conversation we just role played.
    2. I want you to report back to me by end of business today what happened as a result of that conversation.

 

Implementing a process of gaining insight, providing feedback, demonstrating, role playing and establishing action items will go a long way in helping your team discern the difference between making excuses for failure and the need for skill development.

DOWNLOAD our FREE EBOOK -  The 9 Keys to Coaching Sales Success

 

Topics: 5 keys to coaching sales improvement, how to improve sales

    Follow #ACTG

     

    About our Blog

    Founder and CLO Tony Cole has been working with financial firms for more than 25 years to help them close their sales opportunity gap.  He is a master at using science based data and finely honed coaching strategies to help build effective sales teams.  Don’t miss his weekly sales management blog insights.

     

    Subscribe Here

    Most Read

    Recent Blogs