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The Sales Coaching Conundrum

Posted by Mark Trinkle on Thu, Sep 02, 2021

The dictionary defines a conundrum as “a confusing and difficult problem or question.” I believe it is safe to say that we can put sales coaching into that category.

In today’s blog, I want to give you some sales coaching tips that will improve your sales coaching skills.

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Let us start with the fundamental truth that any sales organization is perfectly designed for the results they are receiving. And if an organization does not like those results, then the most important thing for them to consider is their appetite for change. And when it comes to sales coaching, many sales leaders quite frankly lose their appetite. Why? 

Because coaching salespeople is costly (time not money) and scary (any time you put people into the equation that tends to be the case).

If you want to improve your coaching, you would do well to avoid the four most common mistakes that so many companies make with sales coaching:

  1. They assume that high-performing salespeople will naturally or automatically become high-performing sales leaders. There is very little data to support such a claim. The jobs are quite different. The logic is flawed.
  2. They don’t use a predictive sales-related assessment (we prefer the Objective Management sales manager assessment) on the pre-hire side to make sure the sales leader candidate will be strong on setting standards, coaching, managing pipelines, holding people accountable, recruiting new sales talent, etc.

They hire sales leaders who really don’t want the job. I mean they might be right for the job, but the job is not right for them. 

  1. Why? Because they love selling and their heart is not in it when it comes time to coach and holds their team accountable.  
  2. They don’t train their sales leaders. While most companies do not hesitate to train their salespeople, they don’t give much if any thought to training the specific skill sets that a sales leader must master to be successful.

Here is another word of the day – insanity – doing the same thing over and over again and expecting outcomes to change. So, do you have a conundrum on your hands? Or do you have a sales coaching problem that has become a priority that you have to fix?

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Topics: effective sales coaching, Sales Coaching, sales coaching process, sales coaching tips

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    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.

     

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