Selling is a sport. It requires behavioral and methodological skills, and perseverance. An outside eye, provided by a coach (usually the sales manager himself), can help you get back on track with your performance and/or improve a sales technique you've already honed: we've observed a 20% to 40% improvement in sales results following the implementation of a field coaching program.
Why is this type of real-life coaching essential to your teams' success? What involvement does it require on your part, as a Manager or Sales Director? And above all, how can you make it a success so as to reap all the benefits? Here are a few keys to success from our field coaching missions.
1- Sales coaching in the field must be integrated into the company's regular practices
Sales coaching in the field must be a major part of a manager's mission. It's the only way for a sales manager to get to grips with the practices of his sales teams "in real life", but also with the reality with which they are confronted on a daily basis: that of their customers' expectations. In terms of management, this is a vital complement to the monitoring of figures and reporting carried out by the sales teams themselves, and enables much better results to be achieved.
To achieve this, field coaching needs to be installed, almost "automated", with regular check-ins and follow-up appointments. Field coaching should not be used on an ad hoc basis, but as part of an ongoing process, to maximize its beneficial effects.
Beware, moreover, of epidermal reactions if coaching is "sprinkled in" from time to time. Some sales reps may tend not to accept coaching, which is potentially perceived as a "punishment" if it is not integrated into the company's logical processes. For reasons of ego and fear of outside scrutiny, rejection is common. Such reactions are limited if support is presented as a benefit offered to all (see next point), and not as a patch for under-performance.
2- Coaching should apply to all salespeople
The mistake made by many companies is to "reserve" sales coaching for just a few salespeople. Yet sales coaching is for everyone. Whether it's someone who is just joining the company, a salesperson who is firmly established and posting good results, or someone who is experiencing a slump, coaching can and should support them in their mission.
But what's the point in supporting the best? Isn't there a risk in over-qualifying? Don't forget that some sales people are good at what they do because they have good practices and solid experience, but others can achieve great performances thanks to a combination of phenomena, and a large element of luck.
Personalized support aims to identify the contribution of these irrational and unknown factors, so that an already excellent performance can be built on solid, lasting foundations.
Even the best need a coach! Take Usain Bolt, the fastest man in the world. He calls on a coach because he knows he has to do everything he can to maintain his excellent level of performance, and even improve in certain areas. He leaves nothing to chance.
This also applies to salespeople. Accompanying an already-good salesperson will help him/her to confirm the areas in which he/she has talent, and to work on the areas in which he/she has difficulty, to help him/her become even better.
Coaching is not just about identifying areas for improvement, but also about building confidence and commitment. A real HR tool!
3- Coaching isn't there to help you "win" business...at least not right away! 🙂
Sales coaching involves helping a person to progress, whatever the outcome of a sales meeting or negotiation. The aim is to capitalize on what is seen and heard, to exchange ideas and find keys to improvement. Whether or not an order is won is of secondary importance... as opposed to puresales coaching, when a manager supports an employee to help him or her win a contract.
Don't lose sight of the goal. When you're involved in a coaching process, don't focus on the commercial aspect and the purpose of the order. It's not always easy: you're going to attend meetings that don't go well, and therefore potentially lose business... Difficult and frustrating? Yes, but that's precisely why you'll be able to identify mistakes made by a sales person, so that you can prevent them from happening again!
You have to accept losing a deal and missing an appointment, so that you can give your sales person the means to win the next 10 deals alone!
Do you find it hard to stay calm and not intervene? You need to do some real work on yourself to remain observant, because intervening at this stage would be counter-productive and would disrupt the coaching.
4- Coaching must have a precise objective
In order to achieve concrete results and provide relevant answers to sales needs, coaching must have a precise objective. It may be to improve sales argumentation, to enhance customer contact, or to reinforce physical attitudes. It doesn't matter. But each time, it's important to communicate in advance with the coached salesperson the objectives to be achieved and the points to be observed. Without this precision, the sales assistant will have the impression of being evaluated on a global basis.
Moreover, it's time to move away from the classic evaluation scheme, with the post-visit report listing the black spots and the good marks. There are techniques for exchanging ideas, initiating discussion and raising questions. Just blurting out what's wrong doesn't help a person to become aware of his or her shortcomings, and to correct them. It's essential to question a person properly, to get them to express their knowledge.
5- Coaching must be a long-term process
Coaching must be part of an ongoing process (which ties in with our first point) and, to this end, must leave a trace. It's important to formalize observations in writing and to record them in a reference document. This will serve as a guideline for monitoringthe evolution of objectives over time, and remind everyone of the progress of the support. Because words fly but writing remains, take the time you need for this step. This will also enable you to measure the progress made andevaluate the scope and resultsof this supportover time, which represents a real investment. So it's not a waste of time - on the contrary!
It's also an important motivating factor for the salesperson, who can refer to the elements set down on paper: not only will he or she be able to recall the concepts evoked, but he or she will also have the satisfaction of knowing that his or her manager is genuinely committed to his or her success.
How do you help your sales team achieve their goals?
Did you know that 95% of your success is linked to your state of mind? To learn how to manage your emotional charge more effectively, discover the Triad method in this webinar:
KESTIO 's expert consultant-trainers in commercial excellence:
- Train managers in field coaching
- Coach sales representatives in the field themselves
To find out more about our methods and get feedback on their results, register for a free session with one of our experts:
