Coaching is a buzzword, as are entrepreneurship and startups. Many people, even without experience or ideas, want to start their business or help others through the coaching process.
This type of situation ends up creating a series of unprepared professionals. In some cases, there may even be study and will, but little practice makes the appearance of results difficult. The final consequence is resistance to those who are not in the middle or who have experienced a negative situation, these people tend not to consume the coaching service again after a very bad experience.
Sales Coaching: The Competent Manager
Now, even if you fit the profile I mentioned above, you shouldn’t turn up your nose at this article. Here, we’re not going to talk about turning life into a magical rainbow or finding the perfect balance between personal and professional life.
Nobody has self-managing salespeople. Even the most ambitious and hardworking people need qualified guidance or feedback and this is the job of the sales team manager, be it a manager, director or VP.
If you have a senior salesperson on your team, for example, he or she must correct some flaws in his speech or posture to adapt to the company’s market or strategy. Running a process and spotting opportunities to improve your attitude is much more difficult than doing the same for others, as you can focus on just one task: selling or paying attention to the sale to give assertive feedback. However, in the same way that a senior salesperson needs to correct some situations, his junior salesperson must be trained and directed, in order to develop to the maximum.
Initial training for any new member is essential, just so they will capture your solutions and processes, but each salesperson has a profile and the resulting characteristics appear along the sales funnel. A true sales coaching works just that, helping the salesperson to adapt their profile to the process and solution.
The true sales manager of Taj Residencia is an agent of behavior and attitude change and he can achieve this through the correct coaching methodology.
don’t be extremist
First of all, you must, yes, care about your collaborators. Being a manager goes beyond measuring the results of robots, it involves motivation, well-being and rewards or feedback at the right times.
Even so, your benchmark for understanding whether a seller is good or bad is their numbers, the results that appear at the end of each month on the indicators. Therefore, the coaching process cannot be made of extremes. Don’t just analyze your team by indicators and cold numbers, but don’t be too sensitive and understand all the problems and excuses of someone on your team either.
Drive by metrics, but value the human side
A good salesperson with poor results, but no apparent change in process and solution, may be going through a difficult time and needs a boost. You, as a manager, do not need to be your best friend at this time, but remember that you can humanize the process, take a break and let the employee put his or her mind together, propose solutions together or just offer their support, if necessary. .
Likewise, the rogue who doesn’t sell, doesn’t make an effort and still looks for excuses not to generate results should be treated coldly, he doesn’t have the necessary profile for his team and won’t change it with a simple coaching process.
Try to mix the ideas, notice, by the numbers, when a superstar is dropping out of production and understand what is happening, ask him and try to help him solve whatever problem is occurring. I guarantee it will be worth it, after all he is a top performer, he will certainly give incredible results if he returns to his normal performance.
Take advantage of the data, the indicators you have, the information entered in the CRM, but also follow the calls and meetings of your salespeople in performance decline, talk to them and give feedback on what they are going through.
Here is the most common failure: not being able to find the correct metrics or not raising indicators about the process.
Mortify your process today
Don’t waste time without measuring your team’s results, try to be predictable about your process. For starters, the basic metrics you need to measure your sales team’s success are:
- Total conversion: the percentage of prospects that become customers
- Average ticket: your total revenue divided by the number of customers you have
- Sales Cycle: the average length of time for a prospect to become a customer
- Churn: the percentage of revenue that leaves your base
The basis of these indicators, you begin to delve further into the process, measuring the Open Rate, Reply Rate, Lead Time, Cycle by Step Funnel, among other indicators necessary to know the nuances of each of your salespeople.
Apply the Pareto Principle
The Pareto Principle arose from the observations of the Italian economist Vilfredo Pareto, who noticed that, on several occasions (and especially in the distribution of land in Italy) there was a trend in which 80% of a total value was concentrated in 20% of the agents. . In other words, 80% of Italian land was owned by 20% of the population.
This idea was worked on by consultant Joseph M. Juan, who suggested the principle by analyzing the same distribution in different areas of companies he was studying.
The main idea, applied to the sales coaching concept, is to know what to prioritize. You must target your team’s efforts on the 20% changes that will increase 80% of the potential results. For each salesperson, you must understand what are the main gaps to work with and what order of priority is necessary for them to improve their results quickly.
When he’s become a great salesperson, hitting goals and standing out on the team, it’s time to smooth the edges and ensure he always improves, as well as staying up to date.
Know when to compare (but don’t be afraid to)
Your team has different profiles, but it is not necessary to lose its essence to learn from someone else. Use your team’s metrics to compare the results of salespeople in similar situations (they sell to the same personas, same average ticket, etc.).
This is a great way to understand what can be prioritized, especially if the comparison can be made with a top performer. Your coaching process gains a lot in defining what are the biggest gaps of a salesperson compared to the team, as they are probably the simplest to solve, as you can compare your approach to that of others on the team and correct them. it much more easily.
Rather than looking and thinking of new ways to act at certain times, you can simply “copy” what another salesperson does and teach your coaches.
get out of the fantasy
Stop dreaming about the perfect world. Don’t think that Coaching was made to discuss how life can be more beautiful or the best way to balance your choices. All coaching is about goals and the best way to reach them.
You shouldn’t work with shortcuts or unicorns, just with a more impartial and professional external direction of what needs to be resolved and how it can be done.
If you are a manager, your concern should be to create a supportive and demanding environment together, in a healthy way. There is no better place to work than where you are charged, but they understand your limitations and, believing in your potential, help you to develop.
Now, if you are a salesperson, do more self-reflections, acknowledge your mistakes and successes. Only then will it be possible to know what you should enhance and what needs to be corrected. Being open to feedback is essential and, if your company does not have a defined coaching process, talk to your manager and try to understand how you can be mentored by someone with more experience and willingness to help you. If you can’t find this inside your company, look outside. There are many experienced salespeople who, if approached in the right way, will be happy to help someone with ambition and a keen desire to learn.
Much of what I described above was crafted and described by Mark Roberge, SVP of Sales at Hub spot, where he created a culture where metrics-driven coaching is in place and has brought tremendous results!
Do you want to talk more about it? Comment below about your doubts about the sales coaching process and I will help you develop this in your team! 😀