Get The Best Out Of Your Sales Team with Effective Sales Coaching

Sales leaders today have a harder time than ever juggling their many responsibilities; on average, they're doing more jobs with fewer resources than over previous decades. And the pressure is mounting. A recent Gartner study found that (again, on average) CRO tenures are down to just 19 months. That's not a lot of time to pack a punch and get things moving.

So it's more pertinent than ever for sales managers to get on top of their sales coaching game. But how can they effectively boost sales performance through sales training with so little free time on their hands?

Well, we sat down with founder, coach, and sales training extraordinaire Mark Cox to discuss just that. During our conversation, we covered everything from the intricacies of the modern sales manager role and results-oriented sales coaching techniques to getting the best out of your sales teams and finding joy in your role.

So if you're looking for expert insights on all things sales coaching, stick around - this blog will save you many precious hours!

Why is sales coaching so important for sales teams?

Unfortunately, with so many key responsibilities to take care of - any sales leader will tell you just how many hours a day they spend managing, for instance - modern sales managers often find themselves neglecting sales coaching. This isn't necessarily their fault; sometimes, it's just the way the system works.

Companies will often try to counteract this training deficit with annual 'training programs', or, worse still, online sales training videos. Don't get us wrong, training videos can be great, but they're not always ideal. Statistics show that a training program conducted by a professional sales coach can be four times more effective than training alone.

And that has serious implications in the business world. Take a look at these stats:

• Sales coaching can boost annual revenue by around 8%
• Sales teams who've benefited from sales coaching programs are 88% more productive
• Win rates are 28% higher in sales teams who have had expert sales coaching

These eye-watering numbers prove that effective sales training is a must-have for any business that wants to establish consistent revenue growth, streamline their sales strategy, and knock their sales goals out of the park.

Sales coaching can:

1. Increase retention rates (with professional development opportunities for talented reps)
2. Maximize sales success
3. Improve collaboration between sales professionals
4. Boost revenue growth

But the thing to remember is that effective sales coaching isn't just about telling your sales team what to do and how. If that were the case, sales management roles would be among the easiest in the world.

Successful sales coaching relies on a variety of skill and techniques that'd be easy to overlook. So with Mark's help, we explored some of the top tips you need to know to be a transformative sales coach.

1. Block out time for coaching sessions

With everything they have going on in their calendars, sales managers often fail to set aside specific time for sales coaching. And that's understandable; after all, sales coaching itself doesn't really seem like a very specific task.

For that reason, it's easy as a sales manager to think that you get your 'coaching' in when you give feedback or help a rep out with an interview. But that's not the kind of sales coaching that's going to positively develop your sales team moving forward - it's just a short-term fill-in.

Studies show that as few as 27% of workers use their calendars to manage their time, and even less - in fact, just 5% - use 'time blocking'. However, a conclusive 90% say that time blocking would increase their productivity.

Simply put, setting aside dedicated time in your calendar, and writing in down in ink, makes sales coaching a part of your day-to-day routine, and places it in a position of equal importance to your other tasks - which, let's be clear, it is.

2. Sit in on your sales reps

So we've established that sales leaders need to block out time to coach their sales reps more effectively, but what exactly should they block out?

Well, Mark suggests setting aside one morning a week to work directly with a sales rep or small sales team. Don't drop them in it, though; drop them an email a few days in advance and let them know you're going to be sitting in on them for a few hours. And, crucially, explain why you'll be there: to aid their professional development and help them refine their sales skills.

The aim for sales leaders is to gain a deep understanding of their sales reps' sales process and to clear up any problems.

It's a great idea to sit in on a pre-planned sales call. Before the call, Mark suggests going through the sales rep's game plan. Listen in as they conduct their sales conversations and take note of anything that jumps out. Then, afterward, ask the sales rep to make some notes of their own. First - and this is super important - ask them to give their own thoughts about their performance.

Only after the rep has given their take should the sales manager go over their own notes. Don't forget, effective sales coaching is all about guiding your sales team to their own discoveries, not simply laying down the law. Only then will their sales skills fully develop into killer sales techniques that enhance the sales process and close deals.

3. Don't take over

Picture this: you've blocked out a coaching session and are sitting in on one of your sales reps. The sales call bombs. Maybe the rep made a mistake, maybe they're nervous, perhaps they simply didn't tell the right story. Either way, there's one golden rule for the sales coach: don't take over the call.

Really, we can't stress this enough. Taking over the call is completely the wrong course of action for a bunch of reasons:

1. The rep will feel like they've 'failed' (it's not an exam)
2. They won't learn any valuable sales coaching tips
3. They'll likely repeat the same mistakes

Good sales coaching is all about helping your reps to work on their weak points and improve over time. One missed sales opportunity counts for nothing compared to this.

4. Use sales data

What if sales calls aren't the problem? In fact, what if you, as the sales manager, don't even know what the problem is.

Well, that's where data comes in. Great CRM and sales technology will help you identify key areas for improvement that you can work on either in group coaching sessions or in individual meetings.

Say, for instance, you can see that a sales rep is consistently losing deals at the same stage in the sales process (or funnel). That could indicate that they could benefit from sales coaching programs on making that leap between those two stages.

For anyone involved in training, whether you're a professional sales coach or a sales leader coaching your own sales team, data is your best friend.

Boost sales performance with better sales coaching

Sales managers have a pivotal role to play in the development of their sales teams. But it's not always easy to find the time to dedicate specifically to sales training - or even the best ways to boost your team's performance.

By following these four essential tips, you're putting yourself way ahead of the competition. Firstly, you have to block out time for sales training; take the time to sit in on your sales reps and take a look at how they're performing. Never jump in when they're struggling and always give constructive feedback. And lastly, make use of modern sales software to fully understand where your sales team needs to improve and how.

Mark Cox is the go-to guy when it comes to sales coaching and skyrocketing sales performance. So if you're interested into taking your B2B sales to the next level, take the time to find Mark on LinkedIn or visit his website for more information.

Likewise, if you're a business leader looking to fill your pipeline and drive consistent revenue with professional, founder-led B2B lead generation and sales development services, Leadium is the place to be. Not only does our blog have a ton of cool resources for you to check out, but our service pages break down in full detail exactly why, where, and how we get your business moving. Don't hesitate to reach out!