Often times it will become important for people on the front line of sales (those both actually making your sales and/or those who are managing your sales people) to have a coach.
Typically, the sales person or manager being coached has been a good performer, however for whatever reason their success has stalled or you need them to take their performance to the next level. A coach in this case is someone who lives a “day-in-their-life”, and can spot opportunities for them to get back on a successful sales or management track or “leap frog” their current skills.
Someone who observes how the sales person:
- Plans his/her day (how he routes calls on his trip),
- Prepares for each specific sales call,
- Delivers the sales presentation (so the coach will actually ride with the sales person and attend calls on customers) using consultative sales and/or benefit selling techniques,
- Completes necessary administration, and
- At the end of the day, plans for the following day
Someone who observes how the sales manager:
- Works with Marketing to understand the Brand/Product being sold and its target customers/ leads and conveys this knowledge to his/her sales people
- Plans his/her day (what percent of the day is spent on each of the General Manager’s activities = people, business, and organization?)
- Executes ride-alongs with his/her sales people
- Development Plans for each member of his/her team
- Sets sales goals
- Builds and leads a “healthy team”
- Determines best practices and shares this knowledge with his/her sales team
Whether in business, sports, or the arts, most of us have experienced the benefit a good coach can mean to improving our performance. Consider providing this same benefit to some of the most critical members of your business: your Sales people and managers.