Sales success can be elusive.
Based upon having measured sales training programs
for the last 20 years, we believe that business sales training programs on their
own are often an exercise in futility.
Sure, customized and targeted business sales training
programs help sales reps to become more aware of what it takes to perform and
the gain the specific consultative selling skills they need to succeed. But our
research shows that business
sales training program participants must be consistently held accountable, must
believe the new skills and knowledge are required for them to succeed, and must
have a competent sales coach to help them improve. Without all three, only 20% sales reps change
their behavior from business sales training.
Processes must be implemented to measure the progress of
each sales rep and to encourage skill adoption when it matters most. And, to
ensure continuous learning, each sales rep needs a sales performance coach who
can provide the support to improve.
What does it take to be an effective sales coach...the kind
of coach that capitalizes on and is a necessary part of any business sales
training program?
1. Believability.
A sales coach is believable only if they have not only “carried
a bag” successfully, but also if they have successfully managed and coached other
sales force’s before. Sales coaches need to know what it takes to motivate and
support behavior change in a way that works for each coachee.
2. Performance.
The fundamental purpose of a sales coach is to help improve
sales performance in a way that aligns with both the sales strategy and sales
culture. Make sure that expectations are
clear, goals are defined and progress is tracked along the way.
3. Feedback.
The best sales coaches provide a mirror into strengths and
weaknesses and focus on improving future performance. They know how to encourage
with authentic, timely, accurate, and precise insights, feedback and
encouragement.
If you want to improve skill adoption from your business
sales training programs, incorporate targeted sales coaching into your training
design. Reps who receive consistent and
frequent sales coaching outsell their peers 4-to-1.
Want to learn more about supporting solution selling
training skill adoption and performance improvement? Download The Truth about Sales Coaching and the Biggest Mistakes to Avoid
About LSA Global
Founded in 1995, LSA Global is a leading performance consulting and training firm that helps high growth technology, services, and life-science companies create a competitive advantage by powerfully aligning their culture and talent with their strategy. Learn more about getting aligned
