What Should You Expect From A Sales Coach?

Sales coaches help salespeople define goals and strategies that will mesh with their purpose and lead to maximized sales energy, focus, and engagement.

For seller success, it’s critical to identify the right goals and strategies, so the salesperson will feel an intense desire to achieve the goals reaching their full potential. Successful selling is about developing good habits that allow them to reach their goals, maximize time, and maintain current, written, and public action plans.

Developing good habits and changing or eliminating bad habits at times seems like it requires a herculean effort, but if the habits they have are not ideal, it’s necessary to help them learn new and better ones. This is one reason sales coaches interact regularly with sellers. Salespeople will be much more likely to stay on task if the coach regularly talks with them about their successes and failures, and ways to change for the better.  

Delivering advice and coaching the right way is the trick. Depending on the seller’s level of expertise, a coach must determine whether to be more directive (do this) or facilitative (let’s work out next steps together). The less experienced the seller, the more directive advice helps. The more experienced the seller, the more a facilitated approach works well.

No matter how many talented sales reps you hire, the sales training (and coaching) you offer them has a huge influence on their ultimate ability to sell successfully.  However, sales coaching is not a silver bullet that immediately improves their sales output.

Dick Wagner, Coach, Consultant, Trainer