How sales managers can coach sellers on sales process and sales methodology
A good sales coach ensures the seller has met the criteria to move an opportunity to the next stage. Asking what the salesperson has done and how the customer reacted confirms that the salesperson isn’t jumping ahead and erroneously forecasting a deal that’s still in the discovery stage, says Abraham. “Asking questions that help a salesperson rationalize where the deal really is allows them to realize they may have gotten ahead of the customer. It also has the added benefit of improving forecast accuracy.”
If a salesperson jumps ahead of the customer often, then a good coach will shift to a sales skills conversation. Does the salesperson need to ask better discovery questions to qualify a deal? Or is the salesperson targeting the wrong type of company or industry where they can’t compete well? Those become different conversations but impact the opportunity in the long run.
When coaching on a sales methodology, coaches help sellers identify the next best action for an opportunity. “Good sales coaching involves asking good questions,” confirms Abraham. Good questions help a salesperson pressure-test where they are in an opportunity pursuit and see where they might need to make adjustments. And as coaches recognize patterns, they can begin a larger skills conversation, so the salesperson makes changes not only at the opportunity level but also across their pipeline.
The business payoff of sales coaching
According to Korn Ferry’s 5th Annual Sales Enablement Study, companies with consistent sales coaching and impact measurement see 32% higher win rates and 28% higher quota attainment. From a team perspective, they also see 2x seller engagement and almost 30% reduced voluntary turnover.
Does your team need help to achieve sales targets? Watch our Seize the Sale: Create impact through sales coaching webinar to help start building your coaching business case.