Effective one-on-one and group coaching is the biggest differentiator between successful and unsuccessful sales teams in business today.

A powerful sales team is the lifeblood of your company. If they have the right attitude, activity levels and skills, they will seize all opportunities. This is why at SalesGuru we believe in regular and consistent sales training – the stronger your salespeople, the stronger your business. However, investing in a sales training programme is just one part of the process. Sales training without implementation is money lost. To make sales training effective and ensure transformational change, it needs to be sustainable and this requires ongoing sales coaching efforts.

Dedicated sales coaching programs are proven to drive results. According to the 2019 CSO Insights Annual Sales Enablement Study, a formalised sales coaching program, implemented properly, can lead to a 16.6% increase in win rates for forecasted deals.

“The principle of coaching ensures personal accountability and ownership in that it connects each individual to their personal reason for working and ensures that they don’t just know what to do, they know how to do it,” says Venetia Butler, Director of Training at SalesGuru. “It moves a company from being target-driven to a greater understanding of exactly what they offer and how every customer can be better off as a result. We then see consistent results and long term partnerships, rather than spikes and irregular target achievement.”

So while the goal of sales training is to drive a positive change in mindset (attitude and behaviour), activity (work ethic and prospecting) and skills (evidence) and, in doing so, equip and empower sales professionals, “coaching applies the how in that you are able to actualise and introspect – and that’s where consistency kicks in,” says Venetia. Sales coaching equips sales managers with defined and specific communication and management skills to uncover improvement areas and opportunities, drive adoption of skills and behaviour and, ultimately, drive a high-performance team.

Do you have a formalised coaching approach to equip your sales managers with the right skills to drive their teams and ensure adoption of training?



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