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Obstacles to Installing a Sales Coaching Culture

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Less than 60% of sales team members deliver sales quota each year, according to Sales Hacker. Often company goals are achieved through the efforts of one or two high achievers carrying the under-performers.

You can implement measures to increase the number of team members that deliver quota, which comes from a well-established sales coaching culture.

However, not everybody understands how to implement effective sales coaching. This is essential when it comes to meeting the sales team quota and increasing win rates.

Let’s take a closer look at the key information you need to know.

Unfortunately, many senior management employees are too focused on short-term results. Although this may allow them to reach the goals they set for the near future, it could lead to sales team burnout and collapsed sales pipelines. It may also eventually lead to front line employee turnover. The lack of a long-term strategy will also prevent your employees from having a milestone to strive toward.

Establish a regular cadence of sales meetings focused on current business results and potential from the sales pipeline for the six months ahead for all members of your sales organization. This will assist in developing longer-term strategies. Make sure that sales team members are developing sales plans and following through with implementation.

Set up an approach to sales coaching that is systematic and consistent. Develop clear objectives for sales coaches. These could include the number of hours spent per week on coaching activities or a quarterly goal for improving sales performance.

Also, create a system to track results from the coaching program. This will assist in identifying any issues with implementation so they can be quickly addressed. It’s highly recommended that you make additions and adjustments when necessary. Industry landscapes change as time progresses, and it’s crucial to stay ahead of trends to maximise performance.

Train sales leaders to recognise that good coaching is an important part of their job. Provide them with the necessary tools and resources to organise coaching sessions. Also, ensure that the coaching approach is incorporated into their daily routine.

This will prevent them from feeling overwhelmed. Encourage the sales leader to create a coaching culture where feedback is given regularly and openly accepted by both parties. This will ensure that the coaching process is seen as an opportunity to improve performance rather than a burden. As long as your managers treat coaching as one of their top priorities, you shouldn’t encounter issues in the future.

Create a comprehensive guide that outlines the process for selling company products and services. This should include best practices in the sales process, customer profiles, product positioning strategies, and pricing models. Make sure to update this document regularly to stay up-to-date with changes in the marketplace.

Also, provide sales reps with regular training sessions on how to use the playbook to maximise their sales performance. Like reworking company expectations as time passes, you should do the same for your sales playbook. This allows you to emphasise successful strategies and eliminate those that don’t pull their weight.

Hire a sales manager who has a solid background in field selling. As you might guess, they should also have experience in the industry or the sales process used in your industry. Ensure they are given adequate training on your products, services, and processes.

Additionally, provide them with regular feedback so they can stay on track as they learn the ropes. This goes a long way toward ensuring your sales manager has all the necessary skills to be an effective leader.

In turn, look for opportunities to have the sales manager shadow experienced salespeople in the field. This allows them to observe how their team members deal with customer objections and develop strategies for closing deals. Doing this will assist your sales manager in gaining a first-hand understanding of what’s needed. With that knowledge, they can be better equipped to lead the team.

Respect is one of the most important factors when it comes to successful sales coaching culture and leadership. Provide sales managers with the necessary skills and tools to be effective leaders. Conflict resolution strategies, communication techniques, and goal setting are all essential for coaching their team.

Additionally, ensure that your sales manager is held accountable for their performance and results, just like the rest of the team. This will assist in ensuring that they are seen as a respected member of the organisation. If your current manager is not meeting expectations, then it may be time to look for a replacement. Having the right sales manager in charge can make all the difference when it comes to team performance.

Sales coaching can directly improve the performance of sales team members. However, it can also assist in taking underperforming sales employees and bringing them up to speed. It’s worth noting that sales coaching can assist in creating a culture of collaboration and feedback.

This leads to better overall performance. In addition, you’ll have no trouble reaching sales goals with proper training and guidance.

Finally, sales coaching can lead to improved customer relationships. This will occur as the team learns how to respond effectively to customer needs.

Sales coaching culture comes with plenty of benefits that you can’t neglect. Consider the above info so you can make the decision that is best for building a sales coaching culture in your company’s sales team.

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About the Author: Adele Crane

A leader in Implementation Consulting.
CEOs and Managing Directors have relied on Adele Crane to solve challenges with the performance of their sales and marketing since 1990. Her consulting experience in delivering results in 90-120 days is unprecedented by any other known sales and marketing consulting professional in the world. As an author of 3 acclaimed books, appearances on major media, and publications in USA, NZ and Australia, Adele’s experience brings fresh thinking and contemporary practices to business.