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How to Run a Sales Coaching Session

16 min
Average Score

Shelley Lavery

Founder, Jiminny

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In this informative session, we delve into the essential aspects of conducting a successful sales coaching session. The goal here is to empower sales leaders with the knowledge and tools they need to nurture their team's sense of ownership and drive performance improvement.

The Core Goal: Developing Ownership

When embarking on a coaching session with a sales team member, the primary objective is to foster a strong sense of ownership. This ownership, characterized by self-motivation and a deep attachment to outcomes, is the cornerstone of a successful sales career.

The Power of Ownership

Ownership leads to self-motivation, a critical element in the sales arena. Sales reps need that inner drive to persevere, take risks, and excel. Moreover, ownership ensures a personal investment in achieving desired results. As leaders, we want our salespeople to be deeply committed to their goals and outcomes.

The Framework: How to Structure Your Coaching Session

In this section, we provide you with a straightforward coaching framework to make your sessions effective and impactful. This framework consists of three key phases: Introduction, Explore, and Path.

Introduction: Setting Expectations

Discovery: Start by asking your sales rep what they hope to achieve during the coaching session. This question highlights that the session is dedicated to their development, setting a clear objective for both you and the rep.

Narrowing the Focus: Encourage the rep to elaborate on why they chose the specific sales call for review. This promotes accountability and helps you understand their perspective.

Repeat Rep's Goals: Before proceeding, reiterate the rep's goals for the session, demonstrating your commitment to their development.

Explore: Identifying Strengths and Areas to Improve

Strengths: Begin by discussing the strengths of the sales call. Encourage the rep to share what they believe they did well. Celebrating these strengths builds confidence.

Focus on Rep's Strengths: After the rep's input, add your observations about what they excelled at during the call. This highlights your engagement and reinforces their strong points.

Areas to Improve: Move on to discussing what the rep wants to strengthen. Ensure they identify the most impactful areas for improvement, aligning your perspective with theirs.

Path: Navigating the Way Forward

Rep's Ideas: Encourage the rep to share their ideas on how they can work on their identified areas for improvement. This open-ended question fosters an open-minded approach to development.

Blockers: Probe for potential obstacles or challenges that might hinder their progress. This helps them prepare and plan effectively.

Accountability: Ask how you can help them stay accountable to their commitments. This question ensures that you can provide support without micromanaging.

Wrapping Up: Reinforcing Commitments

In this final phase, reiterate the strengths and areas to improve, making the rep feel valued and understood. Confirm their plan for improvement and inquire about the support they need.

The Coach's Role: How to Know You've Done a Good Job

To gauge your effectiveness as a coach, consider these key indicators:

Listening vs. Talking Ratio

Maintain an 80-20 split, with you listening far more than talking. Active listening is crucial for understanding the rep's perspective fully.

Questions vs. Answers

Strive for a 90-10 split, favoring questions over direct answers. Encourage the rep to think and discover solutions rather than relying on your guidance.

Full Presence

Show up with 100% focus and zero distractions. Your undivided attention communicates your commitment to the rep's growth and development.

Watch This Session to Learn More

To delve deeper into the art of sales coaching and discover advanced strategies for developing ownership and enhancing performance, watch this informative video session.

By implementing the coaching framework and embracing your role as a coach, you can empower your sales team members to take ownership of their development, drive self-motivation, and achieve remarkable results.

For additional resources and insights into sales leadership and coaching, explore the external links below:

Thank you for taking the time to enhance your sales coaching skills. Your dedication to your team's growth and success will undoubtedly yield rewarding outcomes.

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