The Sales Manager's Coaching Kit
by Stew Bolno, MBA, EdM

Ponder this: A top-flight sales representative has been promoted to Sales Manager. S/he is quickly frustrated by the new job and not understanding why. Over time, even the sales team members start to complain –especially about the way they are treated. Performance levels do not achieve pre-determined goals, revenues flatten and then, some of the most productive sales people choose to leave the organization. The Vice President of Sales now questions the decision to have promoted this seemingly qualified professional. This good idea turned into a formula for failure.

Senior management made the blunder of assuming an effective transition from one position to another.. The experience of having been a successful sales person is a significant advantage for the Sales Manager. This individual would be ascribed with instant credibility and importantly, have the ability to relate with the reps challenges, having been in their shoes. However, the most successful Sales Managers know to assume an approach that uses skills appropriate to the position. They must know the techniques to encourage top performance and to lead the team to success.

Here is a look at the different tools required for these significantly different positions:

Understanding the role, however, is only one key element in achieving as a sales manager. Below is a specific model that can help any sales manager increase levels of success.

A 3-Part Coaching Model
(The Sales Manager’s Crib Sheet)

Strategy (Planning for Success)

• Identify the strengths and challenges for each sales representative
• Determine the general attitude of each sales representative
• Develop a predictable schedule for observing and conversing with each sales team member
• Approach each sales coaching meeting with a clear vision for a successful outcome
• Ensure that the sales representative approaches each meeting with a defined commitment objective; one that is directed towards encouraging a next step plan with the prospect or client

Skill (Probing and Problem Solving for Success)

• Apply open-ended questions in order to determine the challenges and opportunities perceived by the sales rep
• Use closed ended questions to ascertain areas of alignment and commitment by the sales person
• Listen to the sales rep. Clarify and paraphrase areas of concern
• Ensure that the sales rep is applying the fundamentals of selling effectively from opening the sales call to asking for referrals from satisfied clients

Style (Promoting People Smarts for Success)

• Identify the behavioral style of your sales representative
• Determine areas where the behavioral styles of the two of you clash
• Determine areas where the behavioral styles of the two of you connect
• Demonstrate behavioral flexibility and adaptability to the person you are coaching
• Ensure that the salesperson is aware of the importance of behavioral style with customers and prospects

Success in business, as well as in life, requires personal confidence blended with an ability to adapt and apply new behaviors and skills. When the sales manager fully understands and appreciates the importance of the position, he or she will connect more effectively with the reps; understanding that he or she can’t succeed unless they do.

Team Builders Plus offers sales training along with a full-range of services that benefit Individuals, Teams and Organizations. If you would like to learn more about them, please contact Stew Bolno, at 856.596.4196, x206.