A Strong Sales Coaching Culture Must Be Data-Driven
Objection 2: Front-line sales managers lack the time, tools, and know-how to coach. With commitment and direction from the top, front-line managers will have the necessary mandate to devote time and resources to coach their reps. However, you’ll still find managers asking themselves “Now what?” Sales enablement leaders will tell you that there’s no shortage of sales managers out there who are fearful of admitting what they don’t know. A SiriusDecisions study last year showed that only 6 percent of sales managers were ready to coach and mentor new hires. This is where the cultural shift comes into play, requiring an open, honest environment where managers can openly learn who, how, and what to coach.
A data-driven approach can alleviate the fears of inexperienced coaches by providing insights into the real-time capabilities of their reps, setting a baseline for a targeted on-boarding program and proficiency measurement for sales skills that matter most moving forward. The data makes it clear where a rep is faltering (perhaps it’s a certain sales objection or lack of proficiency with the product platform) and provides recommended coaching actions, tips, and a timeline to help improve productivity. Data insights can help front-line managers tailor the actions to an individual’s skills gaps, leading to higher-quality engagement. Another benefit of a data-driven approach is that it removes personal judgment from the equation, making it easier on the coach to deliver coaching, and easier for the rep to accept it. Of course, to be successful, coaching needs to be viewed as not just for underperformers but as an ongoing initiative that benefits everyone, from the newest sales recruit to the established superstar. And a data-driven approach allows for that level of scalability.
Objection 3: Coaching too often focuses on deals rather than skills and competency. The urgency to meet forecasts finds many sales managers coaching the deal versus coaching competencies. While both approaches have their place, coaching defined competencies such as competitive positioning, negotiation skills, etc., can have the greatest long-term impact on sales team effectiveness. The addition of data insights can help a manager understand which competencies a rep is struggling with, thereby ensuring that they’re giving their reps the coaching they need to succeed, in the time they have available.
The result: a more knowledgeable, confident rep equipped to handle today’s evolving business environment where new products are rolled out at a fast and furious clip, regulations change, and new competitive threats emerge daily. Sales reps must be adaptable and armed with the right skill set to drive business amid all this change. Data-driven coaching solutions that help reps keep pace are invaluable not only to meeting forecasts but also to keeping reps engaged and motivated—a key factor in retaining top talent.
The Rewards of a Coaching Culture
Transparency is an important aspect of a successful corporate culture. Having set the tone, leadership will want to see the data that reflects which managers are coaching effectively and how revenue and sales rep satisfaction is impacted. Those who are actively contributing to the coaching culture should be rewarded, while those who are not should be held responsible. At its best, a data-driven coaching culture with commitment from all levels cultivates a sales force that is adaptable, aligned, and accountable.
Lisa Clark is vice president of marketing at Qstream. She has 20 years of experience building high-value software companies, brands and market share. Connect with Qstream on Twitter, Facebook, LinkedIn or Google+.