Sales Managers: Learn The Art of One-on-One Coaching
Imagine yourself in Sophie's shoes, newly promoted to sales manager at TechnoZ, a fast-growing B2B software company. Excited by this new challenge, she quickly finds herself facing a complex reality: how to effectively guide her team of talented but sometimes demotivated salespeople?
The Subtle Art of Coaching
The secret lies in an often-overlooked approach: sales development coaching. Contrary to popular belief, it's not about dictating orders but rather encouraging your salespeople to think and act autonomously. That's called empowerment, and that's what true leaders do.
Take Marc, a promising salesperson at TechnoZ. Instead of telling him exactly how to approach a difficult client, Sophie could ask: "How do you plan to handle Enterprise X's resistance to our new pricing?" This approach allows Marc to develop his own strategies, thereby boosting his confidence and engagement.
Pitfalls to Avoid
It's tempting for a new manager to want to control everything. However, this approach can backfire. At CRM Solutions, a B2B startup, the new manager Thomas made the mistake of constantly dictating the steps to his team. The result? Demotivated salespeople and an excessive dependence on their manager.
The Winning Model in 5 Steps
To avoid these pitfalls, here is a simple yet effective 5-step model:
Step 1: Connect and Clarify
Rapport:
Start by establishing a human connection with your salesperson. Spend a few minutes discussing personal or light topics to ease the atmosphere. For example, ask how their weekend was or talk about their personal interests.
Goal:
Next, clarify the objective of the coaching session. Be neutral and non-judgmental. For example, say: “Let's debrief the call” or “Let's discuss how your meetings with clients went this week.”
Step 2: Compare Perceptions
Salesperson's Perceptions:
Encourage the salesperson to share their perceptions first. Ask open-ended questions to prompt them to analyze the situation. For example, ask: “How did the call go from your perspective?”
Your Perceptions and Verification:
After listening to the salesperson, share your perceptions. Be honest and clear, but always constructive. For example, say: “I thought you handled the presentation well, but there are areas where you could improve your interaction with the client.”
Step 3: Consider Obstacles
Salesperson's Perception of the Obstacle:
Ask the salesperson to identify the obstacles preventing them from achieving their goals. For example, ask: “What do you think is the main obstacle preventing you from closing more sales?”
Your Perception of the Obstacle and Verification:
Share your viewpoint on the obstacle and verify if the salesperson agrees. For example, say: “I think the obstacle might be a lack of preparation before calls. What do you think?”
Step 4: Build to Eliminate the Obstacle
Salesperson Eliminates the Obstacle:
Encourage the salesperson to propose solutions to eliminate the obstacle. For example, ask: “What do you think you can do to better prepare for calls?”
Your Value Addition and Verification:
Add value by sharing your ideas and experience. For example, say: “I think you could also use sales scripts to help structure your calls. What do you think?”
Practice:
Spend a few minutes practicing the proposed solutions. For example, conduct a role-play to simulate a sales call.
Step 5: Commit to Action
Action Step:
Ask the salesperson to commit to specific actions. For example, ask: “What actions will you take to better prepare for calls?”
Summarize:
Ask the salesperson to summarize the actions they will take. For example, say: “Can you summarize what you will do from now on?”
Encouragement:
End the coaching session with words of encouragement. For example, say: “I know you can do it. I'm here if you have any questions or need me!”
The Importance of Active Listening
At DataViz, a B2B data visualization company, manager Léa transformed her team by applying this simple principle: "They speak first." By letting her salespeople express themselves before giving her opinion, she discovered valuable insights that had eluded her.
Real-Life Examples of Successful Coaching
Example 1: Improving Relationship Skills
A salesperson was struggling to build relationships with clients. During a coaching session, the manager asked: “What do you think is the main obstacle preventing you from building relationships with clients?” The salesperson responded that they couldn't find common ground with clients. The manager then suggested preparing by researching information about the clients before calls. The salesperson agreed and started asking personal questions to build rapport. Result: The salesperson succeeded in building stronger relationships and closing more sales.
Example 2: Handling Client Objections
Another salesperson was struggling to handle client objections. The manager asked: “What do you think you can do to better handle client objections?” The salesperson proposed preparing responses to common objections. The manager added value by suggesting practicing these responses through role-play. Result: The salesperson gained confidence and successfully turned objections into sales opportunities.
Last Words: Soft on People, Hard on Problems
Remember: A good commercial coach is "soft on people, but hard on problems." At CloudSecure, a B2B cybersecurity company, this approach increased sales by 30% in just six months while improving team satisfaction.
By adopting these principles, you won't just be a manager; you'll be a true catalyst for your team's success. So, ready to a True Leader, admired and respected by your tribes of warriors?les Managers: Learn The Art of One-on-One Coaching
Would you like to get straight answers from one of the world's top BtoB sales trainers on how you can empower your team members to achieve breakthrough performance?
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