Once a manager accepts that coaching is the job, the next problem shows up immediately. What do you coach?
In complex B2B sales, every deal is more complex than it looks on the surface. A potential buyer contacts a salesperson and asks a few questions. Inexperienced salespeople might take the conversation at face value and assume that the person calling them knows what they want, understands the full scope of the situation, and has the full authority to make the purchasing decision.
Very few sales professionals like role-playing. And very few actually do it. Nor do managers, for that matter. It’s embarrassing, time-consuming, and often feels pointless. After all, your people know what to do, why can’t they just do it?
The sales profession is not for the faint of heart. There comes a time in nearly every salesperson’s life when they wonder if they’re really cut out for this work. And there comes a time in nearly every sales leader’s life when they wonder if someone on their team is really cut out for the work.
Most sales managers in complex B2B sales believe they are coaching their teams. Most salespeople don’t feel like they are being coached. Often, salespeople feel like it’s up to them to get the help they need, but they don’t really know what they need. It’s a no-win on both sides, and leaves many salespeople asking: “What should I actually be talking to my manager about?”
Even with all the technology that has rolled out in the past few years, coaching is still the critical multiplier in complex sales. It’s still the hinge point on which your sales team grows or stagnates. And the good news is: AI can help your coaches do a better job of it. Let’s look at how.
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