Sales coaching is a critical function of a sales team, yet it’s often treated like an afterthought. Coaches are expected to act like they were born knowing how to coach (which they were not). And, they’re expected to do so within an environment that is constantly changing and often largely remote.
“As goes the manager, so goes the team.” This common sales industry expression is actually more true than we realize, according to Carole Mahoney, author of Buyer First and founder of Unbound Growth.
When we talk about sales coaching, most often we think of a sales manager offering advice, suggestions, and assistance to a member of their sales team. But this type of coaching is only one layer of an effective coaching system.
Sales coaching is a critical multiplier for sales effectiveness. When your sales managers are excellent, consistent, and supported in coaching effectively, your sales teams perform better and continually get better.
What is the biggest lever in sales? The one thing you can upgrade to have the greatest impact on your win rates, deal size, sales cycles, and overall performance?
Sales coaching is critical to increasing sales performance, just as much as coaching is critical to performance in any other area. If you want a high-performing sports team: Invest in coaching. If you want to be a high-performing athlete: Invest in coaching. If you want your sales team to beat the competition: Invest in coaching.
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