The sales industry has a leadership problem, and it’s bigger than we think.
I spend a lot of time with sales managers, at all levels. Too often, I hear the lament, “I don’t have the time to coach!”
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.
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