Sales Coaching is a tough job for any sales leader. But one highly effective way to coach your team is what I refer to as sales coaching by numbers. It is effective, but the first challenge is to find the numbers to measure performance. In my experience of working with hundreds of SME‘s in Ireland and the UK, the common problem is that there are no real numbers, being measured in the first place. Here are the steps I suggest you take to get there.
Step One – Analyse the current sales numbers
If you are dealing with a sales team that is focused on prospecting, then analyse performance. Let’s take an example. John makes 100 outbound calls and connects with 15 decision makers (15% strike rate) and sets up 2 demonstrations (2% strike rate).
Comparing John’s performance to Alison who is also on the team, you can quickly see a difference in performance. Alison connects with 30 decision makers (30% strike rate) and sets up 4 Demonstrations (4% strike rate). Alison has a higher strike rate, and you have hard evidence to verify it.
Step Two- Use COACH
At Insthinktive we developed a simple sales coaching conversation model… COACH
Clarify ;
What is the real challenge or issue? Dig deep to get to the heart of the problem?
Options;
What solutions are available to solve this challenge or issue? Ask for at least three options.
Action;
What is the option that is most likely to succeed? And why? What is the next action?
Critique;
What are the limitations of this option? What are the barriers to success? What can get in the way of progress? What resources will you need?
Hold Accountable;
What have we agreed? The problem. The Option and the Action. Who will do what, and by when? When do we touch base on progress?
Using COACH as a model for the coaching conversation here is a typical flow
Clarify
John: I’ve noticed that your connection rates are lower on average than the teams. Are you aware of that? You have a 15% connection rate, and our best performer is averaging 30%.
John: Yes, I’m not sure why though. I? making the calls but finding it hard to get through?/span>
What do you think the challenge is?
John: Not getting through to the right people, maybe I’m not clear on who I should be talking to?
Who are the key people you should be targeting?
John: I guess if I look at some of the other team, they have had success by starting with the most senior people in an organisation. IWe always focused on trying to get to talk to the end users?
Is that it, or is there something else?
John: No I think that is the primary challenge, I guess I am a little intimidated by focusing at Director level, they are harder to talk to?
Okay so you may be targeting the wrong people, and you lack the confidence that you will succeed if you go higher?
John, yes.
Options
So if you are going to change this what your options are?
John, Well first I need to get the names of the actual Decision Makers. Second, I need to work on a script that gives me the confidence to talk to these people. And one that gets me past the gatekeepers.
What else?
John, I could talk to other team members and see what they are doing that is working better and learn.
Action
OK, so what steps do you need to take?
John, I need to assess my contact list and research LinkedIn to research the names of those I really need to be speaking to.
And?
John, I need to develop a new script or approach for my calls. I think it is best to talk to some other team members first and get some insights.
Critique
Ok, that sounds great but what could stop this from happening?
John: I’m so busy making calls that I don’t have the time to research more?
Is that the issue or is it a case of not prioritising correctly?
John, Maybe I need to just block some time out weekly to make sure it gets done. I can also invest in a couple of coffees and spend some time with the other team members to get a feel for how they work.
Hold Accountable
Ok so let’s get specific if we could agree on a 30-day improvement goal for you. What would be realistic as a connection rate 30 days from now assuming you have completed the actions agreed?
John, I think I could improve from 15% to 20% in 30 days. No, I am sure I could.
Ok, how can I help you with this? What support do you need from me?
John, Maybe you could help me a little with identifying the right people and building a list. Also, I would appreciate your feedback on my scripts/call maps.
No problem so when should we touch base and review progress?
John, How about in one week. By then I?l have my actions completed, and I should see some results.
Now I know paper doesn’t refuse ink, and this conversation flow may look a little too convenient, but don’t succumb to this thought. Try COACH yourself. Focus on asking the questions only. Avoid giving answers. Use the numbers as your guide to begin the conversation and just see how the conversation can be guided towards a really engaging coaching conversation.
Key Takeaways
Use sales coaching through numbers as your starting point for developing coaching programmes for your team. Use the COACH conversation model, and you have a straightforward and effective way to transform a conversation
