अपनी बिक्री क्षमता को उजागर करें | एक बिक्री कोच को नियुक्त करें

सेल्स कोच - गूगल से सबसे बड़ा सवाल

सेल्स कोच क्या है?

बिक्री प्रशिक्षक एक पेशेवर होता है जो बिक्री पेशेवरों को उनके कौशल और ज्ञान को विकसित करने में मदद करता है, जिसका लक्ष्य उनकी बिक्री प्रदर्शन में सुधार करना होता है। विक्रय प्रशिक्षक व्यक्तिगत रूप से या विक्रय प्रतिनिधियों के छोटे समूहों के साथ काम कर सकते हैं, तथा विक्रय पेशेवरों को सफल होने के लिए आवश्यक कौशल और ज्ञान विकसित करने में सहायता करने के लिए विभिन्न तकनीकों का उपयोग कर सकते हैं, जैसे व्यक्तिगत प्रशिक्षण, भूमिका-निर्धारण और इंटरैक्टिव गतिविधियां।

विक्रय प्रशिक्षक अनेक विषयों पर ध्यान केंद्रित कर सकते हैं, जिनमें विक्रय रणनीति, विक्रय तकनीक, ग्राहक संबंध प्रबंधन, संचार कौशल और समस्या समाधान शामिल हैं। वे विक्रय नेताओं, विक्रय प्रबंधकों और विक्रय पेशेवरों के साथ मिलकर काम कर सकते हैं, ताकि उनकी विक्रय निष्पादन में बाधा उत्पन्न करने वाली किसी भी व्यक्तिगत या व्यावसायिक चुनौतियों की पहचान की जा सके और उन्हें दूर किया जा सके।

बिक्री प्रशिक्षक आमतौर पर स्वयं अनुभवी बिक्री पेशेवर होते हैं, जिनका ट्रैक रिकॉर्ड सिद्ध होता है तथा बिक्री प्रबंधन या प्रशिक्षण में उनकी पृष्ठभूमि हो सकती है। वे प्रवेश स्तर के विक्रयकर्मियों से लेकर अनुभवी विक्रय प्रबंधकों और विक्रय नेताओं तक सभी स्तरों पर विक्रय पेशेवरों के साथ काम कर सकते हैं।

कुल मिलाकर, बिक्री प्रशिक्षक उन बिक्री पेशेवरों के लिए एक मूल्यवान संसाधन हो सकता है जो अपने कौशल में सुधार करना चाहते हैं और अपनी बिक्री प्रदर्शन को बढ़ाना चाहते हैं।

इस लेख में हम कवर करेंगे ...

बिक्री में वृद्धि लाने का एक नया तरीका है...

जब तक आप यह वीडियो नहीं देख लेते, तब तक बिक्री प्रशिक्षण न खरीदें…

1. बिक्री कोचिंग के क्या लाभ हैं?

बिक्री कोचिंग बिक्री पेशेवरों, बिक्री प्रबंधकों और समग्र रूप से संगठनों को कई प्रकार के लाभ प्रदान कर सकती है, जिनमें शामिल हैं:

क) बेहतर बिक्री प्रदर्शन: बिक्री पेशेवरों को उनके कौशल और ज्ञान को विकसित करने में मदद करके, बिक्री कोचिंग उनके बिक्री प्रदर्शन को बेहतर बनाने में मदद कर सकती है। इसमें बिक्री राजस्व में वृद्धि, उच्च रूपांतरण दर और बेहतर ग्राहक संतुष्टि शामिल हो सकती है।

ख) आत्मविश्वास और प्रेरणा में वृद्धि: बिक्री कोचिंग से बिक्री पेशेवरों को अपनी भूमिकाओं में अधिक आत्मविश्वास और प्रेरणा महसूस करने में मदद मिल सकती है, जिससे प्रदर्शन में सुधार हो सकता है।

ग) व्यक्तिगत विकास: बिक्री प्रशिक्षण की तुलना में बिक्री कोचिंग आमतौर पर अधिक व्यक्तिगत होती है, क्योंकि यह व्यक्ति या छोटे समूह की विशिष्ट आवश्यकताओं और लक्ष्यों के अनुरूप होती है। इससे विक्रय पेशेवरों को सफल होने के लिए आवश्यक कौशल और ज्ञान विकसित करने में मदद करने में यह अधिक प्रभावी हो सकता है।

d) अधिक जवाबदेही: बिक्री कोचिंग में अक्सर विशिष्ट लक्ष्य निर्धारित करना और प्रगति पर नज़र रखना शामिल होता है, जिससे बिक्री पेशेवरों को अपने उद्देश्यों को प्राप्त करने के लिए जवाबदेह और प्रेरित रहने में मदद मिल सकती है।

ई) उन्नत टीम संस्कृति: बिक्री कोचिंग एक सकारात्मक और सहायक टीम संस्कृति को बढ़ावा देने में मदद कर सकती है, जिससे बेहतर सहयोग और टीमवर्क हो सकता है।

कुल मिलाकर, बिक्री प्रशिक्षण बिक्री पेशेवरों और संगठनों के लिए एक मूल्यवान संसाधन हो सकता है जो बिक्री प्रदर्शन में सुधार और दीर्घकालिक सफलता प्राप्त करना चाहते हैं।

2. बिक्री कोचिंग के लिए व्यावसायिक मामला

यहां कुछ आंकड़े दिए गए हैं जो बिक्री प्रशिक्षण की आवश्यकता का समर्थन करते हैं:

a) जो कंपनियां बिक्री कोचिंग में निवेश करती हैं, उनकी बिक्री में औसतन 8.9% की वृद्धि होती है: कॉर्पोरेट कार्यकारी बोर्ड के शोध के अनुसार, जो कंपनियां बिक्री कोचिंग में निवेश करती हैं, उनकी बिक्री में पहले वर्ष के भीतर औसतन 8.9% की वृद्धि होती है।

ख) जिन सेल्सपर्सन को कोचिंग मिलती है, उनके अपने लक्ष्य प्राप्त करने की संभावना अधिक होती है: सेल्स एग्जीक्यूटिव काउंसिल द्वारा किए गए शोध में पाया गया कि जिन सेल्सपर्सन को कोचिंग मिलती है, उनके अपने लक्ष्य प्राप्त करने की संभावना उन लोगों की तुलना में 63% अधिक होती है, जिन्हें कोचिंग नहीं मिलती है।

ग) कोचिंग से उत्पादकता बढ़ती है: इंटरनेशनल कोच फेडरेशन के एक अध्ययन में पाया गया कि कोचिंग से उत्पादकता में 86% की वृद्धि होती है।

d) कोचिंग से कर्मचारियों की संख्या में वृद्धि होती है: कॉर्पोरेट कार्यकारी बोर्ड के शोध के अनुसार, उच्च गुणवत्ता वाले कोचिंग कार्यक्रम वाली कंपनियों में कोचिंग कार्यक्रम न रखने वाली कंपनियों की तुलना में 7% कम टर्नओवर दर होती है।

ई) कोचिंग से ग्राहक संतुष्टि बढ़ती है: कॉर्पोरेट कार्यकारी बोर्ड द्वारा किए गए एक अध्ययन में पाया गया कि उच्च गुणवत्ता वाले कोचिंग कार्यक्रम वाली कंपनियों की ग्राहक संतुष्टि दर कोचिंग कार्यक्रम न करने वाली कंपनियों की तुलना में 13.5% अधिक है।

ये आंकड़े दर्शाते हैं कि विक्रय प्रशिक्षण का विक्रय प्रदर्शन, उत्पादकता, कर्मचारी प्रतिधारण और ग्राहक संतुष्टि पर महत्वपूर्ण प्रभाव हो सकता है।

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3. व्यक्तिगत बिक्री कोचिंग बनाम समूह बिक्री कोचिंग

व्यक्तिगत बिक्री प्रशिक्षण में एक बिक्री पेशेवर के साथ व्यक्तिगत आधार पर काम करना शामिल है, ताकि उन्हें विशिष्ट कौशल और ज्ञान विकसित करने में मदद मिल सके। इस प्रकार की कोचिंग आमतौर पर अधिक व्यक्तिगत होती है और व्यक्ति की विशिष्ट आवश्यकताओं और लक्ष्यों के अनुरूप होती है।

व्यक्तिगत कोचिंग व्यक्तिगत रूप से या वर्चुअल रूप से आयोजित की जा सकती है, और इसमें बिक्री रणनीति, व्यवसाय विकास और बिक्री कॉल जैसे कई विषय शामिल हो सकते हैं। एक प्रभावी बिक्री प्रशिक्षक तकनीकों, बिक्री चक्र, बिक्री वार्तालापों पर नियंत्रण, भूमिका-निर्धारण, इंटरैक्टिव गतिविधियों और फीडबैक सत्रों पर एक-एक करके सत्र भी आयोजित करेगा। एक विक्रय प्रशिक्षक का काम विक्रय प्रतिनिधियों में आत्मविश्वास पैदा करने में मदद करना तथा उन्हें अपने विक्रय प्रदर्शन पर विचार करने के लिए प्रोत्साहित करना है।

बिक्री कोच की भूमिका प्रतिनिधियों को प्रेरित करना नहीं है। बिक्री में शीर्ष प्रदर्शन करने वाले लोग न केवल राजस्व लक्ष्यों और अधिक बिक्री से प्रेरित होते हैं, बल्कि अपने स्वयं के व्यावसायिक विकास से भी प्रेरित होते हैं।

दूसरी ओर, समूह कोचिंग में बिक्री पेशेवरों के एक छोटे समूह के साथ काम करके उनके कौशल और ज्ञान को विकसित करने में मदद की जाती है। समूह प्रशिक्षण व्यक्तिगत रूप से या वर्चुअल रूप से आयोजित किया जा सकता है, और इसमें कई प्रकार की तकनीकें शामिल हो सकती हैं, जैसे समूह चर्चा, इंटरैक्टिव गतिविधियां और रोल-प्ले।

समूह प्रशिक्षण, बिक्री पेशेवरों को एक-दूसरे से सीखने और सर्वोत्तम प्रथाओं को साझा करने में मदद करने का एक प्रभावी तरीका हो सकता है। एक प्रभावी बिक्री प्रशिक्षक टीम की बैठकों में भाग ले सकता है, साप्ताहिक बिक्री बैठकों का समर्थन कर सकता है तथा बिक्री टीम में प्रदर्शन सुधार ला सकता है।

कुल मिलाकर, व्यक्तिगत और समूह कोचिंग दोनों ही बिक्री विकास के लिए प्रभावी दृष्टिकोण हो सकते हैं, और सबसे उपयुक्त दृष्टिकोण बिक्री टीम या व्यक्ति की विशिष्ट आवश्यकताओं और लक्ष्यों के साथ-साथ विकास के लिए उपलब्ध संसाधनों और समय पर निर्भर करेगा।

4. मैं बिक्री कोचिंग कार्यक्रम कैसे बनाऊं?

बिक्री प्रशिक्षण कार्यक्रम बनाना एक जटिल प्रक्रिया हो सकती है जिसके लिए सावधानीपूर्वक योजना और विवरण पर ध्यान देने की आवश्यकता होती है। एक प्रभावी बिक्री प्रशिक्षण कार्यक्रम बनाते समय विचार करने योग्य कुछ कदम यहां दिए गए हैं:

क) अपने लक्ष्य निर्धारित करें: कोचिंग कार्यक्रम के लिए अपने लक्ष्य स्पष्ट रूप से निर्धारित करें। आपकी क्या प्राप्त करने की इच्छा है? आप अपनी बिक्री टीम में कौन से विशिष्ट कौशल या ज्ञान का विकास करना चाहते हैं? स्पष्ट लक्ष्य रखने से आपको एक ऐसा कार्यक्रम तैयार करने में मदद मिलेगी जो आपकी आवश्यकताओं को पूरा करेगा और आपके उद्देश्यों को प्राप्त करने में आपकी सहायता करेगा।

ख) अपने लक्षित दर्शकों की पहचान करें: निर्धारित करें कि आपका कोचिंग कार्यक्रम किसके लिए होगा। क्या यह आपकी पूरी बिक्री टीम के लिए होगा, या सिर्फ एक विशिष्ट समूह के लिए? अपने लक्षित दर्शकों को समझने से आपको उनकी विशिष्ट आवश्यकताओं और लक्ष्यों को पूरा करने के लिए कार्यक्रम तैयार करने में मदद मिलेगी।

ग) प्रारूप निर्धारित करें: अपने कोचिंग कार्यक्रम का प्रारूप तय करें। क्या यह व्यक्तिगत होगा, वर्चुअल होगा या दोनों का संयोजन होगा? प्रारूप चुनते समय सुविधा, लागत और अपने लक्षित दर्शकों की प्राथमिकताओं जैसे कारकों पर विचार करें।

घ) कोच का चयन करें: ऐसा कोच चुनें जिसके पास आपकी आवश्यकताओं को पूरा करने का अनुभव और विशेषज्ञता हो। कोच का चयन करते समय उनकी पृष्ठभूमि, उनकी कोचिंग शैली और उनकी उपलब्धता जैसे कारकों पर विचार करें।

ई) एक कार्यक्रम बनाएं: अपने कोचिंग सत्रों की आवृत्ति और अवधि निर्धारित करें। क्या वे साप्ताहिक, द्विसाप्ताहिक या मासिक होंगे? प्रत्येक सत्र कितने समय का होगा? कार्यक्रम बनाते समय अपने प्रतिभागियों के कार्यक्रम और अपने कार्यक्रम के लक्ष्यों पर विचार करें।

च) विषय-वस्तु की योजना बनाएं: अपने विशिष्ट लक्ष्यों और अपने लक्षित दर्शकों की आवश्यकताओं को पूरा करने के लिए अपने कोचिंग कार्यक्रम की विषय-वस्तु को डिज़ाइन करें। इसमें बिक्री तकनीक, ग्राहक संबंध प्रबंधन जैसे विषय शामिल हो सकते हैं।

5. आप एक विक्रय व्यक्ति को कैसे प्रशिक्षित करते हैं?

किसी सेल्सपर्सन को कोचिंग देना एक फायदेमंद और चुनौतीपूर्ण अनुभव हो सकता है, क्योंकि इसके लिए मजबूत संचार कौशल, बिक्री तकनीकों की गहरी समझ और बिक्री प्रतिनिधि की व्यक्तिगत ज़रूरतों और लक्ष्यों के अनुकूल ढलने की क्षमता की आवश्यकता होती है। किसी सेल्सपर्सन को कोचिंग देते समय विचार करने के लिए यहाँ कुछ कदम दिए गए हैं:

क) विश्वास और सम्मान का रिश्ता स्थापित करें: किसी भी कोचिंग संबंध के लिए विश्वास और सम्मान का निर्माण आवश्यक है। इसमें स्पष्ट अपेक्षाएं स्थापित करना, फीडबैक के प्रति खुला और ईमानदार होना, तथा विक्रेता के विकास में वास्तविक रुचि दिखाना शामिल हो सकता है।

ख) विक्रेता की शक्तियों और सुधार के क्षेत्रों की पहचान करें: विक्रेता की शक्तियों और सुधार के क्षेत्रों का आकलन करने से आपको उनकी विशिष्ट आवश्यकताओं और लक्ष्यों के अनुरूप अपने प्रशिक्षण को तैयार करने में मदद मिल सकती है। इसमें उनकी बिक्री संबंधी बातचीत का अवलोकन करना, उनके प्रदर्शन संबंधी आंकड़ों की समीक्षा करना, तथा विक्रेता और उनके सहकर्मियों से फीडबैक मांगना शामिल हो सकता है।

ग) विशिष्ट, मापन योग्य लक्ष्य निर्धारित करें: विशिष्ट, मापन योग्य लक्ष्य निर्धारित करने से विक्रेता को केंद्रित और प्रेरित रहने में मदद मिल सकती है, और उनके विकास के लिए एक रोडमैप प्रदान कर सकता है। अल्पकालिक और दीर्घकालिक दोनों लक्ष्य निर्धारित करने पर विचार करें, और नियमित रूप से प्रगति पर नज़र रखें।

घ) निरंतर समर्थन और प्रतिक्रिया प्रदान करें: विक्रेता को अपने कौशल और ज्ञान को विकसित करने में मदद करने के लिए निरंतर समर्थन और प्रतिक्रिया प्रदान करें। इसमें व्यक्तिगत प्रशिक्षण सत्र, भूमिका-निर्वाह या अन्य इंटरैक्टिव गतिविधियां शामिल हो सकती हैं, जो विक्रेता को अभ्यास करने और सीखी गई बातों को लागू करने का अवसर प्रदान करती हैं।

ई) आत्म-चिंतन और निरंतर सीखने को प्रोत्साहित करें: विक्रेता को अपने प्रदर्शन पर चिंतन करने और निरंतर सीखने के अवसर तलाशने के लिए प्रोत्साहित करें। इसमें उन्हें उद्योग प्रकाशन पढ़ने, प्रशिक्षण में भाग लेने के लिए प्रोत्साहित करना शामिल हो सकता है।

sales coach
बिक्री कोचिंग

6. सर्वोत्तम बिक्री कोचिंग तकनीकें क्या हैं?

बिक्री प्रशिक्षण तकनीकों की एक विस्तृत श्रृंखला उपलब्ध है जो बिक्री पेशेवरों को अपने कौशल और ज्ञान को विकसित करने में मदद करने में प्रभावी हो सकती है। कुछ उदाहरण निम्नलिखित हैं:

क) एक-पर-एक कोचिंग: एक-पर-एक कोचिंग में बिक्री पेशेवर के साथ एक-पर-एक आधार पर काम करना शामिल है ताकि उन्हें विशिष्ट कौशल और ज्ञान विकसित करने में मदद मिल सके। इस प्रकार की कोचिंग आमतौर पर अधिक व्यक्तिगत होती है और व्यक्ति की विशिष्ट आवश्यकताओं और लक्ष्यों के अनुरूप होती है।

ख) भूमिका-निभाना: भूमिका-निभाने में वास्तविक जीवन की बिक्री स्थितियों का अनुकरण करना और बिक्री पेशेवर को अभ्यास करने और सीखी गई बातों को लागू करने का अवसर देना शामिल है। यह बिक्री पेशेवरों को उनके संचार और समस्या-समाधान कौशल विकसित करने में मदद करने के लिए एक उपयोगी तकनीक हो सकती है।

ग) इंटरैक्टिव गतिविधियाँ: इंटरैक्टिव गतिविधियाँ, जैसे केस स्टडी या सिमुलेशन, बिक्री पेशेवरों को शामिल करने और उन्हें अपने ज्ञान को वास्तविक दुनिया की स्थितियों में लागू करने में मदद करने का एक उपयोगी तरीका हो सकता है।

घ) समूह कोचिंग: समूह कोचिंग में बिक्री पेशेवरों के एक छोटे समूह के साथ काम करना शामिल है ताकि उन्हें अपने कौशल और ज्ञान को विकसित करने में मदद मिल सके। समूह प्रशिक्षण में समूह चर्चा, इंटरैक्टिव गतिविधियां और रोल-प्ले शामिल हो सकते हैं, और यह बिक्री पेशेवरों को एक-दूसरे से सीखने और सर्वोत्तम प्रथाओं को साझा करने में मदद करने का एक प्रभावी तरीका हो सकता है।

ई) फीडबैक सत्र: निरंतर फीडबैक प्रदान करना बिक्री पेशेवरों को अपना प्रदर्शन सुधारने में मदद करने के लिए एक मूल्यवान तकनीक हो सकती है। फीडबैक सत्र रचनात्मक और सहयोगी तरीके से आयोजित किए जाने चाहिए तथा सुधार के विशिष्ट क्षेत्रों पर ध्यान केंद्रित किया जाना चाहिए।

कुल मिलाकर, सर्वोत्तम बिक्री कोचिंग तकनीक बिक्री टीम या व्यक्ति की विशिष्ट आवश्यकताओं और लक्ष्यों के साथ-साथ विकास के लिए उपलब्ध संसाधनों और समय पर निर्भर करेगी।

7. बिक्री कोचिंग प्रश्नों के उदाहरण

बिक्री प्रशिक्षण के लिए कई प्रकार के प्रश्न उपलब्ध हैं, जो बिक्री पेशेवरों को अपने कौशल और ज्ञान को विकसित करने में मदद करने में प्रभावी हो सकते हैं। कुछ उदाहरण निम्नलिखित हैं:

  1. इस कोचिंग सत्र के लिए आपके विशिष्ट लक्ष्य क्या हैं?

  2. बिक्री प्रक्रिया में आपकी वर्तमान चुनौतियाँ क्या हैं?

  3. आप अपनी बिक्री पद्धति में किस बात को लेकर आश्वस्त महसूस करते हैं?

  4. आपके विक्रय दृष्टिकोण में सुधार के लिए कौन से क्षेत्र हैं?

  5. वर्तमान में आप संभावित ग्राहकों की आपत्तियों का निपटारा कैसे करते हैं?

  6. वर्तमान में आप संभावित ग्राहकों और ग्राहकों के साथ संबंध कैसे बनाते हैं?

  7. वर्तमान में आप संभावित ग्राहकों और ग्राहकों के साथ किस प्रकार संपर्क बनाए रखते हैं?

  8. वर्तमान में आप अपने विक्रय प्रदर्शन को कैसे मापते हैं?

  9. अतीत में आपके लिए कौन सी सर्वोत्तम प्रथाएं या रणनीतियां कारगर रही हैं?

  10. अपने लक्ष्य को प्राप्त करने के लिए आपको किन संसाधनों या सहायता की आवश्यकता है?

विक्रय प्रशिक्षण प्रश्न, विक्रय पेशेवर या छोटे समूह की विशिष्ट आवश्यकताओं और लक्ष्यों के अनुरूप होने चाहिए, तथा उन्हें चिंतन, सीखने और कार्रवाई को प्रोत्साहित करने के लिए डिजाइन किया जाना चाहिए। विचारशील और लक्षित प्रश्न पूछकर, बिक्री प्रशिक्षक बिक्री पेशेवरों को सुधार के क्षेत्रों की पहचान करने, नई रणनीतियां और दृष्टिकोण विकसित करने, तथा अपने लक्ष्यों की दिशा में उनकी प्रगति पर नज़र रखने में मदद कर सकते हैं।

8. एक बिक्री प्रशिक्षक के लिए कौन से कौशल आवश्यक हैं?

एक अच्छे बिक्री प्रशिक्षक को बिक्री प्रतिनिधियों को प्रभावी ढंग से प्रशिक्षित करने के लिए कई प्रकार के कौशल की आवश्यकता होती है, जिनमें शामिल हैं:

क) बिक्री विशेषज्ञता: प्रशिक्षकों को बिक्री तकनीकों, ग्राहक संबंध प्रबंधन और बिक्री प्रक्रिया की गहरी समझ होनी चाहिए। इसमें बिक्री प्रबंधन या प्रशिक्षण की पृष्ठभूमि, या बिक्री पेशेवर के रूप में व्यापक अनुभव शामिल हो सकता है।

ख) संचार कौशल: प्रशिक्षकों के पास मजबूत संचार कौशल होना चाहिए, जिसमें सक्रिय रूप से सुनने, स्पष्टीकरण संबंधी प्रश्न पूछने और रचनात्मक और सहायक तरीके से प्रतिक्रिया देने की क्षमता शामिल है।

ग) कोचिंग कौशल: कोचों को कोचिंग सिद्धांतों और तकनीकों की गहरी समझ होनी चाहिए, जिसमें लक्ष्य निर्धारित करना, फीडबैक देना, तथा सीखने और विकास को सुगम बनाना शामिल है।

घ) अनुकूलनशीलता: प्रशिक्षकों को अपने साथ काम करने वाले विक्रयकर्मियों की विशिष्ट आवश्यकताओं और लक्ष्यों के साथ-साथ विक्रय परिवेश में होने वाले किसी भी परिवर्तन के अनुकूल ढलने में सक्षम होना चाहिए।

ई) सहानुभूति: प्रशिक्षकों को अपने साथ काम करने वाले विक्रयकर्मियों की चुनौतियों और चिंताओं के प्रति सहानुभूति और समझ दिखाने में सक्षम होना चाहिए, जिससे विश्वास और तालमेल बनाने में मदद मिल सकती है।

इन कौशलों को विकसित करके, प्रशिक्षक बिक्री पेशेवरों को उनके कौशल और ज्ञान को विकसित करने तथा उनके बिक्री प्रदर्शन को बेहतर बनाने में अधिक प्रभावी बन सकते हैं।

Sales Coach
प्रभावी बिक्री कोचिंग

9. क्या एक विक्रय प्रबंधक को विक्रय प्रशिक्षक की आवश्यकता होती है?

बिक्री प्रबंधक भी बिक्री कोचिंग से उसी तरह लाभ उठा सकते हैं जैसे बिक्री पेशेवर उठा सकते हैं। वास्तव में, बिक्री कोचिंग प्रत्येक बिक्री प्रबंधक के लिए विशेष रूप से मूल्यवान हो सकती है, क्योंकि अक्सर उनके पास अपनी बिक्री टीमों का नेतृत्व करने और उन्हें विकसित करने की अधिक जिम्मेदारी होती है।

विक्रय कोचिंग से विक्रय प्रबंधक को कई प्रकार के कौशल विकसित करने में मदद मिल सकती है, जिनमें शामिल हैं:

  1. नेतृत्व कौशल: बिक्री प्रशिक्षण से बिक्री प्रबंधकों को संचार, प्रतिनिधिमंडल और टीम-निर्माण जैसे नेतृत्व कौशल विकसित करने में मदद मिल सकती है।

  2. विक्रय तकनीकें: विक्रय प्रबंधकों को विक्रय प्रशिक्षण से लाभ मिल सकता है, जिससे उन्हें नवीनतम विक्रय तकनीकों और सर्वोत्तम प्रथाओं से अवगत रहने में मदद मिलती है।

  3. प्रशिक्षण कौशल: विक्रय प्रबंधक जो अपनी टीम के सदस्यों को प्रशिक्षण देने के लिए जिम्मेदार हैं, वे अपने प्रशिक्षण कौशल और तकनीकों को विकसित करने में सहायता के लिए विक्रय प्रशिक्षण से लाभ उठा सकते हैं।

  4. समस्या समाधान: विक्रय प्रबंधकों को अक्सर कई प्रकार की चुनौतियों का सामना करना पड़ता है, जैसे कठिन ग्राहकों का प्रबंधन करना या जटिल विक्रय परिवेश से निपटना। बिक्री प्रशिक्षण से उन्हें समस्या समाधान कौशल और इन चुनौतियों से निपटने के लिए रणनीति विकसित करने में मदद मिल सकती है।

कुल मिलाकर, बिक्री कोचिंग किसी भी बिक्री प्रबंधक के लिए एक मूल्यवान संसाधन हो सकता है जो अपने कौशल और ज्ञान को विकसित करना चाहता है, तथा अपने और अपने बिक्री प्रतिनिधियों के प्रदर्शन में सुधार करना चाहता है।

10. बिक्री कोचिंग में बिक्री नेतृत्व की क्या भूमिका होनी चाहिए?

बिक्री नेतृत्व कोचिंग में महत्वपूर्ण भूमिका निभाता है, क्योंकि वे टीम के विकास के लिए स्वर और दिशा निर्धारित करने के लिए जिम्मेदार होते हैं। यहां कुछ तरीके दिए गए हैं जिनसे बिक्री नेतृत्व अपने संगठन के भीतर कोचिंग का समर्थन कर सकता है:

  1. कोचिंग संस्कृति स्थापित करें: बिक्री नेतृत्व निरंतर सीखने और विकास के महत्व पर जोर देकर और कोचिंग प्रयासों के लिए संसाधन और समर्थन प्रदान करके कोचिंग संस्कृति बनाने में मदद कर सकता है।

  2. स्पष्ट लक्ष्य और अपेक्षाएं निर्धारित करें: विक्रय नेतृत्व को विक्रय प्रशिक्षण के लिए स्पष्ट लक्ष्य और अपेक्षाएं बतानी चाहिए, तथा यह सुनिश्चित करना चाहिए कि प्रशिक्षण के प्रयास संगठन के समग्र लक्ष्यों और उद्देश्यों के अनुरूप हों।

  3. संसाधन और सहायता प्रदान करें: बिक्री नेतृत्व को प्रभावी कोचिंग को सक्षम करने के लिए आवश्यक संसाधन और सहायता प्रदान करनी चाहिए, जैसे प्रशिक्षण सामग्री, कोचिंग उपकरण और समर्पित कोचिंग समय।

  4. आत्म-चिंतन और निरंतर सीखने को प्रोत्साहित करें: विक्रय नेतृत्व, विक्रय पेशेवरों को आत्म-चिंतन और निरंतर सीखने में संलग्न होने के लिए प्रोत्साहित कर सकता है, इसके लिए उन्हें प्रशिक्षण के लिए समर्पित समय निर्धारित करना चाहिए, संसाधनों और प्रशिक्षण तक पहुंच प्रदान करनी चाहिए, तथा प्रशिक्षण गतिविधियों में संलग्न लोगों के प्रयासों को मान्यता देनी चाहिए और उन्हें पुरस्कृत करना चाहिए।

  5. आदर्श कोचिंग व्यवहार: विक्रय नेतृत्व को निरंतर सीखने और विकास के प्रति प्रतिबद्धता प्रदर्शित करके, तथा विक्रय पेशेवरों को सहायक और रचनात्मक प्रतिक्रिया प्रदान करके कोचिंग व्यवहार का आदर्श प्रस्तुत करना चाहिए।

कुल मिलाकर, विक्रय नेतृत्व, संगठन के भीतर प्रशिक्षण की संस्कृति स्थापित करने और विक्रय पेशेवरों के विकास को समर्थन देने में महत्वपूर्ण भूमिका निभाता है।

11. बिक्री कोचिंग और बिक्री प्रशिक्षण में क्या अंतर है?

बिक्री कोचिंग और बिक्री प्रशिक्षण, बिक्री विकास के दो अलग-अलग दृष्टिकोण हैं जिनका उपयोग बिक्री पेशेवरों को अपने कौशल और ज्ञान को बेहतर बनाने में मदद करने के लिए किया जा सकता है।

विक्रय प्रशिक्षण एक संरचित कार्यक्रम है जो विक्रय पेशेवरों को विशिष्ट कौशल और ज्ञान विकसित करने में मदद करने के लिए डिज़ाइन किया गया है। इसमें व्याख्यान, इंटरैक्टिव गतिविधियां और सिमुलेशन जैसी कई प्रकार की वितरण विधियां शामिल हो सकती हैं, तथा इसे व्यक्तिगत रूप से या वर्चुअल रूप में वितरित किया जा सकता है। विक्रय प्रशिक्षण आमतौर पर अधिक सामान्य प्रकृति का होता है, तथा विक्रय पेशेवरों को व्यापक कौशल और ज्ञान प्रदान करने पर केंद्रित होता है, जिसे वे विभिन्न स्थितियों में लागू कर सकते हैं।

दूसरी ओर, विक्रय कोचिंग एक अधिक व्यक्तिगत दृष्टिकोण है जो विक्रय पेशेवर या छोटे समूह की विशिष्ट आवश्यकताओं और लक्ष्यों के अनुरूप तैयार किया जाता है। विक्रय प्रशिक्षण में प्रशिक्षक के साथ एक-पर-एक सत्र, भूमिका-निर्वाह और इंटरैक्टिव गतिविधियां शामिल हो सकती हैं, और आमतौर पर यह विक्रय पेशेवरों को विशिष्ट चुनौतियों या स्थितियों में सीखी गई बातों को लागू करने में मदद करने पर केंद्रित होता है। विक्रय प्रशिक्षण में विशिष्ट लक्ष्य निर्धारित करना और प्रगति पर नज़र रखना भी शामिल हो सकता है, ताकि विक्रय पेशेवरों को प्रेरित और जवाबदेह बने रहने में मदद मिल सके।

कुल मिलाकर, बिक्री कोचिंग और बिक्री प्रशिक्षण के बीच मुख्य अंतर निजीकरण का स्तर और विशिष्ट लक्ष्यों और चुनौतियों पर ध्यान केंद्रित करना है। दोनों दृष्टिकोण बिक्री पेशेवरों के लिए मूल्यवान संसाधन हो सकते हैं जो अपने कौशल और ज्ञान में सुधार करना चाहते हैं, और सबसे उपयुक्त दृष्टिकोण बिक्री टीम या व्यक्ति की विशिष्ट आवश्यकताओं और लक्ष्यों के साथ-साथ विकास के लिए उपलब्ध संसाधनों और समय पर निर्भर करेगा।

12. क्या सेल्स कोच बनने के लिए मुझे सेल्स की पृष्ठभूमि की आवश्यकता है?

बिक्री प्रशिक्षकों के लिए बिक्री में पृष्ठभूमि होना लाभदायक हो सकता है, क्योंकि यह आपको बिक्री तकनीकों, ग्राहक संबंध प्रबंधन और बिक्री प्रक्रिया की गहरी समझ प्रदान कर सकता है। हालाँकि, सफल बिक्री कोचिंग के लिए यह आवश्यक नहीं है।

बिक्री प्रशिक्षक विभिन्न पृष्ठभूमियों से आ सकते हैं, तथा उन्हें नेतृत्व, व्यवसाय विकास, संचार और कोचिंग तकनीक जैसे क्षेत्रों में विशेषज्ञता प्राप्त हो सकती है। एक विक्रय प्रशिक्षक के लिए सबसे महत्वपूर्ण बात यह है कि वह अपने साथ काम करने वाले विक्रय पेशेवरों की आवश्यकताओं और लक्ष्यों को समझने की क्षमता रखता हो, तथा उन्हें अपने कौशल और ज्ञान को विकसित करने में सहायता करने के लिए समर्थन और मार्गदर्शन प्रदान कर सके।

कुल मिलाकर, हालांकि विक्रय की पृष्ठभूमि प्रशिक्षकों के लिए लाभदायक हो सकती है, लेकिन यह उनकी प्रभावशीलता निर्धारित करने वाला एकमात्र कारक नहीं है। एक बिक्री कोच के लिए सबसे महत्वपूर्ण गुण अपने ग्राहकों की जरूरतों और लक्ष्यों को समझने की क्षमता, तथा उन्हें सफलता प्राप्त करने में सहायता करने के लिए समर्थन और मार्गदर्शन प्रदान करने की क्षमता है।

“एक शानदार सीखने का अनुभव”

अमांडा – खाता प्रबंधक

Coaching Sales Behaviours | Bringing out the Best

Coaching Sales Behaviours

Coaching Sales Behaviours – Top question from Google

How do you coach a sales person?

Unfortunately like sales there is no one way to coach a sales person that works every time. After all sales people are all individuals and therefore different so what works with one, may not work with the next.

With that said there are many commonalities and examples of best practice that will get you started on the path to success.

  1. Mindset. Success in sales like many other areas in life is hugely dependant on mindset. Confidence, self belief, imposter syndrome, phone fear and self sabotage are all to common in sales people. With the right support these problems can be overcome, however, there is one area of mindset that many ignore – hunger. The best sales people are all hungry. Hungry to learn, hungry to help others and hungry for their own success. Whilst Vision Boards and Goal setting undoubtedly have a positive impact if the sales person you are coaching is not hungry for their own success you have a major problem. Many sales people ended up in sales by accident and many sales people are simply stuck in their current role and find it easier to stay than move on. Research from the Objective Management Group shows that between Sales Management & HR, 77% of sales hires are the wrong people. You can teach strategy, you can teach skills, but you can’t teach hunger.
  1. Planning. Many companies and sales managers lack the time to implement personal development plans to their sales teams. Coaching often then becomes ad hoc, unstructured which in turn is reflected in the outcomes. In order for sales coaching to be successful and deliver an ROI, some simple planning needs to take place. In our experience it’s always best to work backwards from the objectives and tasks that the business need to happen. From there managers should document the skills required to successfully complete the tasks, followed by a GAP analysis, highlighting where the sales people are now, versus where they need to be. Lastly, this should all be documented and progress tracked to show the benefit for both the business and the coachee.
  1. Focus. When coaching sales people it’s important to find a balance between what should be done and what can be done. Rather than giving sales people 3-4 different objectives after the coaching, we have always found it best to only give the coachee one objective to complete before the next session. This allows the sales rep to focus on one skill and perfect it before moving on to the next. A laundry list of objectives is rarely completed to any level of competency that the business would desire.
  1. Data. It’s important for sales coaching to be both objective and fair in order for it to be successful. Where possible we therefore always advocate a data led approach. Data demonstrating the success and best practice of others is difficult for sales reps to deny. This in turn leads to the importance of CRM in any sales organisation, as this is where the majority of data resides.
  1. Coaches. For obvious reasons coaching is different to management, so a sales coach cannot force a sales rep to do anything in terms of the outcomes of each session. Conversely, if Sales Managers are doing the coaching then they can instruct the sales people to do things, however, if the manager has to “tell” the coachee what to do, then there is typically a problem with the mindset and any success will be limited.
Sales Motivation

At Klozers our Sales Performance coaching uses Sales Scorecards, which ensure accountability for the students. This is first used to identify a baseline, which is used to kick start and structure the sales coaching. To be effective, sales coaching should look at sales in a holistic manner. This will include addressing the all the key components of sales success, which are Mindset, Sales Craft, Activity and Development.

All successful sales people have the right mindset for success. Throughout a sales career, it is impossible to achieve success on every call or presentation. As such, salespeople need to be resilient and bounce back from rejection. Controlling our mind is a hugely important part of a successful career in sales.

We can use simple Vision Boards to identify personal and business goals. Once these have been identified it’s important to draw a correlation between the two which helps ensure sales people are focussed on the goals of the business not just their own.

Craft covers the key sales skills and competencies required to be a successful sales professional. Most modern sales roles require a huge variety of sales skills, some of which are forever changing given the fast paced nature of sales and marketing.

Activity covers the important aspects of preparation, goals, sales planning and sales actions. Development covers an ongoing commitment to improving sales learning. Reflecting on past performance is an important aspect of this section. At regular intervals it is important that salespeople reflect on their performance and use this to adapt their techniques or seek additional coaching or training.

Often when reflecting, salespeople and most sales managers tend to focus on the negative aspects of performance (e.g. the bits that didn’t quite work), but it is equally as important to reflect on the positives. If a certain sales pitch has been successful, then salespeople should reflect on what went well, and how that can be implemented in other sales pitches.

Sales coaching can be conducted online or in person, in a group setting or on a 1-2-1 basis. Regardless of the delivery method, the same coaching models are used.

Coaching Sales Behaviours
Coaching Sales Behaviours

How do you coach an underperforming sales person?

Sales coaching can motivate and enthuse an underperforming sales professional or team more widely. People are hard wired to resist change, and as such sales coaches need to be mindful of this and adapt their coaching methods to suit.

With that said, if you have an underperforming sales person you should follow this process (dependant on the HR laws in your country of residence).

  1. Via a one to one meeting have an open and honest conversation with the sales rep around why the business thinks they are underperforming and what will happen if it continues. In most cases this does not necessarily mean they will lose their job. It could mean they have to retake initial training or have additional coaching. Every situation will vary but it’s important to have this conversation.
  1. Work with the sales rep to understand the root cause of the problem and once you have done this work with them to develop an action plan that will help them overcome their current performance gap. It’s important to include the sales rep in the planning to get their buy in. The plan should detail the responsibilities of the sales rep and the level of performance required.
  1. Lastly, the company and the sales manager should do all they possibly can to help and support the sales rep throughout the coaching period. This includes reviewing their own management and leadership style.

In some cases the sales rep may have already mentally checked out as no one wants to stay in a role that they are not performing in. In some cases, however, it is possible to turn results around and it’s always worth the investment in time and training given how much it costs to replace a sales person.

What is the key to coaching a successful sales team?

The key to coaching a successful sales team is ensuring that there is a culture of learning and growing throughout the team. In order to feed that culture you will require a continuous programme of training and coaching in place. There is no quick fix to achieving the best results.

As identified earlier, one-off sales training courses may have a short-term impact, but after only 30 days its success will ware off. As such, a continuous programme of professional development needs to be in place.

Employees want to feel valued by their employers, and now expect employers to contribute towards their professional development.

Without this in place, there is a concern that your best salespeople will look for other jobs. Recruiting new staff is a resource heavy and expensive process, and you still may end up with the wrong sales staff.

Hiring the wrong sales staff can have direct (lost sales) and indirect (damage to your brand) consequences for your company, so retaining the best staff is vital.

Sales coaching techniques

Sales coaches can use a range of techniques, and some coaches prefer certain techniques more than others. Whichever technique is used, sales coaching should be driven by data and be as factual as possible.

To be effective sales coaching should question the students, and a mixture of directive, non directive and collaborative style questioning can be used.

After sales coaching has been conducted it is important to measure the effectiveness of the coaching to see if it has delivered a suitable ROI.

If the sales coaching isn’t providing to be effective, then amendments will need to be made to it, either in the form of its content, delivery or programme.

Sales coaching models

There is a wide range of sales coaching models available, however, at Klozers we use either the PEDAL model which is Directive Coaching or the GROW model. The easiest way to explain the differences are:

PEDAL – Directive in style. Solving someone’s problem for them.

GROW – Non Directive in style. Helping someone solve their own problem.

In the PEDAL model the process is:

P = Position. The coach positions the reasoning/need for a new sales skill or sales process.

E = Explain. The coach explains how the new skills work.

D = Demonstrates. The coach demonstrates how to execute the new sales skills.

A = Assess. The sales professional practices the new skill and the coach assesses their competency and provides feedback.

L = Links. The coach then links the new skill to the sales reps role and key objectives.

The PEDAL coaching model is commonplace in areas where the correct execution of a skill is paramount and no choice is allowed. For example, when sales professionals need to comply with regulatory procedures, or when sales people need to follow a prove sales process.

But what does the GROW model involve?

GROW stands for:

G = Goal. What are the salespersons goals for the session?

R = Reality. What is the current reality?

O = Obstacles. What obstacles are holding the salesperson or team back?

W = Way. What way and actions do you commit to taking to move forward?

Grow Sales Coaching Model
ग्रो सेल्स कोचिंग मॉडल

Sales Performance Coaching

Selecting the right sales coach is an important step towards improving the sales performance in your team. Quota carrying sales managers can often be swamped by their own workloads, leaving them with little time to fully dedicate towards coaching sales behaviours.

In these circumstances, to avoid missed opportunities and good staff leaving, external sales coaching could be the answer. Our expert coaches at Klozers can help you with all of your sales coaching and training needs.

Coaching for Sales Leaders – how coaching drives growth

Coaching for Sales Leaders

How do you coach a Sales Manager? – Top question from Google

How do you coach a Sales Manager? – the short answer

To coach a sales manager, you must have an agreed sales strategy and a sales plan with KPI’s.  The role of the manager is to execute the plan in line with the KPI’s, which is where they may need sales coaching.

Coaching Sales Leaders – here’s a more detailed look at what you can do to support your sales leaders.

Many sales managers have been promoted based on their sales skills and performance.  Whilst these are valuable, the role of a sales manager is very different and thus requires different skills.  The simplest example is coaching itself.  Most salespeople have never coached another sales rep and the whole process is often new to them.

1. What are the business benefits of sales coaching?

The benefits of sales coaching are an important part of building a business case for your coaching programme, no matter how big or small.  Whilst every business is different, we would suggest you take a data led approach to evaluate the “size of the prize” – the potential revenue benefits.

Let’s pretend that our top sales rep generates £500K in revenue per annum in an average year. In bigger teams of 10 plus sales people you should take the average of the top 3.  There is no rule to follow here other than it must be truthful.

Next, take the average revenue figure that your B players – the middle sixty percent of your team generate per annum and as an example lets assume as a group they average £400k per annum.

The potential opportunity from sales training and coaching is therefore £100k per sales rep.  In most cases the size of the opportunity is circa 10 x the cost of the training and coaching. 

We encourage every client to work these figures out for themselves.  Once everyone has agreed these figures then the business can work with the Sales Manager to create a coaching plan and set some KPIs. 

Sales Coaching Choose Coach
Coaching for Sales Leaders

2. How do you coach effectively in sales?

Effective coaching starts before the coaching itself. As a business we believe that coaching is not for everyone, as not everyone is coachable.  This can be for a number of reasons, however, in our experience there are two main reasons as follows:

  • People are not motivated to learn and improve themselves
  • People do not believe that they need to learn and improve themselves

Your business will be no different – some people will be interested and respond to training and coaching and some people will only attend because they are told to.  From our experience, Sales Leader have to make difficult choices and whilst there is no one size fits all we recommend the following:

Segment your sales team by current performance.

A Group – the top 20% of your sales team that mostly hit target.

B Group – the middle 60% that miss targets but are motivated to improve, want to learn and will respond to coaching and training.

C Group – the bottom 20% of people who never hot their sales target and whilst they may need training and coaching they have no interest in it and won’t respond.

Next, work with the A players to develop a coaching plan based on what they do that makes then A players.  Where possible use the A players to co deliver some of the training and coaching to the B players. 

The most important part here is to make sure that you hold the B players accountable to what has been agreed and taught. 

This just leaves the C-Group.  The easiest thing that any sales leader can do is ignore under performance.  Some people end up in sales by accident and they are simply a round peg in a square hole.  They may not admit it but these C players are unhappy, as no sales rep likes to be unsuccessful.  The most difficult task of any sales leader is to let someone go, even under performers but that’s why they are a leader, that’s what drives success. 

As a Sales Leader when you retain underperforming sales reps you are subconsciously self-sabotaging your own sales team.  You’re a – player salespeople will look around your office and say to themselves “why should I work hard, why should I go the extra mile, when Jonny is still here and never hits a sales target?”.  Before you know it they will have resigned and you are left trying to hire there replacement.

The best salespeople want to work with others at the top of their game, they want to train and get better, that’s what makes them the best.

So if you want your coaching to be effective you must first find people who want to be coached.

3. What is the key to coaching a successful sales team?

There are many key components to coaching a successful sales team and from our experience we would suggest:

  • The best coaching is based on data because data is difficult to argue with
  • Coaching needs to be regular and consistent to for the business and individual to benefit
  • You should follow a coaching process such as the GROW Coaching model
  • Coaching should be a KPI for both the coach and the coachee
  • Coaching should be based around established best practice and not theory
  • Each coaching session should be documented so you can demonstrate progress
  • Each coaching session should have an agreed list of actions as an outcome that are revisited.
  • Coaching sessions are not opportunities to critique salespeople or performance.  They need to be positive and supportive.
  • Coaching should focus on the lead indicators of success not the lag indicators.
What Makes a Great Sales Manager
Coaching for Sales Leaders

4. What does good sales coaching look like?

In our experience, the best starting point for good sales coaching is capturing and documenting what best practice in sales within the organisation currently looks like.  Once documented this provides a baseline that no one can deny is achievable. 

By best practice in sales, we mean the entire sales process from opportunity creation through to post sale whereby the customer is completely satisfied and happy to provide referrals. 

In most cases lead generation is the biggest obstacle for salespeople, so demonstrating via real life examples of where a new enquiry converted to a sales and a subsequent referral to another client  helps break down the “this won’t work mentality”.

Once you have identified this best practice, it’s important to map out the sales activities at each stage of the sales process.  Again, in most cases the biggest problems are typically found at the start of the sales process when your team are trying to generate new sales leads.

Next up, document the type and number of activities that the top sales performer within the organisation does in an average week.  This then becomes the baseline for sales activity.   Be sure to document the lead indicators or KPI’s and not the lag indicators. 

For example sales revenue is a lag indicator and if we use this as a KPI in an organisation with a 6 months sales cycle then it will be six months before we know if we have been successful.  Look for the lead indicators – the sales behaviours that lead to the revenue.

Now the sales coaching process can start. For example, if the average sales activity of the top performer is 50 dials a day, 5 discovery calls and 2 presentations from which they close one deal, then the role of the sales coach is to bring every other member of your sale team up to this level.

5. What challenges do you face when coaching salespeople?

The majority of challenges when sales managers are coaching salespeople revolves around two main areas:

  • Sales activity or behaviours – we call this Productivity.  These are the actual sales behaviours required to generate new leads, close deals etc.  The majority of these sales behaviours have no immediate impact or reward, and in a society that is heavily influenced by the instant gratification of likes and shares, many salespeople struggle with the discipline of constantly prospecting when the reward can be months down the line.
  • Skills & Knowledge – we call this Performance.  Whilst productivity coaching is focussed around getting more done, performance coaching is about increasing conversion.  Increasing the number of leads that convert to an opportunity and the number of opportunities that convert to deals can have a dramatic effect on profitability. 

Whilst these areas are important there is a much bigger challenge we often find when coaching and it is simply motivation.  The top performers are so self-motivated they find their own answers to the points above. 

Motivation or rather a lack of it can be caused by a multitude of things, however, unless the sales manager can find a way to help the sales team motivate themselves then they will struggle.

Motivation can come from within and it’s important to tie the business goals to the personal goals of the sales team.  Whilst goals are important, what’s more important is to find a “cause”. A cause is self-fuelling, it has an energy all of it’s own that drives people forward. 

How to motivate sales people without moneyv
Coaching for Sales Leaders

6. The Impact of Coaching on Sales Performance

Coaching impacts an individual in two different ways. The first is tangible and therefore quite easy to measure, however, the second is intangible and arguably more important, but difficult to measure.

What we mean by the tangible impact are mostly skills based activities such as questioning, telephone, discovery, presentation, negotiation skills and the plethara of other skills that the modern sales person requires to be successful.

There are a number of ways and different tools that can help you measure the impact of skills coaching. However, it’s worth first thinking of the journey that learners go on as they learn new skills.

As demonstrated by the Theory of Learning, learners move through four stages of learning before they reach peak performance.

a) Unconscious Incompetence – the learner is inept at the skill but unaware of this.

b) Conscious Incompetence – the learner is inept but is now aware of this.

c) Conscious Competence – the learner can perform the skill well but needs to think about it

d) Unconscious Incompetence – the learner can perform the skill without thinking about it.

The speed by which learners move through the four stages is dictated by the time invested in learning the new skill, the learning support available.

Unfortunately in sales, sometimes people need to fail first before they understand there might be a different approach that they could benefit from adopting. These people are not coachable and will always resist any form of intervention.

Next up is the intangible impact on the individual which as we said is much more difficult to assess. In sales one of the most important intangible benefits is confidence. Without confidence salespeople will simply never be successful.

It takes a certain level of confidence to prospect, to present, to negotiate etc, however in sales confidence is fragile, it gets shipped away with every unsuccessful call, every no from a prospect and every failed negotiation.

The biggest killer of confidence is often the empty sales pipeline. Once it’s empty is usually much harder to refill your sales funnel as your confidence becomes overwhelmed with desperation and you enter a vicious cycle of decline.

In addition to confidence, another important intangible impact from coaching comes in the form of Emotional Intelligence. In short Emotional Intelligence (EI) is the art of identifying and managing emotions both in ourselves and those around us.

Sales can be a rollercoaster of emotions and controlling these is never easy but also managing the emotions of the people around you is hugely important. At a presentation, a negotiation or a simple sales conversation the emotions of your prospect and how you respond can be the difference between winning the sale or not.

7. Talk to us

Klozers provide Exec Sales Coaching and Sales Performance Coaching services across four time zones. Our sweetspot is working with small and medium size businesses to help them take on the big brands within their industry and win.

Our team a have a wealth of experience and are happy to provide an initial consultation at no charge.

Sales Coaching – For Individuals and Sales Teams

Sales Coaching

There’s a new way to deliver sales growth…

Don’t buy Sales Training until you’ve watched this video

1. Sales Coaching - Why Invest in Coaching?

At Klozers we love sales coaching.  Watching people or a company who had previously struggled, suddenly find their feet and take off, is one of the main benefits of our job. 

However, as with anything in business, sales coaching must provide real value and a financial benefit to the business.  Unfortunately, many companies still do not invest in professional coaching for their salespeople and the most common reason for this is the cost. 

One could argue that if you can’t afford sales coaching then there is an even greater need for it.  Perhaps it’s easier for people to blame the cost, than for the coaching profession to admit they could do more to help justify the costs.

We were in that position ourselves until we changed the format of our own sales coaching in order to make it easier for our clients to measure the increases in their pipeline and the subsequent sales revenue that comes from this.  If you would like to learn more about this and how you can change your own sales coaching process then you can jump to the end here.

2. Sales Training vs Sales Coaching - what's the difference?

Many people get confused between what is sales training and what is sales coaching.  Not only is training and coaching different, they also have different outputs which are really important.

Whereby sales training is about the transfer of knowledge, Sales Coaching is about the practical implementation of that knowledge in the field.

The easiest way to think of this is if your company has technical people like engineers or software developers.  The training is what a developer would go through to learn how to write the code.

The coaching is what the developer would need to turn the code into a meaningful application for your business. This means that coaching is the part that drives productivity in the sales team.

One of the main benefits of coaching is that it reinforces the new skills and techniques learnt during the training.  Without coaching studies show that up to 98% of knowledge is lost within 30 days.

In other words, one off event-based training sessions have a very limited impact on sales productivity.

3. When to coach and when not to coach

A recent study on Sales Coaching identified it as one of the most productive activities for any sales team, however, not every sales rep is coachable.  Some salespeople have a “superiority complex” and don’t believe they can either learn or improve. 

This can be falsely reinforced by hitting sales targets that are too low or by being the top sales performer in a group.  Other people will not responding to coaching as improving sales invariably means changing sales behaviours and every human being struggles to change their behaviours.

The last reason some salespeople do not respond to coaching is because they are simply stuck in their own comfort zone, and without any really powerful reason to change they simply carry on as before.

The irony is of course that in the majority of cases these people are in the most need of training and coaching.  With that said, unless there are exceptional circumstances you should not invest time or money in coaching people who have no desire to improve. 

You must either accept them as they are and the potential negative impact they will have on the wider group, or you must have one of those ”management” conversations with them.

Get started with our Sales Performance Coaching

4. Sales Coaching Models

There are many sales coaching models and frameworks that you can choose from.  The one we use both internally and externally is the GROW model which we find provides the simplicity and flexibility we require.  

It’s worth noting that coaching in sales can be very different to other forms of coaching.  For example, in Exec coaching, coaches are encouraged not to provide the answers and to focus on the questions. 

This forces the coachee to come up with the answer and the though process is that because its their idea they are more likely to believe it and then act on it. 

In sales when there are potentially millions of dollars in terms of deal values up for grabs and time is of the essence, the best sales coaches will switch from a consultative coaching process to directive coaching whereby they are training, coaching and advising the coachee what they need to do.

Grow Sales Coaching Model
GROW Sales Coaching Model

Opportunities for Coaching

There are many areas within sales that lend themselves to sales coaching.  The most common areas Managers should be focussing on for coaching we have found are around:

Sales Activity
Accountability
Lead Generation
Pipeline Coaching
Qualifying/disqualifying

Deal Coaching
Field Coaching
Pre-call planning
Post-call debriefing
Storytelling

5. The Six Biggest Benefits of Sales Coaching

1. Growing Sales Revenues

The more adept your employees become at selling, the more revenue they will generate for your business. We use the word employees because sales has changed and the most productive companies have people in every department that can sell to one degree or another. 

For example, many companies who have now aligned their sales and marketing now acknowledge that great salespeople can do marketing and great marketers can sell. 

Best in class companies have expanded this to their operations team who are now positioned as thought leaders and subject matter experts.  This helps build brand authority and helps to differentiate companies in the marketplace.

By investing in training based on the very latest strategies, techniques and market activity, you can gain a real edge over your competitors.

2. Increased Sales Productivity

Productivity can be difficult to measure in many roles, however, in sales there is a tangible figure every month that can be used as a good indicator. 

That’s not to say that your MRR (Monthly Recurring Revenue) or other revenue goals are the only indicator of productivity, but it’s always the ultimate figure that sales reps are judged by. 

Whereby sales training is about the transfer of knowledge, Sales Coaching is about the practical implementation of that knowledge in the field.  This means that coaching is the part that drives productivity in the sales team. 

With studies showing that 83% of employees want to learn new skills sales training and coaching can make your team more productive and efficient. Quality sales coaching sessions can inspire your team and help them get out of a rut.

You may find that some of your employees feel that they know all there is to know about driving sales. However, the market is always changing, and what works one year isn’t always as effective 12 months later.

Some of your employees may have more sales potential than they think, and training and coaching can help them unlock this.

3. Closing Bigger & Better Deals

Many times human beings create their own glass ceilings and get stuck.  Salespeople are susceptible to this and often suffer from self limiting beliefs around deal sizes, sales behaviours and the whole sales process. 

Sales training can give your staff the skills they need to secure bigger, more lucrative deals, however without coaching they will quickly lose the new skills and revert back to type.

A good sales coach helps embed the new skills and strategies your sales reps learn in training and helps hold them accountable to using the new skills. As your team become more knowledgeable and confident, they’re more likely to close more deals and bigger ones. 

By using highly experienced sales coaches who live and breathe sales you are in effect fast tracking your team past all the typical problems they will encounter that slow down company growth.

Your team will learn about the latest best practices that they can follow whilst attempting to close deals. The more successful your sales reps become, the more their confidence will grow. Success breeds success.

4. Win More New Clients

Often the most difficult activity in sales is generating new business.  Sales prospecting, lead generation, whatever you call it in your business filling the top of your sales funnel is always a challenge in B2B sales.

The problem with prospecting is that nobody wants to do it, but it still needs to be done.  Many of the problems associated with sales prospecting are connected to the mindset of the sales reps. 

It’s easy to churn out 70 calls a day, and even when you achieve some success it’s difficult to get motivated to come back in day after day and make more calls. 

The job of the modern sales coach isn’t just to help improve your telephone skills, or the number of dials you make every day. A great sales coach will take a more strategic approach, and work with you on the bigger picture – revenue goals, sales coals, sales campaigns that dramatically increase your sales results.

This in turn helps to motivate and inspire your staff, and get them thinking more strategically about the sales process.   

5. Boost Workplace Morale

Great sales coaching can also boost confidence and improve morale amongst your staff. Research by LinkedIn shows that 91% of people agree that teams that learn new skills together are more successful.

Furthermore 90% of people surveyed believe that team learning helps foster a sense of belonging to the organisation.

Whilst not everyone will, the majority of your team members are likely to appreciate the effort you’ve put into training them, and helping them improve their knowledge and skills.

Investing in training shows your staff that you care about their career development and want them to achieve more. If staff feel valued, they are more likely to meet their goals and stay with the organisation longer.

Employee satisfaction can be worth its weight is key when it achieving customer satisfaction and meeting business targets. Training can also refresh their knowledge so they can follow and new best practices and anything they may have forgotten or become unclear about.

6. Increased Decision Making by Sales Reps

Many companies struggle to grow because there are bottlenecks in their internal decision-making process.  These bottlenecks occur when sales reps do not have the confidence or knowledge to make any form of decision. 

This makes companies less agile and slow to react to changes in the market.  Many companies are investing in sales training and coaching in order to improve the decision-making skills of their sales leadership team.

Effective sales coaching can help your team recognise and capitalise on opportunities to drive not only your business forward, but their professional development too.

Sales trainers act as a sounding board and can listen to your Teams ideas and help them fine-tune them to make them more effective in real-world situations.

Other benefits of sales coaching are that your team can become more creative and you will foster an environment where they feel more comfortable discussing new ideas.

6. Virtual or Remote Sales Coaching

During the lockdowns of 2020 and 2021 many salespeople were forced to work from home. Homeworking was easier for some than others, however, many studies showed that people felt less connected and even unsettled when working from home. 

Many Field Salespeople who had spent their lives on out on the road where suddenly confined to their home and confronted with a completely new way of selling. These are exactly the sort of scenarios where coaching can help people adjust to new circumstances and maintain performance.

In many cases sales reps had to retrain on how to sell remotely using tools like MS Teams and Zoom.  Sales training and coaching can bring your remote team together and make it more than the sum of its parts.

The best sales trainers don’t just focus on boosting individual performance but foster a sense of teamwork and unity between your staff. To close big deals in the modern sales world takes a Team and not just one individual.  

If everyone is using a common sales language and are working together at the best of their abilities, you’re more likely to close bigger and better deals than ever before.

How to manage sales activity
Behavioural Sales Coaching

7. Sales Coaching Tips

1. Focus on One-on-One Coaching

One of the most impactful sales coaching tips is to prioritize one-on-one coaching sessions. Sales representatives often struggle with specific challenges unique to their roles. By tailoring these sessions to the individual’s needs, a sales coach can offer the most relevant content and actionable advice. This personalized approach enables sales reps to make progress more effectively, ultimately achieving their business goals and hitting quotas.

2. Implement an Effective Coaching Program

An effective coaching program is essential for any sales organization looking to improve its sales performance. By regularly conducting coaching sessions on a monthly basis, sales managers can keep their teams on track. The best coaching programs include a formal process for providing ongoing feedback, focusing on areas for improvement, and setting clear objectives. Implementing such a program can significantly impact your team’s effectiveness and overall success.

3. Encourage Role Play and Real-Life Scenarios

Role play is a crucial component of sales coaching that allows salespeople to practice real-life scenarios in a safe environment. This technique not only prepares them for potential sales situations but also helps them to refine their selling techniques and overcome common obstacles. By simulating conversations with prospects, sales reps can better articulate their value propositions, handle objections, and close deals more effectively.

4. Offer Constructive Criticism and Praise

Balancing constructive criticism with praise is vital in sales coaching. While it’s important to address areas where sales reps need to improve, recognizing their strengths and achievements is equally crucial. Offering encouragement and celebrating small wins can boost self-motivation and foster a positive coaching environment. Remember, the goal is to create an environment where salespeople feel supported and motivated to excel.

5. Align Coaching with Business Goals

To ensure your sales coaching efforts lead to tangible results, it’s important to align your coaching activities with your organization’s business goals. Regularly reviewing progress toward quotas, discussing action plans, and adjusting strategies as needed will help keep your team focused on what matters most. By aligning coaching with business objectives, you can create a win-win scenario where both individual reps and the organization as a whole achieve success.

6. Utilize Technology for Continuous Improvement

Leveraging technology like CRM systems and sales analytics tools can enhance the effectiveness of your coaching program. These tools provide valuable insights into sales performance, helping coaches identify areas for improvement and track progress over time. Additionally, video recordings of sales calls can be reviewed during coaching sessions to offer specific, actionable feedback. Incorporating technology into your coaching process not only improves efficiency but also ensures that your coaching remains data-driven and impactful.

7. Foster a Culture of Continuous Learning

Sales coaching should be viewed as an ongoing process rather than a one-time event. Encouraging a culture of continuous learning within your sales organization is key to long-term success. Provide your team with professional development opportunities, such as sales training courses or workshops, to help them grow their skills. A great coach knows that developing people is a continuous journey, one that requires commitment, support, and the right resources.

8. Best Practices for Sales Managers in Coaching Sessions

When it comes to improving the performance of sales representatives, the role of a sales manager in coaching sessions is crucial. Conducting effective coaching sessions requires a structured approach that leverages insights, encourages motivation, and focuses on the specific needs of each team member. Below are some best practices that sales management can follow to ensure their coaching sessions get the best results:

1. Understand Your Team’s Needs:
Sales managers should begin by identifying the unique strengths and weaknesses of each sales representative. By conducting a thorough analysis and reflecting on past performance, managers can tailor coaching sessions to address the specific challenges that sales reps struggle with, ensuring that each session is impactful.

2. Set Clear Objectives:
Establishing clear, actionable goals is essential for any coaching session. Sales managers should define what success looks like and communicate these objectives effectively to their team. Whether it’s improving close rates, enhancing product knowledge, or mastering objection handling, having a defined goal helps in tracking progress and ensuring accountability.

3. Incorporate Regular Feedback:
Consistent feedback is a key component of successful coaching. Sales managers should provide constructive criticism while also recognizing the achievements of their sales reps. Regular feedback, given during weekly one-on-ones or after team meetings, helps reinforce positive behaviors and correct any areas of concern.

4. Utilize Role-Playing Scenarios:
Role-playing is an excellent way for sales representatives to practice and refine their skills. Sales managers should incorporate role-playing exercises into their coaching sessions to simulate real-world scenarios. This approach not only builds confidence but also helps reps think on their feet and improve their performance during actual sales calls.

5. Foster an Open Communication Environment:
Creating an environment where sales reps feel comfortable discussing their challenges and successes is vital. Sales managers should encourage open-ended questions and active participation during coaching sessions. This open communication fosters trust and allows for a more personalized coaching experience.

6. Leverage Data and Technology:
Sales managers can enhance the effectiveness of their coaching sessions by leveraging data-driven insights from CRM systems and other sales tools. Analyzing sales performance data helps in identifying patterns, tracking progress, and making informed decisions. Additionally, using video recordings of sales calls can be a powerful way to provide targeted feedback.

7. Focus on Long-Term Development:
While addressing immediate performance issues is important, sales managers should also focus on the long-term development of their team members. This includes providing professional development opportunities, offering career guidance, and helping reps build a path toward achieving their career goals.

8. Balance Between Guidance and Autonomy:
A great sales manager knows when to provide guidance and when to allow reps to take ownership of their learning. Striking the right balance between offering direction and encouraging autonomy empowers sales reps to take initiative and develop their problem-solving skills.

9. Track and Measure Progress:
Regularly tracking and measuring the effectiveness of coaching sessions is critical. Sales managers should set key performance indicators (KPIs) and use these metrics to evaluate progress over time. This approach ensures that the coaching process is aligned with the overall sales goals of the organization.

By implementing these sales coaching activities, sales managers can conduct coaching sessions that not only improve individual performance but also contribute to the overall success of the sales organization. Effective coaching sessions are a blend of insight, motivation, and structured guidance, and when done right, they have the power to transform average companies into high-performing sales teams.

9. Sales Coaching Techniques

Sales coaching is a critical part of any effective coaching program, especially in a dynamic sales organization where sales representatives are constantly adapting to new challenges. Here are some essential sales coaching techniques to help your sales reps succeed:

1. One-on-One Coaching for Personalized Development

Personal 121 coaching sessions are an effective way to address the unique needs of individual sales representatives. Often a Sales rep may struggle with specific obstacles in their role, and these tailored sessions allow coaches to provide relevant content and actionable advice. By making personal coaching a top priority, sales coaches can focus on developing core performers, thereby improving overall sales performance and achieving business goals.

2. Implementing an Effective Coaching Program

A structured and effective sales coaching program is essential for ongoing development and quota attainment. According to CSO Insights, a well-implemented coaching process leads to significant improvement in close rates and overall sales performance. By scheduling coaching sessions on a monthly basis and providing ongoing feedback, managers can ensure their teams are consistently making progress. Importantly, these sessions should be seen as opportunities for constructive criticism and praise, helping to motivate and guide reps toward success.

3. Role Play to Prepare for Real-World Scenarios

Of all the sales coaching activities you could implement, Role play is by far the most productive.  Role play is a proven technique that prepares salespeople for real-world interactions with prospects. By practicing different approaches in a controlled environment, the sales rep can build confidence and refine their techniques. This method not only helps reps articulate value propositions more effectively but also enables them to overcome common objections they may face during sales calls.

4. Leveraging Technology for Enhanced Coaching

The use of CRM systems and other sales enablement tools is crucial in modern sales coaching. These technologies provide valuable insights into sales activities, allowing coaches to track performance, identify areas for improvement, and review sales calls for feedback. By integrating technology into your coaching sessions, you can ensure that your coaching is data-driven and tailored to the specific needs of your sales team.

5. Encouraging a Culture of Continuous Learning

Creating an environment that fosters continuous learning is vital for long-term success. Sales coaching should not be a one-time event but rather an ongoing process that aligns with the organization’s goals. By offering professional development opportunities and encouraging self-motivation, sales leaders can ensure that their teams are consistently developing and improving. This culture of continuous learning will ultimately lead to greater job satisfaction and higher retention rates.

6. Aligning Coaching with Business Goals

To maximize the impact of sales coaching, it’s crucial to align coaching activities with the organization’s business objectives. Regularly reviewing progress and setting action plans based on these goals helps create a win-win situation where both the sales reps and the organization achieve their targets. By focusing on these main points during coaching sessions, sales leaders can ensure that their teams are on track to hit their quotas.

7. Fostering Trust and Ownership Among Reps

Effective sales coaching is built on a foundation of trust and ownership. Sales coaches must foster an environment where reps feel supported and accountable for their progress. By involving reps in the decision-making process and encouraging them to take ownership of their development, coaches can empower them to achieve success. This approach not only leads to better results but also helps build stronger, more resilient sales teams.

By implementing these sales coaching techniques, you can create an effective and motivating environment that drives your sales team toward success.

The ROI on Exec Sales Coaching
Sales Coaching ROI

10. Coaching your Sales Team in a Structured Way

It’s common for companies to know exactly what kind of training their teams need. However, many sales management teams are unclear about how the training should be structured.

Structure is important because it ensures that the training sticks and is embedded in the organisation. Without any form of structure you will find participants forget up to 98% of what they learn in training.

Experienced training providers and coaches can help you examine your current sales culture and build a training programme that’s specifically tailored to your organisations needs.

A sales training provider can carry out research such as a training needs analysis before training and coaching takes place. Any training and coaching should also be aligned with the companies sales strategy. 

For example, if there is a need from the business to reduce customer churn the training and coaching on this topic might be a priority. 

Training can also be built around new product launches and sales campaigns and wherever possible should be built around your current sales challenges.

Coaching Sales Behaviours
High Performance Sales Coaching

11. Product and Service Training

Buyers have very little time to spend with sales reps and when they do they want to talk to salespeople who understand their industry, their business and their own products and services. 

For any new sales rep this can be a huge challenge as they get up to speed on products and services. 

Buyers expect salespeople to know all the answers to their questions, and their products inside out. including all their features and benefits. While training supports features and benefits, coaching provides the all important bridge between them, and what relevance and value they provide to the customer.   

Sales coaches can help reps gain a deeper, richer understanding of the context and relevance of the  products that they’re selling.  This in turn allows them to emphasise their value when discussing them with customers.

A quality sales coach will encourage your team members to talk about the most important features of your solutions, so your prospects can clearly see how beneficial they are, resulting in more sales success for everyone. 

12. Coaching Sales Managers

Many companies overlook one of the most important elements of any successful sales coaching program, namely the sales manager. 

In most cases a sales manager also fulfils the role of the sales coach and as such has a huge influence on the success of the sales team. 

Coaching sales people will have limited results if the overall coaching program does not include the sales manager. 

Modern sales managers set the bar in terms of productivity and sales performance, so unless they are learning and improving, neither will their  team be.

Most sales managers have neither been trained in sales management, let alone as a sales coach.

Running an effective sales coaching programme is very different from being a great sales person or sales manager. 

13. Virtual Selling

The pandemic and subsequent lockdowns resulted in many traditional field sales reps being taken off the road and working from home. 

Despite most lockdowns having lifted the traditional field sales role has in some cases merged into a hybrid role and in other cases been removed completely. 

Virtual selling is here to stay and for most organisations this represented an immediate need for sales coaching and training to support reps in their changed environments. 

Sales Managers with no training as sales coaches where thrown into the limelight, and overnight were required to be the sales coach. 

In addition to their management duties, overnight they now had strategic coaching, tactical coaching, sales cycle coaching  team motivation, coaching sales calls, coaching underperforming sales reps, one on one meetings, group sessions to keep their team motivated, boost engagement maintain accountability and sales performance. 

All this whilst managing their own performance and continuing to meet the revenue and sales goals and overall sales success of the organisation.  Sales managers need support, they need professional development programs themselves if they are in turn expected to support other team members. 

Remote selling requires a different skill set and different coaching techniques in order to deliver results.  

14. In Conclusion

If you’re interested in providing structured and effective sales coaching program that’s specifically based on your needs, we would love to talk with you. Sales coaching can reverse any negative sales trends, make your team more adept at selling, improve your sales processes and increase morale within your workforce.

By getting your sales leaders on board and involved in the training and coaching process, you can increase the chances of the training being successful.

Sales coaching can also unite sales teams, help you close bigger, better and more lucrative deals, enhance your revenue, help you win new clients, and retain existing ones. Few companies regret their decision to invest in sales coaching.

Klozers has different sales coaching programs available for salespeople, sales managers and business leaders.  We have built our business on our ability to train and coach sales professionals across various industries and love what we do.