The Primary Responsibility for a Sales Leader is Ongoing Sales Coaching

  April 27th, 2016  
  Sales Management, Sales Training

Successful companies know that they should have sales leaders, not just sales managers.
The importance of the differentiation is growing more and more important. A great sales leader’s primary goal should be to help their salespeople improve through ongoing coaching.
Go back 10 or more years and often the sales manager was a former sales rep that was great at selling. The super sales rep worked hard to close opportunities and often took charge of the sales cycle. The downside to this thinking was that you had sales people that were not empowered to close large opportunities on their own and not being developed. Often the training and education was, “watch what the sales manager does” and emulate that.
The sales leaders must look to make their sales team better throughout the year. One of the items to think about is a strategy of continuous training for the sales team. Continuous training gives 50% higher net sales per employee, according to the Association for Talent Development.
Here are a few considerations for continuous sales training.

1. Higher ROI

There is a tangible ROI for sales coaching. Teams that have over 3 hours of coaching a month by rep finish on average at 107% of their sales targets. Teams that have less than two hours of sales coaching a month by rep finish on average at 90% of their sales plan. This is a huge delta for sales teams. The better individual sales team members finish against their targets, the better it is for their sales manager and the organization.

2. Sales Team Development

People are more likely to leave their manager more than they leave the organization. A sales leader who is working to make the sale reps better, will keep more reps engaged. This will also help your organization develop sales resources internally for more senior roles, instead of having to go out and hire new reps.
One of the other big revelations for sales leaders over the last few years is that there is help with their training and coaching. It the past the sales teams often operated in almost self-contained units. They almost operated in a vacuum, free from outside support. Continuous sales training and coaching does not have to be done just be the sales leader themselves. There are lots of people and tools that can help with this continuous process and effort.

3. Other Team Members

You can use other sales team members to help with coaching and training. This could include joint calls or even sharing success stories with each other.

4. Marketing Department

The marketing department can help with education on new products, competitors, and explaining the benefits. This is an excellent resource that is often overlooked.

5. Sales Enablement Solutions

Using the right sales enablement tool can help your sales team immensely. Sales team members can receive coaching and training at the right time with content that supports what they are working on. This is different from some learning management solutions that are really big repositories of information that often only works if the sales person is looking for help.
Are you looking at continuous training for your B2B sales team? If you are, look at signing up for a demo of Lurniture. We can help you train and onboard your sales team.

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