Why Effective Coaching Matters!

by | May 2, 2024 | Sales Coaching

As a leader, coaching your salespeople should be at the top of your list of responsibilities.

Yet I wonder, how often do you spend time with your salespeople in coaching mode?

Your coaching could take many forms:

  • Your critique after a sales appointment.
  • Giving advice when they seek it.
  • Correcting issues as they happen.
  • A weekly call to review their pipeline.

Every communication with your salespeople is a potential coaching moment whether it’s five minutes or an hour.

It’s human nature to interact with others from our own perspective and what comes most naturally to us. In other words, you communicate based on your personality style.

For example:

  • Are you a direct communicator where you get right to the point?
  • Or indirect where you might use additional words to get your point across.
  • Maybe you’re a bit aggressive and like to dominate the conversation.
  • Or perhaps you would rather ask the questions and do more of the listening.

The most effective connections happen, however, when you communicate using what you know about the other person’s style.

When leaders don’t consider their salesperson’s unique style and preferences, many issues can occur. And those issues may prevent a positive outcome from a coaching session because the leader isn’t speaking in a way that the other person is most open too.

Think back to some previous coaching sessions where you weren’t thinking so much about the other person – you just had information you wanted to convey or questions to ask. Then think about the results of those sessions – did different people respond in different ways?

Why would one person respond in a positive manner and another with resistance. You will likely begin to realize that for success, you’ll need to adjust your style.

But how?

What would work for the person that shows resistance or doesn’t make the changes?

How you communicate is one aspect of coaching.

Another is understanding how the different personalities on your team best learn and receive feedback. For instance, I like to learn by trying out new things. I’m not good with theoretical or something that I think is abstract. Maybe your salesperson likes to practice new skills in a role play. Another might want to try a new skill on an existing customer. As leaders we need to understand what works best for each individual.

When sales leaders don’t adjust their approach with each salesperson, their connection is limited, leading to a lack of confidence. Without connection the result can be lack of trust or loyalty ultimately leading to poor performance which can negatively impact turnover.

To make stronger connections at work, home, and in the community, it’s important to first know your personality style, then learn the style of the main players in your life.

Start here by taking my free Four People Personality Styles Assessment: https://stuschlackman.com/

Then, when you’re ready to roll this process out to your team, consider my new online sales training course, Personality Centric Selling that takes you step-by-step through the process of understanding the differences with the four personality styles and how they prefer to communicate, learn, make decisions, and get motivated.

View the course here:  https://stu-schlackman.mykajabi.com/product-purchase

Here’s to overcoming the fear of failure and the many other obstacles that prevent sellers from achieving their goals!