How do we recognize a top-class sales team manager?

How can we measure the effectiveness of sales management operations?

What do top-class sales team managers do differently from average colleagues?

“Sales people do not feel that they get meaningful feedback, which would truly help them to win more business”

The difference between the best performing sales team managers and average performers can often be explained by the ability to lead and coach sales teams. High-performing sales team managers typically have excellent sales coaching skills.

The ultimate purpose of sales coaching / sales leadership is to help sales people to win their sales projects. In the longer run, successful sales coaching will develop the different sales-related skills of their sales people to get them closer to the level of the high performers.

“We have, of course, trained our sales managers in general coaching skills, but this has not yielded results. I believe we have failed to make a connection between sales and coaching.”

Indeed, a sales coaching program will produce sustainable results only when it can be linked in concrete terms to the sales organization’s other key elements – sales strategy, sales process, sales skills and sales metrics.

“Sales management feels that they do not have enough tools to give objective feedback to their sales people.”

Coaching in a sales organization can be divided into a) strategic sales coaching b) development of salespeople’s sales skills. The first of these can partly be done without observation from real sales and negotiation situations, but the second requires observation from customer interactions. In demanding sales operations, where the quality of sales work is important, both are equally significant, though very different.

According to our experience, there are three elements behind the effective sales coaching culture in high-performing sales organizations:

  1. Both the sales team manager and the sales person have a shared understanding of a good sales performance

2. The sales team manager must have the skills to measure and analyze the performance and skills of the sales person objectively

3. The sales team manager has the ability to give feedback to different sales people in a way which is easy to receive and accept

“We talk about coaching a lot, but we have not been able to make it work in our sales organization. Sales people do not feel that they get meaningful feedback, which would truly help them to win more business. On the other hand, sales team managers feel that they do not have enough tools to give objective feedback to their sales people in a way which would be easy to accept”

Only a very limited amount of companies today have a systematic and objective way of measuring the sales-related competences and the lack of that makes sales coaching really difficult for any sales team leader.

We help you to build systematic, objective but practical enough tools to assess the different sales-related skills of your sales teams and to create a sales coaching culture that improves your sales results. Call us to start the dialogue.