The short answer to what sales coaching is about, is the sales results you see.
The longer answer is a bit more complicated.
You see to generate any results there are a number of components you need to consider.
Those components are:
Your Environment – what”s around you
Your Emotions – mood, attitude or State
Now many people will say they are a sales coach and they’ll focus almost exclusively on your actions. Well, actions are only part of the equation. You can do all the right things but if you do it for the wrong reasons or with the wrong attitude you may not get anywhere.
One of the first things to understand is that your thoughts need to be in line with what you are trying to do. In part this is about beliefs. Your beliefs pay a big part in whether you achieve the things you set out to achieve. I think it was Henry Ford who said, “Whether you believe you can do something or not, you are right.” Your thoughts determine your results. It’s also about your confidence in yourself and what you are offering. This shows through in your congruence when you make statements during your presentation.
Also, are you thinking about what’s good for a prospect or are you thinking about your commission ? Believe me, your prospects will know whether they are important to you or not.
Then there’s the whole aspect of your emotions. Do you generate better results when you are in a shitty mood ? What about when you are depressed ? What about when you are worried about how you are going to pay your bills or whether you will keep your job. To generate sales results your emotions need to be aligned with the task at hand. This is another aspect of “being in the zone” that great athletes talk about. Do you know what emotions and attitudes facilitate great sales results ?
What about the whole system around you ? Does the systems in your company or those that you have created yourself support or hinder your sales results ? For example, how do you remember to follow up with a prospect ? Do you ALWAYS carry business cards with you. Do you always have copies of relevant literate with you. Do you keep spare batteries with you for your calculator or your phone or your laptop or whatever tools you need to perform your sales function. If you are a sales person that’s out on the road do you get support from in the office ? If your company does not explicitly set up that support who have you influenced in your office to help you out ? How have you influenced them to support you ? Can you streamline what you do to save you time with paperwork so that you can spend more time prospecting or in front of customers ?
Finally, there’s the whole aspect of what you do, your actions. Are you taking the right actions to make a sale ? Are you taking those actions in the right way. I had a football coach years ago who was very fond of saying, “It’s not just about what you do Greg, it’s the way that you do it.”
So, a sales coach does more than just give you slick ideas about how you might convince a prospect to buy.
Sales is like any other skill. It requires practice and commitment and mindset and support to get the best results.