Sales can feel like a rollercoaster. One month, you’re closing deals left and right, and the next, you’re staring at your pipeline wondering why it looks so empty.
If you’ve ever thought:
- “I don’t have enough qualified leads.”
- “I keep getting ghosted after the first call.”
- “I’m working harder than ever, but my numbers aren’t improving.”
- “I keep getting passed around instead of speaking to the decision maker.”
- “I know what I should be doing, but I’m having trouble getting results.”
Then it might be time to stop going it alone and bring in a sales coach. Even the best salespeople hit plateaus, face objections they can’t crack or struggle with consistency. In this article, we’ll break down exactly what a sales coach does, how they can help, and why having one could be the game-changer your career needs!
What is a Sales Coach?
Before we go any farther, let’s define what a sales coach is. A sales coach is an experienced professional who offers expert, personalized 1:1 sales training. Specifically, they help salespeople improve their ability to sell and increase their personal numbers along with company revenue. A sales coach can help you increase your productivity, reframe your approach, sharpen your focus and increase your motivation.
You might be thinking, “Isn’t it the sales manager’s job to develop the sales team?” That’s a great question. Absolutely. Sales management is all about overseeing the daily operations, making sure the team stays on course, and developing the team. But the reality is that most sales managers are loaded up with handling administrative duties, commandeering the highest value deals to close and reporting up to executive leadership. They’re responsible for keeping the group numbers up as a whole and simply don’t have the time to “get in the weeds” with every single sales member. Team sales trainings are also good, but they only go so far. They’re no substitute for the individual attention that comes from having a dedicated coach. Both strategies should be used – group and individual training, to get the most out of every producer on a team.
What Does a Sales Coach Do?
Sales coaches work with you to help you improve in specific, key areas. A good sales coach can help you with things like the following:
- Getting to the decision maker
- Overcoming objections
- Closing more sales
- Scheduling and time management
- Gathering referrals and testimonials
- Developing confidence
- Positive self-talk
- Qualifying leads
- And more!
How does it work? A sales coach will first sit down with you to learn more about where you are, what your goals are and what your current pain points are in the process. They’ll listen to your income goals and any current processes related to your sales pipeline. Then, they’ll set up a series of 1:1 coaching calls to address your specific pain points and help you get to where you want to be. This is usually over an extended period of time, like 12 months, to allow enough time for you to see results. They may have additional training material or light homework for you to complete between sessions.
The series of coaching calls may include basic things like
1. Clarifying Objectives
This is your chance to share your wish list and let your coach know exactly what you expect and how you want to improve. A sales coach will ask questions like, What are your current income goals?” or “What is your overall vision?”
2. Determining Critical Success Factors
Next, they will work with you on an individualized plan to reach your short-term and long-term goals. They will ask you about your critical success factors (CSFs), or your sales ratios, to help you develop the habits to improve them. This may include questions like:
- How many sales calls or visits do you currently make in a week?
- How many calls does it take to get an appointment?
- How many appointments does it take to close a sale?
- How many sales do you need to make in a month to hit your revenue goals?
- How are you currently getting/finding leads?
3. Improving Sales Skills
Through 1:1 training, your coach will then help you to develop the strategies you need to make the most of your time and employ the right techniques and tactics for you. This may include things like:
- What does your daily routine look like?
- Where is the current part of your sales cycle getting off track?
- How many leads do you get in a month?
- Do you use self-talk regularly?
- How do you follow up with prospects?
- Are most of your leads warm or cold leads?
- How long does it take to close a sale?
- How many referrals are you currently getting from clients?
Most sales coaches are practitioners who have worked extensively in the field of sales before, so they know exactly what you’re going through.
Related: Listen to Professional Sales Coach Dave Brown discuss How to Handle the No’s and overcome objection.
Do You Need a Sales Coach?
If you feel “stuck” or if you’re serious about increasing your income and multiplying your time, you should definitely consider sales coaching. Sales coaching isn’t just for newbies, and it isn’t for the faint of heart. The truth is, many top sales professionals, including Fortune 500 executives, rely on coaches to help them continually learn and refine their skills. Anyone can benefit from a coach!
Do any of the items below apply to you?
- Struggling to Hit Sales Targets – You’re consistently missing your goals and need to get back on track, fast!
- Lack of Qualified Leads – You’re having trouble finding enough people to call.
- Difficulty Closing Deals – You need help closing more effectively.
- Presentation Pitfalls – You know what you’re selling, but it’s niche and you feel unsure about your sales process, your pitches, or your ability to pitch to a variety of decision-maker personalities.
- Dealing with Rejection – You struggle with the emotional side of sales rejection and need guidance on how to bounce back quickly.
- Clients Who Ghost in the Middle of the Process – Things start off OK, but after you’ve spent a considerable amount of time invested in a client, they just ghost on you.
- Inconsistent Income – You need more consistency to your income, plain and simple.
- Difficulty Handling Objections – You have trouble navigating and overcoming objections during sales calls. Each conversation feels like a curveball.
- Managing Time – You feel overwhelmed by the sheer volume of things you need to do and need help getting out of the administrative weeds and selling more.
- Getting More Referrals – You know you’re not leveraging your existing customers enough and want strategies for getting more warm referrals.
- Managing Stress – Sales can be high-pressure, and you need a more balanced approach. You’re taking the pressure of your job home with you and it’s affecting your health.
- Improving Accountability – You need someone to hold you accountable for staying on track with your sales goals other than senior management. It all feels a little overwhelming.
If you said “yes” to two of these or more, you could benefit from working with a sales coach.
Related: Listen to Professional Sales Coach Gena Parker discuss how to close more business using The Million Dollar Close.
Does Sales Coaching Work?
It definitely does, if you’re open and coachable. Very few people go through sales coaching and experience no results. In a client survey, those who completed 12 months or more of sales coaching with Southwestern Consulting reported the following improvement or increase before and after coaching:
- 46% increase in income
- 58% improvement in time management
- 44% increase in productivity
- 49% improvement in vision and goal setting
Harvard Business Review also found that sales coaching improved the performance of the middle 60% of a company’s sales team. High-quality coaching, they noted, drove improvement by 19%, while moderate coaching improved it by 6-8% across at least half of the sales organization.
Read more: Download Southwestern Consulting’s free whitepaper on The ROI of Sales Coaching.
How to Hire a Sales Coach?
The right sales coach is worth their weight in gold. That’s why it’s so important to not make the mistake of hiring just any coach. Here are the three main thing you’ll want to look for.
Proven Expertise
A great sales coach doesn’t just wing it. They have practiced sales before at the highest level and has a long track record of success. The right sales coach will have the testimonials and reviews to prove their impact and effectiveness.
Personalized Approach
You need someone with the soft skills to work with you, or the individuals on your sales team on a 1:1, case-by-case basis. A cookie-cutter program won’t get the same results.
Expert Accountability
You need a sales coach who knows how to measure progress and has the skills to hold you accountable, all while building you up and helping you become the best you can be. If you find a “coach” or a sales program that doesn’t hold you accountable day-to-day in the trenches, keep walking.
Working with a top-notch sales coach can mean all the difference for busy sales professionals looking to go from incremental progress to exponential growth and exceeding their goals. Southwestern Consulting is here to help with just that.
Our team of certified sales and leadership coaches are committed to helping you reach and exceed your potential. Whether you’re looking to refine your approach, increase conversions, or build out a high-performing sales team, we’re here to help!
Contact us today for a free Strategy Session to see if sales coaching is right for you.
