If you want to build the best sales team, regular training and coaching sessions are necessary. This gives your sellers the knowledge and skills necessary to better grow and support your client base. The result? Empowered, competent sellers who can deliver better value for your organization.
Why Sales Training Is Important
Training and coaching all starts with sales leadership. Sales leaders have to understand why training is needed—not just the impact it will have on their teams, but also how it drives accountability.
There’s a saying that goes, “inspect what you expect.” In this case, the frontline sales managers need to be capable of inspecting their teams for green flags and red flags—the right and wrong things their sellers do. They should be able to coach their sellers and hold them accountable, building upon green flags and correcting red flags.
This is where sales training comes in.
With regular sales training, frontline sales managers will be more knowledgeable about the latest and most efficient selling methods. They will be equipped with the leadership skills necessary to lead a team and can incorporate everything that they’ve learned into the sales strategies they prepare.
Once your sales managers are ready to be accountability coaches and leaders, they can gradually transfer this knowledge into the sellers’ hands. Sellers typically consume information in bite-sized chunks: They learn a skill, apply that skill in the market, and then they amplify that skill with the other skills they know.
This whole loop typically happens over a period of 60-90 days. If this keeps compounding week over week, your sales managers could build a business case—a creative, actual live opportunity in the market.
And it all begins with a great training program.
The Importance of Sales Coaching
Here at Sales for Life, we’ve always underscored the importance of sales coaching. While it’s included in the sales training programs we offer, we highly encourage the sales leaders we train to make it a permanent part of their one-on-ones with their sales team members.
Only 45% of sales managers say they spend 30–60 minutes individually coaching their sales reps each week.
23% of sales managers spend less than 30 minutes individually coaching their sales rep each week.
Not only does regular coaching establish an actionable feedback loop that, through practice and repetition, help sales reps improve their performance, but it also allows sales managers to improve their established sales processes, honing their training techniques by pinpointing their teams’ areas of progress and improvement.
When to Schedule Sales Coaching
Sales coaching is most effective when it’s integrated into a broader enablement strategy, implemented alongside training, upskilling, tools investment, and other seller development initiatives. It should be a formalized process based on data, with a regular cadence and measurable KPIs.
If you want to establish an optimal sales one-on-one practice with your team, we suggest that sales leaders schedule one-on-one sessions with each member of their team every week. We call this a $500-value creator, in which the sales leader would spend a period of time identifying an inflection point in a coachable moment, which they can use to help the seller improve.
We recommend a series of regular weekly coaching sessions—52 weeks of 52 different coaching moments that will be analyzed and actioned upon through the year. One-on-one sessions can also follow a read-and-react model based on feedback from the seller, wherein both manager and seller focus on how a particular moment could be improved.
Regardless of the coaching format you implement, one-on-ones need to happen every week in order to properly track your sellers’ progress. This way, you can have 52 opportunities in a year, as a leader, to transfer knowledge and add tons of value to your sellers, contributing immensely to their personal and professional development.