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Mike Lieberman, CEO and Chief Revenue ScientistThu, Mar 16, 2017 5 min read

How to Increase Your Sales with Sales Coaching

{}Of course, you want to build the best and brightest sales team in the industry. You want to gain significant market share and take sales away from your competitors. You want a strong team that can help you achieve your business goals and allow for business growth.

Research and past studies show that providing sales coaching, which is the process of developing and improving sales performance by creating long-lasting behavioural changes, is the most effective way to bolster sales activity and increase sales. If you want to increase the value of your sales department, there is no other investment as powerful as sales coaching. It’s not a nice-to-have activity—it’s a must in the cutthroat sales environment today.

Here’s how your sales team will benefit from sales coaching.

Coaching New Sales Reps

Hiring new sales people is always a struggle. Turnover is high in sales. If new hires don’t feel confident in their ability to do the job right, they might leave. And if they aren’t ramping up quickly and can’t close deals soon enough, you may be forced to let them go.

Coaching new sales reps during the onboarding process can help reduce turnover with new hires. Along with hiring the right people for the job, offering comprehensive sales training, and mentoring, coaching is critical to the success of new sales reps.

Coaching new employees can help you eliminate bad behaviours right from the start so they don’t affect your profits. By catching problem behaviours immediately, you can ensure that your new sales people don’t continue to fail on sales calls so you can stop the downward spiral before it starts. Your sales reps will improve their sales skills and learn from their mistakes. As a result, you’ll be able to set them up for success, increase their confidence, and ramp them up more quickly so they can start becoming assets to your sales organization sooner.

Coaching the Middle of the Pack

The ROI from sales coaching is typically highest when you focus on coaching the middle of the pack—that is, the B players. These are the middle 60% of your sales people who aren’t your top sellers but aren’t laggards, either. They make their fair share of sales, but you know that they have the potential to do better. These reps are highly coachable because they have the motivation to do better and they have room for improvement as well. They have the fundamental skills they need, but just need a boost in order to improve their performance and increase their sales.

Often, they’re simply doing one or two things wrong without realizing it, and this hinders their sales. By training these middle-of-the-pack sales people, you can correct their poor behaviours, so they can meet their full potential. As a result, you’ll effectively create more A players, leading to a stronger overall sales team.

Coaching Your Top Sales Reps

Though your seasoned sales reps are typically your top sellers who have little room for improvement, they can still benefit from sales coaching. Sales is an ever-changing industry, and it pays to keep your reps up to date with the always-changing sales landscape. New technologies, betterinformed buyers, and shifting funnel dynamics can change the way even your top sellers should be selling.

Even though they’re top sellers now, your top sales reps might start lagging behind if they don’t continuously use the most up-to-date best practices and selling strategies and do away with ineffective old-school sales tactics. Coaching your top sellers can ensure that they adapt their strategies as required and have appropriate guidance at all times to stay at the top of the pack.

What’s more, sales coaching fosters a culture of trust, showing your sales people that you care about their professional development and that you want to see them succeed; this improves morale. Coaching your top sellers can help you retain your best sales reps, which is vital to your company’s success.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.