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Mike Lieberman, CEO and Chief Revenue ScientistWed, May 24, 2017 5 min read

The Importance of Sales Coaching for Your Business

{}Businesses can employ a variety of tactics to improve their sales teams. A popular option is sales coaching. The business brings in an outside party possessing the knowledge and skills of an experienced sales professional, who works to enhance and refine the sales reps’skills. 

Although it can be challenging, sales coaching has a number of benefits for your business, making it an important program. Below are a few reasons why.

A Refresher with New Tricks

Sales is not a one-stop shop—it continues to evolve, meaning sales coaching is necessary for both learning new methods and refreshing old skills. Staff may have forgotten some detailed steps of your sales process or misunderstood parts of the practice. Reps need to stay up to date and informed. Sales coaching comes equipped with all of the necessary tools to do this, whether it’s for newbies or seasoned vets, and ensures the entire team is up to speed. 

Coaching with these tactics helps reps at all levels. Bottom performers learn from their mistakes, middle performers can move up with better knowledge, and top performers can feel more involved and valued in the business. Coaching continues to increase the skills and performance of the sales team, making reps more open to change and challenges faced in this industry. The sales team needs to develop and grow new skill sets, which coaching provides. 

Consistent repetition of tactics could make reps lose their edge, making the refresher course provided by coaching necessary to keep the team sharp. A coach steps in to brush up and highlight reminders that improve current processes and to bring in new techniques that work in today’s market.

Open-Table Discussion for Better Conversation

Not all reps excel at the same tasks, and each team member will have his or her own struggles. Coaching presents an opportunity for a round-table discussion to get these feelings out in the air, allowing for a better understanding of what reps need in order to do their jobs effectively. It’s a good time for self-assessment because, realistically, there probably isn’t a lot of available time outside of these sessions when reps are focused on how to improve. 

Sales coaching creates a secure environment for reps to voice concerns and fears, and share best practices that can help other team members. Not only does it benefit the reps, it gives managers insight into challenges facing their employees, allowing an opportunity to build a circle of trust and focus on where to improve performance. 

Sales coaching is a useful opportunity that shows employees the business cares and is willing to invest in its staff to improve and grow its overall operations.

Staying Ahead of the Trend Curve

Your team may fall behind on current trends in the industry, especially when trying to keep up with attaining sales and performing daily duties. Sales coaching implements the newest methods to ensure your reps have the necessary tools to keep their edge in such a competitive business.

Coaching introduces processes more in line with current selling standards and techniques so your team doesn’t look out of touch in the field. As customers and clients begin buying differently, bringing in a sales coach brings in a person with the expertise to improve today’s business practice so your reps can close more deals. This will create a competitive edge as repsadapt better to change and growth that occurs in the industry.

With the newest trends at their fingertips, your reps will be more effective at selling and improvethe other skill sets that come with it, making coaching a worthwhile ROI.

Coaches brings in the best practices and strategies crucial for reps to do the best job. They spend the time researching, learning, and testing new methods so reps can achieve optimal results. Sales is an ongoing process, and embracing all resources available creates a better team.


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.