Coaching Salespeople into Sales Champions

1. Shift from manager to executive sales coach for transformative results

Management is dead.

Coaching is the new management. Traditional management focuses on controlling known resources, while coaching creates new possibilities and opportunities. Executive sales coaches empower their team members to solve problems independently, fostering a culture of accountability and ownership. This shift requires developing new skills, such as asking powerful questions, active listening, and providing structured support.

To make this transition:

• Develop a coaching mindset focused on empowerment
• Learn to ask thought-provoking questions instead of providing answers
• Create a safe environment for open communication and growth
• Implement regular one-on-one coaching sessions with team members
• Focus on developing each individual's strengths and potential

2. Develop a coach's mindset: embrace fear and focus on the present

How you think determines what you get.

Embrace fear as an ally. Fear is often seen as a barrier to success, but effective coaches recognize it as a powerful teacher and motivator. By reframing fear as an opportunity for growth, coaches can help their team members push beyond their comfort zones and achieve breakthrough results.

To cultivate a coach's mindset:

• Practice being present in the moment, avoiding past regrets or future anxieties
• Detach from outcomes and focus on the process of improvement
• Embrace creativity and possibility thinking
• Take full accountability for your team's success and failures
• Continuously work on your own personal and professional development

3. Avoid fatal coaching mistakes: don't judge, push, or make it about you

Coaching isn't about the coach.

Focus on the coachee's needs. Many managers fall into common traps when attempting to coach their team members. These mistakes can undermine the coaching relationship and limit its effectiveness. By avoiding these pitfalls, coaches can create a more supportive and empowering environment for growth.

Key mistakes to avoid:

• Judging or criticizing instead of providing constructive feedback
• Pushing your own agenda rather than addressing the coachee's goals
• Making the coaching process about your own success or ego
• Assuming you know what's best without exploring the coachee's perspective
• Failing to listen actively and empathetically

4. Master tactical coaching: identify coachability and coach the gap

Coaching is about having clients grow on their own.

Identify coachable individuals. Not everyone is ready or willing to be coached. Effective coaches use the A.G.R.O.W.T.H. model to assess coachability: Actionability, Gap, Responsibility and ownership, Willingness, Trust, and Honesty. By focusing on coachable team members, coaches can maximize their impact and achieve better results.

When coaching:

• Identify the gap between current performance and desired outcomes
• Focus on developing specific skills, strategies, and mindsets
• Use a combination of training, coaching, and consulting as needed
• Tailor your approach to each individual's unique needs and learning style
• Continuously assess progress and adjust your coaching strategy accordingly

5. Utilize the seven types of sales managers to improve your approach

The most effective way to teach others is to exemplify that which we want to teach.

Understand different management styles. By recognizing the seven types of sales managers (Problem-Solving, Pitchfork, Pontificating, Presumptuous, Perfect, Passive, and Proactive), coaches can identify their own tendencies and work to incorporate the best aspects of each style while avoiding common pitfalls.

To become a more effective coach:

• Strive to embody the qualities of the Proactive Manager
• Balance empathy and accountability in your approach
• Adapt your communication style to suit each team member's needs
• Continuously learn and refine your coaching techniques
• Model the behaviors and attitudes you want to see in your team

6. Motivate through connection, enrollment, and vulnerability-based leadership

Before you can make a difference, you have to make a connection.

Build authentic connections. Effective coaches understand the power of genuine human connection in motivating and inspiring their team members. By demonstrating vulnerability and authenticity, coaches can create a safe environment for open communication and personal growth.

To motivate through connection:

• Practice active listening and empathy in all interactions
• Share personal experiences and challenges to build trust
• Use enrollment techniques to gain buy-in for new initiatives
• Demonstrate vulnerability by admitting mistakes and seeking feedback
• Create a culture of psychological safety where team members feel comfortable taking risks

7. Implement a structured coaching conversation and turnaround strategy

Coaching is the art of creating new possibilities and opportunities that didn't exist before.

Follow a structured approach. Effective coaching conversations follow a clear structure that allows for both flexibility and focus. The L.E.A.D.S. model (Listen, Evoke, Answer/Respond, Discuss, Support) provides a framework for productive coaching sessions that lead to actionable insights and measurable progress.

Key elements of a structured coaching approach:

• Use a coaching prep form to set clear objectives for each session
• Ask powerful questions to uncover underlying issues and motivations
• Provide constructive feedback and support
• Develop action plans with specific, measurable goals
• Follow up consistently to ensure accountability and progress

8. Overcome the seduction of potential and master the art of abandonment

You can't build a business on potential.

Focus on demonstrated performance. Many managers fall into the trap of being seduced by an employee's potential, leading to prolonged underperformance and missed opportunities. By learning to let go of what isn't working and focusing on measurable results, coaches can make more effective decisions about team development and resource allocation.

To master the art of abandonment:

• Establish clear performance expectations and timelines
• Regularly assess progress against measurable goals
• Be willing to make tough decisions about underperforming team members
• Invest in developing high-potential employees who demonstrate results
• Continuously evaluate and refine your coaching strategies and techniques

9. Design an internal coaching program for consistent team development

There is nothing more important managers can do that will have a direct and measurable impact on the bottom line than investing time each day coaching their salespeople.

Create a systematic approach. Implementing a formal internal coaching program ensures consistent development across the entire sales team. This structured approach helps identify and nurture top talent, address performance issues early, and create a culture of continuous improvement.

Key components of an effective internal coaching program:

• Regular one-on-one coaching sessions (weekly or bi-weekly)
• Clear performance expectations and accountability measures
• A defined process for addressing underperformance
• Ongoing training and development for coaches
• Integration of coaching into the overall organizational culture and strategy

Last updated: August 27, 2024