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In part one of this series, we discussed the three types of field coaching and identified
variables to consider in order to achieve effective coaching and create the greatest
chance for success. These variables include support, leader credibility, the nature of
the call or meeting and resistance levels.
Although field coaching tends to happen “in the moment” sales coaches should make efforts
to have pre-planning and debrief meetings. First, have a pre-call meeting to understand
the nature of the call, the call objective, and the call plan or strategy. Some questions
to consider during this meeting include, “Are these objectives realistic?” and “Will
the call strategy move the opportunity forward?” Next, as the coach, it is important to understand
the role you will be playing. When setting up a field coaching experience, some questions
a sales coach should ask themselves before the call include, “Is it a safe call to
join?” and “Can I be a supportive observer or do I have a unique role to play in contributing
to the call objective?” Make sure you and the sales representative
understand your role prior to the call. Unless there is an established “signal” or plan
for engaging an issue with the customer, let the sales representative handle it. It’s
important to edify the representative and strengthen the relationship between them and
the customer. Finally, take time to debrief with the sales
representative after the sales call. Ask, “How did you think the call went?” What
they say is usually a good gauge of the sales representative’s perception of their own
performance. It is important to get the representative talking about the quality of the call and
making their own judgments first, so they can learn to critique their performance on
their own, not just when you’re there. Encourage the representative to reflect on
the call objectives. Ask, “How well did you accomplish what you set out to do?”
Helping them see what went right and where they can make improvements.
Create a plan of action for the sales representative by sorting out one or two things to focus
on in the future. You’ll want to confirm the representative’s commitment to the plan
for the next call. The coach should also observe, recognize, and reinforce the new skills and
practices in future field coaching moments. Repeated field coaching and debrief sessions
will help the sales representative find opportunities to apply these new skills and be better prepared
for other situations.