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In part one of this two part series on sales coaching, we outline field coaching experiences.
As a sales coach, your objective is to help sales representatives
• Sharpen skills and build confidence • Capitalize on strengths and neutralize
weaknesses • Be willing to stretch and take risks
• Commit to common sales “standards” Coaching in the field takes place before and
after sales calls, during preparations for upcoming sales calls, and while building strategy
for sales opportunities. It can take place anywhere. It is typically informal, daily
interaction between the coach and the sales representative. This is often the most effective
coaching because it’s in the moment and provides results immediately. There are three
types of field coaching scenarios: 1. Unobserved coaching calls— the coach
focuses on guiding and coaching the planning effort prior to the sales call to help improve
the sales representative’s chances of success. 2. Observed coaching calls--these are the
most effective in impacting sales performance because it gives the coach first-hand knowledge
of the situation, however these take more planning and time by the coach.
3. Joint-sales calls—some possible objectives for a joint sales call may be to provide a
unique “value-added” contribution, to help sell the company, not the “deal,”
or to increase the focus on the relationship with the customer.
Field coaching opportunities are more reactive, direct, and “in the moment” and good sales
coaches tailor their approach based on certain variables for the greatest chance of success.
These variables include: support, leader credibility, nature of the call or meeting and resistance
levels. Although field coaching is conducted “in
the moment” it doesn’t come without some planning and debrief discussions. More in-depth
discussion about the planning and debrief process will be featured in part two of this
two part series.