On Tuesday, I talked about the importance of coaching – Coaches, Coaching, Coach. Today, I want to build on that with sales call coaching. It’s on my mind as we, as a company, start to leverage a new tool to get better visibility and analytics of our calls. I start with Gong.io’s 9 Data-Driven Call Coaching Habits of Effective Sales Leaders.
First, here are the nine habits:
  1. Coaching by “using” your team
  2. Invest in the “middle of the pack”
  3. Don’t water the garden with a firehose
  4. Establish a coaching cadence
  5. Meet for a team coaching session every Tuesday at 2PM
  6. Recorded calls > live shadowing
  7. Positive reinforcement
  8. Theme du jour
  9. Leverage technology

Of these, I want to point out habits 1, 3, 5, 6, and 8.
  • Coaching by “using” your team. Your team is your best asset to act and react for coaching. Using the team creates a collaborative environment. It enables the team members to coach each other. This creates a sustainable environment where the team acts as just that – a team.
  • Don’t water the garden with a firehose. Odd phrasing, admittedly. However, the habit is recommending focus on parts of the call, not the whole call. Trying to improve on too many facets is ineffective and usually ends up causing calls to degenerate.
  • Meet for a team coaching session every Tuesday at 2PM. If you don’t read the article linked above, know that this doesn’t mean to schedule on Tuesdays at 2PM. Instead, it’s an example of scheduling time on the calendar and making a regular cadence of it. Remember: you make time for the things that matter.
  • Recorded calls > live shadowing. Trying to coach in the middle of a call is good, but similar to garden watering above, sales professionals should be focused on the call. They should not try to adapt on-the-fly. Do the autopsy of the call when it’s over. Adapt for the next.
  • Theme du jour. Focusing energy and improving on skills requires repetition. Thus, it’s important to coach on a specific goal several times in succession. Don’t shift until the goal is effectively achieved or improved upon.

Sales coaching is paramount for our industry to improve and adapt to changing times. As technology makes outreach easier, sales skills will be the differentiator.

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