Most sales leaders agree that coaching isn’t just helpful, but essential. In one survey, 91% of sales managers said coaching positively affects their team’s overall performance, and 30% say coaching reps is their most important leadership task.
Allison Delagrange, a senior sales consultant for The Center for Sales Strategy, says sales coaching is especially useful for teaching reps how to build rapport with prospects. When sales reps know how to build meaningful connections, they lay the foundation for a successful sales journey, she says.
Want to help your team members get better at this critical part of the sales process? Delagrange has some coaching ideas, which we outline in this issue of PromoPro Daily.
Establish credibility and build trust. Coach your sales reps to actively listen, show empathy and highlight their promo expertise. It’s all about humanizing the sales process and interacting authentically. Delagrange says when prospects feel understood and valued, they’re more likely to engage positively.
Develop a compelling reason for engagement. Help your team members craft reasons that communicate their expertise and problem-solving abilities. The purpose is to help them stand out and clarify why prospects should invest their time in a conversation.
Be creative. According to Delagrange, great coaching should involve an element of creativity. Maybe it’s using personalized video messages to make your outreach more engaging and memorable. Try different tactics and see what works for you and your team.
Focus on offering value. Every interaction with a prospect should provide value, Delagrange says. She advises teaching sales reps to share relevant and informative content or insights that address the prospect’s needs. Think case studies or industry research that can build your credibility and keep prospects engaged.
Adopt the “don’t give up” strategy. Persistence is vital in sales, Delagrange says. Reinforce the importance of having a plan for multiple touchpoints. Each engagement should add value and communicate your reps’ unique message. Encourage your team members to stay resilient and keep refining their approach until they secure a meaningful connection.
Strong sales begin with productive conversations, and those discussions don’t happen by chance. When you take time to prepare your sales reps, they develop the confidence to communicate more effectively and close with impact. Coaching helps them show up focused and ready to add value at every step of the sales journey.
Compiled by Audrey Sellers
Source: Allison Delagrange is a senior sales consultant for The Center for Sales Strategy.
