We are thrilled to introduce a special guest blog from one of our esteemed former clients, Jen Lloyd Jenkins, who has had first-hand experience of leveraging our expertise on several occasions to enhance sales team performance. In this insightful piece, Jen shares the transformative impact of incorporating sales coaching within a comprehensive sales development program. Drawing on her direct experience, she outlines how this approach not only strengthens her team’s leadership capabilities but also drives sustainable growth and success within an organization. We are excited to share her story and the valuable lessons learned along the way.
Over the past decade, I have seen Flame Learning in their work to transform sales organizations, each with their own distinctive culture. Whether as part of a sales induction, an in-person Value Selling program, an on-demand digital sales academy, or a Strategic Account Management programme, one fundamental principle remained paramount: the active role of managers and line leaders. Why? Because without a robust and sustainable culture of coaching fostered by sales leaders, the skills and behaviours newly acquired by sales professionals would otherwise remain untapped. A manager’s influence is crucial for ensuring that learning is not just theoretical but is consistently practiced, adopted, and leveraged in real-world scenarios.
Flame Learning’s unique approach includes the design and development of a tailored “Manager Track” for each and every Sales Development program. This leads to measurable and sustained performance improvement at sales and leader level, providing immediate and substantial commercial benefits.
At the heart of any effective sales development initiative lies the ultimate goal: improved performance. This is where sales coaching comes into play, delivering significant returns on investment (ROI). Far from being just a buzzword in the corporate lexicon, sales coaching is a vital driver of sustainable success. Even the most seasoned sales professionals stand to gain from ongoing development and support.
Why I believe Sales Coaching Matters
Let’s delve into several key reasons that underline its importance.
1. Individualized Growth
One of the most compelling aspects of effective sales coaching is its ability to foster individualized growth. Each salesperson possesses unique strengths and weaknesses. A tailored coaching approach ensures that development is not a one-size-fits-all endeavour. Instead, it sharpens specific skills, addressing targeted areas for improvement. For instance, a salesperson who excels in relationship-building may require coaching focused on closing techniques, while another may need help with time management and prioritization.
By recognizing and addressing individual needs, coaching helps sales professionals develop their full potential, making them more effective contributors to the team and the organization as a whole.
2. Boosts Accountability
Sales coaching is instrumental in fostering a culture of accountability. I and my team focussed on ensuring regular coaching sessions were consistently scheduled to reinforce goals and responsibilities, reminding salespeople of their commitments and the expectations set for them. This structure not only holds individuals accountable for their performance but also cultivates a sense of ownership over their work.
I find that when salespeople feel accountable, they are more likely to take initiative and seek solutions to challenges. This proactive mindset leads to higher levels of engagement and, ultimately, better results for the team.
3. Retention & Engagement
The statistics are compelling: engaged employees are 87% less likely to leave their jobs (Source: Oxford Handbook of Positive Psychology) This is particularly pertinent in sales, where turnover can be costly both financially and operationally. Effective coaching plays a pivotal role in boosting motivation, morale, and retention.
When organizations invest in their team’s development through coaching, they send a clear message that they value their employees. This investment fosters loyalty and encourages sales professionals to remain with the company, knowing that their growth is a priority. Additionally, a culture of coaching creates a more dynamic work environment, where employees feel supported and empowered to succeed.
4. Better Results
The impact of strong coaching on performance is quantifiable. Our sales teams who received effective coaching typically saw increased conversion rates and quota attainment. This is backed up by the Centre for Sales Strategy:
- Companies with dynamic sales coaching programs achieve 28% higher win rates.
- As much at 60% of sales reps say they’re more likely to leave their job if their manager is a poor coach. More than two-thirds of employees reporting to a manager who is not a good coach are considering quitting their jobs.
- Sales coaching and mentoring is cited as the most important role that frontline managers play, according to 74% of leading companies.
- Forecast deals win rate for companies whose managers spend more time on coaching than selling is 8.2% higher, and overall revenue attainment is 5.2% higher.
These improvements are not merely anecdotal; they can lead to measurable enhancements in revenue. At my previous 2 organizations working with Flame Learning, we saw a 98% cross-selling deal improvement where coaching was embedded post Strategic Account Management program and a 10% increase of quota attainment following a Value Selling training program.
Sales coaching provides the necessary tools and strategies for salespeople to refine their techniques, overcome objections, and close deals more effectively. As a result, organizations that prioritise coaching find themselves with high-performing teams that contribute significantly to the bottom line.
Shifting the Perception of Coaching
I believe it is essential for sales leaders to view coaching not as a remedial tool but as a proactive strategy aimed at driving performance and career growth. This shift in mindset can transform sales teams into high-performing, adaptable, and resilient assets within the business.
Creating a Coaching Culture
To fully realize the benefits of coaching, the organizations I supported cultivated a coaching culture. This involved several key elements:
1. Training for Managers: Sales leaders received training not just in the sales techniques but also in coaching methodologies.
2. Coaching Model: We introduced a coaching model. Sir John Whitmore developed the GROW model to find a more effective way to lead in business and to create stronger leaders. This approach has helped improve performance across the globe. GROW stands for:
- Goal: Aspirations, i.e. What do you want to achieve?
- Reality: Current obstacles or situations, i.e. Where are you now?
- Options: Strengths, resources, i.e. What options do you have?
- Way forward: Accountability and personal actions – what, when, by whom, and the will to do it, i.e. Which choices will you make?
You can learn more about the GROW model here.
3. Impactful Questions: These are asked at each stage to encourage new thinking and accountability for change. Flame Learning can further equip your sales leaders via their catalogue of coaching questions to support sales reps at each stage of the sales process.
4. Regular Coaching Sessions: Consistency is key. Through implementing regular coaching sessions—whether one-on-one or in group settings—we ensured that coaching became a fundamental part of the sales process rather than a sporadic event.
5. Feedback Mechanisms: Establishing a system for feedback allowed salespeople to reflect on their performance and identify areas for improvement. This was facilitated through role-playing exercises, performance reviews, and peer evaluations.
6. Recognition of Growth: Celebrating individual and team achievements reinforced the value of coaching. When salespeople see their progress acknowledged, they are more likely to remain motivated and committed to their development journey.
Overcoming Barriers to Effective Coaching
Despite its importance, several barriers can hinder effective coaching within sales teams. By addressing these challenges, we were able to create a successful coaching environment:
- Time Constraints: Sales leaders often face significant time pressures. Prioritising coaching within their schedules was essential, even if it meant delegating other responsibilities.
- Resistance to Change: Some salespeople may be resistant to coaching, viewing it as criticism rather than support. It was vital for managers to communicate the benefits of coaching clearly and frame it as a collaborative process aimed at mutual success.
- Lack of Resources: Organizations may struggle to allocate the necessary resources for effective coaching programs. Through investment in tools, training, and technology, we were able to enhance coaching efforts and make them more impactful.
Conclusion: The Future of Sales Coaching
As the sales environment continues to evolve, becoming ever more complex and customers more discerning and demanding – the importance of effective coaching within sales development programs cannot be overstated. By prioritizing coaching as a core component of their strategies, organizations can foster a culture of continuous improvement and adaptability.
Sales coaching empowers individuals, enhances accountability, boosts retention, and ultimately drives better results. It transforms sales teams into high-performing entities that contribute to sustainable business growth.
With a commitment to coaching, organizations can unlock the full potential of their sales teams in real time, leading to lasting success and a stronger bottom line. The journey may require dedication and effort, but the rewards will be well worth it.
If you are interested in implementing a sales coaching program or want to explore how Flame Learning can help your sales organization, get in touch!
– Jen
Jen is an award-winning coach with multifaceted, specialist expertise in developing people to deliver outstanding business outcomes.
Jen’s expertise lies in crafting impactful, sustainable and bespoke strategies, enhancing sales effectiveness and nurturing talent to drive organisational performance and revenue growth. Jen Lloyd-Jenkins | LinkedIn