Sales coaching. Something every rep needs, but also something they never get enough of. Great sales coaching grows sales skills, performance, and ultimately conversion. When managers take the time to coach reps one-on-one, they sharpen selling skills and the rep’s professional development. This is the first step to a long-term, high-performing team.

But the problem is: Not every manager has the capacity to offer the coaching they should. Sales coaching tools and programs, in these cases, do well to fill the gaps. Here are the benefits of implementing proper coaching for your team, plus the effective techniques to make it happen, be it virtual or in person. 

The benefits of proper sales coaching

It drives individual growth

Personalized coaching sessions give the right guidance to help reps tackle particular challenges with outreach or deal handling. Coaches or coaching tools use performance data to offer actionable feedback, which allows sellers to refine their approach, learn as they go, and drive more results. 

It improves team performance over time 

Not only does coaching drive performance for individuals, but it does the same in a team setting. Sales coaching fosters a more collaborative environment, where reps can share insights and techniques with each other. Everything is a teachable moment, with sales coaching, and the more it’s shared, the more the improvements can be replicated.

Sales Coaching: 4 Techniques That Work

1. Use data to gain insights 

Analyze your team’s sales performance metrics, recorded calls, and customer feedback points to identify where the skill gaps are. You can also use this data to create better-tailored coaching sessions for maximum impact. 

2. Role-play that works

Role-play sessions best prepare reps for their on-call scenarios. It helps reps handle objections, learn to multi-thread not the flu, and helps them gain confidence to run their calls effectively. 

3. Use AI that moves the needle

AI sales tools can analyze your sales calls, identify trends, and provide actionable coaching insights. This makes coaching more strategic for each rep. 

4. Build your rep’s confidence

You can never celebrate too many successes. Encourage your reps to take ownership of their progress, and when their growth and skills are proven, shout them out in channels, give them a call, or do something else so they know they’ve done a job well. The more confidence they have in their abilities, the faster they’ll grow for the future. 

Sales coaching: how to implement new processes

When the time comes to create your structured coaching plan, staying consistent and equitable across reps is key. Make sure your plan includes:

• Weekly One-on-Ones: Regularly scheduled coaching sessions for personalized guidance.
• Team Meetings: Group discussions to share successes and strategies.
• Performance Metrics Tracking: Monitoring sales performance to measure effectiveness.

Why tailoring coaching matters

No two sales reps are alike. Sales coaching should always address the underlying challenges of each seller. Whether they need help with the cold call stage, with procurement red lines, or with discovery, focus on where your reps need it most. Check out this podcast episode on effective sales coaching, and it's impact on the team.

Measuring coaching effectiveness

How do you know when your sales coaching is working? Here are the metrics to keep an eye on:

• Sales Performance: Revenue growth, deals closed, and sales cycle time.
• Team Performance: Collaboration and overall productivity.
• Customer Satisfaction: Feedback scores and retention rates.

In addition to metrics, observe changes in reps' behavior, such as improved active listening during sales calls or more effective follow-up sessions. Behavioral shifts often signal the success of coaching initiatives.

In-person not feasible? Go virtual

Virtual coaching programs, or coaching via AI sales tools, provide flexibility for coaches and reps, making them ideal for global or remote teams. By using video meetings, sales intelligence tools, and conversational intelligence, managers can offer truly effective coaching from anywhere.

A great deal coaching tool can also be integrated with the existing tool stack. This makes sales processes seamless and scalable. The less mental load the seller needs to take on with daily tasks, the easier it is to get back to big-picture selling.

Best Practices for Sales Leaders

Getting started for coaches can be tricky. Here are some things to keep in mind while you revamp your coaching structure.

• Focus on Core Performers: Investing time in the middle 60% of your sales team (your core performers) can yield significant improvements in team performance and overall sales outcomes.

• Align Personal Growth with Business Goals: Help reps understand how their development contributes to broader organizational objectives. This alignment motivates reps and fosters a culture of continuous improvement.

• Use Incentives Strategically: Understand what drives each salesperson and tailor incentives to encourage desired behaviors, such as cross-selling or upselling.

Improving processes and making them stick

Create a feedback loop

Routine feedback helps sellers avoid making the same mistakes in their processes. Incorporate feedback sessions into your coaching plan, and make sure your reps know how to translate feedback into action.

Stay tech-forward

Make sure your team is leaning into their AI-powered tools. These provide valuable insights into rep performance, which means leaders and coaches can see where reps are winning, and where they might need some extra help. 

Keep collaboration up

Encourage your team members to share successes and strategies and learn from each other. Peer-to-peer learning can significantly enhance selling skills and strengthen team bonds.

Make every performer a top performer with Pod

Pod is an AI-powered sales tool that guides sales reps to take effective action and win more deals. It can be used to coach your team based on data-driven insights and help each account executive develop strategies tailored to their specific pipeline. 

Want to use an AI-powered sales tool that coaches your team, plus more? Book a demo with the Pod team today.