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David Jacoby

By: David Jacoby on August 27th, 2014

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How to Create a Highly Collaborative Sales Coaching Environment

Sales Management | Sales Coaching

When most of us think of great coaches, the picture that frequently comes to mind is that of tough, no nonsense “field generals” – Vince Lombardi, John Wooden, or Joe Torre – screaming at players, officials and opponents.

But this is only one aspect of coaching. As fans we usually don’t see how famous coaches are also great teachers during practice sessions, getting their players to buy in to new ideas, techniques, and strategies with a goal of constant improvement.

One of the most essential qualities of effective coaching is that it’s highly collaborative. Why be collaborative, why not tell people what to do? Because telling rarely leads to long-term behavior change.

Collaboration is key to transferring the “heavy lifting” of changing behaviors from the coach to the person being coached. When someone feels that they are an active participant in the coaching process, that person is more willing to make the time commitment necessary to change their own behaviors. This is just as true with star athletes as it is with salespeople.

So what can you do to create a more collaborative sales coaching environment? 


1. Co-define coaching outcomes

A great way of getting the salesperson’s buy-in is to co-define the coaching outcomes with the salesperson.

Start the coaching process by co-assessing the salesperson’s sales behaviors and jointly identify the salesperson’s strengths, development needs and areas where you have disagreements. Then co-define which behaviors will be addressed during the sales coaching process.

Many sales managers have an aversion to co-defining coaching outcomes. After all, if a salesperson on your team is executing a skill incorrectly, just tell them to fix it. But remember, no one likes to be told what to do and salespeople are no exception. That is why just “telling” often results in resistance and not behavior change.


2. Establish clear collaborative sales coaching roles

One of the most common forms of sales coaching is when the sales manager observes a salesperson in action on a sales call and then provides coaching feedback after the call.

In order to ensure success of such coaching calls, and to prevent the sales manager from jumping in and taking over the call (a common occurrence), it is essential that the sales manager and salesperson establish clear roles prior to the call.

As a sales manager, there are three types of joint sales calls that you can go on with a salesperson. The most common type is a joint call – here you are accompanying the salesperson on the call to help them sell.

For example, the salesperson needs help with a large, complex opportunity. This type of call is the least desirable from a coaching standpoint. The most effective type of call for coaching is a coaching call where the salesperson sells and you are the observer. You observe best when you're not involved.

The last type of joint call is a modelling call where you sell and the salesperson observes. This is appropriate for a new salesperson that doesn't yet have experience or confidence. This approach will also work for someone who has a persistent development need that you can best address by demonstrating the “right” way.

By understanding which type of joint sales call you are going on with the salesperson, you can clearly establish respective roles for the call.


3. Ask first

Asking questions before expressing your own opinion is critical to effective coaching. The purpose of asking questions is to promote self-discovery.

Sales people will take more ownership of changing their behavior if they feel they are discovering problems and solutions on their own. By asking questions, you help them with this process.

You should express your opinion only after you have made a full inquiry into the salesperson’s perspective.


4. Focus on behaviors, not judgments

When providing coaching feedback it is critically important to focus on behaviors - observable, objective, specific acts or actions – and avoid making judgments.

A Judgment is not helpful to the salesperson, unless it is followed with a specific description of behaviors. If a sales manager says, “You did a great job,” there is no specific information about what was great. A better way to say this could be:

“You did an excellent job when you responded by clarifying the client’s objection by asking, ‘are you concerned about the delivery schedule or implementation?’ before answering the customer’s concern.”

This statement tells the salesperson he or she did a good job and describes the behavior upon which the judgment was made. Coaching sales performance is considerably more effective and helpful to the salesperson when it is based on specific, behavioral and observable performance. Not judgments.

Now I’d like to hear your take on this topic.

Leave a comment below to let me know. 


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About David Jacoby

As a Managing Director at Sales Readiness Group, A Part of SBI, David helps large B2B sales organizations improve sales performance. Previously, David was a Principal at Linear Partners, a sales consulting firm providing sales strategy, sales operations, talent management, and interim management services to emerging growth companies. In the past, David has served as Vice President of Business Affairs of Xylo, Inc., where he was responsible for the Company's business development, sales operations, legal affairs, and financing activities.