Coaching

Abstract

It has been found that need assessment is most important in coaching and guiding the sales representative most effectively. It is preceded by Knowledge and Skills assessment of sales representatives where knowing the area of their strength, sales managers devises their coaching objective which forms the foundation of effective sales practices for the Sales rep.

Sales Representative Coaching

Joe seems to be guided differently with some important elements that instill effective practice, missing from his coaching. Joe's scenario will be discussed on the back of an effective coaching model.

Plan Coaching Visit

This first step prompts the manager to assess skills of the sales rep. which would help the manager focus on areas where sales representative is lagging behind. For this area, coaching objectives should be developed (Sales Readiness Group, 2010). Subsequently, the type of calls that are required are selected. For instance, if the sales rep is having difficulty in identifying customer needs, sales call where the customer is early into buying process should be selected because this is from where need identification process starts for sales people. Sales rep should then be conveyed the basis on which his calls will be evaluated so that he does not go off-track. It is evident that in Joe's scenario, there was no assessment of coaching objectives.

Pre-Call Briefing

Assessment of coaching objectives coupled with Joe's feedback would precisely narrow down the area where Joe is lagging and should be mentored. In this way, any area which has been missed by the manager would also be highlighted by Joe and subsequently get covered by the manager as well. This will influence more active learning.

Joe should be briefed by the sales manager prior to the actual call to provide an idea to him regarding how he has to go about doing the need assessment of the customer. Here ...