There is no one-size-fits all sales coaching model. There are only approaches that have been shown to be successful in particular situations. As the coach, you must identify each individual salesperson’s personal “success code” – and use that code to unlock the salesperson’s potential for success. Here are five tips that have been proven to help OOH sales leaders unlock that code.
TIP #1: Meet Them Where They Are. Improved performance must begin with a clear understanding, on the coach’s part, of each individual salesperson’s current level of skill, their knowledge of the behaviors critical to success in certain selling situations, and of each person’s self-awareness during the OOH sales process in general. Not only that: you must be willing and able to coach to that level of skill, not to a future or desired level of skill. It’s easy for this to frustrate us as a coach, particularly when we feel they SHOULD already have a greater skill set, but we can’t let it!
TIP #2: Language Matters. It is important to understand the language of an effective coaching session. This language is expressed both verbally and non-verbally. Effective coaches understand the nature of nonverbal messaging. They are good at reading body language and tonality to determine a given salesperson’s level of buy-in to the coaching process.
As leaders, we must understand that we cannot “sell” coaching to salespeople who don’t yet associate it with success. Coaching is most effective when an individual is willing to be vulnerable and share intimate experiences. Once they realize that certain behaviors, if changed, will help them improve and create even greater success, they are equal partners in the coaching process. Not before! Language – spoken and otherwise — is always a gateway to that partnership.
Far too many OOH salespeople are prisoners of negative patterns that limit their ability to grow. The best coaches know that the language employed during the coaching session is a vitally important tool for creating breakthroughs around the assessment of those negative patterns. Accordingly, they choose their words – and their nonverbal messaging – with great care.
TIP #3: Make It A Safe Environment. The coaching process must take place in a safe environment where coach and salesperson have the ability to share open, honest, fact- based feedback. Many managers confuse coaching with training and view the process as a way to “fix” issues negatively impacting the bottom line, often creating an environment that feels less than safe for the salesperson. (How do you feel when someone tries to “fix” you?) Remember: Training is the imparting of new skills. Coaching, on the other hand, is a way of empowering salespeople to use their existing skill set more effectively in the context of the OOH sales process and thus achieve greater success.
TIP #4: Set A Good Contract. Coaching sessions require a strong Up-Front Contract. This is a “ground rules” discussion, led by the coach, in which both participants develop a meaningful agenda. This agenda becomes the focus of the session. A clear time contract is critical for the initial session as well as all succeeding sessions.
TIP #5: Discuss The 3 Critical Elements. The three critical elements to discuss and understand during each coaching session are what, reason, and importance. By this I mean the shared purpose of the coaching session (the what), why it is necessary to achieve the mutually agreed-upon goal (the reason), and the real-world impact the accomplishment will have to the salesperson (the importance). Your salespeople, just like prospects, are infinitely more open to doing whatever you would like them to do IF THEY UNDERSTAND HOW THEY PERSONALLY BENEFIT FROM DOING SO.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
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Lisa & Dan Nausley and Reggie Piercy of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching thousands of OOH Operators across the country in sales, leadership, and executive coaching.
