When someone mentions the words ‘sales training’, you can easily catch yourself thinking of summer days spent in a stuffy room listening to a trainer unhelpfully drone on about how the secret to doing better is hitting sales quotas. Hardly helpful, right? Thankfully, not all sales coaching and training is that horrendous.
Technology, educated approaches to training and a larger appreciation for the benefits of individual coaching have improved the way in which employees can learn from coaches and trainers. So we’re going to run through six of the benefits that can come from having individual employees receive sales coaching. First of all, the attention given to an individual by a management sales training coach is second to none. Whilst a coach will usually have to try and help a group improve – irrespective of the strengths and weaknesses of the individuals in that group – the individualised approach allows an individual’s weaknesses to be strengthened. Secondly, it can also allow particular behaviours to be installed. Whilst some individuals may already display those preferred behaviours, you may have some outliers within your sales teams. A coach can help them to adapt such behaviours in ways that they these individuals may more readily appreciate. Not everyone learns in the same way and some people just need individual training to reach their potential. Thirdly, it also gives a coach the chance to correct any performance difficulties that are unique to an individual. This also fits in with the first two benefits as it allows these difficulties to be approached in a one-on-one basis without the prying eyes of other team members. While some may relish the opportunity to show their peers that they can be better, others can wilt under the harsh light of critique and the collective gaze of their colleagues.
Another benefit that can come from professional sales coaching to individuals is how it can give some workers the ability to gain a greater clarity over their organisational roles. When an employee loses focus on what they should be achieving in their role, this can pose problems. For example, a sales manager who is successful at hitting their individual targets may not be taking the time to elevate their fellow team members to the same level of success. A coach can help reinforce what is expected from them in their position. One thing that can be lost in group training is responsibility within a role. You can hit home to a group how important targets are, but an individual can easily become cynical by such group reminders and treat them with contempt. However, a professional coach speaking to an individual worker – eye to eye – makes it harder for them to display such disregard. Lastly, and directly related to the last point, individual sales coaching and training can increase a person’s capability and desire to learn. When someone is motivated by a unique goal, and is able to hold themselves to account, it produces a want for more self-development.
These are just some of the ways in which sales coaching and training of individuals can bring about benefits. But whether it’s group training, remote learning or individual coaching, what matters most is finding a good sales coach.