Effective sales coaching for sales teams and reps

The traditional sales team is made up of one or two individuals (per company) that do their best to sell, sell, and sell again. The traditional salesperson doesn’t work in harmony, balance, or joy. He’s mostly running chaotically from client to client, trying to make the best out of each day.

That is a fine strategy. However, there are better strategies that may improve the performance of a sales team in unimaginable ways.

The key is to actually care enough. You need to develop something special, something that most salespeople have never experienced. What I’m talking about is team unity. When there’s that, there’s also productivity.

In today’s post, I’m going to teach you the 7 secrets of effective sales coaching. These are “goldmines” because even if they’re simple, they never cease to produce wonders.

1. Observe and note

First, you must observe and assess the present moment.

What’s going on in your company?

What’s going on with your team?

What’s going on with you?

You’ll need a goal. A direction. A roadmap. Something that will tell you where you need to be heading every time you’re falling off the road.

Once you establish a specific goal such as:

  • hiring X talented members by the end of the year,
  • improving the sales performance by X% in X months, or
  • developing the knowledge and skills of all the sales persons within the company.

Now you know where you’re headed. It’s time to start observing and noting down various things. For example, you’ll want to assess the performance of each of your employees, their motivation, their faith, their purpose. You need to get to know your team better, so unless you’ve already done this, now it would be the perfect time to do so.

Observe whether your reps absorb and apply the feedback they’ve been given, or, their own feedback (results/failure). See how proactive your sales reps are and decide whether you need to intervene with different people.

2. Identify, measure, and leverage your sales teams’ individual traits

Start identifying and measuring individual qualities and disadvantages. You probably know that it’s much harder to be self-aware of what you’re doing wrong when you actually believe that what you’re doing is right. Therefore, you need to step in and play the “psychologist” with your team.


Because the sales coach is the only person who can make a proper assessment of what’s good and what’s bad. What must be kept and what must be changed.

Once you’re done with the process, you should decide how you can leverage each quality you observed. See which rep did a better job at X tasks/project and which rep will be amazing at Ytasks/project.

3. Encourage growth

Growth is all your sales reps need. If they feel that they are growing, they’ll be grateful and motivated to help the team grow at the same time.

If you have knowledgeable employees who are always up to speed with everything that’s going on in your industry, personally develop themselves every day, and have a positive attitude towards work and challenges, you will become the #1 company in your competitive marketplace.

4. Encourage communication and personal bonding

Teamwork is always useful if the sales coach knows how to organize the players properly. This means that you must know what you’re doing and you must actively seek to improve the connections between you and your team. Also, your employees should live in harmony with one another, so it’s collective work that requires the participation of everyone.

Encourage every salesperson to come to you when they run into trouble. Challenges, disappointments, failures — it doesn’t matter. Let them know that by communicating these issues, only good will arise.

5. Offer ongoing assistance

You’re their sales leader and not their parent. But, let me ask you something.

If you really cared about your team, wouldn’t you consider them like your children? Wouldn’t you help them whenever they’re in pain or discomfort?

If you can’t be empathetic toward your team, your implication will be less than what it can be.

Ongoing assistance in sales coaching is critical — most newbies will rely on you at first. Therefore, their progress is heavily influenced by the way you treat them on a consistent basis. Win their trust. That’s crucial.

6. Provide rewards and offer recognition

Even though you might expect your reps to be “adults” that have gone beyond the “rewarding phase,” you may be wrong.

Even you enjoy rewards now and then. Think about it. Every good deed that you do, every kind action, and every significant result in your life comes with rewards. Whether it is the recognition of other people, positive feelings, or a better lifestyle, there are dividends to be paid.

Knowing this basic psychology, you can consistently improve your team’s momentum. Find out big rewards your sales reps care about and want. Generally, a significant commission for more activities or calls is always a fair one. However, try to think outside the box by offering workout classes they like or an event experience they’ve wanted to try.

Don’t forget that your reps might not expect just monetary benefits. They might assume you, the boss, to recognize them for what they accomplished. For some, that’s much more important than a heftier paycheck, especially if they respect you. Respect and give all your employees the freedom they crave

Another essential to effective sales coaching is to respect your team. Unfortunately, many leaders, managers, and coaches become “gurus” in the process. They expect their followers to believe everything they say without question.

You shouldn’t fall into that trap. You should respect every one of your employees and give them the free will to think and feel whatever they want. You should be guiding them and not sell them ideas that might not even be true.

Most salespeople crave freedom. Many chose this job because they believe it is the “fastest” or the “most realistic” way of becoming financially free. Therefore, you should acknowledge this and try to help them achieve their goals. After all, you shouldn’t take advantage of great employees merely because they make you money. Always be fair.


Sales coaching is an incredibly complex job. After all, salespersons are complex individuals, so you can expect your job to become fun.

Here’s the truth: the more you care and have the will to improve and change your team the faster it will happen. Don’t forget to apply your own knowledge, your own skills, and your own goals. For amazing results, you should strive to achieve a balance between your personal development progress and the progress of the sales team – find out where that lies in your own life and work will become play.

Chris Richardson is the Editor at EssayGeeks.co.uk. He is also a professional content writing expert in such topics as career growth, self-improvement, blogging, and technology innovations.

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