How do you handle resistance or reluctance from your sales team to receive or apply coaching feedback?

1 Understand the root cause

In order to handle resistance or reluctance from your sales team, it is important to understand the source of their behavior. There could be many potential explanations for why your sales reps are not receptive or responsive to your coaching feedback, such as a lack of clarity or alignment on the goals and expectations, fear of failure or criticism, low self-confidence, misunderstanding or disagreement with the feedback, lack of motivation or interest, and distraction or stress. By recognizing the underlying factors that influence your sales reps' attitude and mindset, you can modify your coaching approach and communication style to better meet their needs and concerns.

2 Build rapport and trust

The second step to handle resistance or reluctance from your sales team is to build rapport and trust with your sales reps. This is essential for your coaching feedback to be taken seriously and positively. To create a strong relationship and mutual respect, show genuine interest in their goals, challenges, and achievements. Listen actively and empathetically to their feedback and opinions. Acknowledge their strengths and successes, as well as provide positive and constructive feedback that is specific, timely, and actionable. Involve them in the coaching process and encourage their input and feedback. Finally, follow up with them and support their action plans and progress. By building rapport and trust, you can create a safe environment for your sales team to receive and apply your coaching feedback.

3 Use open-ended questions

In order to handle resistance or reluctance from your sales team, the third step is to use open-ended questions in your coaching conversations. Open-ended questions are those that require more than a yes or no answer and can help you understand your sales reps' perspectives, challenge their thinking and behavior, foster self-reflection and self-awareness, enable them to find their own solutions and actions, and promote learning and retention. By using open-ended questions, you can transition from a teller role to a facilitator role and help your sales team develop their own insights and skills.

5 Reinforce positive behavior

To handle resistance or reluctance from your sales team, you should reinforce their positive behavior and outcomes. Acknowledge and celebrate their efforts and results, give them specific and sincere praise and recognition, share their success stories with the rest of the team, reward them with incentives or opportunities, and encourage them to continue learning and developing. Reinforcing positive behavior and outcomes can motivate and inspire your sales team to keep receiving and applying your coaching feedback.

6 Seek feedback yourself

As a sales coach, the sixth and final step in handling resistance or reluctance from your sales team is to seek feedback yourself. You should be open to receiving and applying feedback from your sales reps, peers, managers, or customers. Requesting feedback regularly and proactively, listening with an open mind and a growth mindset, thanking them for their feedback and showing appreciation, acting on the feedback, and sharing your learning with others are all great ways to seek feedback. Doing so will demonstrate the behavior and attitude that you expect from your sales team, while also highlighting the value of feedback for sales success.