Dear Sales Manager

Dear sales manager, you are not a boss. See yourself as a coach and mentor. Spend time with your team in the field, guide them, lead from the front, and sometimes, nudge them from the rear when you have already prepared them for the task. Be a coach and not a referee!

Some questions I was asked by coaches in the field all through the years still ring in my head and spur me on. Questions like: Are you enjoying your job? Let me know what I can do to assist. He even helped me re-park my Hilux truck at the second gate of Guinness Benin Brewery Gate 1 (I was barely six months old in the role as a Retail Development Manager- Thank you Desmond Adekusibe). Another taught me never to argue with my line manager (this advice was received after our usual Thursday evening football outings-Ibitokun Phocas, on blessed memory). You must always think and perform a step ahead of your present role and see the bigger picture (Alex Goma and Ejiro Omare-Ogah). These statements and many others from great Men and women who have trained me as well as times spent together on those outings are nuggets that remain indelible in my heart to this day. They are treasures I got from field coaching and accompaniments. It is like a debt I must pay back to my associates.

Reasons Sales Managers Should Coach and Accompany their Associates in the Selling field.

Field sales coaching and accompaniment refer to the process of sales managers or coaches accompanying sales representatives on customer visits or sales calls to provide guidance, support, and feedback in real time.

Field Sales Coaching:

·?????? Observation: Sales managers observe sales representatives interacting with customers, identifying strengths and areas for improvement.

·?????? Feedback: Sales managers provide feedback on sales techniques, product knowledge, and customer engagement.

·?????? Guidance: Sales managers offer guidance on effective sales strategies, product positioning, and customer relationships.

Field Sales Accompaniment:

·?????? Joint sales calls: Sales managers accompany sales representatives on sales calls to provide support and guidance.

·?????? Real-time feedback: Sales managers provide immediate feedback and coaching during or after the sales call.

·?????? Skill development: Sales managers help sales representatives develop skills and confidence in selling, such as handling objections, demonstrating products, and closing deals.

Field sales coaching and accompaniment aim to enhance sales performance, improve customer satisfaction, and increase sales representative confidence and competence. It's an effective way to develop sales teams and drive business results

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Why sales managers should coach and accompany their associates regularly:

Improves Sales Performance

·?????? Helps associates develop skills and knowledge to close more deals

·?????? Enhances product understanding and positioning

·?????? Encourages effective sales strategies and tactics

Boosts Confidence and Motivation

·?????? Regular feedback and guidance keep associates motivated and engaged

·?????? Encourages accountability and ownership of sales goals

·?????? Helps associates overcome obstacles and stay focused

Enhances Customer Satisfaction

·?????? Associates learn to better understand customers’ needs and preferences

·?????? Develop effective communication and relationship-building skills

·?????? Deliver tailored solutions and exceptional customer experiences

Fosters Trust and Collaboration

·?????? Regular coaching and accompaniment build trust and rapport

·?????? Encourages open communication and feedback

·?????? Creates a sense of teamwork and shared goals

Supports Continuous Learning and Growth

·?????? Associates receive ongoing training and development

·?????? Stay up-to-date with industry trends and best practices

·?????? Develop new skills and expertise to advance in their careers

Increases Retention and Reduces Turnover

·?????? Associates feel valued and supported, reducing turnover risk- sometimes, people remain on their job because of your support as a line manager.

·?????? Coaching and accompaniment demonstrate investment in their success

·?????? Encourages long-term growth and career development within the organization

Coaching and Accompaniment Feedback

The feedback part of the coaching and accompaniment exercise helps to digest the very essence of the coaching day.

Owned and balanced feedback is essential for sales managers to effectively coach and accompany their team members. Reasons:

Owned and Balanced Feedback: The Key to Effective Sales Coaching

Sales managers play a crucial role in driving sales performance, and one of the most critical aspects of their job is providing feedback to their team members. However, not all feedback is created equal. Owned and balanced feedback is essential for sales managers to effectively coach and accompany their team members.

Owned Feedback: Taking Ownership of Observations

Owned feedback is specific and personal, it takes ownership of the manager's observations and opinions. It focuses on behaviors and actions rather than traits or characteristics. Owned feedback helps sales team members understand what they need to improve and how to do it. By taking ownership of their observations, sales managers demonstrate accountability and credibility, building trust with their team members.

Balanced Feedback: The Power of Positive and Constructive Feedback

Balanced feedback is positive and constructive, highlighting strengths and areas for improvement. It acknowledges achievements and guides growth. Balanced feedback helps sales team members stay motivated and engaged, knowing that twhy owned and balanced feedback is essential for sales managers to coach and accompany their team members effectively:

Owned and Balanced Feedback: The Key to Effective Sales Coaching

Sales managers play a crucial role in driving sales performance, and one of the most critical aspects of their job is providing feedback to their team members. However, not all feedback is created equal. Owned and balanced feedback is essential for sales managers to coach and accompany their team members effectively.

Owned Feedback: Taking Ownership of Observations

Owned feedback is specific, personal, and takes ownership of the manager's observations and opinions. It focuses on behaviors and actions rather than traits or characteristics. Owned feedback helps sales team members understand what they need to improve and how to do it. By taking ownership of their observations, sales managers demonstrate accountability and credibility, building trust with their team members.

Balanced Feedback: The Power of Positive and Constructive Feedback

Balanced feedback is positive and constructive, highlighting strengths and areas for improvement. It acknowledges achievements and guides growth. Balanced feedback helps sales team members stay motivated and engaged, knowing that their efforts are recognized and valued.

The BOOST feedback tool

This is one of the tools that have benefitted salespeople who have worked with growth-focused line managers.

?B - Balanced: Feedback that is both positive and constructive

O - Observed: Feedback based on specific observations, not assumptions

O - Owned: Feedback that is owned by the manager, using "I" statements

S - Specific: Feedback that is clear, precise, and specific

T - Timely: Feedback that is provided promptly, while the event is still fresh

The BOOST coaching tool is a great framework for sales managers to provide effective feedback that drives sales performance and development. By using BOOST, sales managers can ensure that their feedback is balanced, observed, owned, specific, and timely, leading to meaningful coaching conversations and improved sales results.

The Impact on Sales Performance

Owned and balanced feedback has a direct impact on sales performance. It:

·?????? Improves accuracy and productivity

·?????? Enhances customer satisfaction

·?????? Increases sales confidence and motivation

·?????? Encourages continuous learning and growth

In conclusion, owned and balanced feedback is essential for sales managers to effectively coach and accompany their team members. By providing specific, personal, and balanced feedback, sales managers can improve sales performance, build trust, and foster a culture of continuous learning and growth.

A great team is usually the reflection of its coach and not the game's referee. Be a coach and guide your team to success and you will be glad you did. Impact them, they will do the same to others. Don’t conceal that treasure, pass it on!

Happy selling!!!

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