My team don't need coaching!

I've only been in SaaS for 18 months, so arguably not 'qualified' enough to comment on how the industry has changed compared to many of my peers. I've never been a buyer of software, although I have been involved in a few early stages of discussions for solutions but not even to 'champion' level.

However, I have been involved in the coaching, onboarding, and training of sellers for well over a decade. As someone involved daily in trying to help sales and commercial leaders increase the performance of their teams here are 5 areas I've seen stay the same, 5 I've seen change, and 5 changes I predict we'll see in the field of sales coaching:

Same as it ever was

1. The importance of self-reflection and continuous improvement.

True top performers always seek ways to improve their skills and adapt to new challenges. They understand that success requires a growth mindset and a willingness to learn from their experiences. In my experience, self-proclaimed "top sellers" rarely embrace coaching as they're already "the best"!

2. The importance of leadership in fostering a coaching culture.

Sales leaders play a pivotal role in creating an environment where coaching is valued. By prioritizing coaching and consistently displaying the value of continuous learning, they can create a culture where coaching has a huge impact. They want to see their teams improve and not just to look good themselves.

3. Investment in coaching reduces attrition but seeing coaching as "unnecessary" contributes to it.

Coaching can be a powerful tool for retaining top talent and driving overall sales performance. By providing 1:1 support and opportunities for development, companies can build a loyal and engaged sales force that consistently performs at a high level. High-performing, recognised and engaged sellers rarely see the grass as greener.

4. Coaching is the process of helping the seller DISCOVER they can improve for themselves, not TELLING them what to do 'better'.

Coaching is most effective when it empowers sellers to uncover their strengths, weaknesses, and areas for improvement themselves. By guiding sellers through a journey of self-discovery, coaches can help develop the self-awareness and internal motivation needed for lasting change. Saying "next time, do this" is not coaching!

5. Roleplay and practice are integral to improving performance, whereas not practicing contributes to reduced efficiency.

Role-playing and practice sessions allow sellers to apply new skills, receive immediate feedback, and build muscle memory in a safe and supportive environment. How many leads have been burned by someone practicing on a prospect? Effective roleplay is difficult, but it's so impactful.

What's changed

1. It's never been easier to coach.

Advances in AI and technology have made it easier than ever before. Coaches can analyze vast amounts of data, identify areas for improvement, and provide targeted recommendations to help sellers succeed. Gone are the days of poring over hours of calls, the best tech can give coaches everything they need in moments.

2. Sellers are more attuned to a coaching mindset.

The benefits of coaching have become more widely recognized, so sellers are increasingly embracing it as a valuable tool for personal and professional growth. This shift in mindset has created a more receptive and engaged audience for coaching. Look at the current trend of coaching cohorts, newsletters, and online courses.

3. It's statistically proven that effective coaching increases revenue and reduces deal length.

Until the last ~5 years or so, the predominant text was Neil Rackham's SPIN from the 80s. In recent years there have been several studies and papers on the impact coaching can make and the growing appetite for it from sellers themselves.

4. Top-tier sales coaches earn seven figures, showing that both companies and individual sellers take it seriously.

The appetite for coaching from sellers is also reflected in the emergence of big-name coaches who earn 7-figure salaries. They consult and practice in enterprise-level organisations as well as 1:1 basis with sales professionals and GTM leaders.

5. Individual sellers are seeking coaching externally if they don't get enough/any internally.

As the demand for coaching grows, more sellers are turning to external resources to supplement the coaching they receive internally, if they get any at all. Niche coaches, online coaching groups, e-learning courses are all readily available for those who want to take ownership of their own development.

What will change:

1. There'll be a rise in fractional coaching.

Orgs engaging coaches on a part-time or project basis will become an increasingly popular model. This approach allows companies to access specialized coaching expertise without the overhead of full-time hires, making coaching more accessible and cost-effective.

2. Technology will drive coaching effectiveness by using AI to pinpoint areas for improvement and techniques to drive change.

As AI and machine learning continue to advance, technology will play an increasingly greater role. Coaches can leverage these tools to gain deeper insights, personalize and scale their impact, and individual contributors can get direct feedback on their performance without the need for external coaches.

3. There will still be the need for a human touch, however.

As powerful as the tech may be, it will be a very long time until AI has the nuance needed to coax out the changes needed from a rep rather than a prescriptive "do this instead" approach. The most effective coaches will be those who can successfully blend the power of AI with their own intuition, empathy, and interpersonal skills to build trust, inspire change, and unlock potential.

4. Coaching technology will become more accessible.

We're already seeing companies offer live coaching on cold calls and copywriting, this will become table stakes in these platforms as new and better ways are developed and adopted. This democratization of tech will enable even small and mid-sized companies to roll out data-driven coaching.

5. More 'traditional' industries will adopt a regular coaching culture.

Where a "one and done" top-down approach is still the method of choice for many manufacturing and financial services companies, there's going to be a shift in those sectors to embrace new technology to improve effectiveness and adapt to changing market conditions.

So, as sales leaders navigate this new era of coaching, it's key to strike a balance between harnessing the power of technology and maintaining a human touch to drive success in a continually evolving landscape.

The question for sales leaders then is this - if it's a matter of WHEN and not IF you should take your coaching into the AI age, what's stopping you?

Hi, I'm Chris. In 2010 I wanted to train as a butcher but after 8 months I was fired because I wasn't any good. I fell into sales like most people do, because I needed a job but soon realised that coaching and developing people was something I enjoyed and was good at.

Fast forward to today and I work with the world's best Modern Revenue Enablement platform, Allego . If getting the most out of your commercial/GTM team is on your mind - DM me, email me at [email protected] , or book a slot on my calendar here .