The Mysteries of Sales Coaching Revealed!

Hey, Enablers, Happy Friday. Mike Kunkle here. Welcome to this week’s edition of Sales Enablement Straight Talk!

Today, I want to share some ideas about sales coaching - the types of coaching, a framework, a process, models, and tools that support sales coaching excellence, and foster a coaching culture and a cadence of continuous improvement.

The "mysteries" of sales coaching is tongue-in-cheek, of course, but there will be some content in here that sales leaders, front-line sales managers, and enablement professionals should find very helpful.

INTRODUCTION

Sometimes, it does seem as if sales coaching is one of the great mysteries of the universe.

First, coaching is probably one of the most underutilized methods for organizational performance improvement—especially in Sales—which is odd, because everyone wants to improve sales results and coaching is probably one of the most effective levers.

When it is done, it’s often just tactical deal coaching or opportunistic coaching (the manager just happened to see something), done in the heat of the moment, and often involves firing off quick feedback or just telling the rep what to do differently. This is better than nothing, but not good coaching, and not likely to make a significant impact.

I honestly don’t blame the front-line sales managers who do this—it’s what they’ve experienced as coaching (if they were coached at all), and they are often brutally busy, with so much on their plates that “they don’t have time for coaching” (or for coaching any other way than what they hurriedly do now).

So, given all of this, I’m going to lay out my framework for the most detailed, purposeful form of coaching—behavioral-based, developmental sales coaching—and then show how the frameworks, models, and tools from this deeper form of coaching can be applied to the other types, too.

Let's dig in.

Behavior-Based, Developmental Sales Coaching

(AKA, "Sales Coaching Excellence")

This is the full Sales Coaching System that supports behavioral-based, developmental skills coaching. Click the image above to view a larger version. The framework in the middle consists of Inputs, People, a four-stage Coaching Process, Outputs, three models (SLED, Field Training, and Sales Coaching), and a basic Action Plan.

Rather than trying to type this out with various images, I've recorded a brief, 5:48-minute video that walks through the entire framework.

• WATCH VIDEO: Walkthrough of The Sales Coaching System (Framework, Process, & Models)

SIDEBAR: I'll offer a special prize for anyone who can point out the timestamp where my Dachshund Frank barked. I didn't have the time (or the heart) to edit him out. He gets so excited about coaching.

What Makes Developmental Sales Coaching Different?

What makes this approach different? Great question.

• It's very purposeful and planned.
• It engages the seller in their growth and development, until they own their development, and the manager becomes the guide or Sherpa.
• It's based on root-cause diagnostics, to identify a problem or opportunity for improvement that, when addressed, will lift sales performance.
• The skills addressed, when improved, will apply to multiple opportunities, not just one deal. You are "raising the water level," so to speak.
• It ensures the right solution (training, coaching, feedback, or something else entirely) is applied to address the root-case problem.
• It provides real clarity of expectations and ensures good communication.
• It maintains focus on the identified skills, over time, until the skills improve and results lift.
• This type of behavioral-based, developmental skills coaching occurs over time and repeats on an endless loop. It creates a culture of coaching and a cadence of continuous improvement.

Now, let's look at the other three types of sales coaching:

• Strategic Sales Coaching
• Tactical Sales Coaching
• Opportunistic Sales Coaching

Strategic Sales Coaching

Strategic sales coaching focuses on the bigger picture, helping salespeople understand market dynamics, customer personas, and the overall sales strategy. This type of coaching is essential for aligning the sales team’s efforts with the company’s strategic objectives. It involves guiding reps on how to approach their territories, prioritize their accounts, and develop strategic plans to maximize growth. Unlike the daily, weekly, or monthly coaching that managers should do, strategic coaching tends to be done periodically, such as quarterly, biannually, or annually.

EXAMPLE: How to approach a territory to achieve optimal growth this quarter.

Key Elements of Strategic Sales Coaching:

• Market Analysis: Understanding market trends and customer needs.
• Account Planning: Developing detailed plans for key accounts.
• Goal Setting: Aligning individual and team goals with organizational objectives.
• Resource Allocation: Ensuring the right resources are available to support strategic initiatives.

Tactical Sales Coaching

Tactical sales coaching dives into the specifics of the sales process and sales methodology, focusing on the “how-to” aspects. This type of coaching is about equipping sales reps with the skills they need to execute their strategies effectively. It often involves role-playing, reviewing sales calls, and providing immediate training, coaching, and/or feedback on specific sales activities. Tactical coaching tends to occur frequently. Often, it’s a result of something seen opportunistically, but sometimes it’s done more purposefully.

Note: Much of the coaching done developmentally will be tactical-style coaching, but when it’s done as developmental coaching, it will apply more generally to multiple scenarios, as opposed to specific tactical coaching or advice about one opportunity.

EXAMPLE: How to prepare and execute an upcoming key meeting with a prospect to ensure success and move the deal forward.

Key Elements of Tactical Sales Coaching:

• Skill Development: Enhancing specific sales skills (sales methodology).
• Process Optimization: Streamlining the sales process for efficiency.
• Real-Time Feedback: Providing immediate, actionable training, coaching, and/or feedback on sales activities.
• Performance Metrics: Tracking and analyzing performance data to identify areas for improvement.

Opportunistic Sales Coaching

Opportunistic sales coaching occurs in the moment, often triggered by an observed behavior or a specific situation. This type of coaching is less structured but highly valuable for addressing immediate issues and reinforcing positive behaviors. It can be both strategic and tactical, depending on the context and what was observed, but is most likely tactical.

EXAMPLE: A manager just happens to see something her rep does in a meeting and afterward, initiates a coaching session, where she facilitates a discussion and offers some feedback and follow-up training and/or coaching.

Key Elements of Opportunistic Sales Coaching:

• In-the-Moment Feedback: Addressing behaviors or situations as they arise.
• Flexibility: Adapting coaching methods to the specific context and needs of the rep.
• Reinforcement: Reinforcing positive behaviors and correcting negative ones on the spot.
• Quick Wins: Focusing on immediate improvements that can have a quick impact on performance.

How Developmental Coaching Can Support the Others

When managers first see the full Sales Coaching System with its framework, process, and models, they are often overwhelmed and think I’m suggesting that this is how they should be coaching on a daily basis. While it’s true that elements of the system can apply to all three other coaching types, full-scale developmental coaching is not meant to be the only type of coaching that managers do. This is why developmental coaching is meant to target important skills that, when improved over time, will lift performance. The Rolling Reviews keep you focused on improving the selected skill, but it’s not the only thing you may work on with a rep during the period of time that the individual development plan is in place.

Below, I’ll share some overlap and how you can use what you learn in developmental coaching when doing strategic, tactical, or opportunistic sales coaching.

If the behavior or skill is important enough to address, unless it can be resolved on the spot, putting an Action Plan in place is a good idea for all of the below coaching scenarios.

Strategic

The SLED model (more visible in the system image above or here ) can be used as a 4-step blueprint for any coaching meeting/session. My running joke is that you "sled through the session."

• S - Set the Stage (expectations, purpose, agenda, outcomes, process, and timing)
• L - Lead the Performance Analysis Discussion
• E - Explore Solution Options and Select the Best One
• D - Develop and Implement an Action Plan

When exploring solution options, the Solution Chart is helpful for determining whether training is needed, whether coaching is appropriate, whether feedback is all that's needed, or whether some other solution is best.

When training or coaching are the best solution, the models from the system can be pulled into SLED where appropriate.

Tactical

As above, SLED, the Solution Chart, and the Field Training or Sales Coaching models can be applied as appropriate. For working on a tactical issue, or before that, when identifying one to work on, the ROAM model will also be helpful (see this post for more on ROAM ).

ROAM

• Compare Results vs. Objectives to identify an area of shortfall to explore further.
• Explore Activities + Methodology. When the shortfall is important enough to address, review the Activities being performed (what is being done, with whom, how often, and as appropriate, when and where) and the Methodology (sales methodology) being used, or quality of the activities being performed.

Using sales analytics and ROAM, you can form a hypothesis about the issue to be addressed, but it's through discussion and observation that you confirm the root-cause.

Opportunistic

With Opportunistic Sales Coaching, an area for improvement has already been identified through observation. However, it’s possible that what the manager saw was an aberration or exception, rather than the normal pattern, skill, or behavior. This is where discussion will help, before firing off feedback or assuming training or coaching are needed.

Start with SLED and some sort of validation and discussion. Then, as needed, the Solution Chart may be helpful, as will the appropriate training or coaching models, based on what you learn.

In these cases, it’s better to start by assuming that Sales Coaching is required and begin with Engage (a two-way discussion—the first step in the Sales Coaching model). If you learn along the way that there is a gap in knowing what, why, and/or how to do something (or how to do it in a way that will get results and meet your expectations), then you can shift to the more directive Field Training model.

Closing Thoughts

?Sales coaching, when done effectively, can be a game-changer for any organization. By understanding and implementing the different types of coaching—behavioral-based developmental, strategic, tactical, and opportunistic—you can create a robust coaching culture that drives continuous improvement and elevates sales performance.

Remember, the key to successful coaching lies in its consistency and intentionality. Whether you’re guiding your team through strategic planning, honing their tactical skills, seizing opportunistic moments for feedback, or targeting key skills to close competency gaps in an endless loop, each type of coaching plays a vital role in your overall strategy.

As you integrate these coaching methods into your routine, keep the focus on long-term development and continuous learning.

Sales leaders and enablement pros, encourage your sales managers to embrace their roles as coaches and mentors, fostering an environment where every team member feels supported and empowered to grow. And, if needed, remove any unintentional barriers you may have placed in the way of managers having time to coach their teams. It truly should be job one.

Thank you for joining me in this exploration of sales coaching and thinking about the cross-over in the types of sales coaching. I hope you found these insights valuable and are inspired to take your coaching practices to the next level. If you are, check out the Resources below and the Sales Coaching Excellence course.

Until next time, keep striving for excellence and happy coaching!

RESOURCES

• COURSE: Sales Coaching Excellence Course
• VIDEO OVERVIEW OF THE COURSE: Sales Coaching Excellence - Training Program Trailer
• VIDEO OVERVIEW OF THE SALES COACHING SYSTEM: Walkthrough of The Sales Coaching System (Framework, Process, and Models)

Well, that's it for this week, Enablers! Did you learn something new reading/watching this newsletter? If you did, or if it just made you think (and maybe chuckle from time to time - bonus points if you snorted), share it with your favorite enablement colleague, subscribe right here on LinkedIn, and check out The Building Blocks of Sales Enablement Learning Experience . For other courses and content from Mike, see: https://linktr.ee/mikekunkle

Until next time, stay the course, Enablers, and #MakeAnImpact With #Enablement!