The Silent Paradox of Sales Coaching

Sales coaching is the first meeting to be cancelled and the last metric to matter, even though 96% of leaders say it is critical to sales performance.

The critical importance of sales coaching in driving improved performance and results is universally acknowledged by sales organisations. However, our extensive experience with sales managers in over 60 countries has uncovered a disheartening reality: it is mostly lip service.

Despite being rated as the number one influencer of sales performance, sales coaching often becomes the sacrificial lamb. It is frequently the first meeting to be cancelled and the last metric to matter on any manager's key performance indicators.

The implications of this paradox are catastrophic. Sales enablement receives significant investments and larger budgets, yet the anticipated growth impact remains elusive. While leaders recognise the potential of coaching to enhance sales results, managers are still not actively engaging in coaching. This silent killer of sales growth poses a serious challenge.

The Culture Challenge

Companies invest significant resources to lift coaching effectiveness but often encounter lacklustre results. Why does this persist? The answer lies in a widespread misconception: viewing coaching as simply an individual competency. The true barrier to effective coaching is often in the cultural and structural framework.

Are the following scenarios happening in your business?

• Less critical meetings take precedence over coaching sessions
• Sales managers focus on performance outcomes but neglect what leads to success, including specifics like pipeline health or deal progress, and coaching the actions needed to win sales
• Training primarily revolves around performance coaching models, like GROW, overlooking behaviour-based approaches that influence key lead metrics
• Leaders fail to provide adequate support

If any of these scenarios are true, it indicates that your coaching effectiveness is hindered by culture, perhaps even more than by competency.

By embracing a cultural shift, companies can unlock the true power of sales coaching.

A Word on Virtual Coaching

Contrary to common belief, studies have shown virtual coaching to be as effective, if not more so, in driving sales performance.

• Harvard Business Review research revealed that virtual sales coaching increased productivity and stronger performance outcomes among sales teams
• Forbes suggests that virtual platforms enable coaches to connect with a wider range of individuals, breaking geographical barriers and facilitating diverse coaching interactions
• Virtual sales coaching also offers advantages in terms of timely delivery of feedback. The Journal of Applied Psychology highlights that virtual platforms allow for real-time monitoring, data analysis, and immediate feedback, resulting in improved sales outcomes
• Virtual coaching can be as engaging, thanks to interactive technologies. The Journal of Business Research emphasises that virtual platforms with features like screen sharing, interactive whiteboards, and breakout rooms, promote active participation and collaborative learning

In conclusion, virtual sales coaching can improve fostering relationships, delivering timely feedback, engaging salespeople, and capturing non-verbal cues. Embracing virtual coaching and technology offers comparable or even greater effectiveness in driving sales performance.

Want to know more?

Download the full whitepaper here: https://bit.ly/gmi_SOSC

Do you own sales coaching effectiveness assessment here: https://bit.ly/gmi_SCR

GrowthMatters. Building Sales Management Effectiveness Globally.

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DATA SOURCES:

1. Coaching was the number one priority among sales teams, according to 2021 research from Revenue.io
2. 2021 Second Nature Sales Coaching Survey
3. Sales Management Association, "Sales Coaching Effectiveness: A Research Study and Industry Report
4. CSO Insights, Sales Enablement Report
5. 2021 State of Sales Coaching – Revenue.io
6. Growth Matters Intenational whitepaper on the Catastophic State of Sales Coaching 2023