What makes a good sales coach?

It’s a tricky question, however, one well worth asking when you are looking at a sales coach to work with your team. I’ll try to answer the question below, of course this is my opinion, however, I feel there’s some valid pointers here for you to consider when taking any coach on.

A good sales coach plays a critical role in helping sales teams improve their skills and achieve their goals. To be effective, a sales coach should possess a combination of skills, traits, and qualities. Here are some key elements that make a good sales coach, in no particular order.?

1.???? Sales Expertise: A good sales coach should have a deep understanding of sales processes, techniques, and strategies. They should have a proven track record of success in sales and be knowledgeable about the industry and market they are coaching in. You need to walk the walk before you talk the talk. You should be quote happy to demonstrate to the sales team exactly how it is done, so they can learn from your example. I have always held the belief that you must be able to do what you teach, otherwise, well, it’s just so much hot air!

2.???? Communication Skills: Effective communication is crucial for a sales coach. They should be able to articulate concepts clearly, provide constructive feedback, and actively listen to their team members. Being a good communicator helps in building trust and rapport with salespeople. It is also one of the KEY skills for effective selling! Ask the right questions, listen to the customer, acknowledge, and ask again!

3.???? Empathy: Understanding and empathising with the challenges, frustrations, and aspirations of salespeople is essential. A coach who can put themselves in their team's shoes can provide more relevant guidance and support. As I mentioned in point 1, if you can show them how it’s done and discuss how your personally overcame these challenges, it’s going to make a big difference to how your coaching lands.

4.???? Patience: Salespeople may face setbacks and challenges. A patient coach can help them navigate through these difficulties and maintain motivation. After all, selling is a game of patience and it’s very similar to running a marathon. A marathon is 55,000 steps, a year has 52 weeks, so if you make 1,000 sales connections a week (calls, email campaigns, marketing messages, visits, etc) you’ll achieve escape velocity in the year. Consistent performance wins the day.

5.???? Adaptability: The sales landscape is constantly evolving. A good coach should stay up to date with the latest industry trends, technologies, and sales methodologies and be willing to adapt their coaching techniques accordingly. A coach unwilling to learn is already out of date!

6.???? Data-Driven: Effective coaching involves analysing data and metrics to identify areas for improvement. A coach should be comfortable with using sales analytics tools and helping salespeople set and track performance goals. Ah, Data, not the android but the all-important sales information that cuts through the doubt and mystery of what customers are looking for.

7.???? Goal-Oriented: A good coach helps salespeople set clear, achievable goals and works with them to develop actionable plans to reach those goals. SMART goals make a difference. Fail to plan means you plan to fail. It’s a well proven fact that goal setting increases your chances of achieving success!

8.???? Positive Attitude: A positive and motivational coach can inspire salespeople to push themselves harder and maintain a positive outlook, even in the face of rejection or challenges. I have written two books about attitude! There’s simply nothing more important in life.

9.???? Accountability: A coach should hold salespeople accountable for their actions and results. This involves setting expectations, tracking progress, and providing consequences for both success and failure. I believe in setting accountability partners within organisations, works wonders.

10.?? Coaching Skills: Coaching is a specific skill set that includes asking open-ended questions, providing constructive feedback, and facilitating skill development through practice and role-playing. The skills a coach uses are the skills a salesperson should use to help clients buy. Like mini coaching to teach the customer how the product or service will help or benefit the customer. I wrote about this extensively in The Anti-Sales Manifesto.

11.?? Trustworthiness: Salespeople should feel comfortable sharing their concerns and challenges with their coach. Trust is built over time through consistency, reliability, and maintaining confidentiality. Having a safe environment is vital, sales coaching is a lot like therapy, you could call it ‘business therapy’. As a qualified therapist, I believe in the sanctity of being that \’sales counsellor’ to the team.

12.?? Supportive Nature: A good coach should be supportive and available to assist salespeople when needed. This includes offering guidance, encouragement, and resources. I have a strong personal desire to help others, and this translates in great coaching.

13.?? Personal Development: A great sales coach helps salespeople not only in their professional development but also in their personal growth. They should focus on building well-rounded individuals who can thrive in both their careers and personal lives. My book, Cellular Attitude is all about personal growth and development, I always seek to help the team become their best self, it’s just so rewarding.

14.?? Continuous Learning: A good coach should be committed to their own professional growth and development. Staying current with the latest coaching techniques and industry knowledge is essential. No man is an island, so the saying goes and certainly it is the same for coaches. I have a strong network of coaches and trainers I have worked with for years. There are always specialists to bring forward.

In summary, a good sales coach combines sales expertise with strong interpersonal skills, adaptability, and a commitment to helping their team reach their full potential. They should create a positive and supportive environment that fosters learning and growth among salespeople.

I like to think I am a terrific sales coach, bringing all these elements together is a great, white haired, brimming with energy, good humoured and passionate package, but I would say that, wouldn’t I?

Have a look for yourself at my articles, posts, and videos and if you like what you see, let’s have an exploratory chat. Please visit www.adamcaplan.co.uk and we can go from there.

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