The Need for Sales Coaching

The Need for Sales Coaching

Athletic champions are not developed in a boardroom but nurtured on the ground. An effective coach must evaluate performance, provide feedback, and continuously fine-tune the athlete's skills. The coach should appreciate the athlete when they can follow through and work tirelessly to unleash the champion within.

Similarly, an effective salesperson is not cultivated in a conference room. They need to be observed, given input, and receive feedback, with recognition for their performance when they execute as trained.

If a sales Manager only participates in conference calls or conducts video meetings to develop their team, they may not achieve the desired results. A Sales Manager should embody the qualities of a coach—an eternal salesman who nurtures salespeople in the field. Relying solely on Excel spreadsheets and air-conditioned room meetings might help evaluate performance. However, spending too much time in such meetings can lead to empty cells, fewer sales figures, and heated arguments.

A Sales Manager should define a sales process and prioritise visiting the market with each salesperson. This hands-on approach is nurturing in action, and appreciation is motivation in motion.

M.L. Narendra Kumar

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