The Power of Coaching: A culture shift that can unlock individual and team performance
In today’s competitive market, the ability to unlock a person’s potential is a critical factor in driving business success. This principle is particularly vital for sales managers who have the same pressures to perform but are being asked to adapt their leadership style post-pandemic to become more inclusive and empowering.
Working in today’s environment, there is constant pressure to do more with existing resources and deliver year on year growth. Back in 2019 a Salesforce report showed 67% of sales reps expected to miss their annual quota, highlighting the difficulty achieving these goals today.
Developing effective sales coaching conversations
One approach to emerge as a powerful tool in response to these challenges, is the use of coaching techniques to encourage a culture shift from directive management to a collaborative partnership, where the responsibility to deliver is mutual or shared.
Coaching techniques when deployed as effective coaching conversations do not follow a script, but are guided by the following principles as the conversation unfolds:
1. Building trust & rapport – This is the foundation of any coaching conversation. Trust is established through active listening, confidentiality, and showing empathy.
2. Establishing clear objectives – Ensuring alignment and focus throughout the conversation. What is your direct report’s goal or challenge?
3. Focused listening – The manager’s role is to listen, not to prescribe solutions. Asking open ended questions to gain clarity when needed.
4. Asking powerful questions – Coaching conversations often involve asking thought provoking questions encouraging self-reflection. This can stimulate critical thinking and then lead to a discussion about different options.
5. Goal setting & accountability – Creating and sense of ownership and accountability that can also lead to more confidence when taking on new responsibilities, which can be a positive outcome from these coach-led conversations.
6. Constructive feedback – During the conversation, the sales leader should be offering positive reinforcement to boost motivation and commitment.
7. Regular follow-up sessions – These are not part of a pipeline review and should evolve as the coaching conversations progress throughout the year.
Sales Managers will already be aware of these coaching principles as they apply to working with potential customers. The trick here is to start using these coaching techniques internally to unlock your team’s potential. This together with a ‘coaching mindset’ involves leaving your ego at the meeting room door and adopting a far more optimistic view of your people’s capabilities.
Suggested coaching ‘models’ for sales managers
As your coaching skills evolve you might want to explore specific coaching models of which two can be particularly effective for sales teams.
– OSKAR Model:
This solution-focused approach involves five steps: Outcome, Scaling, Know-How, Affirm and Action, and Review.
It helps managers and teams define desired outcomes, assess current positions, identify necessary skills and knowledge, affirm progress, and take actionable steps towards goals.
– GROW Model:
This widely used framework stands for Goal, Reality, Options and Will.
Featured in ‘Coaching for Performance,’ it helps individuals set clear goals, understand their current reality, explore available options, and commit to actionable steps. For example, a sales manager might set a goal to increase client acquisition, assess the current pipeline, explore strategies such as targeted marketing campaigns, and develop a plan to implement these strategies.
Creating a positive impact on results and company culture
A recent study by the ICF (International Coaching Federation) found that over 80% of companies reported a positive ROI from coaching initiatives, with 70% noting improved work performance and communication skills. In one case, a tech firm implemented coaching for their sales managers and saw a 20% increase in revenues within 6 months alongside improved team morale and retention.
All of which goes to show that coaching really can be your ‘superpower’ for growth.
Written by Steve Warner
Currently working as an executive growth coach with a focus on the Fintech sector, Steve has over 20 years of experience leading international sales and revenue teams in B2B technology organisations. He set-up Warner Coaching, having seen whole company transformations happen when early-stage CEOs, C level execs and sales leaders are able to unlock their full potential.