Depending on the organization, the person leading a sales team may be called a manager, a leader, or a coach.
For many people leading a team and for their team members, the name doesn’t matter because the job description is the same. They are the person responsible for guiding their team toward hitting their sales goals.
But the difference between managing and coaching has become a hot-button issue. Why? Because Gen Z cares, and they are set to become the dominant group in the work force by 2025.
Hellosayge.com put it this way: “Research mentions apprenticeship programs, mentoring arrangements, and leadership training—highlighting Generation Z’s desire to be coached and not managed. Though closely related, and incorrectly used interchangeably, coaching and managing are not the same. The International Coach Federation (ICF) defines coaching as “a thought-provoking and creative process that inspires maximum personal and professional potential.” Conversely, managing is defined as “having executive or supervisory control or authority.”
Unlike managing, coaching is inherently collaborative—both the coach and the coachee must play an active role in the process.”
To attract and keep Gen Z, leaders must adopt a coaching mindset and focus on working with their teams toward common goals.
The modern workforce enjoys collaboration and wants to be part of the process. The old school manager's “do it, do it now, do it because I told you to” mindset does not resonate with modern employees. When managers give orders without explanation and without taking the time to see if their orders make sense, workers tend to become resentful and often start looking for a new position.
While sales teams are not a democracy, being open to input from your team is important. Share the big picture, what’s in it for them, and the overall purpose of a change, a new initiative, or new goal. Then, invite questions and maybe even push back. Actively listen and acknowledge concerns and then address them. To increase communication on your sales team, practice the following:
Hands-on learning is a must for all salespeople. Being a coach means getting in the field with your team and providing real-time help to your team. All sellers need in-field coaching. For inexperienced sellers, this coaching is vital to their success. Show them how it’s done, and then coach them to be successful.
Recent surveys of Gen Z workers have shown a thirst for training and development. Don’t assume that your “grew up online” workers have all the knowledge they need about technology. According to LinkedIn, Gen Z employees see “opportunities to learn and grow as a top driver of work culture.”
Survey your team and ask them what training they would like to see available. Recent graduates grew up using PowerPoint, Excel, and Office, but surprisingly, most feel like they could be better and would like additional training.
To be an effective coach, your team must be willing to come to you for help and trust you. How can you build a trusting relationship with your team and coach them to trust each other?
Lou Holtz sums it up best. “Coaching is about helping people have a chance to succeed. There is no more awesome responsibility than that. One of the greatest honors a person can have is being called ‘coach.’"