The Center for Sales Strategy Blog

Successful leaders coach.

Period.

It’s a skill that is absolutely necessary to succeed in sales and sales leadership. Sellers who don’t receive coaching and feedback get off track, pursuing the wrong leads, prioritizing the wrong activities, and focusing on the wrong goals.

In contrast, sellers who receive good coaching tend to stay on track, finding and connecting with strong prospects, focusing on potential, and realized key accounts, meeting and exceeding their goals.

And leaders who receive ongoing training on improving their interpersonal, business, and leadership skills have teams everyone wants to be a part of.

Not all leaders are natural coaches, but all leaders can learn how to coach.

If you’ve seen Moneyball, you know that Billy Beane, the GM of the Oakland A’s, didn’t just play the game—he changed the game.

It’s not just a great underdog story; it’s a masterclass in using data to build a winning team, even when the odds (and budget) are stacked against you.

Beane’s approach? Simple: find undervalued talent, tap into their potential, and use data to outsmart the competition.

But what does Moneyball have to do with hiring and coaching salespeople?

Everything.

Having a talented team of salespeople is vital to driving growth and increasing revenue. While hiring top sales talent is essential, finding leaders with a natural ability to coach and develop them in the sales process can take your team to the next level.

These natural sales coaches possess a unique set of talents and skills that can inspire, motivate, and guide people to success. But how can you identify these hidden gems during the hiring process?

As the new fiscal year approaches, sales managers should evaluate and leverage their teams' unique strengths. Recognizing and nurturing individual sellers' talents can lead to improved performance and better results.

Our strengths are hard-wired in us from a very early age, and people notice and appreciate them when they are strong. To develop these talents over time, we need to practice using them.

Many of us learned the value of practice through sports, dance, music, or academics, realizing that we got better with consistent effort. The same principle applies to developing strengths in a professional setting.

The ability of a sales team to consistently achieve goals and exceed expectations hinges not only on the team's talent and determination but also on the quality of coaching they receive.

Identifying where your people need coaching is key. Without this insight, your coaching efforts might be well-intentioned but ultimately ineffective. By identifying specific problems or struggles, you can tailor your coaching to address these areas directly, leading to more meaningful improvements in performance.

Succession planning isn’t just a buzzword—it’s the cornerstone of survival. Identifying and developing future sales leaders ensures an organization's long-term health.

Remember, effective succession planning is not just about filling positions but also about fostering a culture of growth and preparedness that aligns with the company’s long-term strategy and goals. It’s a strategic process that ensures leadership continuity, preserves organizational knowledge, and contributes to overall business resilience.

Unfortunately, succession planning is also often set aside or even forgotten. Makes sense. It’s easy to get caught up in the here and now and fail to put plans in place for the future when your leaders leave. But it’s a big mistake!

It’s a fact that everyone wants the “best of the best” talent at their organization. Much attention, effort, and investment of significant time and money is given to finding and recruiting high performers.

Sadly, what often follows is the common scenario in which business leaders hire people they believe in and then sit back to see what they can do. However, growing and retaining strong talent requires leaders who can develop their people, not just manage them.

Your salespeople are more like athletes. They are always in a constant struggle to outperform rivals and meet set goals. Salespeople, just like athletes, encounter setbacks like pressure to perform and rejection in their day-to-day work.

Given the similarities, a sales team can benefit from coaching the same way athletes do. For salespersons, coaching can help refine critical skills like negotiation, communication, confidence, and decision-making.

Discover how coaching helped transform average athletes into super-talented individuals so you understand the value of coaching.

Saban, Belichick, and Landy didn't sit in the locker room during games. How would they lead their team, make decisions, or make adjustments? They couldn't. They had to be on the field to coach their players.

Why do you think you can coach your salespeople from your office? You can't. Get in the field with your salespeople...NOW!!

So grab your clipboard, slap on your sunblock (because we’re going out there!), and let’s get our coaching game on.