Why an Expert Sales Coach is Better Than a Boss for Your Sales Success
In the competitive realm of sales, achieving outstanding results is paramount. Rising above the competition is a must and being number one is always the goal. And while many organisations still rely on traditional hierarchical structures, where sales teams report to sales managers and other figureheads, a paradigm shift is occurring. Nowadays, sales professionals are discovering the immense value of working with expert sales coaches rather than relying solely on their bosses for guidance.
Imagine you’re a professional athlete, ready to take your performance and career to new heights. Would you rely solely on your team manager’s guidance, or would you seek a seasoned coach with a proven track record of developing top-performing athletes? If you’d like to increase your odds of winning, then the most reasonable answer would be a seasoned coach.
The same is true in the world of sales! Why settle for just managing when you can truly excel? In this increasingly competitive landscape, an expert sales coach breaks the mould and propels your success far beyond what a traditional boss could offer. So dive in as we explore the key reasons that make an expert sales coach the secret weapon to unlock your highest potential in sales.
Expert Sales Coach vs. Boss
The title of “Sales Manager” usually indicates that he or she is responsible for leading the sales team to higher levels of sales performance, revenue generation, and profitability. And in order to attain such goals, two paths can be taken: hire an expert sales coach or let a boss take over the role. However, it has become evident through various research and practical evidence that employing an expert sales coach is much more effective than opting for a boss. Here’s why:
Firstly, an expert sales coach aims to examine a broader view of sales management and understands that one sales strategy does not fit all. A coach analyses all team players individually and evaluates each player’s strengths, weaknesses, and different learning processes while acknowledging diverse personalities. This data is essential to develop coaching sessions directed at meeting each individual’s personal needs in the sales pipeline. In comparison, bosses have limited time to focus on the team’s individual members due to the vastness of their responsibilities.
Secondly, having an expert sales coach takes away the common bias from a single party who only views situations from their perspective when making decisions or formulating plans for the team and its members. A sales boss often focuses on getting immediate results in terms of closed deals, since they are tied to their own quota, performance bonuses and career prospects. It is detrimental to the long-term success of the team since focusing on short-term results disregards building lasting business relationships with customers or nurturing newer talents.
Thirdly, comparing boss-led sales teams to expert sales coach-led teams is similar to comparing authoritarian leadership styles versus democratic leadership styles. Bosses expect employees to follow orders without giving them much consideration, asking about their insights, or laying down action points. This tactic leads to team members feeling less valued and disconnected from the managers leading them. On the other hand, expert sales coaches lead by example by fostering transparency, and honest communication, acquiring feedback from everyone, and then making a consensus-driven decision that serves every team member’s interest and the organisation’s goals.
While it’s true that some bosses might be able to maintain an effective balance between performance evaluation and individual development, only a few can successfully perform their duties without jeopardising their other roles and responsibilities.
Key Differences in Approach
One of the key differences between a boss and an expert sales coach is that an expert sales coach is passionate about investing time in planning, strategizing, understanding the nuances of client/customer expectations, and keeping track of industry trends while also giving priority to their client’s goals. This is very important when you want to build a long-term relationship with your clients while at the same time creating a sustainable sales roadmap. Meanwhile, a traditional boss-oriented leader functions by driving results with increasing demand, adding pressure to achieve quota attainment while limiting themselves to fewer connections with customers.
Moreover, an expert sales coach works hand-in-hand with their client’s company, since progress lies within aligning company visions/goals with sales team performance and effectively communicating such information to them. Their focus is on analysing sales data and identifying problems in order to generate a clear picture of team performance, impactful opportunity areas, and the overall state of the customer journey. Historically, bosses often take control of the territory management aspect while also micromanaging their subordinates, leading to lower confidence and dependency on managers rather than nurturing self-learning.
Impact on Sales Success
While it’s true that the ultimate measure of sales success is one’s ability to consistently achieve sales targets, there are other components within the sales process that must also be nurtured. The impact of having an expert sales coach versus a boss goes beyond deal size, sales achievements, quotas and commissions.
A traditional boss may solely focus on the numbers and ways of achieving targets. But an expert sales coach understands that sales success is not just about hitting monthly targets, it’s also about building a strong foundation of skills and behaviours that result in consistent performance over time. Once the necessary skills and knowledge are already embedded into the person’s system, becoming the best seller in the area comes naturally.
Another important aspect of having an expert sales coach is the personalised attention and guidance they can provide. Grooming a powerful sales team is impossible without the guidance of the sales head. Unfortunately, a traditional boss does not have the luxury of time beyond managing the sales team, leading to limited time and attention given to individual needs. However, an expert sales coach can provide tailored feedback and support based on each team member’s unique strengths and weaknesses.
Finally, having an expert sales coach can significantly impact morale and motivation among the sales team. Rather than feeling micromanaged or neglected by a boss who is focused only on meeting targets, a team with an expert sales coach feels supported and encouraged in their personal development. This positive environment can lead to increased engagement, loyalty, and commitment from team members.
A study by the Sales Executive Council found that sales representatives who receive consistent coaching and guidance have a 19% higher performance rate compared to those who do not. And in a separate study conducted by the Sales Management Association, companies with formal sales coaching programmes reported a 28% higher win rate compared to those without such programmes. This data only demonstrates the significant impact that expert sales coaches can have on sales success.
Benefits of an Expert Sales Coach
As you might have already noticed in the previous sections, there are countless benefits that a sales organisation is going to enjoy and experience once they decide to work with an expert sales coach. However, we will only give emphasis on these three (3) key benefits, namely enhanced skill development, tailored guidance and support, and increased accountability.
First and foremost, an expert sales coach can enhance skill development in a way that a boss cannot. While a boss may provide feedback on specific deals or tactics, an expert sales coach can work with individuals to improve overall skills and behaviours that lead to long-term success. Additionally, working with an expert sales coach increased accountability. While a boss may set targets and provide consequences for missed goals, an expert sales coach can provide ongoing support and motivation to ensure individuals stay on track towards their objectives.
In addition to enhancing skill development and increasing accountability, an expert sales coach can also provide mentorship and support for overall career development. This type of long-term relationship can result in significant personal and professional growth for individuals, including expanding their network, building confidence, and pursuing new opportunities.
Enhanced Skill Development
One of the primary advantages of working with an expert sales coach is their specialised expertise and experience in the field of sales. While bosses may have a general understanding of sales per se, coaches possess in-depth knowledge of sales techniques, strategies, and industry trends. They have often spent years honing their skills and have a proven track record of success.
As expert sales coaches, they understand that every sales representative has their own unique set of strengths and weaknesses. Therefore, they take the time to assess each individual rep’s sales techniques and adapt their approach accordingly. They also focus on building long-term skills that can be applied beyond a single sale or pitch. Instead of simply helping a rep close a deal, they teach reps how to identify prospect needs, develop rapport with potential clients, negotiate effectively, and adapt to different selling situations.
By focusing on enhancing skills through coaching rather than just offering one-off training sessions or self-guided resources, an expert sales coach can drive long-term growth for both individual reps and the organisation as a whole.
Tailored Guidance and Support
Unlike bosses who typically oversee multiple responsibilities and team members, expert sales coaches provide personalised guidance and support for individuals based on their unique needs. This means providing personalised feedback on specific deals or tactics as well as strategies for ongoing growth and development.
For instance, if a sales rep consistently struggles with closing larger deals, an expert sales coach can provide targeted training on negotiation skills or offer resources to help achieve a better understanding of clients’ needs. These tailored solutions are critical for addressing specific issues while building sustainable skills and habits for long-term success.
Another crucial responsibility of an expert sales coach is creating a positive and supportive environment for team members. This includes fostering open communication, highlighting team success, and providing ongoing motivation and feedback to individuals. This type of positive reinforcement helps build trust and loyalty among team members and creates a culture of continuous improvement.
Increased Accountability
In the context of sales, accountability plays a crucial role in driving performance and achieving desired outcomes. It creates a sense of responsibility among sales professionals, promoting a proactive mindset and fostering a results-driven culture within the sales team.
Most often, sales professionals trying to improve their performance benefit more from external motivators that keep them on track and push them to implement changes and make the effort to work harder. And there is just too little a traditional boss can do to closely monitor individual sales performance given its numerous responsibilities.
In contrast, expert sales coaches provide a higher level of accountability. They establish clear expectations, set measurable goals, and track the progress of sales professionals. By working with an expert sales coach rather than just trying to motivate oneself or relying on a boss who may have other priorities competing for their time and attention, reps increase their chances of success while also growing as professionals.
Responsibilities of an Expert Sales Coach
As with sales leaders and individuals handling a team, an expert sales coach also has a big responsibility of helping businesses achieve their business goals. And no, it is not similar to the generic responsibilities performed by traditional bosses.
An effective sales coach is primarily responsible for nurturing and developing their team, as well as providing industry-relevant sales coaching tips. They must adapt their coaching style to meet the needs and goals of each individual member of their team, and they should be available to provide guidance when it is needed. However, the majority of the bosses do not necessarily adapt to the needs of each individual member. In most cases, they simply give out instructions and let their salesperson figure out what must be done.
One of the key responsibilities of a sales coach is to provide ongoing feedback to their sales reps. This feedback should be honest but constructive, highlighting both areas where the individual excels and areas where improvement is required. By focusing on specific behaviours and results, an expert sales coach can help the rep identify which part of the selling process they need to change and recommend ways of how they can improve their roles.
An expert sales coach should also be able to address questions and concerns raised by their sales reps promptly. A coach who is readily available via phone or email can make a significant difference in ensuring that your reps feel supported and valued as individuals. To inspire a sense of motivation among the team, the coach must also set realistic short-term targets consistent with achieving long-term goals. Such mini-goals will serve as milestones for all members of the team, and if met, provide incremental success stories along the way.
Proper sales training is yet another responsibility of a professional sales coach. To ensure peak performance in every sales cycle, specific knowledge gaps that hinder progress need identification and immediate solution planning. Effective coaches identify potential skills gaps and productivity issues early on in the development process and design personalised training sessions to address them proactively.
For instance, consider a basketball team led by a head coach whose only responsibility is improving his/her personal record rather than driving team members towards success. There would be no structure in training activities suitable for particular skill sets, but instead, generic ones that aren’t going to benefit every team member alike. There’s less motivation to learn, as they presume that there are no positive outcomes associated in any way with their contribution.
This scenario often plays out in the sales world. Some bosses or managers concentrate too much on their personal sales records instead of actively developing their team to maintain and exceed business goals. This ultimately leaves the remainder of the team feeling unsupported, undervalued and unmotivated. Well-guided coaching provides a systematic approach designed to cater uniquely to an individual’s skills and challenges, with exceptional results obtained for both parties.
Choosing the Right Sales Coach for You
Working with a skilled sales coach can be a game-changer for businesses seeking to elevate their salesforce, sales performance and achieve exceptional results. But how do you choose the right sales coach for you? What factors and best practices should you consider?
When selecting an expert sales coach, it’s essential to consider their experience and expertise within your industry and specific role. Look for professionals with a proven track record of success in coaching individuals or teams with similar backgrounds and goals as yours. Consider what specific challenges you’re facing, what skills you’d like to develop, and what overall career aspirations you have.
It’s also important that you identify your own needs and areas of improvement before selecting an expert sales coach to ensure that the sales coaching process is aligned with your organisation’s needs. Make time to discuss this important action plan with your salesperson, advisors, marketing team and other departments to ensure all workshops, methods, and programs are solution oriented. This will help guide your search for the right professional who can provide tailored guidance and support.
Finally, don’t be afraid to ask for references or success stories from an expert sales coach before committing to their services. It’s always better to be safe than sorry. With everything online and various platforms easily accessible, countless self-proclaimed “experts” are proliferating the market but ultimately fail to deliver results. Look for professionals who have a history of providing tailored guidance, support, and feedback that leads to long-term success for their clients.
The good thing is that all of the above-mentioned points directing you to the right expert coach is what Dynamo Selling is all about. Through Dynamo Selling’s courses, presentations, and sales coaching opportunities, they will support your sales team in developing essential skills and create a range of training opportunities to move your sales team to new levels of expertise.
Take your sales skills to the next level with Dynamo Selling! Let us help you unlock your potential and maximise your success in today’s competitive market.
