Big picture: The holidays are behind us. The Chief Revenue Officer or fractional Chief Revenue Officer has determined the sales strategy (e.g. growth revenue strategy) and aligned sales objectives with the desired topline business results for 2025. The fractional CRO has determined the required sales activities to accomplish the sales objectives. The sales compensation plan has been aligned with the prerequisite 2025 sales activities. Measures and reporting have been implemented to elevate transparency around the sales objectives and required sales activities.
The 2025 sales compensation plan was designed to affect specific behaviors, and now is the time for tailored coaching and sales team development to inspire the same behaviors. This is where the rubber meets the road and could make the difference between an average finish and meeting even exceeding sales team performance and revenue targets.
Do’s and Don’ts for Sales Coaching:
Do’s:
- Connect desired business results with individual sales goals.
- Align individual sales goals with sales activities and behaviors.
- Find opportunities for real world reinforcement of the behaviors e.g. during deal reviews.
- Empower each sales person by leading them to grow and learn. Keep asking, how would you handle that? What do you think you should do?
- Schedule regular sales goal review meetings with each sales person.
- Get past superficial conversations and help each sales person address their self limiting beliefs.
Don’ts:
- Don’t do activities for the sales people — they need to know how to do it.
- Even when time is limited, refrain from “Telling”. Avoid giving answers and statements such as “This is what I would do”, or “This is what you should have done”.
- Always attend and be on time for each sales goal review meeting to demonstrate the importance of the sales goal process and discipline and to show you care.
Sales strategy, sales team development, sales compensation, and sales coaching when in harmony provide the conditions for great success.
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