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3 Steps to Successful Sales Coaching Outcomes- Step 2

Authored by Jim Eberlin on June 17, 2015

Step 1: Coaching on Sales Techniques & Process

Step 2: Executing the Coaching

You have to do more than just give advice and guidance, you have to make sure the sales rep is following it.  Just watching whether the sales rep hits their number or not doesn't provide much information. The metrics could have two explanations, either your advice does not work or the sales rep is not executing on it. So, the next step is putting a mechanism in place to check if the rep is following your sales coaching on technique and process.

Step 3: Is the Coaching Working?

Step 2: Executing the Coaching

Watch "game films”. We use a product called ExecVision to help us better analyze meetings. Recording meetings with prospects, and analyzing the recordings with the sales rep will improve discovery and understanding of customer needs. Reviewing “game film” is an essential part of making sure you’re executing on the coaching plan.

Sales Process Rigor

Sales reps need coaching on the proper execution of sales process.  Do they fully understand the definition and meaning of each stage in the process? Are they asking the right questions at each stage? Are they completing all the exit criteria before they move to the next stage?  Watching and coaching on proper sales process execution will prevent deals from getting stuck and increase win rates.

Opportunity Scoring

There are three major components of an opportunity that need to be accounted for in the score to ensure pipeline health.  These three components (or sub-scores) will provide status of how well the sales rep is executing your coaching while working deals.

The first is called the Progress Score and is based on progress completion of the opportunity. The Progress Score measures the sales process rigor described above and will make sure the sales rep is completing every milestone in the sales process.

The second scoring component is called the Ideal Customer Profile or “ICP” score. ICP tells the manager if the rep is going after the right kind of deals. This could be based on the industry segments you market to, the size of company, revenue and other important attributes. Other important attributes include product mix you are selling and roles that can sponsor you all the way through a deal, number of users, average deal size.  Analyzing your win rate, cycle times and ASP (Average Selling Price) on ICP will tell you a lot about deals to focus on.

The third piece to the scoring composition is the Momentum Score. This is based on how long a deal is sitting in any one spot. Additionally, it includes any communication with a decision maker (or lack of), next steps defined, next meeting date and other important questions you'd normally ask the sales rep in order to assess a deal.   It tells you that a deal is stuck when it is beyond the normal time it should be in a specific stage or milestone or if it is lacking key attributes that are required to be a healthy deal. This is an excellent way to check whether a rep is doing the proper activity to move a deal along and provides an excellent coaching opportunity.

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