Why Sales Coaching is Essential


Sales coaching may take time to establish, but developing the consistent habit of coaching your reps definitely has its rewards. Sales rep performance continuously improves, and you’ll experience a boost to your bottom line revenue year after year as well.

Positive outcomes and rewards aside, there are elements of today's constantly evolving marketplace that you'll need to consider before implementing a coaching culture. By failing to adapt to these continuous changes, you risk falling behind your competitors and missing out on potential revenue opportunities.

What are these shifts that could potentially hamper your team’s success?

Sales strategies evolving rapidly

Sales has changed dramatically over the years. And since the pandemic started, these changes are more rapid and frequent.

What used to be a simple process with a couple of decision-makers is now much more complex. And today over 70% of B2B buyers fully define their needs before engaging with a sales rep. This has transformed the buying process, forcing sales organizations to adjust their sales strategies accordingly. Plus, these strategies are expected to continue evolving.

Buyer preferences shifting routinely

Prospects’ expectations are much higher than they were in the past. Meeting these expectations is the best way for reps to differentiate themselves by exceeding buyer expectations. This means that reps need to be well prepared and bring their A-game every time they encounter a prospect, so the buyer wants to speak with your rep.

An increasing number of buyer personas

When sales were much simpler, there were only one or two buyers involved in purchasing decisions. But today’s buying process is much more complex, involving a group of up to 10 people. This means an ever-increasing number of buyer personas for reps to be familiar with and ready to engage with intelligently.

Reps are still adapting to virtual selling techniques

The research shows that remote sales IS the new normal and agile companies will be the most successful. This research also shows that the best way to accomplish this is through continuous learning and coaching to boost retention, reinforcement, guidance, feedback, and improved performance. Otherwise, you risk being left in the dust by your competitors in this constantly evolving sales environment.

The following findings by Gartner make it clear that sales reps need more training and coaching to increases their virtual selling skills and confidence:

  • Only 23% of B2B sales reps believe they are equally effective selling virtually as they are in person.
  • 58% of sales reps are receiving dedicated coaching sessions with their sales managers to improve their virtual selling skills.
  • 93% of sales reps are experiencing significant challenges with virtual selling and are unsure what they should be doing differently to do their jobs effectively in this new normal.

This is especially true since 92% of buyers prefer virtual interactions.

In Summary…

With so many rapidly changing situations surrounding your sales team, it’s essential to continuously coach your sales reps. This level of coaching differentiates your salespeople in the eyes of prospects and customers who will choose to work with your reps as a result.

Interested in learning more about the importance of sales coaching today? Read our latest report: Is sales coaching a luxury or a priority.