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ZoomInfo acquires Chorus.ai to bring intelligence to your most important conversations.

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3 Unique Ways Busy Sales Leaders Coach Teams

November 27, 2018

Shawn Parrotte

Is your crazy busy schedule getting in the way of devoting time to regularly coaching your sales team? We’ve all been there. Use these three tips to coach your team even when things are busy and you’re just one person.

We get it. You’re overloaded and your team has a massive number to hit.

There’s never enough time in the day, and unfortunately, regularly coaching your sales team outside of quick 1:1s or during the drive on a way to a big meeting just isn’t happening.

You’re not alone. 47% of sales leaders admit they invest less than 30 minutes coaching each rep each week.

However, you’re right to feel guilty about not coaching your sales team.

60% of sales reps say they’re likely to leave if they’re not getting good coaching from you.

Competitors who invest heavily in sales coaching will likely drive more revenue than you.

In fact, companies who invest in sales coaching drive 16.7% more sales.

However, there are things you can do to scale sales coaching even when you’re crazy busy.

1.Set up a Peer-to-Peer Coaching Structure #

You don’t have to be the only one coaching your team. Set up a structure where your team can coach each other.

In the past I’ve done this to great success when selling into new or complex markets by creating “pods” of sellers with diverse skill sets who could tackle account planning and deals together.

Top companies like InsightSquared have reps share challenges they want to solve with the group during weekly sales team meetings or best practices that they turn into playbooks.

Others, like Outreach, record playlists of calls that new reps can listen to based on each stage in the deal cycle using Conversation Intelligence Platforms (we’re big fans of that!).

2. Outsource sales coaching #

Other companies bring in outside mentors and even clients or partners who can share new ideas with the team.

Here are some of our favorite sales coaching organizations:

  • Winning By Design offers assessments, strategy/process design, training and coaching. Top clients include Outreach, TapInfluence, Prezi, Yesware, and DroneDeploy.
  • Bridge Group offers expertise on the “art and science” of inside sales providing playbooks, strategic assessments, and training/coaching. Top clients include IBM and Intel.
  • Force Management operates a “Command Series” to help companies sell on value, differentiation, and identify what's most important to buyers. Top clients include Sprinklr, MongoDB, and Veracode.
  • M3 Learning provides sales training to create sales superstars. They’ve helped more than 300,000 sales professionals in 35 countries control the sales process through trainings on areas like: Proactive Selling, Negotiating like a Pro, Creating Value in the Sales Process, and Sales Management. Top clients include Google, Intuit, Smartsheet, and Tableau.
  • ActionSelling offers a wide range of sales training curriculum, including tackling topics like the Sales Process, Call Planning, Questioning, Presentations, Gaining Commitment, Buyer Types, and Sales Skills Assessments. Customers include CHS, Hoshizaki, SICO, and Hoven Equipment.
  • FranklinCovey offers a variety of programming, including both management and sales training.
  • CustomerCentric Selling offers sales courses on a buyer-driven process. Top clients include Axcient, Blackbaud, Siemens, and UBS.

Internally, you can also bring in leaders from other divisions, such as product or customer success, to lead coaching.

3. Plan an Offsite or Summit #

Hosting a quarterly summit or offsite can be a great way to divide and conquer topics the team needs more in-depth coaching on, such as brainstorming new sales strategies or ways to crack new accounts or verticals.

In our guide we’ve also included a checklist that will help you run an epic summit or offsite.

Some of the top tips include recruiting a few “lieutenants,” who can help you craft an agenda well in advance, such as your most seasoned and respected sellers; getting many voices in the room; starting the day with an intention or theme; and ending the session with everyone sharing key takeaways.

In the guide you can find other sales coaching content, including a quiz to assess your sales coaching strengths and weaknesses, as well as strategies you can use to coach even when you’re busy.

We’d love to learn more about your personal sales coaching tips in the comments.

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