13最小剩下

Imagine your sales team performing19%更好的一个月又一个月

Sound nice? Of course.

Astudy from CSO Insightsreveals a correlation between quota attainment and coaching. When coaching skills exceed expectations, 94.8% of reps meet quota. When coaching skills need improvement, only 84.5% hit.

立即下载:销售培训和入职模板[免费工具]

In other words, no other productivity investment is nearly as impactful as sales coaching. So, what is sales coaching, and how do you do it well?

Effective sales coaching is iterative, individualized, andinclusive。它旨在增强积极行为或纠正负面行为。通常,每个销售代表的每日或每周例行工作的一部分,销售教练专注于技能和技术,而不是数字。

Most importantly, a sales coach creates an environment of success that empowers employees to feel as though they can grow, contribute to team success andtake accountability为了他们的表现。成为有效的销售教练来自经验,但是有很多sales coaching programsthat can help you learn how to build successful teams that consistently meet and exceed quotas.

重要的是要注意,销售教练的重点是销售代表的个人发展,这就是使销售经理与销售经理的角色不同的原因。

Whatdoesn’tfall under the sales coaching umbrella?

  • 告诉销售人员该怎么做(而不是给他们最终目标并让他们找出细节)。
  • Giving the same advice to every single person.
  • Ignoring individual motivators, strengths, and weaknesses.

Examples of Sales Coaching

To get a better sense of what sales coaching looks like, here are a few examples:

  • 审查与销售代表的电话,并讨论进展顺利以及他们可以改进的地方。
  • Offering内部销售training and tips.
  • Reviewing远程销售技术and工具。
  • 与代表安排每周签到,以讨论他们对销售过程的目标和领域。
  • 阴影或听取潜在客户的销售代表会议或电话。
  • 在买方旅程中,审查销售代表的电子邮件对话与潜在客户的潜在客户。

Benefits of Sales Coaching

As highlighted in the introduction, sales coaching has a proven, positive impact on your bottom line. But win rates aren’t the only reason you should coach your sales reps.

1.销售c肥皂提高员工保留率

REP营业额是销售中臭名昭著的问题。尽管倦怠或在其他地方的薪水更大会诱使某些人,但专业发展机会将促使许多其他人留下来。十分之一的员工说professional development is “important” or “very important,” and 4 in 10 specifically want in-house programs.

2.销售coaching gives you an opportunity to share best practices

When you notice one rep is using a strategy to great success, you can immediately teach the rest of your team to do the same thing, similar to how aHubSpot销售代表在视频勘探方面的成功在他的团队中蔓延。将销售教练视为升起所有船只的上升潮流。

3. Sales coaching maximizes your investment in sales training

Companies spend billions per year on sales training, butresearch showsmost of the curriculum doesn’t stick. Effective sales training relies on consistent, long-term reinforcement — which the sales manager can achieve through sales coaching.

销售培训Models

There are hundreds of different sales coaching models. Many managers are less than enthused about them — and it's not too difficult to understand why.

Some coaching models are designed for any manager with reports, rather than a sales manager and their reps. But sales is an incredibly distinct profession. It requires a unique coaching model. If you’re considering a generic model, you'll likely struggle trying to adapt it to your team.

Some models only work with specific methodologies. That can be frustrating if you don’t like the model you’re supposed to use. Luckily, you can always create a hybrid of your prescribed coaching model — one you’re more enthusiastic about.

And remember, some models are过于structured. Look for something flexible that you can use with different sales processes — that way, if you change your strategy, you won’t need a brand-new coaching model.

If you aren't sure if a coaching model is a good fit, ask your team. Their feedback matters most; after all, they are the ones who should benefit. You might use anemployee feedback tool, or conduct an internalsurvey,从您的团队那里获取这些信息。

Now that you have a better understanding of what sales coaching is and why it's important, let's look at some sales coaching techniques you can implement.

这些常用的教练技术适用于所有类型的销售团队。不要害怕将其中的一些(或全部)纳入您的团队。

1. Use sales data.

弄清楚在销售教练方面和个人代表之间要关注的是什么。这就是数据发挥作用。而不是使用您的肠道来指导您Hubspot CRMand/orsales softwareto identify where your salespeople could improve.

想知道这会是什么样?

Keep track of conversion metrics on a monthly basis. If you notice deal velocity is increasing but close rates are decreasing, you should dig into your reps’ email-to-meeting, meeting-to-demo, and demo-to-close rates (or the applicablemetrics for your sales process)了解他们在哪里移动太快。

You may also see many reps are skipping the discovery call and jumping straight to the demo, which saves time but leads to generic, low-value presentations … and, therefore, decreasing win rates.

此外,将每个销售人员与他们的历史表现,团队的平均表现和/或表现最好的表演进行比较。

For example, let’s suppose your rep’s average deal size is $500. This quarter, their average was $300. Your best salespeople are averaging $600. With this context, it's clear this rep needs help.

2.混合您的销售教练风格。

销售需要各种技能和技术,因此请确保您的教练融合了多种样式。

Director of Sales Enablement at Brainshark, Mike Kunkle,推荐之间有所不同:

  • Strategic coaching, or big-picture guidance, on topics like selling into a specific market, navigating a complex buying process, working with customer champions, etc.
  • Tactical coaching, or nitty-gritty suggestions on starting a relationship, qualifying, etc.
  • Specific skill coaching, or helping salespeople improve their communication, questioning strategies, rapport-building abilities, remote selling, etc.

3. Get buy-in.

What's one of the worst ways to try to change a salesperson’s behavior? Tell them what to do.

Most salespeople are fairly independent — that’s why they’ve chosen to work in sales — and don’t respond well to being ordered around.

You’ll have far more success if you involve them in the improvement process. That means asking them how they think they performed, what they can do to get better, and which metrics will help them measure their progress.

4. Leverage your best sales reps.

Salespeople can learn just as much from each other as you. Use that to your advantage — if one person on the team is crushing it, ask them to share their learnings with everyone else.

To give you an idea, imagine two of your reps are getting great results fromprospecting on LinkedIn(social sellingis a highly-effective tactic, after all). Figure out what they’re doing differently. Are they sending a specific message? Targeting a specific set of users? Answering questions in specific groups?

These reps should give a presentation on their winning strategy — perhaps during your next team meeting. Your other salespeople will be eager to imitate them, and the group will potentially find an even more effective way to execute this play.

我们还要看一下可以更轻松地管理所有这些教练技巧和技术的各种工具。

销售培训Goals

It's best to adapt your sales coaching goals to align with the specific needs of your business. For example, if your company aims to achieve 100,000 in revenue per quarter, you should adapt your coaching to drive reps to meet that goal.

但是,这里有一些与每个公司有关的标准销售教练目标和目标:bob全站app

  • Strengthen relationships with sales reps and create an environment of trust.
  • Provide consistent and ongoing coaching and feedback to reps, so they understand their performance and are aware of areas that need improvement.
  • 与销售代表合作,通过为他们提供必要的工具和资源来发展成功所需的专业技能。bob体育苹果系统下载安装
  • 通过召集导致成功的行为来建立对代表的信心及其成功的能力。
  • 激发代表对其销售业绩承担责任和责任。

销售培训Desired Outcomes

Effective sales coaching inspires professional development and is the key to ensuring your business can reach its revenue goals. Specific outcomes can vary, but these are commondesired outcomes of sales coaching:

  • 销售代表是富有成效的,独立的,只有在数据表明绩效下降时才需要指导。然而,
  • 销售代表负责,拥有其日常活动的所有权,并知道何时寻求帮助。
  • 目标始终达到和超越,并且业务有望实现收入目标。
  • Pipelines are filled with qualified, relevant leads.
  • Deals have a higher win rate.
  • 销售周期的长度并不详尽。
  • 销售代表的保留率很高。

销售教练计划

如上所述,您设计以领导团队的销售教练计划应取决于您的业务目标。但是,每个销售教练计划中都应该存在一些关键要素。

1.Onboarding Plan:Let the reps know everything they need to know about joining your sales org, like a training schedule, key people to know, and required tools and resources that will help them succeed.

2.高级目标:概述当前职位上销售代表的期望。这可以分解为每月,每季度或确定的几天后要实现的目标。

3.Check-in Schedule:Let reps know when you will be meeting with them to asses their progress towards meeting those goals.

尽管这些是您教练计划中最重要的方面,但您包括的部分应该深入研究并为代表提供尽可能多的信息。在下面,我们将提供销售教练计划模板,可以定制以满足您的业务需求,并帮助您带领团队取得成功。

销售教练计划Template

Thefollowing free template是一项指南,可以帮助您为您的代表创建个性化的教练计划,这些计划是从第一天开始的,并在他们花在团队上的时间里延伸。

您可以创建一个30/60/90你你一天的计划tline expectations and goals and create a check-in schedule to ensure reps are on track, allowing you to work with them to modify and improve upon behaviors that don't contribute to success. The image below highlights a section of the goal template, where objectives are broken down month-to-month.

销售教练模板每月目标示例

使用此填充模板创建销售教练计划

您可以使用许多工具来改进和简化您的销售教练技术。这些工具包括您可以单独或相互结合使用的软bob电竞官方下载件和教育资源。bob体育苹果系统下载安装

1. Chorus.ai

合唱provides a simple way for you to usesales enablement指导和授权代表的实践。您可以建立,实施和衡量销售教练策略的成功,以确保您支持代表,以便他们更有可能达到目标。

该软件的bob电竞官方下载AI功能简化了您的教练策略和计划的创建,同时从实际的代表对话,数据以及与潜在客户和客户的互动中进行了互动。

2.锣

provides a unique look into rep interactions with your customers by using the product'sconversation intelligence capabilities。As a sales manager, this feature will make it easy to identify and replicate the actions your best reps are taking as well as assist other reps in the areas they need support. You can review the conversations your reps have with your prospects and customers on the phone, email, or web conference.

3. HubSpot管理人员的销售教练

HubSpot Sales Coaching for Managersis afreeprogram for sales managers to learn how to better coach and support reps. The lessons focus on the best ways to coach reps so they can hit their goals and so your team continues to excel and positively impact the business's bottom line.

4. Showpad Coach

Showpad Coach以前称为LearnCore,是销售教练和培训软件。bob电竞官方下载它使您可以为团队中的每个代表组织和管理教练(以及入职和培训)。

该软件提bob电竞官方下载供的功能使您可以查看与每个代表相关的分析(这样,您就可以确定人们需要哪种类型的支持和教练。您还可以创建和共享教练视频,以自定义和量身定制您提供的代表的支持。

5. ExecVision

ExecVisionis a对话情报计划ideal for coaching large teams of reps. The software makes it easy to assist your reps and focus on their specific areas for improvement by focusing on their behaviors.

The software allows you to easily identify coachable moments in every rep's processes. It transcribes sales calls and highlights key moments in every rep's workflow. Then, you can go in and coach the reps in the areas in which they need support.

In addition to sales coaching techniques and tools, here are some all-encompassing tips to keep in mind as well. These tips will help you effectively coach reps to ensure your team is as productive as possible.

1.专注于中间60%。

According toBrent Adamson and Matt Dixon, authors ofThe Challenger Sale,大多数销售经理倾向于将大部分的精力都花在他们的团队上的“最佳和最糟糕的销售人员”上。

经理们被迫帮助最低的20%使他们的团队获得配额。他们想帮助前20%,因为这是有益的。

Consequently, the middle 60% gets the least amount of attention. But Adamson and Dixon explain “the real payoff from good coaching lies among … your core performers.”

毕竟,表现最差的销售人员(谁是consistently表现不佳,也就是说)通常不适合该角色。您应该更换它们,而不是试图训练它们。

团队中的明星对教练的表现几乎没有提高。因此,当您考虑哪些代表将注意力集中在关注上时,请考虑包装中间。

2.分享您的愿景。

销售代表要觉得他们贡献的ting to the company’s overall success. This is motivating and provides them with non-monetary fulfillment.

Come up with a mission for your team that goes beyond“出售X业务数量。”这个目标应该是特定的,可行的和令人兴奋的 - 思考“闯入市场”,“以做B的内部闻名”,or“Break the company record for C.”

Periodically throughout team meetings and one-on-ones, share the overall team's progress toward this objective. You should also point out the people who have made significant contributions in doing so. For example, you might say,“我想认识到乔拉(Joella)登陆了一个庞大的新公司帐户,这肯定会提高我们在该市场中的知名度。”

3. Learn each salesperson’s drivers.

Everyone is motivated by different things. Even if the majority of your reps are motivated by making money, their specific financial goals probably vary widely. One salesperson might be paying off their student loans, while another may be saving up for a house. Some salespeople are primarily in sales because they love autonomy.

To identify how you can engage your reps, formerHubSpot Executive Dan Tyre推荐asking what they want to accomplish in both their personal and professional lives.

“This will not only show you the type of person they are, but also give you insight into what things will motivate them the most,” he explains. Tyre asks these questions:

  • Are you motivated right now?
  • 你长期的动机是什么?
  • What can you do to motivate yourself?
  • How will I know if you are not motivated?
  • 如果您没有动力,您想让我做什么?

Having these insights will allow you to tailor your coaching style to each sales rep and their personal visions.

4.有效地使用激励措施。

Sales contests and incentives should change behaviors, not reinforce existing ones. That’s why offering $100 to the first rep to make a sale that day probably isn’t helpful.

Figure out what your salespeople aren’t doing that you’d like them to — and design your contest around that action.

To illustrate, maybe your reps are focusing too heavily on product A because it requires less technical knowledge than product B. You might give a bonus to every salesperson who sells more than X units of product B.

5. Give personal rewards.

Individual prizes should be tied to a specific rep’s goals. For example, if a rep is working on increasing their call-to-meetings rate, you might say you’ll take them to a nice lunch once they improve by X%.

Not sure what to offer as a prize? Here’s where knowing every salesperson’s motivators is handy. You can also directly ask them,“我能给你什么作为实现[目标]的奖品?”

6. Seek and experiment with new coaching practices and resources.

有很多销售教练技术and工具available today — don’t be afraid to experiment with them. Every team and individual are different — meaning, no sales coaching techniques arealways将成为千篇一律的。

Learn about what’s going to work best for your reps and their needs and ask each rep for theirfeedbackon your coaching style in your one-on-one meetings. Then, stick with these tactics until you reach a point in time when you need to reevaluate their effectiveness and impact.

7.通过多种教练场景准备和练习。

As asales manager, it’s your job to prepare and practice with multiple coaching scenarios. Your team is bound to evolve and the people on it are going to change (in terms of their skillset but also rep turnover).

Stay efficient and effective in regards to coaching by preparing for different scenarios — this way, you’ll be ready to assist and teach reps with different needs and areas for improvement at any point in time.

Additionally, you might notice you have several people who need the same type of coaching in a specific problem area. In this case, you can prepare with training and information around that topic and share it among the group.

Or, if one rep is struggling in a specific area, you may have a prepared outline of a plan you can then tailor towards their needs — then, you can use it again in the future with another rep.

8.利用您的整个销售团队。

Some sales reps learn by example, which is why it may be valuable to leverage other members of your sales team (perhaps to top 20%). Schedule some shadowing sessions during which the reps who you're coaching can listen in on a few successful sales calls (orsales call recordings). Afterwards, debrief with your reps and break down why the calls were so successful, what could be improved, and how each rep would've handled the calls themselves.

Moreover, ask the more successful members of your team what helps them during他们的calls and consider providing similar resources or encouragement to those reps with room for improvement.

9.进行艰难的对话。

由于不可避免的前景,许多销售代表都难以发挥自己的潜力……而可怕的词,No。但是,大多数代表都会通过这种练习来解决这种不适。

With the sales reps you're coaching, role play some uncomfortable scenarios and hard conversations, practicing some常见异议。一旦代表变得更加自在地听到这些反对意见并做出了相应的回应,他们将有能力在真实的销售电话上面对他们。

10.提供比负面反馈更多的正面反馈。

对于您向销售代表提供的建设性批评,给出了两倍的积极强化。这不仅有助于保持士气,而且还允许销售代表认识到他们在做正确的事,并希望鼓励他们重复并以这种行为为基础。

给我,(销售)Coach

销售教练既是艺术,又是一门科学。这是销售管理中最重要的组成部分之一。做得好,您的团队的成绩会为您说服。因此,开始合并各种销售教练技术,工具和技巧,以帮助您的团队完成更多交易,提高收入,超越配额并增长更好。

Editor's note: This post was originally published in August 2017 and has been updated for comprehensiveness.

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销售培训模板

Originally published Jul 26, 2021 4:00:00 PM, updated July 26 2021

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