LIBN Advertorial 07/14/97 edition

THE SALES COACH
Sales Coaching While In The Field
by Michael J. Galante

There is no better way to evaluate the ability of your sales force then by going into the field with them on a regular basis. You can ask for all the reports and status' you want in a sales meeting, but there is nothing like jumping into the trench with them.

Sales managers wear many hats, one of which is to be a coach for the sales team. A good coach guides each player to where the action is and sets them up for success. They hone skills, support, and help the player make the right decisions in the field.

Due to the limited amount of time most sales managers have to spend in the field, your reps should get the most out of each coaching session. This list will help you accomplish this;

• No surprises. Schedule specific days in advance so the rep knows when you are going to be together. This will show you how they manage their time and their territory. It also gives them a chance to set up appointments with their toughest prospects and/or customers.
• Pre-call planning. This is critical to the success of your coaching sessions. The rep explains his/her agenda and outlines the objectives of the call to you. You help prepared the necessary information and materials in advance. This allows time to plan a strategy, anticipate buyer questions and discuss "next step" items beforehand.
• During the call. Let the rep run the whole show no matter what happens. They are to be self-sufficient on the call and cannot rely on you for help. You may want to be introduced as a new colleague and do nothing but observe the entire call.
• Discussion after each call. Talk about the results of the call immediately afterwards. Good questions to ask are, "How did you do?," "Did you accomplish what you wanted to?," and "What would you have done differently?" This lets the rep identify their own mistakes and successes. They find it enlightening and learn much more.
• Critique Vs. criticism. Most adults want feedback on how they do their jobs. It is more effective to critique the action taken instead of criticizing the person for taking that action. Constructive commentary should not be offensive.
• Review the day. Make a list of follow up activities that have to be completed for each of the calls made. Then schedule a date when the rep has to give you an update on status. This allows time to complete the coaching process. End the field work by highlighting all the positive things the rep did during the day.

Field coaching can help new salespeople as well as veterans. Improvements in the veteran's technique will be valuable to the company because they might be working with larger customers and/or orders. Any increase in efficiency might equate to a significant increase in performance. Plus, these steps will help correct problems found in marginal performers.

Remember to congratulate, compliment and praise your reps. People tend to repeat successful behavior when they know applause will come their way. With very little effort your sales team will make victory a habit.

Michael J. Galante is president of Galante & Company (Long Island), a sales training firm that specializes in in-house training programs and one-on-one coaching sessions.
For more information call 1-800-405-8889