Sales coaching is an organized system that consists of continual, personalized instruction from sales managers to help enhance rep aptitude. Rather than managers simply ordering their team what to do, sales coaching encompasses: 

• Assisting sellers to figure out how to accomplish their goals
• Rectifying behaviors that don't have an effect
• Supporting behaviors that lead to accomplishments
• Enhancing the abilities of the sales force, not just augmenting figures.
  

Sales coaching can differ depending on the arrangement of the team.

Sales coaching techniques

• Building trust between the coach and salesperson. If the reps don't feel that their supervisors have their best interests in mind, it will be difficult for them to adhere to the guidance and advice given.
• Having frequent, one-on-one meetings between the sales coach and reps. Allowing the coach and rep to align enables them to discuss areas that need improvement, goals, and expectations. Asking questions allows the coach to help the seller understand the areas of difficulty and what actions can be taken to tackle them. This "instruct rather than dictate" approach gives reps the power to take charge of their own success.
• Spreading knowledge among the sales team. Talk to your most successful sellers about what methods are producing the desired results, and share that with other reps. This could be related to product description, presentation style, or email pacing; whatever it is, if it works, don't keep it confidential from the rest.
• To effectively coach sales representatives, there needs to be a trusting relationship between the coach and rep. Regular one-on-one meetings allow for an open dialogue between the two parties, enabling the coach to ask questions and guide the rep in discovering areas of improvement and their desired objectives. Moreover, knowledge should be shared across the sales team to ensure everyone is aware of the successful techniques being used by their colleagues. By disseminating the successful practices, sales representatives will be better equipped to take control of their own progress.
  

Sales coaching best practices

1. To support coaches in providing effective guidance to sales representatives, training in sales methodologies and proper coaching techniques should be offered. Providing learning opportunities will ensure that managers are knowledgeable and prepared.

2. A formal coaching program should be established to ensure that both managers and reps are held accountable to attend one-on-one meetings and fulfill their obligations.

3. Coaching should be tailored to the needs of each individual seller. It is important to consider the personalities and selling styles of your sellers in order to communicate effectively and create an impact.

4. Ask questions. Let reps lead the discussion, asking questions to guide them along the way. Ask questions like:

• Where do you think you’ve succeeded?
• Where do you have room to improve?
• What do you need from me to achieve your goals?

5. Coaching should be tailored to the needs of each individual seller. It is important to consider the personalities and selling styles of your sellers in order to communicate effectively and create an impact.

6. Monitor the effect of coaching on sales representative performance and target achievement. As previously mentioned, the purpose of coaching is growth rather than just pushing numbers, yet utilizing data you collect in relation to each seller's activities will help guide what to concentrate on in future individual sessions.