{"id":21245,"date":"2019-09-04T10:36:56","date_gmt":"2019-09-04T09:36:56","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=21245"},"modified":"2024-07-25T11:54:19","modified_gmt":"2024-07-25T10:54:19","slug":"sales-coaching","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/sales-coaching\/","title":{"rendered":"Get your team up and over the line with data-driven sales coaching"},"content":{"rendered":"<p>Sales has an unavoidable reality: sometimes, your team won\u2019t hit their numbers.<\/p>\n<p>If your team isn\u2019t reaching their goals, what are you doing as a leader to help them get up and over the line? Every sales manager should know how to effectively coach their reps. This coaching helps them drive their team and their company to greater productivity and higher sales.<\/p>\n<p>I\u2019ve been working to develop a sales coaching program that\u2019s backed by one critical element: data. Today, I want to share with you a few ways that you can weave data into your own sales processes to make them more effective for growing the skills of your reps.<\/p>\n<h2 id=\"what-is-sales-coaching\">What is sales coaching?<\/h2>\n<p>Sales coaching is a series of teaching methods used empower sales reps to improve performance and achieve their goals. Sales coaching is collaborative and hands-on, requiring a manager to dig in and work closely with their reps one-on-one.<\/p>\n<p>The concept of coaching is different from sales training: sales training is usually the same for everyone, while coaching is based on the individual needs of each rep. Instead of relying on structured training methods like documentation or classes, coaching requires leaders to understand what their reps\u2019 weaknesses are so they can adjust them and develop new strengths.<\/p>\n<p><a href=\"https:\/\/blog.chorus.ai\/the-b2b-sales-show-the-pillars-of-effective-sales-coaching\" target=\"_blank\" rel=\"noopener noreferrer\">As coaching expert Matt Cameron says<\/a>, the difference between training and coaching in sales is a lot like the difference in professional sports. It all comes down to empowerment of the individual player:<\/p>\n<blockquote><p>&#8220;In sports, a coach stands on the field and calls out plays; a trainer outlines the specific moves in a play and then drills that play. And in sales, a coach empowers reps to figure out, with some guidance, the next best steps to success. A trainer, meanwhile, essentially says, &#8216;do this.'&#8221;<\/p><\/blockquote>\n<p>A few examples of sales coaching methods that we use at Intercom include:<\/p>\n<ul>\n<li><strong>Shadowing customer calls or meetings:<\/strong>\u00a0Reps tag along on a lead\u2019s call or customer visit and directly observe successful sales methods and communication styles.<\/li>\n<li><strong>Reviewing call recordings or videos:<\/strong>\u00a0Reps review their own calls with their lead to identify weaknesses and make plans for improvement.<\/li>\n<li><strong>Check-in meetings:<\/strong>\u00a0We have weekly and monthly check-ins so leaders can monitor a rep\u2019s progress and ask targeted questions to determine needs.<\/li>\n<li><strong>Group conversations:<\/strong>\u00a0All our reps gather in the room or on the same call to share wins, tips, and ideas among the group.<\/li>\n<\/ul>\n<h2 id=\"why-data-drives-sales-coaching-at-intercom\">Why data drives sales coaching at Intercom<\/h2>\n<p>Having conversations about performance can be hard, especially if a rep isn\u2019t doing well. At Intercom, we\u2019ve found that relying on data makes these conversations easier: it gives us something to fall back on when we say \u201cyou\u2019re doing well\u201d or \u201cthere\u2019s room for improvement.\u201d<\/p>\n<p>Data also helps us identify the exact ways each of our reps can improve. When we segment our data by lead types, meeting types, and so on, we can get a clear view of what\u2019s happening and why. Instead of saying \u201cyou need to have more calls\u201d or \u201cyou should send more emails,\u201d we can go to our reps and explain, say, what types of calls they should be focusing on, and how more of those calls will translate into higher sales long-term.<\/p>\n<h2 id=\"5-data-driven-sales-coaching-tips-for-sales-managers-and-leaders\">5 data-driven sales coaching tips for sales managers and leaders<\/h2>\n<p>Doing the job of a coach isn\u2019t as simple as offering a few words of solid advice or holding the occasional whiteboarding session: it means working hand-in-hand with your reps. Effective sales leaders combine the <a href=\"https:\/\/www.intercom.com\/blog\/sales-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">knowledge of their entire team<\/a> with data to identify opportunities for improvement and, in turn, maximize each rep\u2019s performance.<\/p>\n<p>Before you start coaching your sales team, it\u2019s a good idea to learn what\u2019s worked for other companies in the past. Here\u2019s a collection of five proven sales coaching tips based on my own experiences.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;Effective sales leaders combine the knowledge of their entire team with data to identify opportunities for improvement&#8221;<\/p><\/blockquote>\n<h3>1. Ask your reps about their goals first<\/h3>\n<p>Historically, I\u2019ve found coaching to be most effective when my conversations \u2013 and the data I bring to the table \u2013 are focused around a rep\u2019s professional goals.<\/p>\n<p>Before you start coaching a specific rep, find out where they are in their sales career. Then ask them directly about their goals. Do they want to learn new skills so they can communicate more clearly with prospects? Or do they eventually want to get promoted?<\/p>\n<p>Once you have clarity on the long term, frame your coaching around these goals and the data that will help them reach them. For example, if a rep needs to increase the number of prospects they\u2019re communicating with to become eligible for a promotion, that\u2019s hard, actionable data you can bring to your one-on-one.<\/p>\n<h3>2. Teach your reps to manage up<\/h3>\n<p>One of the first things I teach new reps is how to manage up. This means showing them how to proactively spot areas where they need to improve, and the benefits of proactively asking for feedback or structured training. Basically, they need to take control of their own careers.<\/p>\n<p>When I start working with a new rep, I give them a data sheet that they\u2019re responsible for filling out themselves. It includes information like the number of net new prospects, how many of each meeting type they\u2019ve booked, and how many deals they\u2019ve closed. I ask them to come to our one-on-one meetings each week with the sheet completed.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/09\/sales-coaching-template-2.png\" alt=\"Sales coaching data sheet\" \/><br \/>\n<span style=\"font-size: small;\"><em>Example data sheet that I ask my reps to fill out. <a href=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/09\/Weekly-data-sheet-Sales-coaching-template.docx\" target=\"_blank\" rel=\"noopener noreferrer\">Download the template here<\/a><\/em><\/span><\/p>\n<p>Ultimately, reps become responsible for both tracking their data and pulling insights from it. And over time, our coaching conversations gradually shift away from me suggesting improvements to them proactively using the data to highlight how they can do better.<\/p>\n<h3>3. Set realistic goals<\/h3>\n<p>Sales coaches can\u2019t just decide that a sales team should have 100 sales a month if, historically, they\u2019ve only ever been able to reach 50. Coaches need to <a href=\"https:\/\/www.intercom.com\/blog\/goal-setting-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">set realistic goals<\/a> for their team based on the data available.<\/p>\n<blockquote class=\"pullquote-style-two\"><p>&#8220;Setting goals based on your reps\u2019 actual performance gives you a realistic understanding of what your team is capable of&#8221;<\/p><\/blockquote>\n<p>Setting goals based on your reps\u2019 actual performance gives you a realistic understanding of what your team members are capable of. It also helps you spot opportunities for overall improvement that can be achieved with your coaching.<\/p>\n<p>Here\u2019s a good example of that empowerment in action. Looking at this data, I can see that in the last month, Zachary chatted with the fewest number of website visitors, but generated the most qualified leads. On the other hand, Annie chatted with the most website visitors, but generated fewer leads:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/sales-coaching-example.png\" alt=\"sales coaching example\" \/><\/p>\n<p>As a coach, your job is to use this data to influence your coaching. In this situation, you\u2019d probably dig into what Zachary is nailing in his conversations that helps him convert more visitors into leads. Once you learn that, you (or Zachary) can share that with Annie, enabling her to reach the same monthly lead targets.<\/p>\n<h3>4. Look for gaps in individual performance<\/h3>\n<p>Analyzing sales data can also help you drill down and look for opportunities to improve the individual performance of your sales reps.<\/p>\n<p>Let\u2019s say I\u2019m taking a closer look at Annie\u2019s monthly sales performance:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/sales-coaching-example-2.png\" alt=\"Sales coaching example - Annie's monthly performance\" \/><\/p>\n<p>The data here is showing me that Annie is successfully getting leads who create an account to trial Intercom, but she\u2019s having a harder time persuading them to convert into a paying customer. Knowing this, I can determine where Annie needs coaching on a granular level, and work some suggested strategies into my conversations.<\/p>\n<h3>5. Understand when to stop coaching<\/h3>\n<p>If you\u2019re using data effectively, sometimes you\u2019re going to encounter hiccups in the sales cycle that are out of your control. Bugging your reps to close more deals won\u2019t be effective if, say, their pipeline is operating at a much lower volume than usual.<\/p>\n<p>We recently found that our <a href=\"https:\/\/www.intercom.com\/blog\/sales-career-path-sdr-to-closing-role\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales development reps (SDRs)<\/a> were booking meetings with some fantastic prospects, but fewer of these opportunities were being won than we anticipated. When we dug into the data, we found that about 30% of these opportunities were lost because the account executive (AE) didn\u2019t follow up with the prospect quickly enough.<\/p>\n<p>Since my team is made up of outbound SDRs, this is a situation where I can\u2019t effectively resolve the issue through coaching. What I can do is talk to someone else within our sales team about improving the followup of AEs so fewer of our outbound efforts go to waste.<\/p>\n<h2 id=\"combining-data-with-other-coaching-best-practices\">Combining data with other coaching best practices<\/h2>\n<p>Although data drives most of the coaching I do for my team, it\u2019s not the only thing that matters. Successful coaching involves clear, two-way communication, and giving your reps exactly what they need to be successful long-term. Try these tactics:<\/p>\n<ul>\n<li><strong>Promote communication between your reps:<\/strong>\u00a0Coaching should be done one-on-one and as a team. If you encourage your reps to help other members of the team with questions and tricky situations, they\u2019ll start to <a href=\"https:\/\/blog.chorus.ai\/reps-dont-coach-their-peers-enough\" target=\"_blank\" rel=\"noopener noreferrer\">coach each other<\/a>, improving your overall success.<\/li>\n<li><strong>Share your wins:<\/strong>\u00a0I have a Slack channel for my <a href=\"https:\/\/www.intercom.com\/blog\/sales-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales team<\/a>. Every time reps get a meeting opportunity, I ask them to share why and how they got it. They also share the call or email that yielded that meeting, which helps other reps learn new tips and ideas for approaching prospects.<\/li>\n<li><strong>Ask for help:<\/strong>\u00a0Sales coaching is not a one-person job. Talk to other leads, reach out to the head of sales, and lean on your own manager when you need to. If you need advice on tough situations or struggling reps, get some coaching of your own: it\u2019ll both help you serve your team and stay sharp as a leader.<\/li>\n<\/ul>\n<h2 id=\"effective-sales-coaching-requires-long-term-focus\">Effective sales coaching requires long-term focus<\/h2>\n<p>At the end of the day, sales coaching is like peeling an onion. You start at the first layer with data about your team&#8217;s performance, then drill down into individual performance. When you finally reach the core, you\u2019re able to gather information about the skills that individual reps need to focus on in order to improve, and the kinds of training and incentives required to properly motivate them.<\/p>\n<p>By peeling back these layers, you\u2019re able to become a more effective sales coach. And with that effective coaching comes measurable improvements in your reps\u2019 activities, all resulting in higher sales and elevated customer happiness.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coaching your sales reps isn\u2019t as simple as offering a few words of solid advice. The best coaching uses data to identify opportunities for improvement.<\/p>\n","protected":false},"author":376,"featured_media":21288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[1],"tags":[18537],"coauthors":[13651],"class_list":["post-21245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-sales-coaching"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sales Coaching: How to Improve Using Data [+Tips]<\/title>\n<meta name=\"description\" content=\"If your sales team isn\u2019t reaching their goals, what are you doing as a sales manager to help them get up and over the line? 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Improve your sales coaching with these data-driven techniques.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/sales-coaching\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-04T09:36:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-25T10:54:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/09\/sales-coaching-hero-v1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"3936\" \/>\n\t<meta property=\"og:image:height\" content=\"1864\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dustin Crawford\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@intercom\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dustin Crawford\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/\"},\"author\":{\"name\":\"Dustin Crawford\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/55661086efe8d701d34e9ff1934bb1f9\"},\"headline\":\"Get your team up and over the line with data-driven sales coaching\",\"datePublished\":\"2019-09-04T09:36:56+00:00\",\"dateModified\":\"2024-07-25T10:54:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/\"},\"wordCount\":1768,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/09\\\/sales-coaching-hero-v1.jpg\",\"keywords\":[\"sales coaching\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/\",\"name\":\"Sales Coaching: How to Improve Using Data [+Tips]\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/sales-coaching\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/09\\\/sales-coaching-hero-v1.jpg\",\"datePublished\":\"2019-09-04T09:36:56+00:00\",\"dateModified\":\"2024-07-25T10:54:19+00:00\",\"description\":\"If your sales team isn\u2019t reaching their goals, what are you doing as a sales manager to help them get up and over the line? 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