To craft a winning sales team, you need the ability to…
1. Know what really happens on your sales floor
This seems easy to do – simply walk around your floor. But if you’re too busy filling orders, making lists, and doing other non-sales-oriented tasks, you’ll miss the obvious. A great coach sees what a customer experiences, not what an employee justifies.
2. Observe behavior
You aim to see how a conversation turns based on the customers’ physical reactions to your employees.
Is their body language saying leave me alone?
Does it show impatience?
Was the customer ready to buy, but something turned them off?
Once you observe customer patterns, you can help your employees see them too.
3. Listen to the back-and-forth of conversations
Is the employee interaction more about themselves or the customer? While the definition of pushy may seem to vary, it is fairly easy to view. There is a difference between leading a customer to options and bullying them. Acting as an impartial observer will help you craft your coaching questions.
4. Have conversations
You don’t want to lecture. You want your employees to notice what you do and use the questions you use when selling. That means they have to trust you.
You want to start by helping them to discover how to do better the next time and not by shutting them down because of what just happened.
5. Model the correct way to sell
You can’t coach what you don’t know or can’t do. You need to know the sales process. You need to know where the common problems lie: showing the product, price objections, fit of items…the works.
Consider having your employees deconstruct your sales to help them see how and why you asked the customer the questions you did.
You need to ask better questions so employees can see the opportunities they let go by.
How to coach your salespeople better?
After a sale, ask them to walk you through the process.
What did they know about the customer?
When did they feel was the moment the customer decided to buy or pass?
How could they have done better?
How would they handle a similar situation going forward?
You get the idea…
I point out that we often coach employees only by scoring their performance with reviews, contests, and KPIs – all valid.
Where we miss most often is being proactive in the process of selling. Using these five critical skills will help you coach your sales crew.
Sales is a lot like a game
The more you can keep the conversation going …between employees and customers and employees and their coaches…the more sales you will make.
So many managers let employees get away with saying how SLOW a day is; their sales abilities always have to be restarted.
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