In order to craft a winning sales team, you need the ability to…
1. Know what is really happening on your sales floor
This seems easy to do – simply walk around your floor. But if you’re too busy with your own tasks of filling orders, making lists, and 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
Your goal is 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 patterns in customers, you can help your employees see them too.
3. Listen to the back and forth of conversation
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 the things you do and use the questions you use when they are 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 as well to help them see how and why you asked the customer the questions you did.