ASTD Denver

FOUR REASONS SALES MANAGERS FAIL

at COACHING

AND WHAT YOU CAN DO ABOUT IT!

Mark Wayland

The Last 3 Feet

Speaking Australian

• Good Morning ………. G’day

• You’re Welcome ……..No Worries

• Amazing ………………Crikey

• A …………….…………………B• G’day G’day• Thanks for coming along today …No worries• I’m looking for 2 or 3 Crikey moments … So am I• Yeah, no worries

THE BIG PICTURE

Context – Big Picture – 3 x What’s Led to the Situation

Concept – What’s the Idea? – 4 x Sales Managers Fail @ Coaching

Content – What You Can Do About It

Questions

Close

Change in Sales Management

TIME

EF

FE

CT

IVE

NE

SS

Why This? McKinsey:The #1 driver of sales team performance is the quality of their manager.Clever managers who coach well drive 19% more sales.

Daniel Goleman (writing in the HBR) says that of the six different leadership styles he’d identified coaching was the least used of all –

while pointing out that “although the coaching style may not scream ‘bottom-line results’, it delivers them.”

Why Now: Survey by DDI: 1300 workers in US, UK, OZ, Canada, China, Germany, India, S.E. Asia

34% “only sometimes or never consider their leader effective”

37% “rarely or never motivated to give their best by their leader.”

60% “my boss damages my self-esteem”

50% actually want their boss’s job (why is there a lack of leaders?)

Survey by the Hogan company (UK) Respondents were most likely to describe their worst boss as:Arrogant : 52% Manipulative: 50%Emotionally Volatile: 49% Micromanaging: 48%Passive Aggressive: 44% Distrustful of Others: 42%

Your Role………

Weight Loss –

a Metaphor for Sales Management

The reality is, according to the TV’s Biggest Loser’s Michelle Bridges,

“80% who go on a diet will lose less than 10% of their weight AND be back where they started OR heavier 5 years later.”

Actually that number is 95%, not 80%.

(*Sydney Morning Herald Pg9, Jan 9, 2012)

Reuters Health Report (17th Jan 2012) said

“(US) government researchers found that in 2009 and 2010, about 1 in 3 adults and 1 in 6 kids and teens were obese.

The rates represent no change from 2007 and 2008 figures, and only a slight increase among specific demographics over rates from the late 1990s and early 2000s.”

Why the Lack of Change?

Identification of Issue: We all understand the importance/ the need

Information: We have more than enough data

Programs for Change: How many diets/ exercise/ weight loss programs do you know of? coaching/ management/ leadership

Results: Dismal

WE ACT FIRST

OFTEN IGNORING THE CAUSES - BiG PICTURE or CONTEXT

Three Causes (Context):

1.“Management Thinking” Pedigree

2.The Role “Human-ness” versus Employee

3.Emphasis on Measurements for “Success”

1. PEDIGREE

THE INVENTION OF MANAGEMENT 1

THE INVENTION OF MANAGEMENT 2

THE INVENTION OF MANAGEMENT 3

2. HUMAN-NESSHuman - Industry/ Company - Role

Middle Layers: The Industry/ Company

Inner Layers: Human-ness

Outer Layers: The Role

HUMAN-NESS

Human-ness Adventures in Paradox

3. You Can’t Manage What You Can’t Measure

Leading Indicators of Success

The Sales Process

Lagging Indicators of Success

Product versus Knowledge

FOUR REASONS SALES MANAGERS FAIL @ COACHING

1.They See Coaching as a Fuzzy Priority

2.Coaching is Confused with Training

3.They Don’t Have the Time

4.Coaching Self-Doubt or Risk Aversion

1. Coaching is A Fuzzy Priority

THIS IS WHAT "BAD SPELLING" LOOKS LIKE

THIS IS WHAT “POOR JUDGMENT" LOOKS LIKE

THIS IS WHAT COACHING SHOULD LOOK LIKE

Coaching is a part of your Management supervisory responsibilities –

to improve the performance of others.

Coaching? That’s just “soft management”, isn’t it?

2. Coaching is Confused with Training (and other developmental roles)

And with the Sports Coachthat they see in movies and on TV

3. They Don’t Have the Time

How to Be a Great Sales Coach 5 Minutes at a Time

mark@theLast3Feet.com.au

4. Coaching Self-Doubt OR Risk AversionTHE COACH’S NIGHTMARE

Sales Rep

Doctor

Sales Rep

GP

Specialist

KOL

Nurse

Pharmacist

= 2

= 30

When in Doubt Do As I Would Have Done

Network

©The Last 3 Feet P/L

`

Patients &Groups

GPs &Specialists

Media

Health Authority Politicians

& Payers

KOL’s &Medical Bodies

Nurses& HCPs

Drug Committees

GuidelinesProtocols

AdvocacyAwarenessPublic Opinion

Diagnostic Testing

ComplianceFunding

PrescriptionsFormularies

Pharma Company

Marketing

Finance

SR

Sales Rep Performance – What can possibly go wrong?

©The Last 3 Feet P/L

If You Don’t Have ThisDon’t Bother

Bring Back the Why = Understanding/ Uncovering 2 things

1.Their Need to BE THE SAME(join the Group/ Team/ Tribe)

2.Their Need to BE DIFFERENT(be Ranked in the Group)

Coaching, in it’s simplest form, is a conversation

What people want?

notice me like me “touch” me do what I say miss me if I'm gone

Ask. Talk about their needs.What do they focus on…. talk and do.How do they respond/ behave in different situations

Last Words:

You’re accepted as a MANAGER when the COMPANY says so

You’re accepted as a COACH when the TEAM says so

Change is Subtle. Persist

Thank You

But wait…….there’s more

FOUR REASONSSALES MANAGERS FAIL

at COACHING

AND WHAT YOU CAN DO ABOUT IT!

Mark Wayland

mark@theLast3Feet.com.auHow to Be a Great Sales Coach 5 Minutes at a Time

4 Reasons Sales Managers Fail at Coaching