Best Practices in Sales Coaching across the Workforce

Best Practices in Sales Coaching across the WorkforceWritten by: Richardson and Training Industry, Inc.

The Value of Coaching

Coaching is an interactive process between a coach and an employee that focuses on improving abilities, setting goals, and supporting behaviors that lead to better business outcomes.

Sales Training vs. Coaching• Teaching new skills

or knowledge• Emphasizing

employee strengths and performance improvement

The Research

The Study: How are organizations across industries supporting sales coaching, focusing on leadership alignment, communication plans, and metrics in sales training strategy?

When: Q4 of 2015

Who: 266 Companies

What: Companies completed a confidential survey, reporting their companies' use of coaching programs in support of sales personnel.

7 Best Practices Based off of the Results

1. Effective coaching programs are frequent

2. Effective coaching programs benefit from a formal structure

3. Effective coaching programs use external professionals

4. Ensure coaches are prepared with the skills they need to coach

5. Foster participation through gamification

6. Use multiple learning tools

7. Ensure coaching programs meet the needs of sales employees

Key Findings

• 53% of sales coaching programs have a formal structure

• 26% of the most effective sales coaches are top-performing sales reps

• 67% of respondents said that personalizing learning areas of need was the most important sales coaching behavior

Sales Coaching across Employee Generations

Sales coaching programs were examined across 3 generational cohorts:

Baby Boomers (born between 1946-1964) Generation Xers (born between 1965 and 1980) Millennials (born between 1980- and mid 90’s)

Sales Coaching across Employee Generations

The combination of different levels of sales experience and different career backgrounds may lead to coaching dynamics succeeding where others would fail.

“68% of respondents said that companies were most effective at meeting the needs of Generation X

employees”

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