Implementing Effective Coaching Programs. Copyright 2015 The Sales Management Association. All rights reserved.
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1 Implementing Effective Coaching Programs Copyright 2015 The Sales Management Association. All rights reserved.
2 SPEAKERS Ray Bonis Global Sales Effectiveness Manager CommScope LinkedIn: slsm.gt/bonis Bob Sanders President, CEO AXIOM Sales Force Development LinkedIn: slsm.gt/sanders PAGE 2 Copyright 2015 The Sales Management Association. All rights reserved.
3 Objective Dramatically improve sales effectiveness by: Providing justification for implementing a coaching program Identifying critical success factors or an effective coaching program Sharing insights that will help you implement a successful coaching initiative 2
4 Agenda The Case for Coaching Why Coaching Initiatives Fail The Model for Effective Coaching Critical Success Factors for Coaching Programs Questions 2
5 The Case for Coaching Nationwide tech company, same training, solutions, market conditions and competition but radically different sales management Little/No Coaching 60% turnover < 50% make quota Losing money Waiving install fees Consistent Coaching 20% turnover 100% make quota $100K/mo install fees First EBITDA positive 2
6 The Case for Coaching Local office of global company is last of 15 offices in region. All have same solutions, competition, training and market conditions. New sales manager takes over and location becomes top office in just over three months! 2
7 The Case for Coaching Following a successful training initiative, select sales managers participate in coaching certification program. Participating managers achieve approximately 50% better performance over quota than control group. 2
8 Why Coaching is Necessary New opportunities new proposals Closing ratio Proposal ratio Average sale value Environment Selling behavior Selling behavior Capacity Commitment Skill Knowledge Feedback must impact these areas to address root cause, to qualify as coaching, and to impact performance
9 What is Effective Coaching EFFECTIVE COACHING ADDRESSES ALL AREAS
10 Coaching Critical Success Factors October 2014 Rating Characteristic Status Insight Common Selling Methodology Effective Coaching Model* Tool to Support Coaching Conversations* Online learning library Coaching Targets Accountability* Support Leadership Participation 2
11 Coaching Critical Success Factors Current Rating Characteristic Status Insight Common Selling Methodology Effective Coaching Model* Tool to Support Coaching Conversations* Online learning library Coaching Targets Accountability* Support Must certify managers Buy-in critical Buy-in critical, people want to coach and be coached Root cause and assignment focus CRM integration a must Must be flexible to accommodate varying needs Must be bite-sized learning activities Learn and practice Must be measurable Outcomes (assignments) not just conversations Define and communicate rewards, consequences early and often Needs to be proactive Leadership Participation Integrate reporting into senior leadership meetings Must have champion at top level 2
12 The Model for Effective Coaching Uncovering Gaps Defining Corrective Action Goal Setting Identifying Root Cause Evaluating Performance Copyright AXIOM Sales Force Development, LLC. All rights reserved
13 Tools to Support Coaching Goal Setting
14 The Model for Effective Coaching Uncovering Gaps
15 The Model for Effective Coaching Uncovering Gaps
16 The Model for Effective Coaching Identifying Root Cause
17 The Model for Effective Coaching Defining Corrective Action
18 Coaching Accountability 14
19 Coaching Summary Better coaching produces better results Coaching can be measured Effective coaching programs require sustained commitment Technology can play a critical role in coaching programs Senior leader sponsorship is essential 2
20 Thank You! Copyright 2015 The Sales Management Association. All rights reserved.
21 QUESTIONS Please remember to speak into the microphone - we're recording! Ray Bonis Global Sales Effectiveness Manager CommScope ray.bonis@commscope.com LinkedIn: slsm.gt/bonis Bob Sanders President, CEO AXIOM Sales Force Development bsanders@axiomsfd.com LinkedIn: slsm.gt/sanders PAGE 21 Copyright 2015 The Sales Management Association. All rights reserved.
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