HARDISON’S TIPS – DECEMBER 7, 2021 – Why Sales Managers Don’t Coach-2
Remedy: Ensure the coaching training includes a process and structure for how coaching is supposed to happen within that organization. Ensure the program includes coaching tools to support the process.
#4 Management Hasn’t Set Consistent Expectations or Accountability
We see far too many organizations that have implemented coaching training or a coaching initiative, only to see it fall flat 6-12 months after the launch. One reason is that there hasn’t been a clear expectation set regarding how often coaching will occur, and what evidence will be used to show that coaching has happened.
Remedy: The most successful coaching programs in our experience are the ones where senior leadership has set clear expectations and accountability for coaching execution. This can include some form of evidence (coaching forms, field visit reports, online coaching tool, etc.) about the amount and quality of the coaching that’s occurring.
#5 It Takes Patience and Listening Skills
Finally, a key reason managers don’t coach is that it can be a difficult skill to learn and execute. In the busy and hectic pace of sales, it can be very challenging to adopt a “coaching mindset” where the focus is on asking questions, active listening and assuming best intentions. The manager needs to spend more time listening to the individual’s response and engaging them in the solution instead of just telling them what to do differently, which will help achieve buy-in to the action plan that is co-developed with the rep.
Remedy: Great coaching is a skill that can be practiced and improved. Scenarios, role-playing and case studies can be effective in learning the skills in a safe environment instead of practicing on your precious employees who have feelings, may get defensive or resist being “coached.” Once managers have practiced these skills, it becomes easier to coach in the field.
Coaching is a valuable skill that every sales manager should have in their toolkit. By understanding some of the reasons why managers don’t coach, you can take measures to remedy these gaps and improve the frequency and quality of coaching within your organization.
Coaching has to be a want by many organizations, many times middle managers are left with no coaching at all just moved up because of sales numbers as a producer. The number one thing that they now are in charge of is human capitol. The hiring, on boarding and success of any new hire but no skills on managing by walking around or one on- one communication with their employees.
