Sales Coaching: Making the Great Leap from Sales Manager to Sales Coach

by Linda Richardson

As companies shift from hierarchical management into teamwork, managing is not nearly as important as coaching. Here is the first book on the coaching process written exclusively for sales managers--a brief, easy-to-digest primer on making the transition from a traditional boss to a sales coach. Created by an author/instructor who teaches sales management as the prestigious Wharton Executive Development Center, this guide shows sales managers how understand the nuances and payoffs of conduct coaching sessions and improve key skills such as listening and giving feedback; deal with problems such as discipline and reluctant behavior within the sales team; and coach and peers on oneself.

Genres: Business, Leadership

130 pages, Hardcover

First published September 1, 1996

Reviews

[Robin Brenizer · Rating 5 out of 5]

One of the few "Sales Coaching" books out there. I highly recommend it for anyone that is a front line sales leader.

[Hallie Gleave · Rating 3 out of 5]

If I could give 3.5 stars, I would. I read the second edition of this book so the chapters might be off. I found this book much easier to read than others by Richardson I like how the chapters were broken up into smaller sections - that held my focus and attention much better. Chapter 3 was the big one that helped me the most. Her step-by-step sales coaching model is so useful. I even photo copied and printed out the little worksheets in the book. From there, chapters 5 to 10 slowed down for me a little. Still a very useful book to help not only with sales coaching but helps you with communication all around!

[R K · Rating 3 out of 5]

Too much theory and too few practical examples

[Luigi · Rating 3 out of 5]

Início bom, depois fica bem repetitivo, ainda sim, por ser curto vale a pena ler

[Charlie Hecke · Rating 4 out of 5]

Even though “Sales Coaching” was written in 1996, it is just as relevant today as the first time I read it in the late 1990’s. One primary theme is that coaching helps people remove obstacles and become more self-sufficient. So you do not need to be a Sales Manager or Business Owner to benefit from reading and learning from Linda Richardson’s classic business book. I’ve applied many of these concepts to family life, church organizations and volunteer work. If you are motivated to make a difference in the world, than I would recommend that you read Sales Coaching at least twice.
One of my favorite quotes from the book is:
• “Coaching takes Strength – real emotional muscle” page 91

It is a privilege when you are in the Coach role. If you try to be analytical without taking in culture, values, feelings then you may misread a situation. In both professional and personal situations, I’ve found that emotional intelligence is vital in assisting others to become capable, dynamic citizens. Linda Richardson makes an early observation that “most coaching comes in the form of telling.” The point is that we should ask questions and let people come to their own conclusions. This shows respect and allows learning and growth to occur. By asking questions, you can establish a dialogue based on actual behaviors. These conversations can then take place over time and be referenced in different situations.

My critique of the Sales Coaching is the author’s point that “coaching is about how to change by doing things differently.” Most really good sales people find what works and do it over and over again. They find the best practices, or success habits, of achievers and pattern their attitudes and behavior to reach new levels of performance. There are times to get people to change their behavior and there are times to reinforce what people are doing right. Saying “coaching is all about how to change” sounds like a corporate cliché.

To elaborate, let’s compare business coaching to a really good golf lesson. The best golf instructors observe, ask questions and make small changes over time. One lesson that I took involved being recorded on a digital recorder. My swing was compared to the swing of a golfing professional. The technology allowed frame-by-frame assessment. My golf coach pointed out my strengths and areas of improvement. Small changes were made and my golf game improved. This also allowed me to develop a deeper understanding of the game so I could enjoy it to the fullest. A coaching mindset in business follows a similar theme. We help people identify and remove obstacles so that they can be more productive and enjoy their careers. The art of asking questions helps the people that you mentor to compare their behaviors of high performing sales people.

Sales Coaching gets a four star recommendation as both a skill building book and a tool kit. There are plenty of examples with excellent questions. There are also checklists and forms that you can use as resources.
Charlie Van Hecke
www.salestrainer4u.com

[Moira]

Also read for work.