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product or service to the customer s need So many sales come unraveled at the end, not because the salesperson has been ineffective, but because they ve left the nal move to the customer and some customers just aren t comfortable with this As with many things we ve looked at in this book we now have a sequence that goes from building rapport to closing the sales It s worth stressing again that sequences don t always pan out so neatly in real life and you ll probably need a blend of all of these ideas throughout a sales conversation I must also stress that an ability to listen intently to your customer is the best tool you ve got
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ROLE OF TH E SALES MANAGER It s not unusual for coaching to be used to support the transition from sales to sales management This is not always a comfortable transition as the skills and attributes needed for sales management are in many ways different from those required for selling success It s a common transition though because it s a natural career path when there is perhaps no scope for an account management type role and promotion is often the only reward available when a salesperson has reached the top of their salary scale If asked to coach a newly appointed sales manager towards high performance, particularly if they were previously part of the direct sales force, you ll need to keep the following points in mind Sales management is about leading not following Sales managers need a strong sense of purpose and to be aware of what needs to be done Whereas sales can be a solitary role, the sales manager needs to take an overview of the work of the whole team and will need to nd new variables on which to focus Effective sales managers are invariably good communicators (and likely good coaches as well) They need to explain to people precisely what s expected and to provide regular feedback and
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encouragement Salespeople work in the relationship business and there s an inevitable emotional aspect to their work The effective sales manager will recognise this and work with a exible communication style Furthermore, there is often a need to be an effective mediator whether this is concerned with mediating internal con icts to stop good people leaving or mediating between the sales, nance and administration functions There will be a need to lead by example and be a good role model In seeking to generate an atmosphere of high performance the sales manager will need to be seen performing well, looking for formal and informal learning opportunities including learning from missed targets and promoting a sense of fun and enjoyment Such an atmosphere will encourage awareness, responsibility and trust throughout the team and the makings of a coaching culture will be in place As leader of the team, the satisfaction for sales managers resides in seeing others attain their goals, which again can take some getting used to Any drive for personal glory may need to be replaced by a determination to remove the sales team s obstacles and barriers, to help them grow and learn and to see each of them succeed in their jobs Sales managers need to be assertive and resourceful to equip the team with the tools and technology they need to beat the competition and hit targets Sales management is a true coaching analogy in that it s no longer about playing an active part on the eld of play but roaring the team on from the sidelines and doing everything to support their efforts
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SUMMARY Sales is a great arena in which to hone your coaching skills Salespeople are generally performance oriented individuals and will gladly accept your offer of coaching in the hope of even a small improvement in results There ll be some challenges in the outer
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