As I highlighted in the introduction, sales coaching has a proven effect on your bottom line. But win rates aren’t the only reason you should give your salespeople coaching.
- First, coaching improves your retention rates. Rep turnover is a notorious problem in sales — and while burnout or a bigger salary elsewhere will always tempt some, professional development opportunities will motivate many others to stay.
Nine in 10 employees say professional development is “important” or “very important,” and four in 10 specifically want in-house programs.
- Second, coaching gives you an opportunity to share best practices. When you notice one rep is using a strategy to great success, you can immediately teach the rest of your team to do the same thing. With sales coaching, a rising tide lifts all boats.
- Third, you maximize your investment in sales training. Companies spend billions per year on sales training, but research shows most of the curriculum doesn’t stick. Effective sales training relies on consistent, long-term reinforcement — which the sales manager can achieve through coaching.