Coaching To Win: A Systematic Approach To Achieving Productivity Through Coaching

Abstract

The strategic business plan for any organization is very specific regarding sales force objectives and activities. Therefore, those responsible for the human capital of the sales function must be prepared to work directly with their sales employees, in an effort to meet management agreed upon goals, to gain market share, and to continuously improve overall performance. Over the years, the task of managing sales employees has been varied and undefined. Managing has been referred to as “the art of getting things done through people.” For decades, experts have included planning, organizing, staffing, influencing or commanding, and controlling as the systematic way of making things happen. Recently, this commanding function has been dropped in preference to leading. It has been proven that coaching is more effective than the old approach of using fear and intimidation to achieve sales management objectives. This paper focuses on the need for these sales supervisors/managers to change their previously used tactics and embrace a new, proactive approach of “Coaching” their sales employees. This new approach is described in detail below and will help unlock the mysteries of becoming a viable and proactive sales supervisor. It will also give supervisors the tools needed to meet the needs of management and create a more productive, independent sales force. “Coaching” is becoming the leading preference for supervisors and managers, because it is proving to be more effective than previous used conventional methods. Coaching is the art of continually assessing and developing sales people, so they can be empowered to do their jobs well! Often, the conventional methods included command functioning tactics of fear and intimidation to motivate sales personnel. By using the “Coaching” approach, supervisors and managers have more control of their sales staff and of achieving their management goals. By developing a coaching relationship, which includes encouragement, listening, counseling, providing positive feedback, being supportive, resourcefulness, thinking with the future in mind, and modeling, these supervisors can give rise to a foundation where sales employees will be energized, aligned, and collectively mobilized to achieve and sustain customer satisfaction and trust. In so doing, sales employees will also be empowered to meet management’s strategic goals.

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