Few sales managers transition to executive sales coaching roles.
Becoming an executive sales coach isn't something every sales manager achieves. It's tough work, with a lot riding on it. Sales coaches have to help their team meet monthly goals while sticking to the company's sales strategies. They're tasked with turning around low performers and dealing with toxic team members, even letting them go if needed. On top of that, they have to keep finding and nurturing new sales talent. But it's not just about pushing people to sell more. Effective coaches know how to bring out the best in each salesperson, playing to their strengths to boost productivity without resorting to threats or pressure.

Managing time is a big part of the job too. Sales coaches have to juggle leadership duties with one-on-one coaching and support. Many sales managers struggle with this balance, which is where coaches come in handy. But don't think you can just wing it. Being an executive sales coach takes serious know-how, training, and commitment. Sadly, not all sales bosses can make the shift from managing sales to coaching effectively. Some think they're already good enough, but in reality, they might not have a clue about effective coaching methods.

Successful sales coaches typically share traits with accomplished salespeople.

The new wave of sales leaders is replacing the old guard with a fresh approach. These executive sales coaches stand out for five key reasons:

1. They've Walked the Talk: These coaches have a track record of success in sales themselves. Some have even run their businesses. This firsthand experience makes them top-notch mentors who understand the ins and outs of the sales game.

2. Pros in Every Sense: They know how to present themselves professionally. From their appearance to their demeanor, they set a positive example for their team. A well-spoken, confident coach boosts morale and motivates the sales squad.

3. Answers at the Ready: Many unaware sales managers believe their responsibility is to ask their salespeople probing questions to stimulate their thinking. While that can be beneficial, sales coaches can streamline the learning process by delivering the correct answers quickly when salespeople pose relevant questions. By directly addressing inquiries and enhancing salespeople's knowledge, coaches can cut through the noise and provide the information their representatives require to close sales. A swift, precise answer also boosts a salesperson's confidence and trust in the coach

4. Personal Touch: Rather than sticking to generic strategies, they tailor their approach to each salesperson. By understanding their team's strengths and weaknesses, they can offer targeted advice for overcoming challenges.

5. One-of-a-kind Coaching: Every coach has their style. They don't follow a cookie-cutter approach but bring their authentic selves to the table. This personal touch makes their coaching sessions engaging and effective.

Sales coaches must provide trust and ensure personal safety for salespeople.
Salespeople need to trust their coach to prioritize the team's interests without any hidden motives. When they have that trust, salespeople can openly discuss their worries or insecurities and feel secure during coaching conversations. When sales coaches create a safe environment, representatives can reveal their weaknesses and concerns. In other words, they can be authentic. Salespeople must be completely assured that their coach will never exploit their vulnerabilities. If a sales coach ever does, they will lose that salesperson's trust permanently

Executive sales coaching can be structured in nine steps for clarity.

High-level executive sales coaching involves nine key steps that guide sales theory into real action and success. Remember, these are more like helpful suggestions than strict rules.

1. Beginning- Start with a casual chat. Talk about how the salesperson's week went and how they're feeling.
2. Clarify the objective of the coaching session " Review the advantages your salesperson anticipates gaining from each coaching session. This encompasses the lessons and strategies he or she will acquire.
3. Look over the prep form together-This form outlines what both the coach and the sales rep want to achieve during the meeting. Discuss how things are going for the salesperson.
4. Follow the LEADS coaching model- Listen carefully, prompt meaningful responses, provide accurate and timely answers, assure support, and let them know you're learning from the discussion too.
5. Review what the salesperson has learned. Help them grasp new selling techniques and insights, and tackle any challenges they're facing.
6. Evaluate the salesperson's pulse " How is the salesperson feeling at this phase of the coaching process?
7. Outline the salesperson's next steps and future actions- Outline the salesperson's next steps and future actions. Review the commitments they've made and discuss the progress they should aim for before the next session.
8. Schedule the next coaching and training session. Agree on a date and time.
9. Outcome- Wrap up with any final thoughts, ideas, or suggestions, and address any remaining questions.

Coaches aid salespeople in maximizing sales performance.

Executive sales coaches have the know-how to help their sales team think outside the box and approach their work in new and effective ways. But before they can do that for others, they need to upgrade their methods. Once they've done that, they can guide their team to see a wide range of fresh sales opportunities and ditch old techniques.

To build a great sales team, an executive sales coach needs to be good at spotting talent and recruiting the right people. They aim to hire salespeople who are not only talented but also eager to grow and learn. However, spotting talent and recruiting isn't the same as sales coaching itself. Six principles guide professional sales coaching effectively.

1. "Make fear your ally" - Just like how physical pain warns us of harm, fear can signal trouble in life. It's not about letting fear control us, but using it to stay cautious. For sales teams, fear can be a red flag, like when dealing with risky clients. Keep an eye out for warning signs, like customers with poor credit.
2. "Be present" - Stop dwelling on past mistakes or stressing about the future. Focus on the here and now. Sales coaches need to teach their team to seize opportunities in front of them, rather than getting stuck in regret or worry.
3. "Detach from the outcome"- Trying to control every detail of conversations is a common habit, but it's tough for most people to achieve complete control as the best speakers can. This can be especially tough for sales coaches who rely on clear communication from their team. Avoid setting impossible standards like demanding constant updates on everything. People won't always look or act perfect or agree with you all the time, so don't get fixated on these absolute expectations. Unrealistic demands can hurt your effectiveness as a sales coach.
4. "Become process driven" - Instead of fixating on the result, focus on the steps to get there. Salespeople who follow a structured process close more deals and earn more. It's about paying attention to every detail, not just the outcome.
5. "Be creative" The top sales pros know that thinking outside the box is key. When coaching sales teams, execs should hammer home the importance of creativity. Sales folks need to unleash their inner innovator to spark new deals and opportunities. Coaches should nurture each person's strengths to fuel this process.
6. "Become fully accountable" When a salesperson flops, who's to blame? You are. Sales coaches run the show. They call the shots. So, when the team falls short, it's on them. Just like they push their team to focus and innovate, coaches need to hold themselves to the same standard.

Sales team leaders, like executive sales coaches, hold the reins. They call the shots and make things happen. So, whatever their team accomplishes or falls short of, it's on them. Just as they urge their salespeople to focus on the here and now, on what they can learn and create, they should heed the same advice for themselves.