The One Activity You Need to Build Your Sales Team

As a sales manager, “what do you think is the number-one activity needed to improve your team’s performance?”

The answer is coaching.

Find time to sit down, one on one, with a sales team member. Then suggest to that individual,

“Hey, let’s you and I practice.”

“I’ll demonstrate. Then you try it. I’ll try, and then you…”

Practice a specific skill or behavior like:

  • Creating an opening statement
  • Asking a key question
  • Overcoming an objection
  • Closing a deal

This practice session should be something that you can put together in 5 minutes or less. Then repeat these sessions over and over again.

Rarely, if ever, do sales managers practice with their sales reps. Instead, they talk or lecture about it, thinking they are coaching. That’s not coaching — it’s being annoying or putting your salespeople to sleep.

When you can get your team to demonstrate the skill you’re looking for, you build their confidence — which leads to creating, driving, and sustaining the selling behaviors you want to develop. Surely the right outcomes will follow.

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

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Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).