Sales organizations often provide ongoing training to sales teams to help the collective acquire and maintain the basic skills they need to do their job.

But say, for example, a top sales performer needs extra support with winning a big deal, or a junior rep struggles with declining sales performance.  What should companies and sales managers do to keep them encouraged and prepared to overcome shortcomings and situations like these? Two words: Sales Coaching.

What is sales coaching?

Sales coaching is a change management process designed to motivate, grow, and improve the productivity of both individual reps and the organization itself. It’s a multifaced approach that is tailored and personalized by a sales coach to address a sales professional’s unique needs, learning style and attitude so that they can reach their full potential.

Often, the role of sales coach is performed by either a sales manager trained in coaching techniques, or a certified coaching professional with industry experience and a proven sales track record.

To be effective, a sales coach holds regular meetings with individual sales reps 1:1 to establish a rapport and nurture a relationship. In fact, the best coaches are leaders who build a bond of mutual respect, trust, and accountability.

By offering ongoing sales coaching to support and “level up” individual reps on your sales team, your organization will stand to benefit from continuous improvement in the form of increased team and customer satisfaction, productivity, and profitability. Now whose organization doesn’t want that?