A good sales coach is not just another trainer or mentor for sellers. The job of a good sales coach is to build relationships with sellers in order to help them improve their performance over time. A good sales coach creates a safe and collaborative environment so there is trust and mutual respect between them and their sellers. Because no two sales reps are the same, it’s also important for sales coaches to mix up their coaching styles depending on the individual.

In order to create an effective coaching program, organizations should:

1. Assess current performance
2. Set objectives
3. Identify KPIs to measure success
4. Develop a coaching framework
5. Get buy-in from stakeholders
6. Train coaches on best practices
7. Leverage sales coaching tools
8. Measure and adjust over time

Coaching for sales performance should include several important elements:

1. Clarity on what needs improved
2. A mutually-shared goal for development
3. Established steps for success
4. Supplemental training and practice opportunities
5. Positive reinforcement

Leaders can measure coaching effectiveness by tracking key performance indicators (KPIs) that should be tied to their organization’s larger objectives and initiatives. It’s also helpful to gather feedback from sellers and assess their skill development over time.

Sales coaching comes with many advantages and benefits. Teams that deliver personalized coaching improve productivity, increase engagement, and decrease turnover. Additionally, teams experience a 76% increase in closed-won rates when they focus on personalized sales coaching.