5 Ways to Coach a Struggling Salesperson

3 min

Your sales team is critical to your business, helping to qualify leads, build customer relat...

Your sales team is critical to your business, helping to qualify leads, build customer relationships and drive performance. So when you have an employee who is not hitting quota, it can affect your growth and long-term success.

Sales coaching is an effective way to mentor underperforming team members and get numbers back up. As a manager or executive, it may seem challenging to find the time for coaching, but it’s well worth it. The rewards? Increased revenue, improved employee retention and better team morale. Here are our top five tips to coach a struggling salesperson on your team and help them success.

1. Use data to track your team's performance

First and foremost, make data your friend. Ensure you’re regularly tracking your team’s performance and have a good idea of who might need some assistance. Be mindful of one-time “blips” and keep an eye out for downward trends that indicate a need for support. When you have an idea of who you can help, review their call logs and transcripts, attend some product demos and consider how they communicate with prospects. From there, pinpoint some areas where they’re doing well and where they can improve.

2. Check in regularly

Sales can be a difficult field to work in, and mental health may be a challenge. Set aside some time to check in with your struggling employees — a weekly meeting is a good idea. Ask how they’re doing and how you can support them in their work. Consider sharing your own stories and experiences to build trust and help them open up. You should also set clear boundaries on work hours and encourage your team to take time off when they can.

3. Let them own the improvement process

 In order for sales coaching to be effective, there needs to be a roadmap. Let your employee drive their improvement plan by allowing them to conduct a self-evaluation and set their own performance goals. Resist the urge to “tell” them what they need to do and encourage them to discover it themselves. This will make them more self-aware and motivated to improve. 

4. Focus on accountability

Remember that this isn’t a “set it and forget it” strategy. You’ve laid the groundwork and your employee knows what’s expected. Now, keep them accountable for their success by continuing to track their performance. Meet with them regularly to evaluate their numbers and help them pivot as necessary.

5. Consider additional training

Feel like additional help may be needed to get your sales team up to par? You might want to consider investing in a sales training program. Not only can this help struggling employees, but it can also serve as a professional development opportunity for your top performers. Training programs offer a number of benefits, including improved communication, enhanced knowledge of products and offerings, and more deals.

If your sales team is struggling, you don’t have to go it alone. Contact us today to find out how we can help you get the best out of your sales talent and maximize the potential of your business.

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