Many Sales Managers don’t spend enough time in the field observing sales reps in action. Instead, they expect salespeople to meet sales goals with minimal observation, feedback, or coaching. In order to effectively coach your sales team, you must get out in the field. This allows you to observe the performance of your sales reps in a real world scenario. It’s important that while you’re observing sales reps you look for cues to help you identify their strengths and developmental areas within the sales process.
Here are seven questions that will help get your field observation started:
1. How well do they build trust with the prospect or customer at the beginning of the appointment?
2. How well do they balance the dual functions of talking versus listening?
3. How well do they formulate and ask business-focused questions?
4. How well does your salesperson comprehend the buyer’s needs and priorities?
5. How well do they qualify the buyer in order to determine if this is a legitimate opportunity?
6. How well do they present your products and services as targeted solutions versus pitching a list of features?
7. Are they clearly asking for the sale or does the prospect have to take it from them?
As you start observing sales reps on the phone or in the field, you’ll find that these questions help you structure your observation. You’ll also find that your list of questions will expand as you identify issues specific to your organization and sales process.
If you find that your sales rep is not meeting your expectations on a sales call, you may need to dig deeper to find out if they have a behavioral, motivational or cognitive conflict with the role. Using a sales assessment will help you diagnose any personal skill issues that impede performance and what to do about it.
In the end, no matter how long your list of questions, observing your sales reps sell enables you to more effectively coach your sales team and improve their sales skills.
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