Coach­ing is cru­cial in order to get the most out of a sales team. I would argue that it’s the most impor­tant aspect of a sales man­ager’s job. How­ev­er, sales is a demand­ing pro­fes­sion, man­agers are often stretched thin and can strug­gle to deliv­er effec­tive sales coaching.


5 common sales challenges video can overcome (and how you can solve them)

“There’s not enough time in the day”

Sales man­agers often have to look after their own clients as well as their team. This puts great strain on the amount of time avail­able for coach­ing and more often than not, the urgent takes pri­or­i­ty over the important.

An organ­i­sa­tion can­not be more effec­tive than the peo­ple with­in it, so ensur­ing each team mem­ber receives reg­u­lar coach­ing is imper­a­tive in devel­op­ing and main­tain­ing a strong sales force.

Ask your sales team to record their calls and meet­ings. You can then pro­vide feed­back and coach­ing at a time that works for you (on whole meet­ings or just short clips).

Get your team coach­ing each oth­er using video. This will help you get around the train­ing bot­tle­neck that comes with a top down approach to sales coach­ing. Play on the com­pet­i­tive nature of sales peo­ple, encour­age them to share exam­ples of best practice.

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“I can’t be everywhere all of the time”

The issue of not hav­ing enough time is fur­ther exac­er­bat­ed when teams are spread out geo­graph­i­cal­ly or the man­ag­er is respon­si­ble for a field sales function.

Dri­ve-alongs and shad­ow­ing have been a main­stay of field sales train­ing and onboard­ing for years, but this method of train­ing costs time, mon­ey and is hard to scale with­out drain­ing fur­ther resources.

As with the above, ask­ing your field sales guys to video record their client meet­ings and dig­i­tal­ly share them with you means you can stay in the office and coach them remote­ly, rather than spend hours on the motorway.

Read about how Accor­dance VAT have use iCon­nect to over­come their own sales challenges. 


“I’m not a natural coach”

Sales pro­fes­sion­als can often be pro­mot­ed to man­agers due to their sales pro­fi­cien­cies, rather than their abil­i­ty to coach and men­tor. This means they can lack the skills to effec­tive­ly train others.

Unfor­tu­nate­ly, a for­mal train­ing approach to upskilling in coach­ing prac­tices will more often than not prove inef­fec­tive. Like your team, you need to learn expe­ri­en­tial­ly too. Video pro­vides an objec­tive medi­um that both par­ties can learn from, pro­vid­ing oppor­tu­ni­ties for you to reflect dur­ing and after coach­ing takes place.

“Our training is generic and my people are disengaged”

To be effec­tive, sales coach­ing needs to be con­tex­tu­alised and direct­ly applied to sales techniques. 

Rather than focus­ing on the end point of the sales quo­ta or sim­ply instruct­ing staff, coach­ing should focus on the ‘how to’ of sell­ing. Sales coach­ing tech­niques need to be adapt­ed to each indi­vid­ual so that employ­ees can learn how to sell instead of being told how to.

Video enables this more than any oth­er approach as the empha­sis is on real-life prac­tice; behav­iours that can be seen and heard by both coach and coachee. Exam­ples of best prac­tice can be shared with the rest of the team and spe­cif­ic exam­ples for improve­ment can be eas­i­ly iden­ti­fied and agreed upon for coach­ing and development.

“My new starters take too long to get up to speed”

All man­agers wish they could accel­er­ate onboard­ing so that they and their senior team mem­bers can “get on with their jobs”.

The chal­lenge is that peo­ple learn dif­fer­ent­ly and at dif­fer­ent speeds. Shad­ow­ing a top per­former can be par­tic­u­lar­ly dam­ag­ing if the new starter has a com­plete­ly dif­fer­ent sell­ing style. They will like­ly find it dif­fi­cult to under­stand and imple­ment the approach they are try­ing to learn, and may even feel that their own style is not suit­able to the job role.

  • Cre­ate video and call libraries of best of prac­tice. This will allow your new starters to access sales exam­ples from mul­ti­ple team mem­bers and accel­er­ate their onboarding.
  • Record role-plays and prac­tice pre­sen­ta­tions. This can also real­ly speed up the learn­ing process, as your starters can see and hear them­selves in action, con­tex­tu­al­is­ing the feed­back they are receiv­ing or reflect­ing on their own performance.

Do you relate to these issues? Want to know more? 

Down­load your prac­ti­cal guide to devel­op­ing a high per­form­ing sales team >

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5 com­mon sales chal­lenges video can overcome
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