John was a procrastination champion when it came to sales coaching. As a sales manager, John knew his job wasn’t just managing his team. He needed to play a proactive role in building their selling skills, but the task was almost always allowed put-off for other more pressing tasks.


Well, John isn’t alone. 73% of sales managers spend less than 5% of their time coaching sales representatives. (Source) Even though it’s not something many people do, it’s invaluable. Sales coaching is more than just performance appraisals or product training. It takes time and patience. It builds a culture. It builds leaders. While coaching is about the individual, it’s also a partnership between a team member and his/her manager or sales coach.

Here’s a list of benefits that will reiterate the prominence of sales coaching for any company.


#1 Improves Selling Skills


A research found that implementing a formal or dynamic coaching process can help more salespeople achieve quota by up to 10%. The same research found that informal or ad hoc coaching didn’t achieve the same results. (Source)


Internal statistics give insight into a team’s or an individual’s overall performance, but the stats won’t indicate the root cause of performance issues. To get to the roots and discover what impedes a team member from closing more sales, you need a sales coach who will observe, analyze and ask questions to identify issues that impact performance.


Unlike a one-size-fits-all sales training program, sales coaching can be highly personalized. Managers or sales coaches can target improving specific selling skills for each member of the team. Individual roadblocks can be discussed and dealt with. Each member can be provided with a focused growth plan. Achievement of individual goals can be applauded.


Plus, trying to work on too many things at the same time can be overwhelming. Sales coaching can draw a path sales reps have to follow.


Truly, your employees want to be coached and be given guidelines to be better at their jobs. This improves not only performance but also provides job satisfaction.


#2 Boosts Revenue


If your sales reps are closing more leads, then your company revenue increases. This is a no-brainer. What will help your sales reps close more leads? A customized sales coaching program! Here are a few stats:


A recent study found that firms with well-implemented sales coaching strategies grew revenue nearly 17% faster than those without. (Source)


Also, sales representatives who receive effective coaching can increase their win rate by 54% within a year and a half of starting a coaching program. (Source)


Sales managers at high-impact organizations (sales organizations where over 75% of sales reps achieve quota) spend significantly more time coaching than sales managers at average (25% – 75% achieve quota) and low (less than 25% achieve quota) performing organizations. (Source)


In short, sales coaching equals more sales, and more sales equal more revenue. To build better, you need a sales coaching program.


#3 Sales Managers Can Focus on Strategic Initiatives


If sales coaching isn’t provided, sales reps run to their managers for answers. If a manager has 5 to 10 members reporting to her, chances are she’s spent a lot of time answering questions. No one wants wasted time in their organization, planning and training help avoid this one.


Rather than just answering questions, during the sales coaching sessions, a manager can be open, conversational, and consultative. She can focus on pending deals and next steps.


A sales rep doesn’t grow by being spoon-fed answers. Sales coaching can train sales reps to be independent. This improves the rep’s skills and saves the manager valuable time and energy that can be invested in strategic initiatives for the company. Who doesn’t want more time to address pending issues and to fulfilling and tracking the company’s sales vision?


Out of the 73% of sales managers who spend less than 5% of their time coaching sales representatives, 47% of sales managers say the reason is that they don’t know how to coach. (Source) Are you one of those 47% sales managers? Here’s how you can undo the situation.