• B2B Sales coach: How to choose the right one

    By doing this, you can avoid making a costly mistake! Instead, you’ll find a coach that is going to help you and your sales team to take the business to the next level.

    Imagine being able to continually boost your sales team’s performance month after month through regular coaching.

    Sounds good, right?

    Now, what if we told you that with the help of a B2B sales coach this was entirely possible?

    Even better news!

    For years, entrepreneurs, business owners and managers have recognised the importance of strong coaching and leadership. And many studies have been conducted to assess the results.

    For example, the Center for Sales Strategies published data that revealed formal coaching processes can help 91.2% of the sales team to hit their targets. What’s more, companies with coaching programs in place can achieve up to 28% higher win rates.

    These are some pretty impressive figures.

    Yet despite this, there is one thing that many businesses are still getting wrong - choosing the right B2B sales consultant. Get this wrong and this can be a very costly waste of everyone’s time.

    But if you're thinking about investing in a B2B sales coach for your business, don’t let this put you off! There are several aspects you can take into consideration before parting with your cash.

    To help you out, we’ve put together a guide on how to find the right B2B sales coach. We’ll do this by looking at what sales coaching is and what you need to look out for when choosing a coach.

    What is sales coaching?

    Sales coaching is part of a managers role for developing people, improving performance and achieving sales targets. Often, sales managers will invest in sales coaching as a way to empower their sales reps and have a greater, positive impact on the company’s overall goals.

    Effective sales coaching is designed to support every member of the sales team and should therefore be tailored and inclusive. It is used to reinforce positive behaviour and sales techniques and to correct any areas that need improving.

    Typically, sales coaching is incorporated into every sales professional’s daily or weekly routine. This ensures they are always sharpening their skills and improving their techniques.

    But it’s not just about telling salespeople exactly what to do and giving generic advice to the whole team. Sales coaching must:

    Set up with a comprehensive view of the company in mind

    Review existing sales techniques, for example by listening into calls

    Offer tailored sales training and tips

    Schedule regular check-ins to keep track of progress

    This is the key to effective sales coaching processes that are going to lead to results.

    What to look for when choosing a b2b sales coach

    As we mentioned earlier, when it comes to choosing the right B2B sales coach, many businesses get this wrong. But the good news is, if you know what to look out for, then you can avoid making costly mistakes.

    In this next section, we’re going to take a look at the key aspects you need to consider when choosing a B2B sales coach. This way you’ll be better equipped to choose the right person and see results.

    So, before making a decision, you should always look out for the following:

    Look for someone that will put you first

    In order to get effective sales coaching processes in place, a one-size-fits-all approach won’t work. As we said earlier, coaching needs to be tailored and personalised for each individual to help them excel and get the best results.

    As such, you’ll need evidence that your coach is going to assess everyone on an individual basis. This way they can create meaningful goals with measurable results.

    They must also dig deeper to find out what makes each professional tick so they can use this information to inspire change. So consider someone that will ask a lot of questions to get a better understanding of the sales team.

    Seek out someone who is objective

    Part of being a B2B sales coach means assessing and evaluating sales professionals; taking time to get to know them. However, it also means being objective and not forming an opinion based on first impressions or self-assessments.

    For this reason, it is important to find a coach that is going to be objective and spend some time understanding the bigger picture. To do this, look for coaches that vow to obtain a comprehensive overview of the company. This means they’ll get to grips with:

    • What you're selling

    • Your target audience

    • The current techniques used by the sales team

    • Your key competitors

    By finding someone that is able to look at the business objectively, they’ll be better equipped to spot any areas of strength and/or weakness and get the right coaching processes in place.

    Find a coach who takes a holistic approach

    A good coach doesn't just expect to reel off their processes and methodology and have the sales team memorise this. Instead, they want to be able to learn what techniques, skills and targets are already set. They can then adapt these for better results.

    It’s not just about imparting the latest sales hacks or tricks!

    As such, you should look out for a B2B sales coach that promises to take a holistic and personalised approach. They must be good at addressing strengths and challenges in real-time, not outdate or cliche techniques.

    You also want someone who demonstrates that they understand how each part of the sales funnel is connected. They need to focus on who your buyer is and their consumer behaviours. This allows them to adapt their coaching strategies accordingly. Search for someone that asks questions and challenges perceptions

    Following on from the last point, you want a coach that isn't going to just tell you what to do. Rather they’ll ask the right questions and challenge you and your team to think about the right answers and actions. So look for someone that is intuitive and skilled and that will make you think rather than just tell you what to do.

    Find someone with a clear process

    The last thing you want to do is sign up with a new coach, only to find out they don’t really know what they're doing either. Any B2B sales coach worth their job title will have a strong process in place for their coaching. Even if they do adapt and tailor this for each business.

    So in order to find the coach that is right for you, look for someone who is confident and has a clear system in place. Look for structure and a coach that can lay out a road map for you. This way you can see the journey you're going to take together.

    You might also find that some coaches choose structures and processes that won’t fit well with your team. So it’s about finding someone that will be most effective in helping you reach your goals.

    If you begin speaking to a sales coach and they don't seem to have any process in place at all, this should be a major red flag!

    Look for proof of their expertise

    We live in a world where people share their thoughts and experiences online every day. Admittedly, this isn't always a good thing! But when it comes to finding goods or services like a sales coach, it certainly has its perks.

    Many of us rely on social proof for a lot of things, particularly when parting with our money. So on your search for a coach, apply the same research skills you would if you were shopping online or looking for a new phone provider.

    Check that your coach has been in the field themselves and find out how many years experience they have. You can also look at their qualifications and expertise.

    But, of course, most importantly of all, look for testimonials and other sales professionals who can attest to the results they have achieved for their business.

    This will give a very good indication of just how good this B2B sales coach will really be.

    Consider how accessible they are

    You need a sales coach that is going to be there when you need them. You don't want someone who shows up for a week, drops a few tips and then disappears.

    So when looking for the right coach you need to consider how frequently you’ll be in contact with them. You must also decide on the best ways for you to communicate with one another

    By considering how much support you’ll want and need, you can reach out and discuss what you expect from your coach. This will help you to find out if they're going to be able to deliver.

    If they can’t give you the time and support you need, they might not be the right person for your team.

    In summary

    As you can see, there is a lot to take into consideration when choosing the right B2B sales coach.

    So before you invest in the wrong person, spend some time carefully considering what you want from a coach. You can then use the tips we’ve outlined above to help you find someone who is going to be:

    • Objective

    • Holistic

    • Accessible

    • Have proven results

    • Structured in their approach

    By doing this, you can avoid making a costly mistake! Instead, you’ll find a coach that is going to help you and your sales team to take the business to the next level.

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