Why does sales coaching continue to be an important sales enablement trend? Perhaps it's because salespeople learn new skills through mutually beneficial relationships with individual coaches. If you think about it, sales coaches can come from many parts of the organization and include sales managers, sales trainers, sales engineers, and in some cases from product marketers. When sales enablement professionals effectively support tailored sales coaching conversations between coaches and reps, salespeople learn faster, converse more confidently with their customers, and achieve specific sales objectives, like gaining access to the right buyers or building a winning business case.
If you think about it, the role of a sales coach is challenging. Sales coaches must process many different content inputs from across the organization, package those inputs (in their head), and then deliver content through an effective sales coaching conversation to one salesperson at a time. And, sales coaches must make sure they treat everyone uniquely, so they maximize their sales coaching impact. Sales Enablement professionals need a strategy, a methodology, and tools to effectively enable their sales coaches to implement and sustain high-quality coaching conversations that help salespeople achieve sales objectives.
In order to make sales coaching successful, Sales Enablement pros need a clear definition. The definition should drive specific sales coaching behavior while at the same time clearly defining the business reason why sales coaching is important. The definition should serve as a clear design point for sales coaching success.
For example, Forrester defines sales coaching as:
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