Coaching can deliver a big payback – one that SellerNAV® is aimed to support. But where should managers focus their coaching efforts in order to reap the greatest reward.
The Coaching Payback
Effective coaching can deliver as much as an extra 19% in terms of the sales performance – that is based on research in 2011 published in the Harvard Business Review. There are strings attached however.
Where The Payback Is Greatest
The tendency for managers is to focus their attention on the leaders and laggards on their sales team. However research by the Sales Executive Council shows that coaching the middle ranks (in terms of sales performance) pays the greatest dividend.
…investing time in those who are struggling the most, the bottom 5% or 10% in most organizations, is not the best strategy.
Don’t Focus On Laggards
The research suggests that investing time in those who are struggling the most, the bottom 5% or 10% in most organizations, is not the best strategy. Indeed they are probably beyond help. Quite simply they don’t fit to the role that has been set out.
Leaders May Not Need Your Coaching
For the top 10% of performers the research suggests the dividends from coaching may be limited too. Either these players are already reaching the ceiling in terms of what is possible, or managers may have little to add.
Coach The Middle!
According to the research, the real payoff comes from coaching the middle 60% – the core of the sales team and it is here that a performance boost of up to 19% is possible.
‘The real payoff comes from coaching the middle…’
The maths are compelling – if you can increase the performance of more than half of your sales team by even 5% then the boost to sales is enormous. We urge managers to focus on their middle and top performers, this is also where our sales performance and coaching tool (SellerNAV®) has proven to support teams and individuals drive growth.
If you would like to talk to one of our professionally trained sales coaches on how SellerNAV® can help you coach for maximum performance please contact us here.