Sales coaching should be an essential component of any holistic sales performance strategy. But even with a defined sales coaching methodology in place, it can be a challenge for sales managers to identify the right coaching opportunities with their reps.
One area that sales managers need to pay close attention to is the data that their CRM and sales automation platforms provide them. These key performance indicators can typically be grouped into two main buckets – leading and lagging indicators:
Leading indicators should be measured and evaluated because it gives sales managers an idea of how active the sales rep is throughout the day, month, or quarter – for example how many calls are made, or what the lead-to-opportunity ratio is.
Lagging indicators on the other hand paint a picture how effective the sales rep really is, for example the number of deals won and lost, or the average gross margin.
Combined, the data can give a pretty accurate depiction where individual sales reps excel and where there are areas of improvement, especially if compared against historical or team benchmarks.
Additional considerations for sales coaching opportunities
But analyzing and leveraging data should only be one half of the equation when identifying sales coaching opportunities. Often, sales managers need to have a more granular comprehension why a sales rep isn’t able to make the expected amount of calls, or why their lead-to-opportunity ratio is high without having a positive impact on their opportunity-to-deal ratio.
To do this, sales managers need to provide real-time coaching and feedback, for example by joining customer calls, or by analyzing recordings together. Sales managers should also prioritize coaching their middle performers, those that benefit the most from coaching efforts.