Sales Enablement by Byron Matthews & Tamara Schenk

Author:Byron Matthews & Tamara Schenk [Matthews, Byron & Schenk, Tamara]
Language: eng
Format: epub
ISBN: 9781119440291
Publisher: Wiley
Published: 2018-03-24T00:00:00+00:00

Figure 7.2 The Sales Enablement Services Framework Part 3

With an evidence-based case for why enablement should offer coaching services and for whom, we should discuss the end state, the types of coaching you will enable.

There Is More than One Type of Coaching

Most people think of coaching as conversations in which a manager and a seller consider what to do in order to close a specific piece of business. This is opportunity coaching, and it is assuredly important. Yet, it is only one of five different kinds of coaching that managers should be fully enabled for and executing on a regular basis with each of their salespeople. In addition to opportunity coaching, effective coaches also focus on leads, the sales funnel or pipeline, skills and behaviors, account, and territory.

As we drill into the detail in order to highlight the differences among the five types of coaching (see Figure 7.3) and allow you to consider your own gaps and strengths, we mustn't forget the bigger picture. No matter what area coaches are discussing with a sales professional, they must always keep the customer as the focus of the conversation. For example, when discussing an opportunity, coach and salesperson aren't discussing sales techniques to move a customer from awareness to the buying phase. Instead, they are discussing how the salesperson can add relevance and differentiation so that the customer wants to move to the buying phase.

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