"The Importance of Sales Coaching"
By Paul Shearstone

The old adage in selling as it relates to customers has always been, "Find out what they want, then, give it to them." The fundamentals of selling are still just that, fundamental. The application thereof however, continues to be the litmus test that quickly separates the skilled from the rest.

Fortunately, the selling business has always enjoyed a wealth of accomplished professionals to assume the role of mentor or in today's vernacular, "coach," to guide the up-and-coming. But sadly, those days are gone.

Statistics show the tenure of today's average rep in typical office equipment or computer systems sales force is only two to three years. For many reasons like downsizing, smaller margins, and fewer incentives, experienced salespeople have moved on. Many have opened small companies of their own. In their wake, younger and far less experienced people have filled the ranks and are now the mainstay of frontline selling.

There is another problem. Due to the complexities of current computerized digital products and solutions, heavy employment emphasis is placed on technical skills. No one will argue the importance of knowing your product inside and out especially when the products are complex. However, without experience and a natural aptitude for selling, he or she is a "Teller, not a Seller."

That is to say, the rep is quite adept at providing the correct 'speeds-and-feeds' for his or her customer but lacks the sales aptitude and training to close the deal. Customers are free to shop the solution to other "Tellers" for price. The result? Dwindling margins, unhappy salespeople and high turnover.

So what's the answer? In a word, "Coaching."

At a time when companies outsource for specific expertise like accounting and payroll, professional speakers / trainers / consultants, most of whom with decades of distinguished sales and marketing experience, are in demand to meet the need for coaching, mentoring and training

Overworked executives and business owners engage in a balancing act between an inexperienced sales force and day-to-day business survival. Something has to give and it usually does. That is why outsourcing for sales coaching makes so much sense.

Professional Coach's work with the company to design programs that focus on sales / motivation and success strategies integral to corporate long-term goals.

Fact: Government sources have purported the cost of hiring, benefits and training the average sales rep in today's high-tech marketplace is approximately $50,000.00. "No small investment for even a large corporation."