Transformation of Sales Manager to Performance Enablement Coach

Table of Contents

Coaching is the most effective tool for managers to improve sales performance. The best sales managers have to do ongoing learning and keep upskilling themselves. So as to lead their teams to achieve their sales goals. This is essential for managers who used to be top performers but now lead teams.

Studies show that companies having strong coaching cultures see high profit margins and higher productivity. This shows how important it is for sales managers to be more than just being managers. They also must identify the employee enablement coaches.

Sales managers need to get coached as well as provide learning to others well. This approach aligns with the Performance Enablement Sales Coaching Model. It focuses on building a relation between what we do, our goals, and the results we get. The model’s goal alignment strategy makes sure team members work towards clear, measurable goals.

This blog explores the core principles of the Performance Enablement Sales Coaching Model, its practical implementation, and modern sales management’s importance in terms of functions, goals, and mindset.

Key Takeaways

Coaching is the most effective tool for sales performance improvement.
Sales managers must upskill to transition into performance enablement coaches.
The Performance Enablement Model links strategy, goals, and results.
Coaching culture and digital enablement tools boost talent management and retention.
Effective coaching frameworks drive behavioural change and business growth.

“If I only had a dollar to spend on sales training, I’d spend 75 cents on the frontline sales managers.”

Understanding the Role of a Sales Manager

A sales manager basically leads the sales team and develops effective strategies to make sure sales targets are met on time. It’s not just about making profits; a great sales manager also builds a strong team culture. This positive culture motivates employees and helps them grow professionally.

Source: Seismic

Did You Know?

A recent survey from Seismic revealed that 80 per cent of employees feel that their company’s enablement tools are critical remaining 20% disagree; they would need the tools to attract and retain the best talent.

The Transformation of Sales Managers Through the Performance Enablement Model

Source: Mike Kunkle

The Sales Management System is often referred to as the Sales Management Operating System. This system approaches the upliftment of frontline sales managers in a systematic way. It encompasses essential coaching tools and methodologies that allow innovation and improved sales results. The transformation grants sales managers to transcend the traditional concept of management and embrace leadership in enabling performance.

Implementing a Sales Management System for Team Enablement

Organisations often give too much time to frontline sales managers with administrative responsibilities, reducing their time for impactful operational activities such as coaching, performance diagnosis, and team interaction. To counter this, the solution lies in:

Overcoming the Obstacles to Effective Involvement of Frontline Sales Managers with the Teams.
Organisation overloads most frontline sales managers, hence not allowing proper time that should be used in interaction, performance diagnosis, and coaching.
Empowerment of front-line sales managers to do their best.
Utilise a Sales Management System with an Operating System and an integrated Sales Coaching System to make a difference for the organisation.
The Sales Management System is coordinating with a Sales Coaching System, along with models and processes that create innovation to achieve better sales results.
Sales manager training, developing, and coaching front-line sales managers will enable their teams.

Source: Qwilr

Did You Know?

A Gartner study found that 77% of sales teams use digital tools to enhance their work. They also employ AI for personalized coaching. This shows AI’s key role in making coaching more tailored and effective for sales reps.

A Step-by-Step Approach to High-Performance Sales Coaching

1. Coaching Framework

Developing a coaching framework in terms of systems and well-defined processes which are conducive and easy to implement. Setting up a progressive and dynamic coaching framework is critical for rolling out effective high-performance coaching.

2. Performance Benchmarks

Identification of appropriate performance standards and key competencies required to achieve the desired performance lays the foundation of effective coaching structure.

3. Goal Alignment

Each team member has individual goals and aspirations which need to be channelled and aligned with organisational goals in a manner that motivates and energises the team to perform.

4. Sales Process

Sales is a well-defined step-by-step process which needs to be impregnated into the team for higher conversions and better results. Effective sales processes mirror the customer’s buying processes, and therefore coaching processes are defined accordingly.

5. Coaching Feedback

Feedback in coaching is very important; constructive and specific feedback is the key to successful coaching. Feedback plays the most critical role in the success and failure of team performance.

6. Overcoming Obstructions

Dealing with high emotions and impasses are the biggest challenges faced by sales professionals. Good coaching techniques to overcome these obstructions are highly critical, as most of the deals get stuck at this point and do not get closed.

7. Coaching for Performance

The Sales Manager transforms into a Performance Coach, guiding and supporting the team members at every step of the sales process, leading to higher conversions and better results.

The Benefits of High-Performance Sales Coaching

When implemented successfully, this model delivers the following benefits:

Managers can assess the critical skills & performance gaps of their team members.
Equip the team with a highly impactful sales process.
Facilitate the team with application of tools and techniques to reinforce learning.
Develop the leadership coaching skills that help improve individual performance.
Lead and effect behaviour change conducive for a performance mindset.
Achieve incremental sales performance.

Source: International Coach Federation

Did You Know?

Organisations that invest in coaching achieve an average ROI of 7:1.

Is Your Business Future-Ready with Sales Coaches, Not Just Managers?

Explore Our Enablement Program

What Can AITD Do Through Sales Managers to Be Performance Enablement Coaches?

To transform modern sales leaders into performance enablement coaches, At Amity Institute of Training & Development (AITD) offers bespoke training programmes. The programmes are structured to make a lasting impression and for growth.

Creating Coaching Culture with AITD

AITD helps organisations in the creation of a coaching culture. We provide:

A structured framework into which a sales process fits.
The key competencies and performance benchmarks to identify.
Methods to align goals at all levels.
Training on coaching skills for sales managers.

The transformation of sales managers into performance enablement coaches is now a key element for the growth of sales. Given the right culture and systems, your sales team could operate at its best.

Equipped with AITD’s comprehensive training programmes and intensive training, sales managers will learn the thoughts, tools, techniques, and processes required to bring out high-level performance and success in their teams.

Are Your Sales Managers Ready to Drive Team Performance Beyond Targets?

Enable Sales Excellence Today

Latest Blog